Doğan SİVRİKAYA

SPAIN

Localization

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

Language

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

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.

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 %

Culture

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

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.

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.

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.

Culture (IV)

MUSIC- Spanish music is often considered abroad to

be synonymous with Flamenco.

- The musical instrument in Spain most popular is the guitar.

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.

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.

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.

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

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.

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.

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.

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