Spain_Country Report

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  • 1. Vidya Gopalan Amanda Hines Jia Liu Meghan Shoemaker
  • 2.
    • 16th Century Spain was the most powerful nation
    • 1588 English defeat Spain in the “Invincible Armada”
    • 19th Century: Spanish-American War in 1898 where Spain lost Cuba, Puerto Rico and the Philippines to the US.
    • 1936-1939 was the Spanish Civil War where more than 350,000 were killed.
    • 1939 General Francisco Franco led the Nationalists into Madrid and on to victory over the Republican forces.
    • WWII- Spain remains neutral and becomes a very isolate country in Europe
    • 1955 Spain joins UN
    • 1959, under an International Monetary Fund stabilization plan, the country began liberalizing trade and capital flows, particularly in foreign direct investment
    • Source: (Country Watch, 2008)‏
  • 3.
    • Spain is located in Southwestern Europe, bordering the Bay of Biscay, Mediterranean Sea, North Atlantic Ocean, and Pyrenees Mountains, southwest of France.
    • Spain is six hours ahead of Washington, DC and is comprised of two time zones
    • The total area of the country is 504,782 sq km, as a comparison, Spain is roughly the size of the US state of Oregon
    • Spain’s capitol is Madrid
    • Population- As of July 2008 it is estimated that Spain has a population of 40,491,052 people
    • Of that population, 15-64 years: 67.6% (male 13,741,493/ female 13,641,914)‏
    • Population is comprised of several ethnic groups, the majority however made up by Mediterranean and Nordic types
    • 94% of the country is practicing Roman Catholic
    • Source: (CIA, 2007)‏
  • 4.
    • Currently Spain’s government type is a parliamentary monarchy, before that Spain was under the dictatorship of General Franco for 36 years-ended in 1975.
    • Spain’s chief of state since November 22, 1975 is King Juan Carlos I.
    • The head of government or the President of the Government (Prime Minister equivalent) is Jose Luis Rodriguez Zapatero (since April 17, 2004).
    • Country is divided into 17 regions
    • Serious domestic issues-For 40 years the Basque separatist group ETA has led to nearly 850 deaths from bombings
  • 5.
    • Spain’s economy boomed from 1986 to 1990 averaging 5% annual growth (CIA, 2007).
    • After a European-wide recession in the early 1990s, the Spanish economy resumed moderate growth starting in 1994, (CIA, 2007).
    • Former President Jose Maria Aznar, who successfully worked to gain admission to the first group of countries launching the European single currency (the euro) on January 1, 1999, (CIA, 2007).
    • The Aznar administration that advocated liberalization, privatization, and deregulation of the economy and introduced several tax reforms.
    • Spain unemployment rate-high at a 7.6% rate Source: (CIA, 2007)‏
  • 6.
    • Economic Growth rate of 3% annually from 2003-2007
    • The current GDP (purchasing power parity) of Spain is $1.361 Trillion (CIA 2007 EST).
    • The GDP-per capita (PPP) is $33,600 (CIA 2007 est)‏
    • The population percentage living below the poverty line in Spain is 19.8% (CIA, 2007).
    • Spain’s agriculture-products are: grain, vegetables, olives, wine grapes, sugar beets, citrus; beef, pork, poultry, dairy products; fish.
    • Spain’s industries: textiles and apparel (including footwear), food and beverages, metals and metal manufacturers, chemicals, shipbuilding, automobiles, machine tools, tourism, clay and refractory products, footwear, pharmaceuticals and medical equipment.
  • 7.
    • Spain’s imports: $380.2 billion f.o.b, (CIA 2007 est)
    • Spain exports: 256.7 billion f.o.b, (CIA 2007 est). 
    • Spain’s export partners are: France 18.8%, Germany 10.8%, Portugal 8.6%, Italy 8.5%, UK 7.6%, US 4.2%, further Spain’s imports partners are: Germany 15.7%, France 12.7%, Italy 8.4%, China 5.8%, UK 4.8%, Netherlands 4.6%. 
    • The Economist Intelligence Unit (EIU) forecasts that, housing building activity will continue to decline in 2009 and possibly further, owing to a large surplus of unsold homes.
    • By contrast, public consumption and public investment will continue to grow, partly prompted by government’s measures to stem the downturn (though private investment will contract).
    • EIU forecast that GDP will contract by 0.6% in 2009, after edging up by just 0.9% over 2008 as a whole. Real GDP growth is expected to rebound modestly in 2010 (to grow by 1.6%), although there is a possibility that the recovery will be delayed (EIU, 2008)‏
  • 8. http://adage.com/images/random/datacenter/2007/globalmarketing2007.pdf
  • 9.  
  • 10.  
  • 11.
    • Format:
    • Based on Linux New Media AG Spain
    • Black/White and 4C
    www.linux-magazine.es/Advertise/Pack/Ratecard_LMES_2008.pdf
  • 12. The only difference between panthers and leopards is color. http://adfuns.com/tags/%25E8%25A5%25BF%25E7%258F%25AD%25E7%2589%2599/ Agency: Sra. Rushmore United (Madrid) Brand: Madrid Zoo When a dolphin finds a hurt dolphin. he helps it stay afloat. Elephants never abandon the elderly.
  • 13. Marca incorporated their new logo of telecom company, Movistar , into their main headline http://www.newsdesigner.com/archives/002142.php
  • 14. http://www.cmdglobal.com/database/N/20647010/20647011?1=1&blockid=20647012&blocktemplateid=827895 http://www.youtube.com/watch?v=lwVoK7znMaM
  • 15.  
  • 16. http://www.cmdglobal.com/database/A/Adidas_Techfit/Famous_faces_fight_their_shadow?1=1&blockid=24267534&blocktemplateid=827895
  • 17.  
  • 18.
    • Expo Reclam 2008:
      • International advertising & promotional gift show
      • Held in Madrid on a yearly basis
      • Attracts all the manufacturers, importers and wholesalers in the promotional and advertising gift sector
      • Provides its professional visitors with the broadest possible range of promotional products and services, with the presence of a large number of international exhibitors
  • 19.
    • Viscom Sign Spain
      • Focuses on visual communications
      • Held in Madrid once per year
      • The only trade fair totally geared towards the visual communication and advertising market
      • Covers both the creative and technological aspects of the visual communication production process
  • 20.
    • Earlier this year, the city of Madrid had announced it’s bid to be the host city for the 2016 Summer Olympic games
    • http://www.madrid2016.es/EN/prensa/notasprensa/Paginas/Default.aspx
  • 21.
    • San Fermín is perhaps the most popular festival in Spain; most profitable event for the Navarre region of Spain
    • Nine day festival held in Pamplona; concludes with ‘Running of the Bulls’
    • Promoted through travel Web sites, ‘Chamber of Commerce’, blogs & other new media
  • 22.
    • Public relations is not a country-wide term used to describe communications between an organization and its’ publics
    • The term “corporate communications” has held steadfast in the country of Spain and continues to divide those involved in corporate messaging and relationships with the public
  • 23.
    • Alfredo Arceo titled, “ Public relations in Spain: an Introduction.”
    • “… Yet, most public relations practitioners are only using their field techniques to solve specific client problems. Thus, they define their know-how using such terminology as corporate image, corporate communication, reputation management, and the like, rather than using a public relations concept as their intellectual domain.”
    • “… only activity of a public relations department is based on writing and sending press releases and, later, doing clippings.”
  • 24.
    • Scott Cutlip and Allen Center define public relations in their book Effective Public Relations as: “…the planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communications.”
    •   Evidence of increasing number of internal communications departments within companies (65%) and view communication as a strategic function (72%)‏
    • Once companies realize it’s value, public relations will successfully lead them to prosperous relationships and valuable dialogue with their publics
  • 25.
    • According to the Nielsen Net ratings there are 21,772,334 Internet users in Spain as of June 2007 i.e. 48.4% of the population of that country
    There is a huge monopoly of Telefonica in Spain, which still maintains the telephones lines and makes it difficult for the competitions to enter the market Year Users Population % Pop. Usage Source 2000 5,387,800 40,827,300 13.2 % ITU 2004 14,095,451 43,435,136 32.5 % Nielsen//Net Ratings 2006 19,765,032 45,003,663 43.9 % Nielsen//Net Ratings 2007 21,772,334 45,003,663 48.4 % Nielsen//Net Ratings
  • 26.
    • http://www.terra.es/
    • Local search engines in Spain
    • http://es.abacho.com/
    • http://www.buscadorespanol.com/
    • http://www.google.es/intl/es/ - Google in Spanish.
    • http://es.yahoo.com/ - Yahoo in Spanish.
    • Some of the popular websites in Spain
    • http://www.enredados.com/
    • http://www.promocionweb.es/
    • http://www.planavanza.es/
    • Social Networking Sites
    • http://www.tuenti.com/
  • 27. Property May 2008, June 2008 % Change Total Internet 15,967 16,245 2% Hi5.com 1,797 2,279 27% Vodafone Group 1,045 1,263 21% Hotusa Group 752 906 20% Facebook.com 1,018 1,164 14% Tuenti.com 2,490 2,843 14% Sony Online 971 1,055 9% Musica.com 1,365 1,451 6% Badoo.com 883 937 6% Startvg.com 1,096 1,160 6% Renfe.es 1,063 1,121 5% Source: comScore
  • 28.  
  • 29.
    • 44% growth in Internet use
      • 62% are men
      • 38% are women
    • Average age of people making online purchase is between 26 and 35
    • Airline ticket purchases increased by 58.5%