Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative

Primary challenges businesses face to targeting this market, including failure to recognize the initiative as a corporate growth strategy rather than a tactic, lack of necessary infrastructure to approach this new market and failure to align the initiative across the organization How to size up the opportunity and set realistic goals and objectives based on Hispanic market demographics, attitudes and values, psychographics and purchasing trends related to your company’s product or service, its ability to deliver and the competitive environmentMarket entry strategies, including acquisition and specialized business unitsHow to fully prepare your company to leverage its strengths to capture opportunities for entering this new market segmentWays to manage and control implementation, risk mitigation and measurement.

You will learn from the experiences of top companies such as Walgreens, Denny’s Restaurants and Wells Fargo Bank, among others, in their efforts to tap into this lucrative market.  You will inevitably come away with a greater understanding of the relevance of the Hispanic market to your business and how to successfully enter and compete for this market.

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All Customer Reviews
Average Customer Review:
1 of 1 people found the following review helpful:

Get ready to do business in the lucrative Hispanic market , 2007-01-05
The Hispanic market is the fastest growing ethnic segment of the U.S. population. Its purchasing power is projected to enter the trillions by 2007. Many American businesses are hungry to capture a piece of this exciting, lucrative market. Multicultural strategist Terry J. Soto provides a thorough account of the strategic planning process companies need to employ to understand and attract Hispanic consumers. She cautions that your strategy for marketing to Hispanics must be in sync with your overall business objectives. Soto explains how to conduct demographic and market research, analyze the competition and deploy your internal resources to reach this market. She also tells you how to muster the reports, tables and statistics you need to persuade corporate higher-ups that it is all worthwhile - although the complete marketing re-tooling she suggests may be over the top for many companies. She also favors marketing jargon, but if that is the language you speak every day, you'll sail right along. Soto doesn't focus on the creative aspects of marketing to Hispanics, but if you want a rundown on all the technical aspects, we recommend this complete manual.


1 of 1 people found the following review helpful:

Groundbreaking Resource for Penetrating the Latino Market, 2006-12-23
Terry Soto's book is a no-nonsense, step-by-step approach for penetrating the Hispanic market. I have been attempting to target the Spanish-speaking market for my company for several years. I'm even learning Spanish to help me. But nothing has helped me understand and reach the Hispanic market more than this book. Be sure to have your highlighter and a notebook ready when you read this work of art by Terry Soto. Each chapter is filled with resources and tools that you will need to reach the Latino market.

Terry Soto also did an awesome job at educating the reader and helping the reader understand the history, culture, and ethnic components of the Hispanic market.


0 of 1 people found the following review helpful:

Look no further - it's all right here, 2006-05-12
Terry's book gives great insight into the Hispanic market - it's a must read for anyone who wants to learn more about developing a plan of action on reaching this lucrative market. I recently purchased several books on this topic, and this one was the first one I read. After doing so, I felt like I didn't have to read any more. She certainly points you in the right direction, and gives you a litany of things to think about.


0 of 1 people found the following review helpful:

A much needed practical, well informed and thoughtfully structured book. , 2006-03-19
Ms Soto does an excellent job of integrating her obviously extensive knowlege of and experience in hispanic marketing with a vital strategic framework. This book provides both the novice and the experienced a valuable opportunity to formulate and critique their own efforts and interests. This approach allows them to proceed from a solid footing rather than merely on the basis of the latest marketing fad.

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