Ngokombiko wakamuva we-Teleborsa, iBritish American Tobacco (BAT) Italy ibe nomcimbi omkhulu wokwethulwa eMilan, yethula ngokusemthethweni insiza yayo entsha kagwayi eshisayo, i-glo Hilo. Ngokusemthethweni, lo mkhiqizo uchazwa ngokuthi "uguquko lwezobuchwepheshe kugwayi oshisiwe," lo mkhiqizo awugcini nje ngokuhlanganisa u-100% wama-cartridge kagwayi enziwe e-Italian{2}}enziwe kodwa futhi uveza isu le-BAT le-BAT emakethe yase-Italy{3}}ukutshalwa kwezimali okungaphezu kwezigidi ezingu-€500 eminyakeni emihlanu, ukunwetshwa kokuphela{5}}kwawo okusha, uhlobo olu-1 lwesisekelo sokukhiqizwa kukagwayi emhlabeni jikelele. Lezi zinyathelo ziqondise kokubili amandla emakethe yasekhaya futhi zisheshisa ukuthunyelwa kwamanye amazwe emhlabeni jikelele.
1. Ukwethulwa komkhiqizo omusha: I-Italy iba ngenye yezimakethe zokuqala emhlabeni jikelele, ngama-e{1}}ama-cartridge kagwayi akhiqizwa endaweni yonke.
Njengesinyathelo esibalulekile se-British American Tobacco (BAT) emakethe entsha kagwayi, ukwethulwa kwe-glo Hilo kunokubaluleka okuningi. Ngokombono womkhiqizo, ama-cartridges awo enziwe e-Italy ngo-100%, eqhubeka nokuzibophezela komkhiqizo "kwikhwalithi yendawo." Ngokombono wemakethe, i-Italy ingelinye lamazwe okuqala emhlabeni jikelele ukwethula i-ecosystem yalolu cingo kuQembu le-BAT, okubonisa ukubaluleka kwamasu okuwumongo.
Ukukhethwa kwe-Italy njengemakethe ebalulekile akuyona ingozi. Ngokuka-Fabio de Petris, i-CEO ye-BAT Italy, imakethe kagwayi entsha yase-Italy isivuthwe ngokwedlulele{1}okwamanje, cishe ingxenye eyodwa{2}}yabathengi base-Italy isivele isebenzisa imikhiqizo emisha kagwayi, ingxenye edlula kude isilinganiso saseYurophu. Imininingwane ikhombisa ukuthi ingqikithi yenani labathengi abasha bakagwayi eYurophu icishe ibe yizigidi ezingama-30, kanti i-Italy iyodwa ibalwa ezigidini ezingama-25. Lesi sisekelo esikhulu sabasebenzisi nokwamukelwa okuphezulu kuyenza "indawo yokuhlola ekahle" yokwethulwa komkhiqizo omusha.
2. Ukwanda komthamo wokukhiqiza: Ukutshala izigidi ezingu-500 ukuze kwandiswe umkhiqizo ngemigqa engu-16, isisekelo se-Trieste siba ihabhu eliwumgogodla.
Ukweseka ukukhiqizwa ngobuningi kanye nokuthekelisa emhlabeni jikelele kwe-glo Hilo, i-British American Tobacco (BAT) yayisivele ihlele kusengaphambili mayelana namandla okukhiqiza. Ngo-2023, leli qembu lavula okuwukuphela kwesizinda salo sokukhiqiza emhlabeni wonke esinikezelwe emikhiqizweni emisha kagwayi e-Trieste, e-Italy, futhi lakha uhlelo lokutshalwa kwezimali lweminyaka emihlanu{2}}elingaphezu kwezigidi ezingu-€500.
Muva nje, leli qembu liphinde lamemezela ukwengezwa kwemigqa engu-16 yokukhiqiza ugwayi oshisayo esisekelweni, ikakhulukazi yesikhulumi se-glo Hilo. Eqinisweni, ukuguquguquka kwamandla esisekelo kwase kuqalile: ekuqaleni kugxile ekukhiqizweni kwezikhwama ze-nicotine zomlomo, manje isinwebele emkhakheni kagwayi oshisayo, kwakheka "isigaba{2}}esihlanganisa{2}}isigaba esiningi,{3}isakhiwo esigcwele sokukhiqiza". Njengamanje, izikhwama ze-nicotine zomlomo eziyisisekelo zihlinzekwa emazweni angu-14 emhlabeni jikelele, futhi abasebenzi bakhula kancane kancane kusukela esigabeni sokuqala ukuya kubantu abangu-350. Njengoba imigqa emisha yokukhiqiza iza ku-inthanethi, abasebenzi bazoqhubeka nokukhula.
3. Ukuqashwa nokuthunyelwa kwamanye amazwe: "inzuzo ekabili" eqhuba umjikelezo womnotho wendawo.
Ukutshalwa kwezimali kweBritish American Tobacco (BAT) e-Italy akusona nje isinqumo sebhizinisi; iphinde ifake ubungqabavu emnothweni wendawo. Ngokohlelo, ukutshalwa kwezimali okungama-euro ayizigidi ezingu-500 eminyakeni emihlanu kuzodala amathuba emisebenzi angaba ngu-2,700 ngokungaqondile, ngesikhathi esifanayo kukhiqize izikhundla eziqondile nezingaqondile ezingama-600 ngokusebenzisana nozakwethu bendawo, okubandakanya abaphathi, ukukhiqiza, kanye nochungechunge lokuhlinzeka.
Ngokuhamba kwesikhathi, indawo ye-Trieste izoba "ihabhu yomhlaba wonke yokuthekelisa" ye-BAT yemikhiqizo emisha kagwayi. Njengoba imigqa yokukhiqiza emisha engu-16 isebenza, ngaphezu kokuhlangabezana nesidingo sasekhaya sase-Italy, inani elikhulu lemikhiqizo ye-glo Hilo izothunyelwa emakethe yomhlaba wonke isuka lapha, okuqhubekisela phambili ukuqinisa ukuncintisana komhlaba wonke kwe-BAT embonini kagwayi oshisayo.
4. Ukwanda Komhlaba Wonke: Kuqala e-Italy, kulandele iPoland neSerbia.
Ukwethulwa kwe-glo Hilo e-Italy kumane kuyisinyathelo sokuqala ekwandeni kukagwayi waseBrithani waseMelika emhlabeni wonke. Ngokwezinhlelo ezidalulwe ngaphambilini, ulayini womkhiqizo uzongena kancane kancane ezimakethe zasePoland naseSerbia.
Njengoba imikhiqizo emisha kagwayi iba injini eyinhloko yokukhula kwemboni, i-British American Tobacco, ngokusebenzisa imodeli "yokukhiqiza kwendawo + ukuthekelisa komhlaba wonke," kokubili ihlanganisa izinzuzo zayo ezimakethe ezivuthiwe futhi ibeka isisekelo sokunwebeka okuzayo ezimakethe ezisafufusa. Ukwethulwa nokwandiswa kwe-glo Hilo kungase kube "inguquko eyinhloko" emqhudelwaneni wayo phakathi kwemakethe kagwayi eshisayo.
