The growth of the Hispanic population has made it one of the most sought-after market segments in this decade. Because Hispanic purchasing power in the U.S. is estimated to reach as much as $1 trillion by 2007, it is obvious why so many businesses want to capitalize on this growth.

Yet for many companies already targeting this lucrative market segment and for those who are considering it, success is not guaranteed. Even companies with a reputation for well-planned and implemented marketing programs often fail to do the upfront homework, apply the necessary analytical frameworks and set the foundation. Consequently, their work results in false starts and initiatives that do not achieve the necessary internal support and resources.

In this session you will hear an in-depth view of the strategic planning process companies need to apply to effectively create Hispanic market entry strategies that are in sync with not only the environment in which companies compete for a share of this market, but also with their strategic, operational and organizational goals and metrics. From examples from companies such as Wells Fargo Bank, Walgreens, PacifiCare Health Systems and others, you will discover real life successes and critical miss-steps.

If this topic is of interest to you, you might also want to check out our more recent virtual seminar, Hispanic Marketing Essentials with Blaire Borthayre.