(Report) Sonic Restaurant- Dealing with Targeting the Hispanic Community

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For many companies, marketing to the Hispanic community has proven to be very challenging. Sonic drive-in is one of these companies that are currently exploring the ways to target this group.


Because there are so many different cultures within the Hispanic community, researchers have found it very difficult to target this group as a whole. Many companies don’t believe Latino’s to be a viable target and they don’t want to spend the time or money trying to research this community.

The companies that have explored this target market have had to figure out what approaches or appeals should be used and what strategies should be used in creating long-term relationships with this target group.

Sonic drive-in is among one of the companies currently researching the ways to target the Hispanic community and creating the long-term relationship with them. Figuring out where to begin is the problem Sonic is currently facing with targeting this group.


The purpose of this report is to investigate how viable it is to target the Hispanic community and what approaches should be used.

In this report, we will explore the Hispanic culture in the United States and try to prove how important it is to target this community due to the rapid growth of population. Since the Hispanic community has never been considered a viable target, we tend to research this group and prove how influential this group is.


Our recommendation is based on three assumptions
The Hispanic population in the United States will continue to sky rocket. •Many more companies will see the importance of targeting this very influential group. •Accommodating the Hispanic community will prove to be very profitable for many successful businesses.


This report depends almost entirely on print and online resources. Before targeting this community it is important to research and understand the Hispanic culture.


According to Sonic’s marketing club director, Tamara Stanley, Sonic is exploring the Hispanic community and trying to target this market by: 1.Creating menus designed in Spanish for better communication. 2.Satisfying the community enough for there to produce positive word of mouth. 3.Reaching this group by advertising commercials in Spanish and broadcasting over Spanish speaking radio stations.

Why target the Hispanic community?

Targeting the Hispanic community is very essential to modern day business success. Hispanics are constantly rising in numbers in the United States. They currently account for fourteen percent of the U.S. population and continue to grow. Adapting to foreign cultures is very challenging and important for business growth. This process can be very difficult and provides many obstacles. Another important aspect to note is that they too are adapting to our culture as well. Traditionally, Hispanics are very family oriented. A very important aspect of their culture is family. Examples of this can be seen in their business practices, as it is a common practice of their culture to shop together. Therefore, targeting the Hispanic community has a competitive advantage in the sense that they tend to utilize goods and services as a whole thus yielding higher net revenues to companies. For example, if a large number of Hispanics go dining and are unable to be properly accommodated to their needs due to language barriers, that establishment will experience a drop in the potential earnings from their business. Due to the aforementioned factors, Hispanics prove to be a highly marketable culture when the necessary accommodations are met. These accommodations can be easily achieved by Sonic with simple inexpensive modifications to their business plan. Hispanic culture is steadily rising and it would be a poor business practice to not embrace their growth in the community.

Difficulties and complications of targeting the Hispanic...
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