Philip Morris International has the best global positioning, with a market volume share of over 30% in 36 markets, including the major markets of Germany, France, Turkey and Mexico. However it has its largest regional shares in Western Europe and Latin America. This is not ideal because Western Europe is in decline and BAT has a bigger share in Latin America. Despite this, PMI was the only one of the four international companies which recorded volume growth over 2009-2010.
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