Introduction
For many companies, marketing to the Hispanic community has proven to be very challenging. Sonic drive-in is one of these companies that are currently exploring the ways to target this group.
Problem
Because there are so many different cultures within the Hispanic community, researchers have found it very difficult to target this group as a whole. Many companies don’t believe Latino’s to be a viable target and they don’t want to spend the time or money trying to research this community.
The companies that have explored this target market have had to figure out what approaches or appeals should be used and what strategies should be used in creating long-term relationships with this target group.
Sonic drive-in is among one of the companies currently researching the ways to target the Hispanic community and creating the long-term relationship with them. Figuring out where to begin is the problem Sonic is currently facing with targeting this group.
Purpose
The purpose of this report is to investigate how viable it is to target the Hispanic community and what approaches should be used.
In this report, we will explore the Hispanic culture in the United States and try to prove how important it is to target this community due to the rapid growth of population. Since the Hispanic community has never been considered a viable target, we tend to research this group and prove how influential this group is.
Assumptions
Our recommendation is based on three assumptions
• The Hispanic population in the United States will continue to sky rocket.
• Many more companies will see the importance of targeting this very influential group.
• Accommodating the Hispanic community will prove to be very profitable for many successful businesses.
Limitations
This report depends almost entirely on print and online resources. Before targeting this community it is important to research and understand the Hispanic culture.
Criteria
According to Sonic’s marketing club director, Tamara Stanley, Sonic is exploring the Hispanic community and trying to target this market by:
1. Creating menus designed in Spanish for better communication.
2. Satisfying the community enough for there to produce positive word of mouth.
3. Reaching this group by advertising commercials in Spanish and broadcasting over Spanish speaking radio stations.
Why target the Hispanic community?
Targeting the Hispanic community is very essential to modern day business success. Hispanics are constantly rising in numbers in the United States. They currently account for fourteen percent of the U.S. population and continue to grow. Adapting to foreign cultures is very challenging and important for business growth.
The Hispanic community represents many nationalities and ethnicities, including Mexicans, Cubans, Puerto Ricans, 15 Central and South American countries, Spain, and the Dominican Republic (Cattan, 1993). Hispanic group are well known in the workforce, politics, education, social economic and religion. The Spanish culture influences a variety of areas such as music, food, language. Most languages are rooted in Latin. It is always good to learn about other cultures if we expect the same consideration when we visit other countries. Differences are what make life interesting. Majority of the United States is built on immigration, which has made this country the most diverse. And the Hispanic group contributes to that diversity.
The overall objective of this Afro-Latino practicum was to learn and educate other individuals about different Latino and Hispanic countries with respect to their Afro-Latino groups. In doing so I chose to focus my study on the Afro-Latino groups of Colombia and Panama. Gathering my data through numerous network connections with multiple communities and organizations were crucial to outreach my targeted groups. A series of interviews and questionnaires were also conducted to enrich the success of my data.
Gonzalez, Juan. Harvest of Empire a History of Latinos in America. New York: Penguin Putnam Inc, 2000.
As the fastest growing racial or ethnic group in America's public schools, Hispanic students have the unique potential to positively affect the economic and cultural future of the United States. Ensuring the promise of this diverse group of learners requires the attention and commitment of the entire country. We must work harder to close the educational achievement gaps between Hispanic students and the nation as a whole. This must begin with high expectations for achievement, clear goals for what must be accomplished, and specific benchmarks to measure our progress.
Secondly, another area that is highly influenced by American society is the religion of the Mexican Americans. Ninety percent of Spanish speaking people are Roman Catholic (C...
Kanellos, Nicolás, Felix M- Padilla, and Claudio Esteva Fabregat, eds. Handbook of Hispanic Cultures in the United States: Sociology. Houston: Arte Publico Press, 1994. Print.
Latinos In Action is an organization supported by the White House Initiative that focuses on empowering Latino youth to become leaders and conducting community service projects. This program originated in Utah, but was introduced to my high school at the end of my sophomore year, when a representative came to speak about the program. I was immediately engulfed and infatuated with everything that Latinos
It is in the solving of social problems in which Hispanics can be of tremendous service to the country. One of the greatest attributes of hispanics is the willingness to mix, and by doing so, have created cultural forms, new human relationships, and life styles. Because this, Hispanics can help look for solutions to barriers, prejudices, and stereotypes that have divided us as a
Research has shown that youth programs impart many benefits to Hispanic youth involved in positive youth development programs, including increased self-confidence and higher graduation rates from high school. Research also shows that youth involved in these programs are less likely to engage in destructive or risky behaviors, such alcohol and drug use. Because minority youth are less likely than other youth to participate in youth programs; a need exists to understand factors that influence Hispanic involvement in youth programs (Haines, 2010). A majority of professionals positively reported that there are benefits for youth of color and youth with disabilities in 4-H youth programs. Respondents indicated that the lack of information about 4-H youth programs was the biggest barrier to diversity-inclusive 4-H programs. As demographic populations shift, 4-H programs must continue to implement inclusive programs and assess current programs to ensure that historically marginalized groups are being encouraged to join (LaVergne,
...will have no choice but to invest in Hispanics because they will be the majority and will big a big part of the work force. This will affect the communities socially as they will become more diverse, possibly evening out the plane field with class and gender for Hispanics and eventually all minorities. In conclusion my object of study that Hispanic women experience inequality in education due to the social constructs of subordination of women and Hispanic culture, has several factors that support my argument.
The Hispanic population has experienced an incredible growth in the past decade in the United States of America. In 2006 it was estimated that the Hispanic cover 11 % of the population in North America. Their Origin is in Mexico and the few Spanish speaking countries in the Caribbean. American culture is derived from people who originated from the European nations like Italy and the Great Britain. Cultural identity is very important for every ethnic group as it shapes the culture of that particular faction and therefore, a certain culture cannot realize its own values until it is exposed to another one.
The US Spanish-speaking population represents a particular vulnerable subset of US Hispanics that have lower-income, less education, poor perceived health status and poor access to the health care System (Debar & Gizlice, 2008).
The goal of any network is to achieve high ratings. Researcher belief that by 2060, 29 percent of the United States is projected to be Hispanic—more than one-quarter of the total population. According to the Nielsen research, one of the biggest misconception when thinking about hispanics is that bilingual hispanics, whether raised in the United States or not, no longer watch Spanish television. This is partly false taking into account that:
Hispanics prefer to talk Spanish especially when shopping. In fact, they look for services and products that address their identity, therefore Latinos or marketers with bilingualism capabilities are more
Cardenas, Vanessa, and Kerby, Sophia. "The State of Latinos in the United States." American Progress, 8 Aug. 2012. Web. 11 Mar.