Instructions: Read the case scenario below and answer the questions that follow

In August 2007, American Tobacco Company, one of the worlds leading marketers of tobacco products including cigarettes began a promotion in the USA that included sending direct mail to teens and young adults on their birthdays. The campaign, titled Drinks on Us, included a birthday greeting card as well as a set of drink coasters on which several recipes were printed for making many different concoctions of alcoholic beverages. The drink recipes were mixed drinks of fairly high alcoholic content and included many well-known brands such as Smirnoff, Jack Daniels, Grey Goose, and Absolut Vodka. With the recipe on one side of the coaster, the flip side included a tagline switch phrases such as Go till Daybreak, and Make Sure Youre Sitting.

From the start the promotion was fraught with problems, coming under attack from a range of interest groups. Firstly, the promotion came under heavy scrutiny and started receiving legal challenges from the State Attorney Generals in several states, a host of public advocacy groups, parents, and even the alcohol distillers themselves, who were owners of the liquor brands that were featured in the recipes. The Attorney Generals, parents, and advocacy groups said the promotion endorsed and promoted heavy drinking among vulnerable groups, especially teens, and many of the recipes could be considered deceptive and misleading. For their part, the distillers were angry, because their brands and products were being promoted without their permission and consent. In addition, the distillers argued that the promotion had nothing to do with alcohol since American Tobacco only marketed cigarettes.

Even then, they further argued, its actions violated the alcohol industry advertising code, which prohibits marketing practices that encourage excessive drinking, particularly among underage groups.

Even competitors to American Tobacco Company voiced their concerns about what they termed the underhanded method that it was using to garner support for its products among customers.

These competitors on hearing the mounting howls of public criticism and fearing possible legal actions, promptly canceled the promotion and issued a series of public apologies for its actions. Eventually, the public criticism died down and no legal actions were taken against it, but the actions of American Tobacco brought into sharp focus, the judgment of its marketing department and its appreciation for the many environmental actors and forces that may be affected by its marketing programs.

Discuss any THREE relevant environmental forces that were highlighted in the case.

Assume that this promotional campaign had been undertaken in your country by a major local cigarette marketing company, and elaborate on any TWO specific environment forces, groups, and /or agencies that would likely have an interest in this matter.

Elaborate on any TWO major differences that you would expect to find in your local country environment versus those existing in the American environment as it relates to cigarettes.