Reynolds American Inc. is a holding company with several subsidiaries such as RJ Reynolds Tobacco Company, American Snuff Company, Santa Fe Natural Tobacco Company and Niconovum. Reynolds American Inc. also manages various licensed brands such as Dunhill, Captain Black and State Express 555. The company and its subsidiaries operate in the manufacture and sale of numerous tobacco products in the United States and international markets. Each of the grants has its own brand of products that it manages. RJR Tobacco manufactures cigarettes under the brands Camel, Pall Mall, Winston, Kool, Doral, Salem, Misty, Capri and Camel Snus, a smokeless tobacco product. The American Snuff segment offers smokeless tobacco products, such as moist snuff under the Grizzly and Kodiak brands. The Santa Fe subsidiary 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 as the RJ Reynolds Tobacco Co. In the years that followed, the company went through multiple acquisitions and buyouts. 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, became RJR Nabisco, Inc. after acquiring Nabisco Brands, Inc. In April 1989, the company was taken private in a leveraged buyout by Kholberg, Kravis, Roberts. In 1991, RJR Nabisco Holdings Corp. started trading again on the New ...... middle of paper ....... (See Figure 4 in the appendix). And another fourth threat is the legalization of weed. As a University of Michigan study shows, more 12th graders report using marijuana than cigarettes. (See figure 5 in the appendix). Overall, the tobacco industry will face more and more lawsuits and regulations imposed on it by state and federal governments, and Reynolds American Inc. will be directly affected by these changes. The company adapted and quickly adapted to technological changes by adapting e-cigarette manufacturing and improvement projects to offset the decline in the smoked cigarette market. The company's revenues decreased (-0.82% between 2012 and 2013) and taxes increased by (50.22%). These two figures raise more questions about the company and the tobacco industry..