Advantages of Targeting Minorities Essay

Exclusively available on Available only on IvyPanda® Made by Human No AI

In the present day, the minority market, whether African American, Latino, Asian, or mixed-race, may be regarded as the global market’s fastest-growing segment. That is why a substantial number of companies currently undertake efforts to reach it. This tendency would not exist if targeting minorities was not a sound business practice. However, first of all, it is necessary to admit that any discrimination based on race and ethnicity or the exclusion of particular groups of people concerning marketing is unacceptable. Nevertheless, those companies that pay particular attention to the needs of minorities have considerable chances for success.

In general, targeting minorities will be an inevitable business strategy in the future as social sustainability that implies inclusion, non-discrimination, and human rights protection will be an obligatory part or even the basis of any company’s growth and development. Thus, when it recognizes that “diverse perspectives and backgrounds are a strength, rather than an inconvenience” and makes workforce diversity its overall brand identity and public image, targeting various groups, including minorities, will be right and fairly (Hyder, 2017, para. 4). In addition, the minorities’ buying power is subsequently growing all over the world, and this fact should be considered as well.

It is already possible to notice how organizations that target minorities and tailor their offerings according to people’s needs succeed in the local or international market. For instance, Pizza Patrón offers a special menu, including the Frijolera pizza, on Mexican Independence Day and accepts pesos for payment (Hyder, 2017). Coca-Cola which has a marketing branch focused on Latinos and Blacks launched a digital cooking and health series aimed at African-American mothers in 2015 (Next America Staff & National Journal, 2015). In the same year, Procter & Gamble targeted Black girls and young women through the My Black Is Beautiful campaign (Next America Staff & National Journal, 2015). In turn, McDonald’s has a specific marketing branch for Black customers that sponsors community events and produces minority-targeting social media campaigns.

References

Hyder, S. (2017). Forbes. Web.

Next America Staff & National Journal. (2015). The Atlantic. Web.

More related papers Related Essay Examples
Cite This paper
You're welcome to use this sample in your assignment. Be sure to cite it correctly

Reference

IvyPanda. (2022, October 13). Advantages of Targeting Minorities. https://ivypanda.com/essays/advantages-of-targeting-minorities/

Work Cited

"Advantages of Targeting Minorities." IvyPanda, 13 Oct. 2022, ivypanda.com/essays/advantages-of-targeting-minorities/.

References

IvyPanda. (2022) 'Advantages of Targeting Minorities'. 13 October.

References

IvyPanda. 2022. "Advantages of Targeting Minorities." October 13, 2022. https://ivypanda.com/essays/advantages-of-targeting-minorities/.

1. IvyPanda. "Advantages of Targeting Minorities." October 13, 2022. https://ivypanda.com/essays/advantages-of-targeting-minorities/.


Bibliography


IvyPanda. "Advantages of Targeting Minorities." October 13, 2022. https://ivypanda.com/essays/advantages-of-targeting-minorities/.

If, for any reason, you believe that this content should not be published on our website, please request its removal.
Updated:
This academic paper example has been carefully picked, checked and refined by our editorial team.
No AI was involved: only quilified experts contributed.
You are free to use it for the following purposes:
  • To find inspiration for your paper and overcome writer’s block
  • As a source of information (ensure proper referencing)
  • As a template for you assignment
Privacy Settings

IvyPanda uses cookies and similar technologies to enhance your experience, enabling functionalities such as:

  • Basic site functions
  • Ensuring secure, safe transactions
  • Secure account login
  • Remembering account, browser, and regional preferences
  • Remembering privacy and security settings
  • Analyzing site traffic and usage
  • Personalized search, content, and recommendations
  • Displaying relevant, targeted ads on and off IvyPanda

Please refer to IvyPanda's Cookies Policy and Privacy Policy for detailed information.

Required Cookies & Technologies
Always active

Certain technologies we use are essential for critical functions such as security and site integrity, account authentication, security and privacy preferences, internal site usage and maintenance data, and ensuring the site operates correctly for browsing and transactions.

Site Customization

Cookies and similar technologies are used to enhance your experience by:

  • Remembering general and regional preferences
  • Personalizing content, search, recommendations, and offers

Some functions, such as personalized recommendations, account preferences, or localization, may not work correctly without these technologies. For more details, please refer to IvyPanda's Cookies Policy.

Personalized Advertising

To enable personalized advertising (such as interest-based ads), we may share your data with our marketing and advertising partners using cookies and other technologies. These partners may have their own information collected about you. Turning off the personalized advertising setting won't stop you from seeing IvyPanda ads, but it may make the ads you see less relevant or more repetitive.

Personalized advertising may be considered a "sale" or "sharing" of the information under California and other state privacy laws, and you may have the right to opt out. Turning off personalized advertising allows you to exercise your right to opt out. Learn more in IvyPanda's Cookies Policy and Privacy Policy.

1 / 1