Felberbaum, M., & Tobacco, A. (2014, Jun 26). Philip Morris Int'l to sell Marlboro HeatSticks. El Paso Times[Proquest]
Felberbaum, M. (2013, Nov 21). Philip Morris eyes electronic cigarette market. Daily Gleaner[Proquest]
When you have finished reviewing the background materials and doing some research on Philip Morris and e-cigarettes, addresses the following questions:
- What type of product is Philip Morris' HeatStick? Use the terminology from the background materials to classify this product, and pay close attention to the "Classification of products" and the "Different types of new products" sections of Chapter 5 of Richardson and Gosnay (2010)
- At what stage of the product life cycle are the traditional cigarette and the e-cigarette respectively, and what implications should this have for Philip Morris' marketing strategy? Refer to the stages of the product life cycle as explained in Richardson and Gosnay (2010) and Paley (2007).
- Which stages of the new product development process do you think will be most crucial to the success of the HeatStick? Explain your reasoning, and refer to either the eight stages of the new product development process in Richardson and Gosnay (2010) or the six phases discussed on pages 158-161 of Paley (2007).
Make sure to use reliable and credible sources as your references. Articles published in established newspapers or business journals/magazines are preferred. If you find articles on the internet, make sure it is from a credible source.Reference your sources of information with both a bibliography and in-text citations. See the Student Guide to Writing a High-Quality Academic Paper, including pages 13-14 on in-text citations. Another resource is the "Writing Style Guide", which is found under "My Resources" in the TLC portal.