Successful Stragetic Marketing

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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 ...