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Culture

• Family• Language

• Gender roles• Religion

• Social organizations

Culture•Sports & Leisure

•Skating in Spain

•Aesthetics

Economics

• Population– 46,157,822 inhabitants

• Spain’s age structure– 67.4% between 15-64

Economics• GDP per Capita

– $35,330

• Mostly Free Economy– 33rd in the World

Distribution

• Inland Transportation–80% by Road

–Trains•2% internat’l goods•5% domestic goods

•Spanish Harbor System–26 Ports

Ports, Airports, Railways

Purchases

•Mostly Cash, upward trend in credit cards

•Top Online Purchases– travel tickets, show tickets, books, clothes, and hotel reservations.

Reaching the Masses

• Newspapers: 41%– El Pais

• Magazines: 53%– ABC, Marca

• Television: 90%

Alternative Forms

•Online Newspapers: 17% of web traffic

•2009- 54% of households

• Internet Sales: 68% of Users

Strengths

•Country of Origin Effect•Simple ordering process

•Buyers guide, Chat option•Purchasing options

Weaknesses

•Brick-and-Mortar preference•Very unlikely to change

purchasing habits•Lack of Pro-Skateboarders

Opportunities

•Opportunity for new transportation

–78% in urban areas

•Lack of stores offer skateboards

Threats

•Crowded Cities•Laws prohibiting skating-

Barcelona–Passed in 2006

•High unemployment rate

The Market•Target Market–12-18 years old

•Universal Consumption Behavior–Fashion, Music, Youthful/Active lifestyle

Marketing Adaptations

•Language Change–17% read English–Cheapest option•Advertisements, Website

•Product unchanged

Product

• Longboards for transport

• Country of Origin Effect

• Customizable Culture

Product•Shipping–Cheapest– Increased delivery time (3-4 Weeks)

•UPS–Automatically Insured

•Duties–Avg. 4.2%, VAT 16%

Brand Competition•Skate Shop–Sell surfboards and skateboards in local shops all over Spain

•Online Competition– Jart (Spanish website but in English)

–Nomad (Spanish website but in English)

Current Skateboards events

• Globe bowlblash–August 2010 (Andalucia)

• Barcelona Extreme Sport Festival–August 2010 (Barcelona)

• All girls skate Jam– June 2010 (Tour in Spain)

Pricing

•Use current pricing system–Wide range offered domestically/Spain

•Utilize social networking–Facebook, Twitter, Myspace

Questions?