Assume that a firm has hired you to develop a marketing plan for a small regional brewery. In the past, the brewery has simply produced and sold a single beer brand to the entire market – a mass-marketing strategy. As you begin work, you feel that the firm could be more successful if it developed a target marketing strategy. The owner of the firm, however, is not convinced. Write a memo to the owner outlining the following:

a. The basic reasons for target marketing.

b. The specific advantages of a target marketing strategy for the brewery.