MERCADEO Versión en español
Cesar Melgoza of Geoscape: Hispanics are no longer the minority but the fastest growing sector
12 de marzo de 2014
The 10th Annual New Mainstream Business Summit, organized by the business-intelligence firm Geoscape, kicked off last March 11. The first session saw a gathering of top strategists from all sectors seeking to define growth opportunities in the current boom propelling the multicultural market.Cesar Melgoza, CEO and founder of Geoscape, said that those attending the summit were looking for an optimum strategy for shaking up their organizations in order to latch onto this growth they need to know the best way to capture that power to grow their base of customers and clients.According to Melgoza, brands should observe certain parameters in order to engage Hispanics, considered the fastest growing segment of the population. First, theres a need to understand the new consumers, then measure their current penetration and growth potential in the market, go on to structure a solid argument, develop a solid strategy, scale the effort in proportion to the opportunity, and finally, get the organization excited about adapting to this change.Hispanics currently represent 60 percent of national growth, among other reasons because they are the demo with the greatest in-home consumption of any minority group in the United States.In the past Hispanics were considered the minority, but now they should be catalogued as the fastest growing sector Melgoza said.
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