At this stage your company may find itself bombarded by information about the growing Hispanic market and its immense buying power. You are unclear as to how that opportunity translates to your industry and your company. I help you answer these questions and clearly define and quantify your opportunities.

With my External Assessment you will be able to answer questions such as:

• Are there regulatory, immigration, foreign trade or other activities that may impact the Hispanic market and must be considered in your planning?
• What are your competitors, doing to market to Hispanics? How are their actions likely to impact what you do? Are there competitors that are not part of your standard set?
• How do Hispanics consume your category and how are they currently meeting their needs in the marketplace?
• How has your consumer base changed in your trading areas as a result of the Hispanic market presence and growth and what has been the impact on your business?
• Given these impacts, what is the likely scenario five years from now for your company if you take action/do not take action?

What you get with the External Assessment
I work with you and your team to examine and provide a complete understanding of your external environment so you can readily see the market opportunity and the threats that must be considered if you decide to pursue this marketplace, and importantly, the impact of your decision one way or the other. Our assessment and planning process would include an analysis and consideration of the following:

• Macro Forces Analysis - This analysis includes intelligence gathering of political, social, cultural, regulatory, legal, international trade, and demographic forces that have the potential to impact industry/competitive reaction and activity as well as how it will likely impact consumption and provider choice.
• Industry Analysis - This includes researching how the industry has evolved, where it is has been, and where is it going. I look at how your company fits in today and how it will fit in the future with impact assumptions on your business.
• Competitive Analysis - In this analysis we explore many aspects of your industry's competitive landscape and in many instances redefine it to include competition that is not normally considered in your set. What is the competition doing? What must you do you be competitive now and in the future? How competitive is your company and what must it do to stay competitive or gain advantage?
• Consumer Analysis - There are many different groups within the US Hispanic market and they are not all your potential customers. We work to define your Hispanic target - primary and in some cases secondary? We help you understand demographic, socio-economic, psychographic and cultural differences that need to be considered and how they compare to your current target market? We define the potential impacts on your current market strategy, your operations and your organizational structure and help you formulate questions to help you assess your internal readiness to deliver.

Take the next step
In some instances clients find that inaction is perfectly justified while others find that speed to market is critical to maintaining or improving overall business performance. If this process leads your management to move forward your next step would be an Internal Assessment described in Stage 2.

I invite you to email or call me to schedule a no obligation, one-hour courtesy consultation to discuss your specific situation and questions.