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Spain Presentation- International Marketing Class

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Actual market research on the skateboarding industry in Spain, presented in a format appropriate to the hiring company.

Actual market research on the skateboarding industry in Spain, presented in a format appropriate to the hiring company.

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    Spain Presentation- International Marketing Class Spain Presentation- International Marketing Class Presentation Transcript

    • Warehouse Skateboards: Spain Warehouse Skateboards: Spain Greta Luksyte - Amanda Mills - Johnny Wolfe - Dean McCain - Flo Urtizberea Warehouse Skateboards: Spain Warehouse Skateboards: Spain Warehouse Skateboards: Spain
    • Culture
      • Family
      • Language
      • Gender roles
      • Religion
      • Social organizations
    • Culture
      • Sports & Leisure
      • Skating in Spain
      • Aesthetics
    •  
    • Economics
      • Population
        • 46,157,822 inhabitants
      • Spain’s age structure
        • 67.4% between 15-64
    • Economics
      • GDP per Capita
        • $35,330
      • Mostly Free Economy
        • 33 rd in the World
    • Distribution
      • Inland Transportation
        • 80% by Road
        • Trains
          • 2% internat’l goods
          • 5% domestic goods
      • Spanish Harbor System
        • 26 Ports
    • Ports, Airports, Railways
    • Purchases
      • Mostly Cash, upward trend in credit cards
      • Top Online Purchases
        • travel tickets, show tickets, books, clothes, and hotel reservations.
    • Reaching the Masses
      • Newspapers: 41%
        • El Pais
      • Magazines: 53%
        • ABC, Marca
      • Television: 90%
    • Alternative Forms
      • Online Newspapers: 17% of web traffic
      • 2009- 54% of households
      • Internet Sales: 68% of Users
    • Strengths
      • Country of Origin Effect
      • Simple ordering process
      • Buyers guide, Chat option
      • Purchasing options
    • Weaknesses
      • Brick-and-Mortar preference
      • Very unlikely to change purchasing habits
      • Lack of Pro-Skateboarders
    • Opportunities
      • Opportunity for new transportation
        • 78% in urban areas
      • Lack of stores offer skateboards
    • Threats
      • Crowded Cities
      • Laws prohibiting skating- Barcelona
        • Passed in 2006
      • High unemployment rate
    • The Market
      • Target Market
        • 12-18 years old
      • Universal Consumption Behavior
        • Fashion, Music, Youthful/Active lifestyle
    • Marketing Adaptations
      • Language Change
        • 17% read English
        • Cheapest option
          • Advertisements, Website
      • Product unchanged
    • Product
      • Longboards for transport
      • Country of Origin Effect
      • Customizable Culture
    • Product
      • Shipping
        • Cheapest
        • Increased delivery time (3-4 Weeks)
      • UPS
        • Automatically Insured
      • Duties
        • Avg. 4.2%, VAT 16%
    • Brand Competition
      • Skate Shop
        • Sell surfboards and skateboards in local shops all over Spain
      • Online Competition
        • Jart (Spanish website but in English)
        • Nomad (Spanish website but in English)
    • Current Skateboards events
      • Globe bowlblash
        • August 2010 (Andalucia)
      • Barcelona Extreme Sport Festival
        • August 2010 (Barcelona)
      • All girls skate Jam
        • June 2010 (Tour in Spain)
    • Pricing
      • Use current pricing system
        • Wide range offered domestically/Spain
      • Utilize social networking
        • Facebook, Twitter, Myspace
    • Questions?