CASE STUDY Japan Tobacco International Brief To develop the content and analysis of Japan Tobacco Internationals three year brand plans for 52 regional brands in the context of Japan Tobacco International’s global portfolio in a competitive context across all markets. This was to be used by the company’s senior executive and management in Japan and Geneva as a living planning tool to allocate resource and measure performance across the group. Approach Situational analysis researching information from internal and external sources across brand/market combinations. This included evaluation of, The Commercial Environment, Competitive Situation, Strategic Rationale, Key Regional Brands (12), Tactical Regional Brands (40), Regional Market Deployment, Annual and Strategic Plan Deliverabl

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