Reynolds American Inc. is a holding company with numerous subsidiaries such as RJ Reynolds Tobacco Company, American Snuff Company, Santa Fe Natural Tobacco Company, and Niconovum. Reynolds American Inc. also operates various licensed brands such as Dunhill, Captain Black and State Express 555. The company and its subsidiaries engage in the manufacturing and sales of numerous tobacco products in the United States and international markets. Each of the subsidies has its own brand of products that it manages. RJR Tobacco produces cigarettes under the brands Camel, Pall Mall, Winston, Kool, Doral, Salem, Misty, Capri and Camel Snus, a smokeless tobacco product. The American Snuff segment provides smokeless tobacco products, such as moist snuff under the Grizzly and Kodiak brands. The Santa Fe branch offers organic cigarettes and tobacco products under the Natural American Spirit brand. The company has expanded into new tobacco-related markets with acquisitions such as Niconovum, which markets and distributes nicotine replacement therapy products under the Zonnic brand, and digital vapor cigarettes under the Vuse brand. The company currently employs approximately 5,200 full-time employees. The company was first incorporated in 1899 under the name RJ Reynolds Tobacco Co. Over the next few years the company had numerous acquisitions and takeovers. Some of the notable points in the company's history are; In April 1970 RJ Reynolds Tobacco Co. became RJ Reynolds Industries Inc. In April 1986 it became RJR Nabisco, Inc. after acquiring Nabisco Brands, Inc. In April 1989, the company was taken private via a leveraged buyout by part of Kholberg, Kravis, Roberts. In 1991, RJR Nabisco Holdings Corp. began trading on the New......middle of paper......on it again. (Refer to the Appendix, figure 4). And another fourth threat is the legalization of weed. As a study conducted by the University of Michigan illustrates, more 12th grade students report marijuana use than cigarette use. (Refer to figure 5 in the appendix.) Overall, the tobacco industry will increasingly face lawsuits and regulations imposed by state and federal governments, and Reynolds American Inc. will be directly affected by these changes. The company has adapted and moved quickly to technological changes by adapting e-cigarette production and enhancement projects to offset a declining market in the cigarette smoking market. The company's revenues are declining (-0.82% between 2012 and 2013) and taxation has increased by (50.22%) these two figures lead to more questions about the company and the tobacco manufacturing industry.