Issues and Strategies for Altria
Societal Trends Issues: Many industrialized nations, including the United States, have shown a trend of decreasing number of people smoking. ... Because 30% of Altria’s revenue comes from Philip Morris Domestic, this decline in consumption of cigarettes will inevitably hurt growth in revenue of Altria. ... Strategies: Altria is taking steps to directly and indirectly combat the problems in societal trends. ... Philip Morris Domestic’s share in Altria has dropped considerably, whereas Philip Morris International’s share has increased. Secondly, Altria has spent over $100 million dollars in the past few years in non-tobacco related advertisements to boost public image.