Research on Market Selection Decision for New Cigarette―Taking the New Supper Slim Cigarette in China as Example

Abstract

To capture the opportunity and improve the marketing efficiency of new cigarette product, this paper studied market selection decision for the new cigarette quantitatively. By fully considered the market structure and the product characteristics, an evaluation system of cigarette market was built. Then, the sales data from 33 areas in China during Jan-Aug 2017 was collected. With this data, TOPSIS method was used to measure the market state. The results show that the evaluation score of the 33 sale areas is between 0.05 and 0.5 and there are huge differences among them. Thus, the cigarette company should select partial areas to launch the new supper slim cigarette gradually.