2Integrated Marketing Communication: Target MarketTeam A has chosen the GoPro Hero 4. GoPro was founded in 2002 by Nicholas Woodman. GoPro is known for manufacturing the best action cameras with the abilities to be mounted onto just about anything. GoPro’s wearable cameras have become extremely popular. They have also developed a mobile app and video editing software. In 2002 GoPro’s target market was set for those who were into adventurous athletic sports. Today GoPro has expanded their target market. They have done so by studying consumer behavior, and following trends.When GoPro began to manufacture their first cameras it was targeted towards adventurous athletes who wants to capture moments from their experience. The GoPro Hero is used to capture moments from skiing, surfing, scuba diving, sky diving and zip lining, just to name a few. Today GoPro has created the Hero to best suit families (while on vacation), athletes, scuba divers and those who part take in adventurous outdoor activities. The GoPro Hero is not just for athletes but for the average consumer who participates in outdoor activities. As stated earlier GoPro’s target market has expanded and continues to expand. With the advancement in technology GoPro has dedicated time to focus on enhancing the Hero with betterhigh quality features. In order to enhance these features prices will have to vary. GoPro has set affordable prices for the Hero in order to broaden their potential target market as well as raise customer retention. With technology advancing rapidly it is often that cameras become outdated within a matter of months. It is important for GoPro to manufacture affordable camera to increase their customer retention.