Pockets of opportunity: Multicultural marketing strategies for BEP growth

Issue title: New Directions in Vocational Rehabilitation: Challenges and Opportunities for Researchers, Practitioners, and Consumers

Article type: Research Article

Authors: Schaefer, Kelly

Affiliations: Research Associate II, Rehabilitation Research and Training Center on Blindness and Low Vision, P.O. Box 6189, Mississippi State, MS 39762, USA. Tel.: +1 662 325 7825; Fax: +1 662 325 8989; E-mail: schaefer@ra.msstate.edu

Abstract: Ranked among the 50 largest food service corporations in America, the Randolph-Sheppard Business Enterprise Program (BEP) represents a challenging and rewarding career opportunity for Americans who are legally blind. In recent years, however, the number of facilities and facility managers has declined. Multicultural consumers represent a major emerging growth market. The multicultural market is one of the most overlooked retail markets in the United States – and the one with the most buying power and growth potential. Multicultural marketing is among the least understood strategies available to facility managers, vocational rehabilitation counselors and BEP directors. Four major minority markets are discussed and marketing strategies are offered to help BEPs target and serve these unique consumers.

Keywords: blindness, vocational rehabilitation, Randolph-Sheppard Act, Business Enterprise Program

Journal: Work, vol. 21, no. 1, pp. 89-95, 2003