Excerpt from Term Paper:

......Analysis of the Business Environment in Canada
Imperial Tobacco Canada has the majority of Canadian tobacco-related products market share at 69% (Anderson, 2008) with its most popular brand, DuMaurier contributing 31%m followed by the Players brand at 28.6%, and Matinee with 6.6%. Channel 2 is the merchandising and integrated marketing communications division that assists with brand development, promotional activities, and cross-channel shopping and development programs as well. Clearly the coordination role that Channel 2 plays in the companys overall execution is crucial for the success of all brands. The most critical sector of the Imperial Tobacco Canada product division portfolio is the DuMaurier division and its line of products, commanding nearly a third of all tobacco-related sales in Canada. The DuMaurier division is also the most critical as its contributions to gross margins and profitability in turn fuel the development of next-generation tobacco-related products as well. In addition, the economies of scale Channel 2 is able to attain is a direct result of the distribution- and retailing dominance of the DuMaurier brand throughout Canada. Given these factors, DuMaurier is the most critical and strategically important product division of Imperial Tobacco Canada
Across all brands Imperial Tobacco Canada faces significant challenges

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