Spain has a population of around 47 million inhabitants. It has diverse climate and terrain. While most of the population is Catholic, church attendance is low. Spanish culture includes flamenco, bullfighting, renowned cuisine and architecture. Football is hugely popular and Spain has had success in tennis, basketball and motorsports. Large companies like Inditex and El Corte Inglés are globally recognized Spanish brands. Culturally, Spain has relatively high power distance and uncertainty avoidance but is more individualistic than collective and feminine.

1. SPAIN
Doğan SİVRİKAYA

2. Localization

3. Introduction
* Spain is a tourist country where millions of tourists come
every year
• The population was estimated around 47 million inhabitants
on January 1, 2010
* It has an extension of 504.645 km ²
* Spain is a member of the European Union since 1986 and is
a social and democratic State of Law and whose form of
government is the parliamentary monarchy

4. Language
In agreement with the Spanish
Constitution, the Castilian or
Spanish it is the official language
of the State.

5. Climate
•The climate of the Peninsula is very varied.
• The most important factors that influence the climate of the Peninsula are:
- The relief
- The winds
- The rains
- The temperature.

6. Religion
• Most of the population of Spain (73,2 %) declares itself catholic, though
the percentage of medical instructors is very low and 22,2% of the
population is not recognized in any religion (being defined as atheists or
not believers).
- Practicing Catholics 29,2 %
- Not practicing Catholics 51,3 %
- Not believers 8,9 %
- Atheists 7,6 %
- Believers of other religions 2,1 %

7. Culture
Two examples of a Spanish TV campaign to
promote the country.

8. Culture (I)
FLAMENCO
- Flamenco is a genuine Southern Spanish art.
- It exists in three forms: ”Cante”, the
song; ”Baile”, the dance and ”Guitarra”, guitar
playing.

9. Culture (II)
BULLFIGHTING
- Bullfighting is certainly one of the best known
customs.
- Although, at the same time, bullfighting is the
most polemical Spanish popular customs.

10. Culture (III)
CUISINE
- Spanish cuisine consists of a great variety of
dishes which stem from differences in
geography, culture and climate.
- Spanish cuisine for many centuries was
unknown in Europe.

11. Culture (IV)
MUSIC
- Spanish music is often considered abroad to
be synonymous with Flamenco.
- The musical instrument in Spain most popular
is the guitar.

12. Culture (V)
ARCHITECTURE.
- Due to its historical and geographical diversity,
Spanish architecture has drawn from a host of
influences.
- Spain is currently experiencing a revolution
in contemporany architecture and Spanish
architects like Rafael Moneo, Santiago
Calatrava, as well as many others have gained
worldwide renown.

13. Sports (I)
• Football: is like a religion in Spain. Barcelona
and Real Madrid are two of the best teams in
the world and Spanish National Teams won
the two last tournaments.
• Motor sports like Formula 1 and Moto GP are
also very important.

14. Sports (II)
• Tennis: Rafa Nadal is the best player in the
world. Spain has 3 top ten players.
• Basketball: the Spanish League is the best in
Europe and the Spanish National Team won
several tournaments in the last years.

15. Advertising
• Example of Coca-Cola TV advertisement in
Spain.
• Example of Coca-Cola TV advertisement in
Japan.
There is a tendency to give less information about
the product but more appeal to feelings

16. Spanish brands (I)
INDITEX
- Is a Spanish group of textile manufacturing
and distribution.
- It has its headquarters in Arteixo, La Coruña,
Spain.
- One of the reasons for global success is that it
offers the latest fashion trends at affordable
prices, and a large logistics can lead to
designer clothes shops in two weeks.

17. Spanish brands (II)
EL CORTE INGLÉS
- First group of distribution in Spain and
number 40 in the world by sales volume.
- Various formats including department stores.
- In this format is the European leader by sales
volume and the second worldwide behind
Sears and ahead of Macy's.

18. Spanish brands (III)
MERCADONA
- Mercadona is a Spanish company of
distribution with origin in the city of Valencia.
- Is characterized by the presence of enhancing
their own brands and reducing the supply of
those foreign brands that do not maintain a
minimum of rotation.

19. Hofstede cultural dimensions
• Relatively large power distance
• Strong uncertainty avoidance
• More individualistic than collective
• More feminine than masculine
Power distance Individualism Masculinity Index Uncertainty Avoidance
Malaysia 104 USA 91 Japan 95 Greece 112
Guatemala 95 Australia 90 Austria 79 Portugal 104
Brazil 69 Great Britain 89 Italy 70 France 86
Spain 57 France 71 USA 62 Spain 86
USA 40 Spain 51 Spain 42 Germany 65
Germany 35 Brazil 38 Norway 8 USA 46
Sweden 31 Ecuador 8 Sweden 5 Singapore 8