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  • The Impact of Local Industry Regulations on the Marketing Strategies of International Tobacco Companies: the Comparison of Russia and Australia

The Impact of Local Industry Regulations on the Marketing Strategies of International Tobacco Companies: the Comparison of Russia and Australia

Student: Kuzova Anastasia

Supervisor: Sergey P. Kazakov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2018

Every company that operates on Russian tobacco market knows how unpredictable and inventive the Russian government can be in terms of tobacco and alcohol markets regulations. The inability to predict market trends, competitors’ actions and other important indicators come from almost unexpected local legal regulations towards the market. It is widely known that smoking causes different health issues including cancer and many people die because of smoking. No wonder government around the World take care of their citizens and want to improve the overall health of nation. The topic of the work is significant as it studies the ways tobacco companies try to counteract bans and restrictions and keep making profit by targeting consumers’ needs and wants. The marketing is usually associated with advertising and promotion, however, these instruments are banned in the researched markets. That work will research and analyze what marketing instruments are used to deliver relevant product and fulfill expectations of target audience. The impact of local legal regulations on marketing strategies of international tobacco companies in Russia and Australia will be studied. In the first chapter the author studies the theoretical aspects of marketing strategies and external factors affecting them. In the second chapter the author moves towards legal regulations in Russia and Australia. There will be a review of the main laws affecting tobacco industry on the markets and what instruments are banned. Then there will be a review the marketing strategies of tobacco companies with specific examples and analyze the statistics of markets under changes in laws and marketing strategies of tobacco companies. The last chapter will be devoted to final conclusions and recommendations.

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