Companies in Stage 3 often find themselves in very frustrating situations. Their Hispanic market strategy is likely nothing more than a set of sporadic marketing tactics. Few, if any strategy stakeholders outside of marketing are aware of the initiative let alone vested or accountable for the results. This s because they don’t see the connection to the company’s or their own department goals, strategies, implementation plans and budgets.
Consequently, marketing is constantly justifying the value of marketing to Hispanics. Hispanic marketing budgets are allocated subjectively and arbitrarily and are often cut and even eliminated to be redirected to areas of broader strategic focus.