British American Tobacco in South Korea
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR254 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
ThemesInternational Business | Globalization Business |
| Case Length |
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22 Pages |
| Period |
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1998-2006 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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British
American Tobacco |
| Industry |
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Agriculture
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| Countries
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South Korea |
Abstract:
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The case discusses UK based tobacco company British American Tobacco (BAT)
business strategies in South Korea. One of the largest tobacco companies in the
world, BAT operated in more than 180 countries. South Korea was a tough market
and several multinational companies, which had found success in many countries
across the world, were unsuccessful when it came to South Korea. In such a
scenario, BAT not only managed to enter the highly monopolized tobacco market in
Korea, but also carved a niche for itself and became the second largest player
within few years. BAT entry into the market coincided with the macroeconomic
changes and liberalization in the country.
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By taking advantage of these changes, BAT was able to establish itself firmly in the market. By gaining thorough understanding of the market, BAT introduced several new products with low tar content for the Korean consumers. However, by early 2007, with changing attitudes towards smoking and increasing prices of tobacco, industry experts felt that BAT could be in for some tough times ahead.
Issues:
» Understand BAT's global operations in general and South Korean operations in
particular
» Study and analyze the entry and expansion strategies of BAT in South Korea
» Critically examine the localization strategies of BAT in South Korea
» Examine the challenges faced by BAT in South Korea
Contents:
Keywords:
BAT Korea, International Business, Tobacco Industry in South
Korea, Success Story, Leaf Production Standards, Growth Strategies,
International Marketing, Distribution Strategies , Recruitment, Employee
Policies, Internal Smoking Policy, Direct Distribution Model, Standards of
Business Conduct, Global Graduate Development Program
British American Tobacco in South Korea
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