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4.globalization The success of malboro is mainly benefited from the strategy of globalization .To gain the advantage of cost and scale , Malboro carried out localization in manufacturing and marketing. The main methods were to invest directly ,set up joint venture of cigarette and authorized the other local company to produce and sell Marlboro cigarette so as to sharing the global cigarette markets. In 1990s, merger and acquisition of cigarette company help Pillip morris company expand his overseas market especially in eastern Europe, Asia and America. Norway Columbia Sweden in South Africa 4520million 2560 million merger purchase some brands of tobacco silk acquire second largest tobacco company merge match company s nose smoke tobacco silks business In 2009,Pillip morris company continued to promote merger and acquisition and reconstruct. China in Malboros strategy of globe. Since the system of cigarette in China, Malboro only can see instead of haveing a finger in the pie. 1. Repositioning Marlboro as a mens cigarette  2. Advertisement 3. Sponsorship 4.globalization But how can Marlboro keep his success in the future? 1. expansion - merger and acquisition 2. promotion -motorsport sponsor 3. Marlboro Naming Scheme in Transition Recently, the trendency of cooperation with Baidu is a important step of Pillip morris company of entering China. It is obvious that it will take advantages of Baidu and make more pertinency strategies in the future to extend its influence in China. In order to adapt to the local culture and customs,contact with the local customers in global process, Malboro company has amended its ads and altered its taste appropriately. So that it can extend successfully in globe. In mid-August of 2006, a federal district court ruled that the names Light, Ultra light, Natural, or Mild could not be used. The judge said that these names were misleading to smokers in the sense that th