Abstract
The purpose of this report is to analyze the marketing environment and segmentation possibilities for the product ?Bacardi Breezer'. This is done by applying the STEP analysis. Socio-culturally, the target audience for this beverage is women aged 18-44 and can be further subdivided as 18-24 and 25-44. The traditional target audiences are the 18-24 aged or young women who are relatively new to the flavor of alcoholic beverages and enjoy the taste of the beverage owing to its fruity flavor and relatively low alcohol content. The 25-44 age groups simply prefer the sweet fruity flavor of the beverage or have grown up drinking Bacardi Breezer.
