In practice, Du Maurier brand stands on a safer position compared to the overall position of the group. For example, in 2007, Imperial Tobacco Canada has reported a

276 million profit, 4 million lower than the profit reported in the previous year. However, this was due to exchange rates.

The main financial objective for Du Maurier is to increase its profits by 10%. However, prices must be kept at approximately the same level as before. This means that sales volume must increase.

3.2. Marketing Objectives

The main objective that must be attained in the future period of time consists in increasing the number of customers. Du Maurier already is the most popular brand on the Canadian tobacco market by far. However, there is still room for improvements.

In order to attract more customers, Du Maurier should orient its marketing strategy towards younger segments of customers. One of the segments that...
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