Question need help on: "Can you name your company's main consumer segment and offer suggestions on how to better reach them? What media would you use?" (I work at a recruiting firm)

Story that goes along with it below:

IMC strategy definitely makes a lot of sense. One thing is for sure; it is difficult to orchestrate all messages to each audience. The biggest setback, from what I see, is getting each department within the company "on board". For example, your marketing department might want to tout quality and prestige, while the packaging or product quality coming out of production screams "cheap". It isn't always just the advertising, but all the factors that come into play, and sometimes work against each other, rather than reinforcing a united message.

One student had written, "If the wrong variables are used in the wrong way during market segmentation, the questions answered may not be appropriate for the company's objectives, which is a waste of marketing dollars." is right on the money, so-to-speak! Organizations cannot afford to waste their marketing dollars advertising to "everybody". That is a common mistake students make in their first marketing plans. They think their product (bakery goods) are for everybody - they are not; and they will advertise "everywhere" (they possibly cannot afford to). Which publications? Which stations, channels, around which programs? We have to ask ourselves, what does our target audience DO, what do they READ, etc?