STRATEGIC ANALYSIS OF CROATIAN TOBACCO INDUSTRY

Firstly, we clearly saw the power of tobacco industry in general. For example those gigants like Chinese tobacco company or Philip Morris International both have revenues that are bigger than some countries GDP. Also, it is important to mention that 5 biggest tobacco companies hold almost 85% of total market share. In general tobacco industry is sad to be one of the most profitable, if not the most profitable in the world. Secondly, we saw that the retail value is incresing on the yearly basis and that is expected to continue in next period. Furthermore, we saw a shift in the last years in target market for tobacco. Tobaccom companies are increasingly targeting low income countries since the highest demand for tobacco comes from those kind of countries. When it comes to Croatian tobacco industry these would be the most important characteristics. The tobacco industry, the totality of the economic activities that are related to farming, industrial processing and production of final products from the tobacco plant. Cultivation or the manufacturing of tobacco is carried out on farms, just like with other crops, but additional procedures of artificial or natural drying of tobacco are applied, as well as its preparation and packaging for sale. The usable and trading value of the tobacco is only achieved after further preparation, complex industrial processing and packaging. For commercial purposes, the tobacco is classified in commodity types