Introduction Cases of fatalities resulting from road accidents in the United States have been on the rise. Every day people are losing their lives due to reckless driving from drunk drivers. There have been incidences where people have been reported to drive after attending bashes and taking a lot of alcohol. This made them unable to control the vehicle eventually ending up causing accidents. As it has been difficult to control these cases through law enforcers, it calls for people to take responsibility. Alcohol consumption level over which one is discouraged from driving has been set. To facilitate in determining one’s level of alcohol consumption, there has been the invention of the phone breathalyzer. This gadget has been invented with the help of Kiboko Technology Inc. It is a new product in the market which is a small sensory chip inserted in phones and used to detect alcohol levels. Being a new product in the market, this paper aims at establishing the company’s marketing objectives and analysing its target market. Marketing objectives The main aim of the company is to increase its market share by ten percent. This will be achieved through the help of three objectives established by the management. These are:   * To enhance product awareness among the target market by twenty percent in six months. This will facilitate in increasing the sales volume hence helping the company realize its aim.   * Inform the target market about the quality and benefits of the product as well as its competitive advantage thus helping the company raise its sales volume by 15% in the next six months.   * Eliminate any cases of resistance that may arise from customers through product improvement. This will facilitate in raising the sales volume for the company by approximately 15%. With the above objectives put in place, the management will be able to increase its market share (Baker 212). Enhancing product awareness in the market will help the company reach potential customers who may be willing to use the product but are not aware of how to use it. Informing the target market about the quality and benefits of the product will make them willing to purchase it. Some customers may be aware of the product but they fail to buy it as they do not know about its benefits. Informing them about the benefits of the gadget will make them purchase it hence helping the company increase its market share. Some customers may desist from buying the product due to different reasons. The company aims at analysing some of these reasons and improving its product. This will help it overcome cases of resistance from the market. Target market As every person is expected to take part in reducing cases of fatalities resulting from Drunk Driving, it has called for the need of every person to ascertain the level of his or her blood alcohol content before driving. This can only be achieved through availing detecting gadgets to the public. As the phone breathalyzer is portable it is convenient for use by different people visiting alcohol serving places. As a result, the product has a big range of potential users which include pub-goers and people participating in drinking games. With the company aiming to increase its market share, it aims at targeting the pub-goers who comprise