A target market is a defined group that managers feel is most likely to buy a firms product. (MKTG;Lamb, Hair, McDaniels;32) The target market for Terro Da’ Oro would more than likely be considered a niche market. Concentrated targeting strategy, a firm selects a market niche (one segment of the market) for targeting its marketing efforts...to concentrate on understanding the needs, motives, and satisfaction. (MKTG;Lamb, Hair, McDaniels;107) We are aiming for men and women between the ages of 22 and 50 who earn $100,000+ annually, or aspire to one day earn such a salary. These men and women will likely drink other beer such as Stella Artois and Peroni and will attend high-end bars and clubs. Customers can also be segmented into frequent users, moderate users, and heavy users. (MKTG;Lamb, Hair, McDaniels;303) Fortunately this niche market are very loyal consumers who once they find a product will continue to make frequent purchases throughout the rest of their lives.
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