Javier Delgado, director de Mercadeo Multicultural de Coca-Cola
For Walmart, multicultural is not like a vertical silo, but an element incorporated in everything the company does. “Much of our business growth continues to come from the multicultural area because it is part of the process from the outset. Its Integration begins within our company and is passed on to the agencies,” said the retail giant’s Senior Marketing Director Javier Delgado.The retail chain employs top agencies, including an intercultural one that leads and integrates the other agencies; it can also work with a general market agency that integrates multicultural agencies. “We have a group of agencies that have collaborated with us from the start,” he said. Delgado summed up what it’s been like at Walmart after being with Coca-Cola for two years. “Walmart executives must make a very big commitment, because they understand that much of the company’s chances to keep growing reside in the multicultural market.” He feels that what companies lack with regard to the multicultural area is accountability. “What I ask of the executive team at Walmart, my bosses, is to make me accountable for what I’m doing in the multicultural market. I want to have numbers to reach so I can set goals for my team. If I don’t have specific goals, it all comes down to guesswork – I won’t have a specific volume that I must reach.”
Margie Bravo de Nestlé: La única fuente de crecimiento hoy es multicultural
