Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2022/2023. Directores/as: Fabiola Gómez Jorge ; Tobacco companies have faced numerous challenges and pressures, from increased awareness of health risks associated with smoking to stringent regulations and changing societal attitudes towards tobacco consumption. By embracing change proactively, the tobacco industry can navigate these challenges more effectively and position itself for long-term success. Instead of waiting until circumstances force them to change, tobacco companies have chosen to adapt their business models, diversify their product offerings, and invest in alternative sectors that align with evolving consumer preferences and public health concerns. This paper presents a deep dive analysis on the tobacco industry transformation journey, from key stakeholders, such as, consumers, company employees, health organizations, and governments¿ point of view, to better understand the rational of this transformation process and the status of the change.