6.0 Recommendation
British America Tobacco is an example of a successful company but has not exploited fully the market available world. Its operation is only based in the entire world. The company has faced various challenges in different location hence need to adopt the following recommendation; Competing  on  differentiation:  exceptional  products  go  beyond  physical  characteristic  and services attributes provided to the client by the company. BAT has many competitors now and they should focus on raising the bar by innovation of new products to still lock out its competitors.

Competition on cost: the company`s products are very expensive. To effectively penetrate more market, the company should design cheaper products to enhance the purchase from the less rich population. Cost does not necessarily mean low quality standards or low value.

Location selection: there is a need to implement effective strategies to ensure that the company expands to other location in the world. There exists a potential market universally which has not been tapped by the organization. Thorough research should be undertaken by the organization about the possibility of expanding its business into other regions.

Human resource management: effective management of the company1s human resource ensure that the employees are motivated and engaged in achieving the company`s role. The company should come up with clear strategies of workforce management.

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