Executive Summary Marlboro is one of the most recognizable brands in the tobacco industry due to its strong attributes which have managed to attract large numbers of consumers in different markets. As a result, this has enabled the Philip Morris Corporation to set up manufacturing operations in more than 50 countries. The popularity of the brand has made it a household name in more than 150 countries where it is sold and consumed by millions of people. The product has managed to appeal to customers in different parts of the world by using cowboy characters in its adverts who serve as symbols of power, vitality, independence and masculine charm. However, strict laws that regulate cigarette advertising have compelled the firm to look for alternative forms of advertising to continue to serve its customers. Therefore, the firm has opted to use alternative promotional and pricing strategies to maintain its competitive edge in a market that experiences rapid changes. Introduction Marlboro is one of the most popular cigarette brands known for its brand qualities and loyal customers. The cigarette which is manufactured by Philip Morris Corporation has been sold in the market for close to 100 years and it is one of the most popular consumer goods. It serves as the Philip Morris’ flagship product in the market due to its longevity, strong customer base and its ability to reinvent itself to attract new consumers. For a long time, the Marlboro cigarette has been known for its power, vitality and adventurous attributes as shown by American cowboy characters in its adverts. This has encouraged customers to associate it with attributes of strength, power and vitality and this has helped it to register a lot of success in different markets where it is sold. This report will serve as a market audit of Marlboro which will focus on its current performance and will also further recommendations that Philip Morris needs to implement to help the firm to maintain its competitive edge in the industry. Environmental Context Analysis of U.A.E The U.A.E. has a population of about 5.5 million people, a majority of whom are Arabs. However, the country hosts a large number of foreigners who live there for different purposes. It is estimated that foreigners make up more than 70% of people residing in the country. The country has favorable taxation policies which encourage many firms to establish their operations there. The main language spoken by a large majority of the population is Arabic and Islam is considered a way of life which permeates all important segments of the society. In addition, Emiratis are deeply conservative even though they have embraced different aspects of modernity to help their country move forward. Cigarette smoking and consumption is not highly restricted but manufacturers are required to provide labels that show the real contents of their products. There are several multinationals and local firms which manufacture and sell different tobacco products in the market. The UAE practices a federal system of governance consisting of seven emirates whose capital is Abu Dhabi. Abu Dhabi is the main oil producing emirate while Dubai serves as the center of tourism, transport, banking and hospitality. However, the country is ruled by a president who heads the Supreme Council that adopts and implements policies after consultations with monarchs of other emirates. The heads of the seven emirates elect one of their own to act as president after every five years.UAE has experienced rapid rates of modernization in the last three decades which has increased the rate at which technology is used by the country’s c