['1876', '1981', 'RROWN', 'and', 'WIT.TIAMSON', 'STRATEGIC', 'MARKETING', 'PLAN', 'INTRODUCTION', 'and', 'SUMMARY', 'Industry', 'Fnvironment', 'Industry', 'sales', 'are', 'estimated', 'to', 'grow', 'from', '603', 'billion', 'uni‘s', 'to', '644', 'billion', 'by', '1981.', '"', 'This', 'will', 'be', 'the', 'result', 'of', 'an', 'influx', ':', 'of', 'smokers', 'into', 'the', 'high', 'incidence', 'and', 'consumption', 'age', 'breasks.', 'However,', 'incidence', 'overall,', 'will', 'decline', 'and', 'con~', 'sumption', 'will', 'increase', 'only', '1%', 'per', 'annum.', 'During', 'this', 'period,', 'advertising', 'will', 'remain', 'effective,', 'but', '"', 'ils', 'sirength', 'will', 'progressively', 'erode.', 'By', '1981,', 'this', 'lool', ',', 'will', 'be', 'completely', 'neutralized.', 'New', 'procucis', 'and', 'brands', '-,', 'undergoing', 'revitalization', 'will', 'find', 'it', 'increasingly', 'more', 'and', 'more', 'difficult', 'to', 'achieve', 'success.', 'Therefore,', 'the', 'programs', 'are', 'undertaken,', 'the', 'botier.', 'Success', 'after', '1981', 'will', 'accrue', 'to', 'a', 'few', 'dominant', 'companies,', 'Their', 'dominance', 'will', 'result', 'fror:', 'investment', 'spending', 'behind', 'all', 'marketing', 'fools', 'prior', 'to', '1¥81,..', 'a', 'period', 'where', 'adver-', 'tising', 'and', 'other', 'mcang', 'will', 'be', 'relatively', 'effective', 'in', 'getting', 'new', 'i', 'smokers', 'for', 'a', 'brand.,', 'Success', 'will', 'acerue', 'to', 'these', 'that', 'cap-', 'italize', 'on', 'trends', 'within', 'the', 'Ili-Fi', 'market', 'and', 'those', 'that', 'create', 'new', 'segments.', 'It', 'will', 'also', 'come', 'from', 'a', 'willingness', 'tc', 'experiment', 'with', 'and', 'develop', 'new', 'marketing', 'tools,', 'accept-', 'Wigh', 'levels', 'of', 'risk,', 'make', 'speculative', 'materials', 'and', 'equipment', 'purchases', 'and', 'staff', 'according', 'to', 'expected', 'need.', 'Brown', 'and', 'Williamson', 'It', 'is', 'estimated', 'that', "B&W's", 'market', 'share', 'will', 'decline', 'to', '14,', '0%', 'by', '1981', 'f', 'current', 'trends', 'continue', 'unless', 'posilive', 'and', 'aggressive', 'new', 'action', 'is', 'taken.', 'This', 'outcome', 'is', 'diametrically', 'opposed', 'to', 'the', 'corporate', 'growth', 'objectlves', 'and', 'amplifies', 'the', 'need', 'for', 'im-', '"', 'proved', 'programe.', '5', 'S', '»"', 'FINAL', 'DRAL', 'i', '|', 'O', 'X', 'SMeg', ':', '~', 'Apud', 'e', '95900099']