PESTEL ANALYSIS OF TOBACCO IN UK

PESTEL Analysis of Tobacco In UK

PESTEL Analysis of Tobacco In UK

Introduction

The number of non-smokers worldwide is not increasing. The goal set by the WHO for the year 2000 to achieve 80 per cent nonsmokers will not be reached. Particularly in Europe, the smoking reduction rates are levelling off (Roberts, 1992). The latest figures for the UK show that, although there is a reduction in the number of males who are smoking, the rate for females is rising. This statistic is paralleled by the reducing incidence of lung cancer deaths for men, but an opposite trend for women.

A recent nationwide study undertaken by Exeter University (Balding, 1993) gave in-depth attention to the smoking habits of young people. The Health Related Behaviour Questionnaire was completed by 20,128 youngsters in 1992, with 19,908 responses being valid as below. The results show that more girls than boys are smoking at all ages investigated. Twenty per cent of boys compared with 27 % of girls aged 14-15 smoked at least once during the previous week. Balding says: 'In past years, looking for &dquo;heavy smoking&dquo;, it has not been unusual to find the heaviest smokers are amongst the boys. However, our recent data has started to indicate a change, and in our latest table, at the 36+ cigarettes weekly level for year 10 pupils, we find 7% of boys and 5 % of girls. Not only are more girls than boys smokers, but they smoke more heavily'.

PESTEL Analysis

Political Analysis

The industry claims that many government officials in the UK agree with them in their contention that advertising does not affect consumption and only causes smokers to switch brands. They are correct in their claim. Dr Brian Mawhinney, the Health Minister stated at a Department of Health press conference: 'I feel entirely comfortable with the Government's position in opposing an advertising ban' (The Guardian, February 8 1994:8). Dr Pollock, Director of ASH responded 'The Government seems to want action from everyone but themselves: parents, teachers, governors, shopkeepers, employers, doctors - but not health ministers. They have rejected a ban on tobacco advertising because they claim it would not have a 'dramatic effect'.' Dr Pollock asked whether saving 4,400 lives a year was not dramatic enough. He asserted that this would be the result if the UK achieved only a 4% drop in smoking, as had been achieved in Canada where advertising has been banned (ASH Press Release entitled 'Action for everyone except the Government', 7th February 1994).

The relationship between the tobacco industry and the Government is complex. It is defined on the one hand by the often conflicting demands of public health, taxation and international trade; on the other, philosophical debates about the balance between central control and personal freedom are involved. As in so many other areas of governmental activity, matters are complicated by changes, sometimes rapid, in philosophy, policy and strategy over time. It is hardly surprising that strong forces are rallied on each side of the many ...