WK 10: Target Market Strategy / Final

“Companywide strategic planning guides marketing strategy and planning. Like marketing strategy, the company’s broad strategy must also be customer focused.” My target market strategy consists of focusing on the potential customers that make up the demographics in the Las Vegas area. Targeting the Hispanic population, and those people who have a connection to Latin America and the Caribbean, my customers need to know that Caribe a la Carte cooks great Caribbean food as a product oriented definition. Caribbean food is very exotic and filled with great tastes, my customers will know what they are ordering and what to expect from the food. The market oriented definition is that “We are a vacation on wheels”, inviting our customers to take a break from their busy schedules and revisit a moment that takes them back to an exotic place in the Caribbean. Penetrating the market by social media, and collaborating with promoters who organize events in the community to reach our customer base will be great for business. I also plan on working with local businesses that operates in the Art District in the Downtown area in Las Vegas. The Artifice, for example holds a Salsa and Merenge night at their nightclub, partnering up with them on these nights can benefit both establishments. I plan on creating a personality with Caribe a la Carte by collaborating with social events of this nature. “Marketers also use personality variables to segment markets. For example, cruise lines target adventure seekers. Royal Caribbean appeals to high-energy couples and families with hundreds of activities such as rockwall climbing and ice-skating. Its commercials urge travelers to “declare your independence and become a citizen of our nation—Royal Caribbean, The Nation of Why Not.” By following this example, I can target potential customers that enjoy the easygoing lifestyle and culture of the Caribbean.