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"KEYS TO WORK IN THE LATINO MARKET OF USA"

The Latino community in USA represents the third market of Latin America, after Brazil and Mexico. With a population of 54 million, outperforms countries such as Colombia, Argentina and Peru. To get an idea of the dimensions, let’s compare the size of 54 million with the seventh country in the region, Chile, with approximately 19 million inhabitants.

 

An advantage that this market is the socio-political environment. The Latino community is unfolding in a country with political stability and a strong economy, in comparison with the rest of the region. A challenge when working with this community, is that a significant percentage is illegally in the United States. It is estimated that about 12 million are without legal documents. Another aspect to consider is the fact that most of them are Mexican. To illustrate the importance of Mexicans in the composition of the community, consider that they represent nearly 65%, with Puerto Ricans in second place at 9.5% and Cubans in third place, with roughly 4%.

 

For any project you plan undertake in this community, please note that the numbers are valuable. To the quantitative exercise, you must add a qualitative study that help to determine the reality of this market and define its true characteristics beyond the stereotypes.

Communications experts with studies in political sociology and negotiation, who have led important projects in Latin America for Fortune 500 companies such as McDonald’s, Microsoft, Placer Dome, Coca-Cola and others. Among their accomplishments are:

 

Alliances between private & public sector

 

Identification  of opportunities and business development

 

Reliable supply of raw materials

 

Neutralize threats in hostile environments

 

Cooperation to facilitate processes and ease bureaocracy

Resolution of conflicts

 

It’s a model to communicate transparently and productively with the Widen Public Sector, which encompasses the audiences with a profile of socio-political action: communities, NGOs, unions and authorities

 

Model based on quantitative and qualitative analysis

 

 Productive: fewer resources, better results

 

 Increases chances of success

 

Focused on business results for companies and social achievements for politicians

 

 Attainable, measurable goals

 

Power Map: audiences and factors

 

Results vs impact

 

Connection

 

Government Relations

 

Reports on socio-polítical environment

 

Power Map: Who decides and who influences

 

Management & Prevention of conflicts with unions, communities and/or authorities

 

Risk management