For effective segmentation, targeting and positioning (STP) an organization must also decide which specific multicultural consumer segments it should target for its offerings, create a sustainable offering positioning strategy, and orchestrate an integrated marketing communication plan. How would you segment a heterogeneous market to build an effective marketing strategy based on race and ethnicity? Challenges: There are critical challenges facing marketers today concerning issues of race in the marketplace. These can be issues of marketplace exclusion, discrimination, consumer or racial profiling which continue to negatively impact the everyday well-being of members in our society