Abstract
Phillips Morrison International is one of the most iconic brand in the tobacco and cigarette industry. Rated as the most innovative company in the industry,over the years, Phillips Morrison has diverted their focus on emerging markets that account for 80% of the global demand,while the westernized consumers are being introduced to next generation products. However, the focus of the company remains in Asia Pacific region as it looks to target growing population of India, China and other Asia Pacific regions. Even on the financial terms,the company is performing better than its core rival, British American Tobacco ...
