SIKA DIE INC. is an international organization involved in the sale and marketing of Fast Moving Consumer Goods (FMCGs) and they seek to start operations in the Ghanaian market soon. In the markets where they have previously operated, they mostly targeted older men, middle aged women and young people whose ages ranged between 20 and 35.

a. Drawing on your knowledge of Segmentation, advise the management of SIKA DIE INC on any two (2) key basis for determining the usefulness or otherwise of adopting a similar strategy in Ghana

b. Discuss three (3) factors their choice of a target market should depend on.