Name of Business
Street Address
City
State
Zip
Phone
Fax
Email
Website
Contact Person
GENERAL INFORMATION
Years in operation and background
Type of Business
Brief description of Major products, product lines, or services
CUSTOMERS / TARGET MARKET
Geographical Distribution
Descriptive Characteristics
DEMOGRAPHICS
Age
Gender
Income
Occupation
Marital Status
Other
CULTURE
Ethnicity
Generation
Years in U.S.
Lifestyle
Language Spoken
Acculturation
Values
MARKETING POSITION
How do you think the ethnic customers perceive your business?
Friendly or Formal
Trendy or Traditional
Community or Corporate
Helpful or Unhelpful
Cultural Compatibility Scale:Please describe your business' culture and match with your customer's!
Your Brand/Business
Ethnic Customer
Identity
Personality
COMPETITION
State your major competitors and what is (are) the particular strength(s) of each?
Competitor 1
Competitor 2
Competitor 3
Competitor 4
PRICING / FEES
How important is pricing in maintaining your competitive position?
How are your prices compared to your competitors?
How do you set your prices or make price changes? Skimming or Penetration
ADVERTISING
Please answer each question both for advertising to the mainstream and ethnic segment.
How important is advertising in maintaining your competitive position?
What does your advertising say? (your message strategy)
How much (or how often) do you advertise?
Where do you advertise?
Do your competitors advertise more or less than you do?
Do you think their advertising is effective?
PROMOTION
Does the value that your message offers match the ethnic consumer value? Are sales, special prices, coupons or other promotional items important to the success of your business?
Which kinds do you and your competitors use?
Do you use these methods to attract new customers or to build loyalty among existing customers?
LOCATION
How important is location in maintaining your competitive position?
How is your location compared to your competitors?
OTHER INFORMATION
State the main issues that you are facing to identify, understand and communicate with your ethnic customers.