Opportunities and Challenges of Launching a New Innovative Product by International Tobacco Companies on Different Markets: the Case of Philip Morris International Launching Reduced Risk Products Category

The research is devoted to the study of the experience of implementation to the market of an innovative tobacco product by company PMI. To solve this task, we brought a theoretical explanation of innovative product and innovative activity in the tobacco market in the first chapter. Then, we analyzed innovative tobacco product markets (HTP) in Japan, South Korea, the United States and Russia, and PMI's case for entering these markets in the second chapter. Chapter 2 also represents the results of the analysis of the determinants of the company's competitive forces based on the model developed by M. Porter in the HTP markets of four countries. And finally we developed our recommendations to PMI based on surveys and previous researches and also gave limitations and scope of further developments of the study in the third chapter. The theoretical basis of the study is scientific research in the field of management and marketing of innovations, materials of international conferences, forums and symposiums, statistical materials, results of marketing research published in articles, quarterly and annual reports of Philip Morris International.