OPPORTUNITIES:
Untapped Market:Their is a rising market around the globe mostly in developing countries which has to be harnessed by Philip Morris.
Online: Due to the increased usage of social media by potential as well as regular customers, a need for developing a social media branding has grown.
THREATS:
Social: There has been a transformation in the mindsets of the people which has negative implication on the tobacco industry as a whole.
Legal Issues: Due to increased awareness with regards to the effects of tobacco and related products,there is a legal battle that has to be fought by the company in order to secure its future in the industry as well as the future of the industry itself.