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Essay / Research Paper Abstract
This 3 page paper summarizes an article about the issue of diversity in the workplace; in this case, the article deals with the issue of appealing to a multicultural consumer base. Bibliography lists 1 source.
Page Count:
3 pages (~225 words per page)
File: D0_HVWorkpl.rtf
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Unformatted sample text from the term paper:
This paper summarizes an article about the issue of diversity in the workplace. Discussion The article is entitled "Developing an inclusive marketing strategy." It was written by
Nicole Johnson-Reece and appeared in the July, 2004 issue of Franchising World. Johnson-Reece writes than any company that wants to succeed today has to recognize that the
marketplace is changing, and that consumers are increasingly culturally diverse. This is the main point of the article: that a diverse consumer base presents a great opportunity for
those businesses that can develop a strategic marketing plan to take advantage of it. Johnson-Reece then goes on to discuss the specifics of developing such a marketing plan. The
first step is for the company to insure "that there is an overall diversity strategy for the business that supports the companys vision, mission and objectives" (Johnson-Reece, 2004, p. 33).
The strategy must address all aspects of the business-"sales, operations, human capital and community involvement" and each part of the strategy should align with the direction of the entire
company (Johnson-Reece, 2004, p. 33). Once the strategy is identified, it has to be communicated to every level of the company (Johnson-Reece, 2004). Companies should insure that their web
sites have multi-lingual capacity (Johnson-Reece, 2004). Its also imperative that when the company makes any decisions about their products, whether its price, placement, or the type of promotion to
use, the people making the decisions have to use the same principles of inclusion that they developed in the strategic plan (Johnson-Reece, 2004). Whether companies are trying to develop
products that are available to people of many different ethnic backgrounds, or are trying to find the best employees, these goals cannot be met "if [they] ... are not tapping
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