Altria group, the parent company to Kraft, Phillip Morris and a host of other well-known companies, prides themselves on their commitment to innovative business practices and achievement. The company historically has performed remarkably well and has ranked number one for economic value added delivery providing shareholders unsurpassed value and performance (Altria, 2005). Their strategies for growth and business survival include superior delivery and economic returns to their shareholders in the short and long term. .

             To accomplish this goal Altria has committed themselves to improving each member of the Altria family or each of its operating enterprises. These include primarily Kraft Foods and Phillip Morris (Altria, 2005). The company also maximizes the returns shareholders realize in a consistent manner by taking advantage of technological advancements and innovations to ensure optimal technologies and knowledge sharing practices are adopted within the company. .

             There have been plans in recent years to restructure the company into three distinct entities, those these plans are still in a strategic development phase. Currently the operating companies comprising the Altria group are experiencing significant growth. The Altria Company has adopted marketing techniques that support long-term growth by incurring expenses that ensure price gaps are addressed and the quality of programs and products offered customers are consistently maintained. .

             As an added strength the company currently believes that it is important o understand their target audience and the expectations society has of the food and tobacco operations extensions to ensure optimal delivery of products and services. .

             There are some threats to the organization including the poor image sometimes held of the operating company Phillip Morris. Negative media regarding tobacco representatives has forced Altria to adopt new strategies for promoting their products and services to customers.