Target Market Strategy

 "Marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels."Marketing: An Introduction, Armstrong/Kotler, page 57) When it comes to marketing for Martinik Vodka, I have to think globally. This alcohol is imported and will do well specifically in places that are not on an island because of the fact that it is island related. People far away from any type of ocean or island will want this drink for the island experience. Mostly Americans and specifically in party-esque cities, such as Las Vegas, Miami, New York, Chicago, etc. I will be mostly targeting college students because they preferably choose flavored alcohol and they will love the tropical scent. "An international marketing strategy for using basically the same marketing strategy and mix in all the company’s international markets."Marketing: An Introduction, Armstrong/Kotler, page 55) I'm assuming and hoping that this vodka will be vacation vodka as well. When people want to vacation, they'll want to bring a bottle of Martinik. I believe this alcohol will also do well in the surrounding countries of the ocean in Europe, since this is distilled and bottled in France. I believe the French especially would want to travel to the Martinique Islands, since it is a French colony. Therefore I will market it in France and its connecting countries.