Electronic Cigarettes: Situational Analysis, Essay Example

The concept of the electronic cigarette serves as a viable alternative to the traditional cigarette product, and poses less of a health hazard to consumers. This product, which typically involves a battery-operated device that delivers nicotine to its users in small amounts, does not involve any type of tar, which can damage the lungs in many ways. Therefore, this choice is optimal for many smokers that are making an effort to move away from their smoking habit, one step at a time.

Overview of the Industry

The electronic cigarette industry has grown in recent years in response to ever-increasing negative publicity regarding smoking and its danger to the environment and to human health. There have been extensive improvements in the expansion of these products, as well as the delivery of replacement cartridges for their users. Although the industry faces intense scrutiny from the FDA and other government players, the industry remains strong and on a mission to overcome these challenges and to take charge of its bright future.

Position of Company Within the Industry

The company in question is in a strong competitive position within the industry, and possesses a series of alternatives that will be effective in expanding their product visibility and market share in the near future. This process will be tested by ongoing legal questions regarding the safety and efficacy of these products, but is encouraged by increased consumer interest throughout society.

Potential Market Segments

The company possesses a number of opportunities in different market segments, including smokers in both younger and older markets. The company must expand its visibility and strategic alternatives to support the demands of a complex industry, while also demonstrating its value to smokers in modern society.