Transformation of the Strategy of JTI Russia LLC in the Context of the Implementation of Anti-Smoking Policy in Russia

Tobacco sales have been declining for several years. Thus, in the period from 2013 to 2017, natural sales of tobacco products in Russia decreased by 28.6%: from 18.3 to 13.1 billion UAH. Packages. The reasons for the decline in steel sales: the results of the application of the "anti-tobacco law", the increase in excise taxes on tobacco products, which led to an increase in cigarette prices. promotion of smoking cessation (adding photos of the effects of smoking, etc., to cigarette packs). In the future, further reductions in tobacco sales in Russia are expected. BusinesStat estimates that in 2022 legal tobacco sales will reach 8.8 billion. Packaging, which is 32.7% less than in 2017. Taking into account the fundamental changes in the national, economic and social spheres, the need to analyze the transformation of the JTI strategy is increasing in order to maintain leadership in a shrinking market and achieve success in other areas of business. Considering that JTI is the leader of the cigarette market in Russia, it can be argued that the research results may be relevant for other players on the Russian market.