Project Title: Reaching the US Hispanic Market Online Company: JCP ECommerce L.P. (JCPenney.com) Company Contact: Richard Last Executive Vice President [email protected] 972-591-7420 Project Coordination: Bob Tschetter Lead Project Manager [email protected] 972-591-7528 Project Owner: Carol Snyder International Director [email protected] 972-591-6484 Fax: 972-687-9897 12700 Park Central 10th Floor (MS 6010) Dallas, TX 75251 Project Customer: JCPenney.com International Director Project Course: 15.823 Marketing and the Internet Work with JCPenney.com International Director to investigate how we may effectively reach the US Hispanic market through the Internet and increase market share with this rapidly growing demographic group. Determine best practices and develop a strategic plan. Participate in presentation of plan to JCPenney senior management. 1. How can we most effectively reach the US Hispanic market through the Internet and increase market share with this rapidly growing demographic group?2. What portion of the US Hispanic population is online and how many are online buyers? What are the demographics (gender, age, income, etc.) of these online buyers? 3. What are the most important features in a web site to this market? 4. How are they spending their time online? 5. Where are they shopping online? 6. Who are the leading online retail businesses servicing and marketing to the US Hispanic population? 7. What product categories are they buying online? 8. What is the current spending and spending potential of this group? 9. Do US Hispanics require a web site in Spanish? 10. Must the product offering be tailored to appeal to this group? (If so, how? What characteristics appeal to and influence purchase by Hispanics online?) 11. How are purchases paid for? (% cash, check, money order, % pre-paid e-card, % credit card) 12. What icons, images, colors, or names should be avoided for the US Hispanic group? (e.g., matador automobile translated to "car that kills") 13. How do US Hispanic online buyers match up with the JCPenney target profile? 14. What National Holidays do US Hispanics