Book Excerpt: Alfred Schreiber’s Multicultural Marketing– Selling to the New America

How should a company find success in America’s growing multicultural markets?

That is a disarmingly simple question. Therefore, I will answer in an equally simple way.

A company should think about entering the new markets in essentially the same way it would think about entering a new market abroad. You begin by asking these strategic questions:

1. What are the relevant market segments? (Size and defining attributes)

2. What is your unique value proposition to these segments? How well do your products fit the nee of the target consumers?

3. What are the optimal channels to fulfil the requirements of the target segments?

To achieve success you must find answers to the questions mentioned earlier: