Spain_Country Report


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Spain_Country Report

  1. 1. Vidya Gopalan Amanda Hines Jia Liu Meghan Shoemaker
  2. 2. <ul><li>16th Century Spain was the most powerful nation </li></ul><ul><li>1588 English defeat Spain in the “Invincible Armada” </li></ul><ul><li>19th Century: Spanish-American War in 1898 where Spain lost Cuba, Puerto Rico and the Philippines to the US. </li></ul><ul><li>1936-1939 was the Spanish Civil War where more than 350,000 were killed. </li></ul><ul><li>1939 General Francisco Franco led the Nationalists into Madrid and on to victory over the Republican forces. </li></ul><ul><li>WWII- Spain remains neutral and becomes a very isolate country in Europe </li></ul><ul><li>1955 Spain joins UN </li></ul><ul><li>1959, under an International Monetary Fund stabilization plan, the country began liberalizing trade and capital flows, particularly in foreign direct investment </li></ul><ul><li>Source: (Country Watch, 2008)‏ </li></ul>
  3. 3. <ul><li>Spain is located in Southwestern Europe, bordering the Bay of Biscay, Mediterranean Sea, North Atlantic Ocean, and Pyrenees Mountains, southwest of France. </li></ul><ul><li>Spain is six hours ahead of Washington, DC and is comprised of two time zones </li></ul><ul><li>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 </li></ul><ul><li>Spain’s capitol is Madrid </li></ul><ul><li>Population- As of July 2008 it is estimated that Spain has a population of 40,491,052 people </li></ul><ul><li>Of that population, 15-64 years: 67.6% (male 13,741,493/ female 13,641,914)‏ </li></ul><ul><li>Population is comprised of several ethnic groups, the majority however made up by Mediterranean and Nordic types </li></ul><ul><li>94% of the country is practicing Roman Catholic </li></ul><ul><li>Source: (CIA, 2007)‏ </li></ul>
  4. 4. <ul><li>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. </li></ul><ul><li>Spain’s chief of state since November 22, 1975 is King Juan Carlos I. </li></ul><ul><li>The head of government or the President of the Government (Prime Minister equivalent) is Jose Luis Rodriguez Zapatero (since April 17, 2004). </li></ul><ul><li>Country is divided into 17 regions </li></ul><ul><li>Serious domestic issues-For 40 years the Basque separatist group ETA has led to nearly 850 deaths from bombings </li></ul>
  5. 5. <ul><li>Spain’s economy boomed from 1986 to 1990 averaging 5% annual growth (CIA, 2007). </li></ul><ul><li>After a European-wide recession in the early 1990s, the Spanish economy resumed moderate growth starting in 1994, (CIA, 2007). </li></ul><ul><li>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). </li></ul><ul><li>The Aznar administration that advocated liberalization, privatization, and deregulation of the economy and introduced several tax reforms. </li></ul><ul><li>Spain unemployment rate-high at a 7.6% rate Source: (CIA, 2007)‏ </li></ul>
  6. 6. <ul><li>Economic Growth rate of 3% annually from 2003-2007 </li></ul><ul><li>The current GDP (purchasing power parity) of Spain is $1.361 Trillion (CIA 2007 EST). </li></ul><ul><li>The GDP-per capita (PPP) is $33,600 (CIA 2007 est)‏ </li></ul><ul><li>The population percentage living below the poverty line in Spain is 19.8% (CIA, 2007). </li></ul><ul><li>Spain’s agriculture-products are: grain, vegetables, olives, wine grapes, sugar beets, citrus; beef, pork, poultry, dairy products; fish. </li></ul><ul><li>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. </li></ul>
  7. 7. <ul><li>Spain’s imports: $380.2 billion f.o.b, (CIA 2007 est) </li></ul><ul><li>Spain exports: 256.7 billion f.o.b, (CIA 2007 est).  </li></ul><ul><li>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%.  </li></ul><ul><li>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. </li></ul><ul><li>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). </li></ul><ul><li>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)‏ </li></ul>
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  9. 11. <ul><li>Format: </li></ul><ul><li>Based on Linux New Media AG Spain </li></ul><ul><li>Black/White and 4C </li></ul>
  10. 12. The only difference between panthers and leopards is color. 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.
  11. 13. Marca incorporated their new logo of telecom company, Movistar , into their main headline
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  14. 18. <ul><li>Expo Reclam 2008: </li></ul><ul><ul><li>International advertising & promotional gift show </li></ul></ul><ul><ul><li>Held in Madrid on a yearly basis </li></ul></ul><ul><ul><li>Attracts all the manufacturers, importers and wholesalers in the promotional and advertising gift sector </li></ul></ul><ul><ul><li>Provides its professional visitors with the broadest possible range of promotional products and services, with the presence of a large number of international exhibitors </li></ul></ul>
  15. 19. <ul><li>Viscom Sign Spain </li></ul><ul><ul><li>Focuses on visual communications </li></ul></ul><ul><ul><li>Held in Madrid once per year </li></ul></ul><ul><ul><li>The only trade fair totally geared towards the visual communication and advertising market </li></ul></ul><ul><ul><li>Covers both the creative and technological aspects of the visual communication production process </li></ul></ul>
  16. 20. <ul><li>Earlier this year, the city of Madrid had announced it’s bid to be the host city for the 2016 Summer Olympic games </li></ul><ul><li> </li></ul>
  17. 21. <ul><li>San Fermín is perhaps the most popular festival in Spain; most profitable event for the Navarre region of Spain </li></ul><ul><li>Nine day festival held in Pamplona; concludes with ‘Running of the Bulls’ </li></ul><ul><li>Promoted through travel Web sites, ‘Chamber of Commerce’, blogs & other new media </li></ul>
  18. 22. <ul><li>Public relations is not a country-wide term used to describe communications between an organization and its’ publics </li></ul><ul><li>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 </li></ul>
  19. 23. <ul><li>Alfredo Arceo titled, “ Public relations in Spain: an Introduction.” </li></ul><ul><li>“… 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.” </li></ul><ul><li>“… only activity of a public relations department is based on writing and sending press releases and, later, doing clippings.” </li></ul>
  20. 24. <ul><li>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.” </li></ul><ul><li>  Evidence of increasing number of internal communications departments within companies (65%) and view communication as a strategic function (72%)‏ </li></ul><ul><li>Once companies realize it’s value, public relations will successfully lead them to prosperous relationships and valuable dialogue with their publics </li></ul>
  21. 25. <ul><li>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 </li></ul>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
  22. 26. <ul><li> </li></ul><ul><li>Local search engines in Spain </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> - Google in Spanish. </li></ul><ul><li> - Yahoo in Spanish. </li></ul><ul><li>Some of the popular websites in Spain </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Social Networking Sites </li></ul><ul><li> </li></ul>
  23. 27. Property May 2008, June 2008 % Change Total Internet 15,967 16,245 2% 1,797 2,279 27% Vodafone Group 1,045 1,263 21% Hotusa Group 752 906 20% 1,018 1,164 14% 2,490 2,843 14% Sony Online 971 1,055 9% 1,365 1,451 6% 883 937 6% 1,096 1,160 6% 1,063 1,121 5% Source: comScore
  24. 29. <ul><li>44% growth in Internet use </li></ul><ul><ul><li>62% are men </li></ul></ul><ul><ul><li>38% are women </li></ul></ul><ul><li>Average age of people making online purchase is between 26 and 35 </li></ul><ul><li>Airline ticket purchases increased by 58.5% </li></ul>