Multicultural Marketing Trends in Retail IndustryGlobal Advertising Strategies, Inc.September 26, 2005 24 Pages - SKU: GLA1173172 |
| The purpose of this report is to examine Multicultural Marketing Trends in the Retail Industry. Specifically, we will look at how companies are communicating their message to diverse consumers included in the following ethnic demographics: Central and Eastern European Americans, Hispanic Americans, African Americans, and Asian Americans. The growth of these multicultural populations (and their subsequent increase in buying power) in the United States is creating opportunities for Retailers to attract new customers and increase their market share in the industry. In order to take advantage of this opportunity, Retailers must realign their marketing goals to be inclusive of the ever-changing face of America.
This report will identify the major considerations that must be made when communicating a message to a multicultural audience. This will address topics including cultural sensitivity, media vehicles, and targeted objectives. In order for retail companies to reach multicultural communities, they must understand the unique differences between specific cultures, and how to incorporate these differences into their primary communications. Additionally, this report will delve beyond marketing messages and look to how retail companies are incorporating multicultural communities into their overall goals. Retailers should also consider other trends including geographic location of stores, stocking products that appeal to their multicultural consumers, and creating an environment that is welcoming to multicultural consumers. Finally, the report will examine specific retail companies. These snapshots will provide a history of the companies’ multicultural marketing efforts and their effectiveness. We will look at the perception of these companies held in multicultural communities. The company snapshot will end with a view of each company’s future plans for courting multicultural consumers. Companies profiled are Sears, Target, Lowe’s, Circuit City, Wal-Mart, Federated Department Stores and IKEA. |
