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.

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Spain Presentation- International Marketing Class

  1. 1. 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
  2. 2. Culture <ul><li>Family </li></ul><ul><li>Language </li></ul><ul><li>Gender roles </li></ul><ul><li>Religion </li></ul><ul><li>Social organizations </li></ul>
  3. 3. Culture <ul><li>Sports & Leisure </li></ul><ul><li>Skating in Spain </li></ul><ul><li>Aesthetics </li></ul>
  4. 5. Economics <ul><li>Population </li></ul><ul><ul><li>46,157,822 inhabitants </li></ul></ul><ul><li>Spain’s age structure </li></ul><ul><ul><li>67.4% between 15-64 </li></ul></ul>
  5. 6. Economics <ul><li>GDP per Capita </li></ul><ul><ul><li>$35,330 </li></ul></ul><ul><li>Mostly Free Economy </li></ul><ul><ul><li>33 rd in the World </li></ul></ul>
  6. 7. Distribution <ul><li>Inland Transportation </li></ul><ul><ul><li>80% by Road </li></ul></ul><ul><ul><li>Trains </li></ul></ul><ul><ul><ul><li>2% internat’l goods </li></ul></ul></ul><ul><ul><ul><li>5% domestic goods </li></ul></ul></ul><ul><li>Spanish Harbor System </li></ul><ul><ul><li>26 Ports </li></ul></ul>
  7. 8. Ports, Airports, Railways
  8. 9. Purchases <ul><li>Mostly Cash, upward trend in credit cards </li></ul><ul><li>Top Online Purchases </li></ul><ul><ul><li>travel tickets, show tickets, books, clothes, and hotel reservations. </li></ul></ul>
  9. 10. Reaching the Masses <ul><li>Newspapers: 41% </li></ul><ul><ul><li>El Pais </li></ul></ul><ul><li>Magazines: 53% </li></ul><ul><ul><li>ABC, Marca </li></ul></ul><ul><li>Television: 90% </li></ul>
  10. 11. Alternative Forms <ul><li>Online Newspapers: 17% of web traffic </li></ul><ul><li>2009- 54% of households </li></ul><ul><li>Internet Sales: 68% of Users </li></ul>
  11. 12. Strengths <ul><li>Country of Origin Effect </li></ul><ul><li>Simple ordering process </li></ul><ul><li>Buyers guide, Chat option </li></ul><ul><li>Purchasing options </li></ul>
  12. 13. Weaknesses <ul><li>Brick-and-Mortar preference </li></ul><ul><li>Very unlikely to change purchasing habits </li></ul><ul><li>Lack of Pro-Skateboarders </li></ul>
  13. 14. Opportunities <ul><li>Opportunity for new transportation </li></ul><ul><ul><li>78% in urban areas </li></ul></ul><ul><li>Lack of stores offer skateboards </li></ul>
  14. 15. Threats <ul><li>Crowded Cities </li></ul><ul><li>Laws prohibiting skating- Barcelona </li></ul><ul><ul><li>Passed in 2006 </li></ul></ul><ul><li>High unemployment rate </li></ul>
  15. 16. The Market <ul><li>Target Market </li></ul><ul><ul><li>12-18 years old </li></ul></ul><ul><li>Universal Consumption Behavior </li></ul><ul><ul><li>Fashion, Music, Youthful/Active lifestyle </li></ul></ul>
  16. 17. Marketing Adaptations <ul><li>Language Change </li></ul><ul><ul><li>17% read English </li></ul></ul><ul><ul><li>Cheapest option </li></ul></ul><ul><ul><ul><li>Advertisements, Website </li></ul></ul></ul><ul><li>Product unchanged </li></ul>
  17. 18. Product <ul><li>Longboards for transport </li></ul><ul><li>Country of Origin Effect </li></ul><ul><li>Customizable Culture </li></ul>
  18. 19. Product <ul><li>Shipping </li></ul><ul><ul><li>Cheapest </li></ul></ul><ul><ul><li>Increased delivery time (3-4 Weeks) </li></ul></ul><ul><li>UPS </li></ul><ul><ul><li>Automatically Insured </li></ul></ul><ul><li>Duties </li></ul><ul><ul><li>Avg. 4.2%, VAT 16% </li></ul></ul>
  19. 20. Brand Competition <ul><li>Skate Shop </li></ul><ul><ul><li>Sell surfboards and skateboards in local shops all over Spain </li></ul></ul><ul><li>Online Competition </li></ul><ul><ul><li>Jart (Spanish website but in English) </li></ul></ul><ul><ul><li>Nomad (Spanish website but in English) </li></ul></ul>
  20. 21. Current Skateboards events <ul><li>Globe bowlblash </li></ul><ul><ul><li>August 2010 (Andalucia) </li></ul></ul><ul><li>Barcelona Extreme Sport Festival </li></ul><ul><ul><li>August 2010 (Barcelona) </li></ul></ul><ul><li>All girls skate Jam </li></ul><ul><ul><li>June 2010 (Tour in Spain) </li></ul></ul>
  21. 22. Pricing <ul><li>Use current pricing system </li></ul><ul><ul><li>Wide range offered domestically/Spain </li></ul></ul><ul><li>Utilize social networking </li></ul><ul><ul><li>Facebook, Twitter, Myspace </li></ul></ul>
  22. 23. Questions?

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