Valuing a tobacco brand: The case of Matrix
Swiss German Tobacco plans to introduce a new tobacco brand in the Czech Republic. The company has been operating in the country until 2007, when a currency crisis has taken the country out of a euro peg, and into a dollarization of the economy. The new brand is to be labeled “Matrix”, as a glamour product targeted to a sophisticated segment, and competing with already established Kent Nanotek, manufactured by British American Tobacco. The question of whether to introduce the brand or not boils down to a valuation exercise, where the major inputs are: the expected demand for the product, driven by population growth; the prospects for tobacco in the country; and technical requirements in production and distribution. Participants are confronted sequentially with these challenges.
This is acapital budgeting and investment selection case, a comprehensive exercise of a Tobacco firm that designs a new brand, which is to be introduced in the market. It is a good illustration of the Free Cash Flow technique, used here for investment appraisal throughout a series of seven challenges.
Consumer Goods, Tobacco
2008-2012
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
The “tragedy of the horizon” captures the gap between long-horizon climate damages and the shorter horizons of corporate decision-making. We provide a contracting account of this idea using a deliberately standard CARA-normal moral-hazard model. U...
The Bankamoda case looks at due diligence in the impact investing context. The protagonist, Estefanía Abello, is a Colombia-based senior associate at the Swiss AlphaMundi Group (AMG), an impact first but very commercially minded impact investor th...
Kevin Warsh focused his first conference as Federal Reserve chair on June 17 on a familiar problem: fast-rising prices fuelled by the Iran war. Yet another challenge facing central banks goes beyond the immediate inflation shock. As investors plac...
Every executive eventually hits a moment of truth. A new project, a bold expansion, a promising acquisition, and suddenly the hard questions are right in front of you: Will this venture be profitable? Will it generate cash flow? How much capital w...
Switzerland has reached an uncomfortable conclusion: that UBS has become too large for the state to comfortably stand behind. The government’s plan to force the bank to hold roughly $20 billion more in capital is an attempt to close that gap, even...
Investor climate initiatives are facing unprecedented scrutiny at a time when the policy landscape is shifting rapidly, and the effectiveness of current investor actions is being actively questioned. Against this backdrop, this project reexamines ...
in Economic Letters September 2026, vol. 268, 113154, https://doi.org/10.1016/j.econlet.2026.113154
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
London School of Economics research project report, May 2026
Research Information & Knowledge Hub for additional information on IMD publications