In the word of manufacturing obviously there is a target audience and it depends on the product. However, there are many products that are universal in a sense of gender. Products that are specifically for men or women are usually clear and can be advertised as such. The company and product featured in this picture are stereotyping men to only using this tool or power tools. These types of products are universal and should be marketed to both men and women because they are used by both almost equally.
This marketing advertisement draws back on the very old saying that men work with their hands and women just cook and clean. This can be very offensive if somebody did not analyze the picture and figure out what the real message is. I believe that message is truly targeted towards men, but again challenges women to step out of what society puts them in. This is known as edgy marketing, trying to ruffle feathers in order to appeal to certain groups.