Scenario: You are hired to be a consultant to General Mills. . This food company is interested in determining how to best reach the Hispanic market in the United States with the large array of food products they now market. It is your job to present an effective strategy for General Mills to follow in order to effectively reach this market now and in the future.
Here are some of the areas you must cover:
1- An overview of the size and growth projections for this market.
a- What is the SWOT analysis?
b- How would you segment the market?
2- An overview of what other companies are doing to make their products and promotions appealing to Asian American consumers. Please give me at least three examples.
3- Present your suggestions for how you would use social media to reach them as well as traditional media (television, print, etc.).
4- Do you recommend new products that should be developed for the market? If you do, what kind of research would you recommend? What secondary research is valuable to you? What primary research would you commission?
Suggestion- Check out Goya foods and get an understanding of what lessons General Mills could learn from them.
I expect a concise paper of not more than 10 -12 pages. Please make sure to cite all your sources. I will be grading you on the quality of your work as well as your creative thought processes and the basic understanding of what you must do to win over consumers.
