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Running Head GAME CHANGER ENERGY DRINK

The purpose of evaluating market segments to identify suitable segments to serve. Target market selection refers to choice and the number of market segments a firm intends to compete in (Armstrong et al., 2015). When choosing its target market, a firm must decide whether it intends to focus on one or more segments or whether it is going to serve the mass market. The choice a company makes at this phase will determine its marketing mix and positioning (Jobber & Ellis-Chadwick, 2012). The ideal customer for Game Changer Energy Drink is 18-65-year-old, male and fmale residing 100 miles radius from the company’s headquarters. More specifically, the company targets people who are willing to set aside a little extra time plus money to drink healthy energy drink made from locally acquired raw materials any time of the day.

The target market is a single man or woman or married people who has an income of at least $5,000 per annum and is a working professional or a student. The ideal candidate lives in Boston area, has at least a high school qualification, and spends significant amount of their money on energy drinks per year. Energy drink is an extension of their daily needs and something that they adore. These individuals want healthy tasting and low-calorie energy drinks. However, available brands do not capture their exact needs and tastes. Game Changer Energy Drink’s target market requires a firm that can deliver their drinks at the right place, right time, and right form to boost their energy.

References

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2015). Principles of marketing. Melbourne, Australia: Pearson Australia.

Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (7th ed.). New York, NY: McGraw-Hill Higher Education.