The reason we are targeting millennials is that companiestoday have come to the realization that in the market place they cannot be ofinterest or allure to all consumers. Buyers vary and are diverse in their needsand purchasing habits. Insteadof using the “shotgun” tactic and wasting their efforts companies in recentyears have started using market segmentation and targeting. What is more, isthat’s what we are proposing on doing for F1. In order for our company to develop the right connectionwith the millennials we need to devise a strategy, by identify the parts of themarket that we can serve best and that are cost-effective.
(Kotler andArmstrong, 2006, p.194) A target market comprises of a set of purchasers whoshare similar characteristics. Moreover, they tend to have mutual andcollective needs that the company decides to pursue (Kotler and Armstrong,2006, p.
210). In our case we are trying to find what make Generation X tick.
