MARK 1252 Global Marketing and Emerging Issues Assignment Sample
Research proposal on “ Health policies and measures adopted British American Tobacco plc for preventing tobacco related disease and to achieve Zero carbon Neutrality ”
Introduction:
British American Tobacco plc or BAT is a British multinational company which produces cigarettes, tobacco and other products that are made of nicotine. It was formed in the year 1902 with its headquarters in London, United Kingdom, England. The multinational company has its operation in one hundred and eighty countries in which some of their most popular international cigarette brands are Dunhill, Kent, Lucky Strike, Vype, etc. The multinational company has its lists on The Financial Times Stock Exchange 100 Index and even on the London Stock Exchange. Till 2019, the company was one of the largest tobacco company on global level. On the local level, the company has brand names such as John Players Gold Leaf which is in Bangladesh, Benson and Hedges based on Malaysia, Wills based on India, Gold Leaf based on Bangladesh and Pakistan, Royals based on U.K. The company has so many cigarette brands based on different cities and locations. Based on research studies conducted by Euromonitor International, the company had over 12.1 percent of the global cigarettes market and was estimated to reach its revenue by 12.4 billion pounds in which ninety percent of the earning was made only through cigarettes alone. The company always make sure to produce high quality products and still aims to improve the manufacturing process in each and every country that it operates in. The company now own seventy five manufacturing facilities all over the world. The production facility of the company are designed in such a manner that it will be able to meet the needs of a supply chain that is flexible while will in turn help in producing a operational base that is of very high quality so that it will be more convenient in the future (Rai,2022). There will be methodology section as well where different approaches will be discussed on how information can be collected regarding these topics if a proper research were to be conducted. The last section of this paper will be conclusion.
Research aim:
The research aim of this project is to figure out how the company is able to maintain a zero-carbon strategy being one of the largest cigarette manufacturing companies which will be then followed by the measures taken by the company to reduce the health impact on the consumers and guidelines the company is implementing to avoid any underage youth to get access to their products.
Objective
- To analyze the methods adopted by BAT for zero carbon neutrality
- To analyze the policies and guidelines taken by BAT to reduce health impact on Users
- To analyze methods adopted by BAT from preventing youth from accessing to their products.
Research questions:
- Being one of the largest tobacco manufacturing companies what are the methods the company is implementing towards achieving carbon neutrality or sustainability?
- What are the ways that BAT is implementing minimize the health impact of the consumers?
- Discuss the guidelines that BAT follows from preventing youth from accessing to their products.
Literature Review:
BAT’s carbon neutrality:
As for BAT, although they are one of the largest cigarette manufacturing companies sustainability has been one of the most focused process on the production process of the products. In the past twenty years, the company has seen a continuous progress in the sustainability sector. The company focus on manufacturing different products like vapour products that helps in minimizing the risk of health issues for about nineteen percent of the daily consumers all over the world (Kusprianti,2022). The tobacco heating products used by the company is designed in such a manner that it will consume less electricity thus contributing a step towards a more sustainable process. The company is also planning to maximize the carbon neutral locations to sixteen (Muhammad,2022).
The sites include United States, Brazil, Sri Lanka, Malaysia, Switzerland and Australia. Even in the year 2020, the company was awarded the PAS2060 certification (Which is a certification on internationally recognized specification for carbon neutrality by complying it with the existing environmental standards to achieve sustainability). The company has been making continuous improvements towards a more carbon neutral process by using raw materials that are healthy and safe for the consumers and also innovating the machineries to use less electricity during the process of production. In the year two thousand seventeen, the company was able to observe a reduction of eighty four percent in the emission of CO2 gases in the Brazil factor. The main contributions for this achievement was because of the process of different kinds of intervention that the company practiced to enhance the energy efficiency of the biomass boiler, installation of smart utility management process, making total use of renewable electricity. The company’s outlet which is in Sri Lanka also enlarged the on site solar generation along with conducting programmes on sustainability. The company also brought green electricity allowing them to see a minimization of eighty six percent in the emission of carbon gases. This processes allows the company to be a competition for other companies as well and allows them to achieve sustainability in the most possible way in each and every process (Abdullah,2021).
With the process of achieving sustainability in each and every process to reduce the carbon emission, BAT also has a lot of future goals by implementing new and sustainable steps in their processes. While focusing on the health impact of their business the company also aims to maximize the consumers to fifty million by 2030 by manufacturing combustible products, by 2050 BAT aims to achieve carbon neutrality in all their business process and in their value chain, achieving BAT’s environmental target by 2025, total reduction of single use plastic and making the packaging recyclable, reusable by the end of 2025 and achieving a hundred percent renewable electricity in all the manufacturing locations by 2030 (Thoradeniya,2022).
BAT’s ways to minimize health impact on the consumers:
While being the most sought company by the consumers in terms of cigarettes, the company also makes sure that they produce products that would not have drastic impact on the health of the consumers. In order to achieve this, the company aims to provide a wide range of products that has lesser health impacts on their consumers. BAT is working on to develop and form new range of products like vapour, tobacco heating and modern oral products which is allowing the company to gain a huge customer base from all over the world. It has been observed that only with this process alone, the company is able to attract at least sixty eight million consumers worldwide (Goldenson,2022). The BAT is well aware about the health impacts of tobacco so they are working on it to produce products that have lesser health impacts than other companies. For this BAT is planning to provide a variety of less risky products to adult population. Although they are manufacturing the product to maximize their profit and revenue, the company also makes sure that they are able to provide a message to avoid or quit smoking or either switch to sustainable smoking to minimize the health issues (Kusprianti,2022). The company’s aim is to achieve fifty million consumers of their products that are non combustible and to improve the revenue of the newer products. The company is trying its best to improve the health issues faced by the consumers because of smoking. However in order to achieve their goals and process they are making sure to develop deep learning and understanding about their daily consumers and focus on processes with data and analysis in conducting and achieving the process. The company is also investing on different researches and development process so that they will be able to use innovation practices that will help to help satisfy the customers in the best possible ways (Fooks,2022). These innovation practices will make sure that the customers change their taste preference and growth for their business (Miller,2022). BAT is also planning to implement different interventions with the process of strategic investment and practicing partnership and collaboration with other companies that focuses on sustainability. In order to establish and meet the goals, the company also plans to simpler range of products which will also be able to succeed even in the global sector. BAT is implementing the use of Vuse in vapour, glo in the process of heating te=tobacco and Velo in the modern oral product (Golpe,2022).
About thirteen point five million of the consumers are in constant use of the company’s non combustible products in over fifty products and is planning to expand their market in more areas at the earliest. Although the pandemic deteriorated some of the company’s goals and processes like the sale of the product, their supply chain. However even with all these issues, the company is successful in working towards producing more non combustible products which would have very less negative impacts on the health of individual. The company is also following strict rules and regulations for the safety of the product and making sure that each and every product is aimed to quality products which would not impact the health like other cigarettes produced by other consumers. The company is also working on to collect more proof to provide support to their statement about how their products are less risky as compared to other cigarette brands (Ohmomo,2022).
Guidelines implemented by BAT to prevent youths from accessing to their product:
To make sure that their products are accessible to only some of the adult consumers, they make sure to follow strict guidelines and regulations for m making sure that each and every product is mainly for adult consumers which does not involve the engagement of youth in any manner. The company is very transparent about their industrial approaches and practices and various regulations their product consumption. The company highly believe that implementing strict regulations will help allow them to make use of high quality and safety standards also by making sure that the price range for the products are reasonable to the adult consumers while also at the same time making sure that there are strict rules about preventing youths from having access to the product. The company keeps on updating about their International Marketing Principles and Youth Access Prevention Guidelines (Hird,2022). Under these principles the company is allowed to produce products that are only for adult consumers and not only for children and that the products cannot be accessed by the youths. These principles must be followed by every tobacco manufacturing companies and the failure to implement these principles will lead to serious legal issues. They know that tobacco and other products that are made of nicotine is not good for the youths and this is the main reason why they are fully committed to these principles. All the operational process in different manufacturing sites are mandatory to implement all the marketing principles. Apart from the strict requirements the company also performs different prevention activities for the sale of tobacco and products made from nicotine of their company. The idea of producing products which will be made available to adult consumers has even been accepted by the YSP which is the acronym for Youth Smoking Prevention. The products are distributed with the help of their parties and makes sure that none of the youth are involved in the distribution sector. In order to reduce the involvement of youth in the processes of the BAT, the company makes sure that they work with the retailers directly so as to minimize the minimum age needed to work, provide training to distributors about the age limit and involving with the government in the market where the minimum age is not imposed in tobacco manufacturing companies (Moodie,2-22).
BAT is all aware about the involvement of youths and how it can be harmful for them so they have maintained very strict guidelines all over the production sites and do no encourage any workers that are under the age of eighteen. They make sure that only adults are involved in all the process even including the supply chain. With the ever growing increase in t digital marketing, the company also make sure to educate the adult consumers to communicate with them on providing knowledge and education about different varieties of products that they offer and also providing support to everyday adult smokers who are seeking for different ways of smoking which has less impact on the health (Ling,2022).
Methodology:
Research approach:
Research approach is defined as the plan and that will be involved in collection information about a research. The research approach is usually divided into two main categories which is the approach of collection of data and the approach of the data analysis or reasoning. They are also the plans and procedures for researchers to discuss from a broader perspective to detailed assumption. In this very little information obtained is made into a fine information through data collection, analysis and interpretation of data which involves several decisions and also the overall decision involves what kind of approach should be used to study a particular topic. The information that is provided must also be the philosophical assumptions that the research topic brings to the study (Barry,2022). It includes the procedure of enquiry which is called the research design and certain research methods of the collection of data, it also includes data analysis and the interpretation. It is not necessary that each and every researcher must use a fixed research approach but the selection of research approach can be also according to the nature of the research problem or the issue that is being addressed and spoken about in the research. Research approach can be divided into qualitative research, quantitative research and mixed approach research (Bianchi,2022).
In order to conduct this research it would be best to implement qualitative approach since this approach will help gather information by conducting interview, focus groups, surveys etc. In order to conduct this research different questionnaires can be prepared and conduct interviews with the present as well as former employees of BAT. Interviewees can ask different questions about the sustainability practice of the company, the health impact and different guidelines imposed for youth. To fully have a detail understanding about the topic, the researchers can bring the topic to different focus groups and collect information stored by the country’s government about the company i.e, BAT.
Research Design:
Using a research design as a framework for organizing and linking all of the many parts of a study is standard practice among researchers who want to gain a deeper knowledge of the problem that they are seeking to solve. A study design is a tool that may be used to manage the whole process of data collection, measurement, and analysis. It can also be used to limit the types of designs that can be used. If you are a researcher, it is your obligation to ensure that the evidence you gather is legitimate and effective in order to manage the data in an appropriate manner. It is possible to acquire evidence for testing a hypothesis and programmed assessment, as well as for offering proper explanations and insight into the importance of observed occurrences in study design, using a variety of various methodologies. Obtaining information that is directly applicable to the issue may prove to be advantageous. Researchers can choose from a wide range of study designs, including descriptive and experimental designs, as well as correlational, diagnostic, and explanatory designs, to meet their objectives.
The research design that would be most appropriate for this topic will be descriptive research design as this research design is quite flexible in which the researcher will have to describe the topic that is under the research study. In order to study the sustainable practices, its health impacts and the prevention of youth from consuming their products descriptive research will help gather, analyze and present the data and will also allow the research team to have a better understanding about the research. If this deign does not satisfy the researcher, one can opt for explanatory research which will allow them to use the researchers idea on the topic (Rodrigues,2022).
Questionnaire Design:
Questionnaire Design is the process of designing the format and questions of research which will be used to collect different data about a particular research topic. During the process of preparing a questionnaire it is very important to include all the process and the designs that were used in the research paper so that it will help in provide quality questionnaire. There are two types of questionnaire design which is structured and unstructured. By combining both these designs, it will help to form the most appropriate questions based on the research paper. A good quality research questionnaire will require the study of various information required for the questionnaire and make topics on different kinds the content based on the topic which will allow to put the structure into a very meaningful order ensuring quality outcome.
The questionnaire design that would be most appropriate for this research topic (British American Tobacco) will be unstructured questionnaire as it will allow the researchers to form what kind of questions can asked during the interview process of collecting qualitative data. This structure will help the researchers to emphasize on the topic that is being most discussed about the company. For example, BAT being the largest cigarette manufacturing company there are several issues and questions about the health complications and the sustainability practice of the company. Focusing on these topics, researchers will be able to form different questions for the research.
Sampling method:
Sampling is the process in which a smaller section of the population is taken out from a larger population. Sampling process will help the researcher to gather the information about a broader area in a quicker way without having to consume a lot time. There can be a lot of sampling methods but like any other methods, this one is also selected based on the type of topic that someone is researching on. It is not upon the researcher but it depends upon the topic on what kind of sampling method must be selected for the topic. There can be two kinds of sampling i.e, probability sampling and non probability sampling.
For this research topic, it would be more appropriate to make use of non probability sampling. This sampling will allow to choose members for a research in an unsystematic manner. Unlike probability sampling choosing non probability sampling will allow the researcher to select the interviewees randomly from any location and since BAT has its own company in different site, the researcher will be able to select individuals that is nearest to their location or which they can easily approach.
Conclusion:
This topic is on British American Tobacco which has a literature section, methodology section and other smaller sections like research aim, research questionnaires. In the literature section, it emphasize on the carbon neutral practices of BAT and the company’s concern towards the health of regular adult consumers and the age restrictions of their products. It is then followed by a methodology which discuss about the research design, research approach, sampling etc in which the researchers will be able to use to conduct research on Britain American Tobacco.
Reference:
Barry, R.A., Abdullah, S.M., Chugh, A., Hirpa, S., Kumar, P., Male, D., Ralston, R., Wagner-Rizvi, T. and Collin, J., 2022. Advancing whole-of-government approaches to tobacco control: Article 5.3 and the challenge of policy coordination in Bangladesh, Ethiopia, India and Uganda. Tobacco Control.
Barry, R.A., Abdullah, S.M., Chugh, A., Hirpa, S., Kumar, P., Male, D., Ralston, R., Wagner-Rizvi, T. and Collin, J., 2022. Advancing whole-of-government approaches to tobacco control: Article 5.3 and the challenge of policy coordination in Bangladesh, Ethiopia, India and Uganda. Tobacco Control.
Barry, R.A., Hill, S.E., Williams, S. and Collin, J., 2022. Challenges of conflict of interest, coordination and collaboration in small island contexts: towards effective tobacco control governance in UK Overseas Territories. Tobacco Control.
Bianchi, G., Testa, F., Tessitore, S. and Iraldo, F., 2022. How to embed environmental sustainability: The role of dynamic capabilities and managerial approaches in a life cycle management perspective. Business Strategy and the Environment, 31(1), pp.312-325.
Fooks, G.J. and Godziewski, C., 2022. The World Health Organization, Corporate Power, and the Prevention and Management of Conflicts of Interest in Nutrition Policy: Comment on” Towards Preventing and Managing Conflict of Interest in Nutrition Policy? An Analysis of Submissions to a Consultation on a Draft WHO Tool”. International Journal of Health Policy & Management, 11(2).
Fooks, G.J. and Godziewski, C., 2022. The World Health Organization, Corporate Power, and the Prevention and Management of Conflicts of Interest in Nutrition Policy: Comment on” Towards Preventing and Managing Conflict of Interest in Nutrition Policy? An Analysis of Submissions to a Consultation on a Draft WHO Tool”. International Journal of Health Policy & Management, 11(2).
Goldenson, N.I., Augustson, E.M. and Shiffman, S., 2022. Differences in switching away from cigarettes and JUUL use characteristics among adult menthol and nonmenthol smokers who purchased the JUUL System. Drug and alcohol dependence, 231, p.109238.
Golpe, A.A., Martín-Álvarez, J.M., Galiano, A. and Asensio, E., 2022. Effect of IQOS introduction on Philip Morris International cigarette sales in Spain: a Logarithmic Mean Divisa Index decomposition approach. Gaceta Sanitaria.
Hird, T.R., Gallagher, A.W.A., Evans-Reeves, K., Zatoński, M., Dance, S., Diethelm, P.A., Edwards, R. and Gilmore, A.B., 2022. Understanding the long-term policy influence strategies of the tobacco industry: two contemporary case studies. Tobacco Control, 31(2), pp.297-307.
Hirpa, S., Ralston, R., Deressa, W. and Collin, J., 2022. ‘They have a right to participate as a stakeholder’: Article 5.3 implementation and government interactions with the tobacco industry in Ethiopia. Tobacco Control.
Kusprianti, A.D., Paramita, P.D. and Amboningtyas, D., 2022. INFLUENCE OF RETURN ON ASSETS, DEBT TO ASSETS RATIO, AND AUDIT COMMITTEE ON TAX AVOIDANCE WITH COMPANY SIZE AS A MODERATING VARIABLE (Case Study on Manufacturing Companies in the Food and Beverage Sub-Sector of Industrial Goods and Consumption Listed in IDX for the 2016-2020 period). Journal of Management, 8(1).
Ling, P.M., Kim, M., Egbe, C.O., Patanavanich, R., Pinho, M. and Hendlin, Y., 2022. Moving targets: how the rapidly changing tobacco and nicotine landscape creates advertising and promotion policy challenges. Tobacco Control, 31(2), pp.222-228.
Ling, P.M., Kim, M., Egbe, C.O., Patanavanich, R., Pinho, M. and Hendlin, Y., 2022. Moving targets: how the rapidly changing tobacco and nicotine landscape creates advertising and promotion policy challenges. Tobacco Control, 31(2), pp.222-228.
Miller, C.R., Sutanto, E., Smith, D.M., Hitchman, S.C., Gravely, S., Yong, H.H., Borland, R., O’Connor, R.J., Cummings, K.M., Fong, G.T. and Hyland, A., 2022. Awareness, trial and use of heated tobacco products among adult cigarette smokers and e-cigarette users: findings from the 2018 ITC Four Country Smoking and Vaping Survey. Tobacco Control, 31(1), pp.11-18.
Moodie, C., Page, N. and Moore, G., 2022. Prevalence of Menthol and Menthol Capsule Cigarette Use Among 11–16 Year Olds in Wales Prior to a Ban on Characterizing Flavors in Cigarettes: Findings From the 2019 Student Health and Wellbeing Survey. Nicotine & Tobacco Research.
Muhammad, H. and Migliori, S., 2022. Effects of board gender diversity and sustainability committees on environmental performance: a quantile regression approach. Journal of Management & Organization, pp.1-26.
Ohmomo, H., Harada, S., Komaki, S., Ono, K., Sutoh, Y., Otomo, R., Umekage, S., Hachiya, T., Katanoda, K., Takebayashi, T. and Shimizu, A., 2022. DNA Methylation Abnormalities and Altered Whole Transcriptome Profiles after Switching from Combustible Tobacco Smoking to Heated Tobacco Products. Cancer Epidemiology and Prevention Biomarkers, 31(1), pp.269-279.
Ohmomo, H., Harada, S., Komaki, S., Ono, K., Sutoh, Y., Otomo, R., Umekage, S., Hachiya, T., Katanoda, K., Takebayashi, T. and Shimizu, A., 2022. DNA Methylation Abnormalities and Altered Whole Transcriptome Profiles after Switching from Combustible Tobacco Smoking to Heated Tobacco Products. Cancer Epidemiology and Prevention Biomarkers, 31(1), pp.269-279.
Rai, A., Mahata, A., Nurujjaman, M. and Prakash, O., 2022. Statistical properties of the aftershocks of stock market crashes revisited: Analysis based on the 1987 crash, financial-crisis-2008 and COVID-19 pandemic. International Journal of Modern Physics C, 33(02), p.2250019.
Rodrigues, M., de Oliveira, R.B., Dos Santos, G.L.A.A., de Oliveira, K.M., Reis, A.S., Furlanetto, R.H., Júnior, L.A.Y.B., Coelho, F.S. and Nanni, M.R., 2022. Rapid quantification of alkaloids, sugar and yield of tobacco (Nicotiana tabacum L.) varieties by using Vis-NIR-SWIR spectroradiometry. Spectrochimica Acta Part A: Molecular and Biomolecular Spectroscopy, p.121082.
Thoradeniya, P., Lee, J., Tan, R. and Ferreira, A., 2022. From intention to action on sustainability reporting: The role of individual, organisational and institutional factors during war and post-war periods. The British Accounting Review, 54(1), p.101021.
……………………………………………………………………………………………………………………..
Know more about UniqueSubmission’s other writing services:
