You have been hired as a consultant (due to the great marketing course that you had within your undergraduate degree) for a chain of grocery stores. Your assignment is to help this store in their Hispanic community locations. Using the marketing mix and the promotional mix (make sure you discuss all elements from both in your answer) discuss how you will develop these stores to meet the target customer's needs.
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A decision to open a retail business in an ethnically-oriented neighborhood, such as Hispanic, requires sensitivity to the cultural and culinary characteristics normally associated with that particular group. Presumably, any corporation opening a grocery store in a Hispanic neighborhood and which already operates a chain of such stores already knows this. Both marketing and associated promotional activities and the actual operation of the store, then, need to be consistent with the requirements of that particular demographic. Grocery stores in neighborhoods with a particular ethnic demographic cater to that market by emphasizing foods, ingredients and other items typically sold by grocery stores oriented toward that demographic. In the case of a predominantly Hispanic market, that would mean stocking products popular with Hispanics – recognizing that “Hispanic” encompasses a very broad category of consumer with varied tastes, the common denominator being use of the Spanish language (and, yes, Brazilians speak Portuguese) – and ensuring that promotional material and advertising reflect that emphasis. Most grocery stores in large towns or cities maintain sections unique to specific ethnicities, particular Mexican and Asian. Tweaking that emphasis in line with the specific ethnicities identified with a particular community, for example, Mexican, Guatemalan, Salvadoran, Colombian, etc., and highlighting that emphasis in marketing efforts would be essential in attracting and retaining the target customer base.
Marketing and promotional materials would need to be produced with an eye towards the expanse of distribution of the message. Television advertising on Spanish-language networks could logically be entirely in Spanish. Broadcasts on primarily English-language networks would need to be in English, and would probably avoid ethnic identification so as to not risk alienating non-Hispanic consumers. Within the Hispanic community, however, advertising and promotional material would be primarily in Spanish with distribution confined to the neighborhood in question. Flyers and coupons inserted into neighborhood newspapers would be distributed as surgically as possible to ensure that the message reaches the right ears without alienating others. The main point, though, is that marketing and promotional efforts have to be sensitive to the unique cultural attributes of a given community.
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