R. J. Reynolds decided that he would produce a new cigarette especially for females aged 18-24 years and to take that segment from Philip Morris's rival Marlboro, a small health advocacy group receives an anonymous package exposing the marketing plans for the new brand.
As each group pursues its own goals poses the tactical strategies of the public health advocates against the defensive strategies of RJR,.
PUBLICATION DATE: January 01, 2006 PRODUCT #: KEL161-PDF-ENG
This is just an excerpt. This case is about STRATEGY about STRATEGY & EXECUTION
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