MARKET SEGMENTATION:
Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate product or marketing mixes. BATB segment there in three categories. B&H and John Player Goldleaf for business class, PallMall and Capstan are for middle class and Star, Scissors and Pilot are for lower class.

TARGET MARKET:
Target market is the process of evaluating each market segment’s attractiveness and selecting one or more to enter.
British American Tobacco Bangladesh’s target market is only Smokers who are more than eighteen (18) year old and above.  

MARKET POSITIONING:
Market positioning is the arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of target consumers. British American tobacco, usually determine there distributional channel based on geographically economically and also based on sales forecast. In the rural area the consumer needs low priced cigarettes so BATB offers Star, Pilot and scissors for the villagers, especially Pilot is made for the farmers and other low classed consumers.
B&H and Goldleaf are available everywhere in urban or metropolitan areas. PallMall positioned for the consumer who are aged between (18 to 25).   But for STAR there distribution is not only geographically they keep the lower income people in mind. Star is available in all over Bangladesh.

SWOT analysis for BRITISH AMERICAN TOBACCO BANGLADESH:

STRENGTH:
•    BAT’S every production is systematic.
•    There distribution network is there big strength.
•    BAT always assure quality
•    Strong brands
     
WEAKNESS:
•    Too much process driven in the production because of that sales get slower.
•    Centralize decision making. Every decision is made from Hong Kong.

OPPORTUNITY:
•    Source of business, competition and volume
•    Potential of premium segment

THREATS:
•    Government action
•    Reduction in tobacco consumption