E-Cigarettes, which was initially not considered as a product that would survive, were capturing a large market share rapidly and had become an escalating threat for tobacco giant Reynolds American Inc. (RAI) in 2014. The company now had to come up with the strategies to combat this rapidly growing tobacco industry landscape.
Tobacco companies had confusion in targeting the untapped market segment with the most lucrative strategies and were finding the most appropriate ways that could put the companies on a rapid pace.
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