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Successful Stragetic Marketing

Please read this article and discuss:

Medina, Jennifer. (2011 August 30) Casino Town Puts Its Money On Hispanic Market. New York Times.
Available on 2011 December 23 in EbscoHost via the Touro College eLibrary

Notice that targeting this market goes deeper than language.

1) What made this company's targeting and other marketing strategies successful?

2) What 3 principles and ideas from the readings can you use to explain this company's success? For instance, think of segmentation, influence, reference groups ... You can use readings from any module.

3) What lessons about targeting a new market do you take away from this analysis? (Be very specific in relating each lesson to this case. For instance, do not say, "A company should ..." Instead, say, "The companies discussed in (refer to the appropriate Background material) demonstrated that ...").

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See the attachment.

Casino Town Puts Its Money on Hispanic Market

1) What made this company's targeting and other marketing strategies successful?
The market for casino has become highly competitive as more and more companies are entering into the industry. As discussed in the case, the success of the strategy was due to various steps taken by the company to lure the new target segment comprising of new as well as old Latino customers. Companies have been improving their marketing strategies and offering value addition to its customers in order to retain them and to attract new customers such as using Spanish speaking dealers.
The company has worked upon the strategy to penetrate the new target market i.e. Hispanic market comprises of people from various culture, language and taste. This market is very complex and it's very difficult to satisfy the group of people belongs to different culture, taste and attitude. It takes a company to make significant effort to make match the expectation of this group.
They created and aggressively implemented a strong marketing strategy to cater the Latino market of south California. They took various steps to lure the customers such as they introduced blackjack games with bilingual dealers and rules printed in Spanish on the tables to penetrate the Latino market. They also began a series of concerts featuring popular Spanish-speaking musicians, which fill the arena to capacity nearly every time.
Besides Spanish speaking table they were also have slots of the game of the choice. Customers are not forced to play big games here; they can start with little money too.

2) What 3 principles and ideas from the readings can you use to explain this company's success? For instance, think of segmentation, influence, reference groups ... You can use readings from any module.
The marketing strategies that brought about significant performance of the company were ...

Solution Summary

The solution discusses successful strategic marketing.

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