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.
Latinos beyond Reel documentary film presented how US news and entertainment media portray Latinos. Latino American is an ethnic minority group of whom origin was from Latin America or Iberian Peninsula. Latino American is the fastest growing population in the United States. However, media has had negative effects for the Latino community. News media and entertainment had strongly influenced the perception of non-Latino about Latinos. These media portrayal of Latinos had implications for real world perceptions of Latinos.
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.
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
The “George Lopez Show” has been very successful up until now in starting to remove the typical Mexican stereotypes in America, but it still has a long way to go.
Print. The. Fernandez, Lilia. "Introduction to U.S. Latino/Latina History. " History - 324 pages.
Clutter, Ann W., and Ruben D. Nieto. "Understanding the Hispanic Culture." Osu.edu. Ohio State University. Web. 20 Nov. 2011. .
...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.
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.
Today, the Hispanic population has grown tremendously over the years. We have watched the Hispanics community growth rate grow faster than any other racial and ethnic group in the nation. The Hispanic culture and community has populated all around the United States, introducing new traditions and customs. I was traveling to different to city in the States, I notice the wide spread growth of Hispanic communities, For Instance in Miami the Cuban and El Salvadoran culture is heavy populate in the area. In New York the Puerto Rican culture is dominating through out the several boroughs. I have come around town and Hispanics are known for their good food, which tends to have more diverse people try new cultural customs. Hispanic or Latino Americans are a group of people made up of distinct characteristics. Hispanics or Latinos are defined as a people of Mexican, Puerto Rican, Cuban, South or Central American, or other Spanish speaking cultures.
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,
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).
Founded in 1953, Sonic has become the largest drive-in chain in the nation. Sonic was founded by Troy Smith, Jr. in Shawnee, Oklahoma. His dream was to own his own business. Sonic Drive-In keeps the 1950s alive through its chain of drive-in restaurants, each complete with speaker-based ordering systems and carhop servers - some on roller skates. Sonics top competitors are McDonald’s, Burger King, and Wendy’s. McDonald’s is the leading competitor in the fast-food industry. McDonald’s has the most restaurants with 12,380 locations and has over 364,000 employees. Burger King has 11,350 outlets in 57 countries and territories worldwide. About 75% is located in the United States. Wendy’s is the third largest quick-service hamburger restaurant chain in the world, with more than 6,600 restaurants in North America and international markets.
Growing up in a Hispanic household, our family always visited communities that were predominantly of Hispanic heritage, even though those neighborhoods were far from my home. We would make the trek for grocery shopping, Hispanic restaurants, the surrounding community, and most importantly for healthcare. Now you may be wondering why we didn’t live there. Though I do not know the exact reason, it is most likely due to my father’s employment. Without the facility of a vehicle, public transportation became something we relied on making location the number one factor when it came to employment. In terms of healthcare, there were plenty of clinics, hospitals, and dentists near us, nonetheless, the main problem was they were not within our budget.
Cardenas, Vanessa, and Kerby, Sophia. "The State of Latinos in the United States." American Progress, 8 Aug. 2012. Web. 11 Mar.