Ch. 8 - Segmenting and Targeting Markets

A market is people or organizations with needs or wants and the ability and willingness to buy. Luxottica's market for the most part is fairly straightforward; for people who need and/or use eyewear. Oakley, Luxottica's brand, has a mainly male target market. They are aged 15-44 middle to upper class and usually have a household income of $100K or more. Given that is the main market for Oakley, the market segment is a much broader scope. Athletic eyewear is targeted to the younger generation of males and the casual eyewear is mainly targeted to the middle aged men.

To expand Oakley realizes it must aim outside of the male group it targets and set sights on women. To gain a higher market share they need to broaden their target market. Oakley is currently testing out products in big cities for women to learn more about the consumer and how to market and sell their items to the new target market.