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50755 6078 STRATEGIC OVERVIEW Object ive To describe the longer term forces that affect the performance brands/companies. Relate learning to RJR's 1990's strategies.

50755 6079 STRATEGIC OVERVIEW Outline I. Market Dynamics A. Longer Term Trends B. Importance of YAS/Switchers C. Brand Performance D. Company Performance II. Strategic Issues Facing RJR III. YAS Programs A Un t i B. Marketing. Strategies I.I;i

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50755 6086 During the 1980's, brands and Savings STRATEGIC OVERVIEW Market Dynamics the largest growth brands have brands. been YAS LEADERS IN SOM GROWTH BRAND 1981 1988 Diff. Type of Brand Marlboro 18.3 24.9 +6.6 YAS 3.4 +3.4 DORAL Savings Newport Cambridge 2.2 4.4 +2.2 YAS Savings Source" MSA