The marketing manager of Philip Morris K.K. (PMKK) must decide how his company should react after learning that rival RJ Reynolds plans to introduce a cigarette in Japan 200 yen, PMKK attack the position in the lower end of the Japanese market.

The marketing manager of Philip Morris K.K. (PMKK) must decide how his company should react after learning that rival RJ Reynolds plans to introduce a cigarette in Japan 200 yen, PMKK attack the position in the lower end of the Japanese market.
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Dominique Turpin
Source: IMD
27 pages.
Release Date: 6 March 2008. Prod #: IMD393-PDF-ENG
Philip Morris K.K. HBR case solution