Free Essay

Spain Analysis

In: Business and Management

Submitted By mickey540
Words 919
Pages 4
Our product: ALSTOM: (very) HIGH SPEED TRAIN

STUDIED COUNTRY: SPAIN (Europe) Specificities of International Marketing


ALSTOM: 2 products selected:

Very high speed:
Following on from the success of the TGV, Alstom has developed the fourth generation of very high speed trains: the AGV (Automotrice Grande Vitesse). In 2007, Alstom et a new world rail speed record of 574.8 km/h.

High speed :
With its tilting train technology, the Pendolino can travel at speeds of up to 250 km/h, without requiring specific changes to the infrastructure. Alstom has developed a range of regional trains that are reliable, efficient and comfortable. 2010


A peaceful transition to democracy following the death of dictator Francisco FRANCO in 1975, and rapid economic modernization (Spain joined the EU in 1986) gave Spain a dynamic and rapidly growing economy and made it a global champion of freedom and human rights. (extracted from Country Introduction feb. 2010)

Political regime: constitutional monarchy: * Head of State: King Juan Carlos I, since 22 November 1975 * Head of Government: President of the Government: José Luis Rodríguez Zapatero, elected 14 March 2004. from World Factbook (2010)
Capital: Madrid (and largest city- population 2009 = 6 321 398) from Instituto Nacional de Estadistica (2009)

Total Area: 504 782 km²
Population: 45, 8 millions
Currency: Euro (€) Languages: * Castilian Spanish (official) 74% * Catalan 17% * Galician7% * Basque 2% Economic area:
EU accession: 1st January 1986
Engaged during the sixties, economic development of Spain was great; with a fast modernization of the social structure, nowadays close to European standard.
But the unemployment level is still the highest of the European Union. (More than 17% in 2009) Imports: Partners: * Germany 14.5% * France 11.1% * Italy 7.4% * China 6.2% * UK 4.5% * Netherlands 4.4% II SPANISH OFFER

1) “La RENFE”
Train is an original option to move in Spain. The national company of railway is « la RENFE », Spanish equivalent to French SNCF.
The lack of modernism for some ways is compensated by low prices. But prices are relatively secure during the year.

2) Spanish railway
Organisation: Spanish railway is well-developed.

It is equipped to use our two products: the AGV and the Pendolino. Number of travellers (millions by km):

The number of travellers by train is still growing since the eighties, actually is about 21 000 millions travelers by kilometers; so it’s an opportunity for our company, by the possibility to sign new contracts in the future. By : La Banque Mondiale (2008)

3) About competition:

The main competitors on the national Spanish railway market are: * CAF: Construcciones y Auxiliar de Ferrocarriles
CAF profits amount to 124.3 million Euros at the end of 2009.


* SIEMENS : profits in 2008 : 226,2 millions € by in2008

4) Projects * A tunnel between Spain and Morocco and North Africa under Strait of Gibraltar is studying. * Spanish government put in place a strategic plan in 2005 to develop the railway network, to connect Spain with Europe. Many lines will be built to make Spain the biggest railway network of the world, with France and Japan. by in2008 February 2008

III DEMAND ALSTOM in Spain: * Clients are mainly national or regional railway societies.

* Alstom works a lot for the national market but the company also exports and mainly in Europe (Austria, France, Germany, Italy…), but also so far as China, Tunisia...

* In Spain, there is actually the emergence of the second wave of high speed train.

* Our company is also proposing in Spain light rail transit, metro systems, suburban and regional trains, locomotives and freight trains. (2009)

* Country: Spain is a target for us because there are many projects, infrastructures are still growing up, and more and more Spanishes travel by train (Business, tourism…)
Indeed, Alstom is already very present on this market.

* Strategy: First, we just want to propose to this country our 2 products: AVG and Pendolino because this country has the will to connect big cities with other big cities (Madrid, Barcelona, Sevilla…), and also the country with Europe and maybe with North Africa.

And finally, we want to give and assure security and punctuality to people, to give an answer of a need of the population (example: to don’t waste time…).…...

Similar Documents

Premium Essay

Porter's Diamond - Case Analysis of Spain

...[pic] Porter’s Diamond Analysis of Spain (Topic 8) Manuel Gall 6 Elboden Street 7004 South Hobart Strategic Management University of Tasmania Dr. Dallas Hanson Submitted on October 23, 2012 Introduction: Porter (1990) raised the question: “Why does a nation become home base for successful international competitors in an industry?” According to porter’s diamond, the answer lies in four elements, namely the factor conditions, the demand conditions, the related & supporting industries and in the context for firm strategy and rivalry (Fisher, Hughes, Griffin & Pustay 2009). These four factors interact in a self-reinforcing system that essentially determine a nation’s international competitiveness. This theory can be classified as a hybrid between the classical country-based trade theories[1] that emphasise the country’s factor endowments and the more modern firm-based theories[2] that focus on the action of individual companies (Fisher et al 2006). Spain is ranked as 36th out of 144 countries in the actual WEF[3] Global Competitive Report (2012). Thus, it is classified as innovation-driven economy that has reached highest development stage. However, the recent financial crisis has hit Spain, that suffers since years under a structural deficit, on the wrong foot (OECD[4], 2010). As a consequence, Spain recently has had trouble to finance its debt over private capital markets and is......

Words: 1615 - Pages: 7

Premium Essay


...Spain‘s trade take very important place into the nation‘s economy, the country‘s trade polocy has similarities to the other nations of European Union. Like EU Spain has also non-trade barriers mainly in primary and secondary business. Import and export structure of the economy Spain has a numerous of countries as a partners of export and import of product and the range of these product is even bigger but the focus falls on the main ones . The countries from the European Union are the most important partnes for Spain, in 2013 65% of the foreign trade comes from there, main partners are France with 18% of total exports and 11% of total imports and Germany with 15 % ot total exports and 8 % of exports, othe partners are - Italy, Portugal, United Kingdom, China. The most exported products out of Spain are -  food 13 %, cars 11 % and fuel 5 %. The main import of product are fuel, high added value goods, food and chemicals. Political system of the economy The global economic crisis hit Spain hard in 2009 and the Prime-minister  José Luis Rodríguez Zapatero of the Spanish Socialist Workers Party then decided to make some changes by increasing the unemployed ebenefits and spend money on public works to slowdown the crisis but instead of that, combined with some some other unpleasant conditions, it led the......

Words: 1198 - Pages: 5

Free Essay


...Human Rights Report on Trafficking in Persons, Especially Women and Children Spain Population: 40,548,753 (July 2010 est.) Population Growth Rate: 0.045% (2010 est.) Birth Rate: 9.54 births/1,000 population (2010 est.) Life Expectancy: total population: 80.18 years; male: 76.88 years; female: 83.7 years (2010 est.) Literacy Rate: total population: 97.9%; male: 98.7%; female: 97.2% (2003 est.) Net Migration Rate: 0.99 migrant(s)/1,000 population (2010 est.) Unemployment Rate: 18.1% (2009 est.) Gross Domestic Product per Capita: $33,700 (2009 est.) Religions: Roman Catholic 94%, other 6% Languages: Castilian Spanish (official) 74%; Catalan 17%, Galician 7%, and Basque 2% are official regionally Ethnic Groups: composite of Mediterranean and Nordic types Capital: Madrid1 Trafficking Routes Given Spain’s proximity to North Africa, trafficking routes often include Spain as a destination or transit country onto the European continent. Trafficking victims, mainly young women, are recruited from Eastern Europe and South America with the promise of jobs in Spain. The traffickers then force the women into sexual servitude. The Canary Islands remain one of the most used routes for illegal immigrants from West Africa.2 Spain and Italy are among the major receiving countries for persons trafficked from West Africa in general and Nigeria in particular, either for labor, sex, or the removal of their organs.3 The sources of trafficking are not restricted to neighboring regions, as......

Words: 2138 - Pages: 9

Free Essay

Spain Performance

...Spain occupies 85% of the Iberian Peninsula, which it shares with Portugal, in southwest Europe. Africa is less than 10 mi (16 km) south at the Strait of Gibraltar. A broad central plateau slopes to the south and east, crossed by a series of mountain ranges and river valleys. Principal rivers are the Ebro in the northeast, the Tajo in the central region, and the Guadalquivir in the south. Off Spain's east coast in the Mediterranean are the Balearic Islands (1,936 sq mi; 5,014 sq km), the largest of which is Majorca. Sixty mi (97 km) west of Africa are the Canary Islands (2,808 sq mi; 7,273 sq km). Government Parliamentary monarchy. History Spain, originally inhabited by Celts, Iberians, and Basques, became a part of the Roman Empire in 206 B.C., when it was conquered by Scipio Africanus. In A.D. 412, the barbarian Visigothic leader Ataulf crossed the Pyrenees and ruled Spain, first in the name of the Roman emperor and then independently. In 711, the Muslims under Tariq entered Spain from Africa and within a few years completed the subjugation of the country. In 732, the Franks, led by Charles Martel, defeated the Muslims near Poitiers, thus preventing the further expansion of Islam in southern Europe. Internal dissension of Spanish Islam invited a steady Christian conquest from the north. Aragon and Castile were the most important Spanish states from the 12th to the 15th century, consolidated by the marriage of Ferdinand II and Isabella I in 1469. In 1478, they...

Words: 1839 - Pages: 8

Free Essay


...SPAIN It is believed about the name of country Spain that it traces back to Latin name. The name which was used by Romans was Hispania. It is because that after a long time  the Iberian Peninsula became a region of the Roman Empire known as Hispania, that's why they used to call this region as Hispania CHAPTER 1 At 505,992 km2 (195,365 sq mi), Spain is the world's 52nd-largest country. It is some 47,000 km2 (18,000 sq mi) smaller than France and 81,000 km2 (31,000 sq mi) larger than the US state of California. Mount Teide (Tenerife) is the highest mountain peak in Spain and is the third largest volcano in the world from its base. Spain lies between latitudes 26° and 44° N, and longitudes 19° W and 5° E. On the west, Spain borders Portugal; on the south, it borders Gibraltar (a British overseas territory) and Morocco, through its exclaves in North Africa (Ceuta, Melilla, and Peñón de Vélez de la Gomera). On the northeast, along the Pyrenees mountain range, it borders France and the tiny Principality of Andorra. Along the Pyrenees in Girona, a small exclave town called Llívia is surrounded by France. ABSOLUTE LOCATION Lies between latitudes 26° and 44° N, and longitudes 19° W and 5° E. RELATIVE LOCATION Strategic location along approaches to Strait of Gibraltar; Spain controls a number of territories in northern Morocco including the enclaves of Ceuta and Melilla, and the islands of Penon de Velez de la Gomera, Penon de Alhucemas, and Islas Chafarinas | | ...

Words: 1082 - Pages: 5

Free Essay


...culture and custom differences to the United States. I found the changes fascinating. I always think that the small differences, while sometimes being irritating at the time, add to the charm of the city I visit. In Spain I visited Barcelona, Seville, Madrid and Toledo. It gave me a good overview of the culture differences between the various regions of the country. Activity: Most people in Spain have a very different schedule than us in the United States. Here we tend to get up around 6:30am in the morning and go to sleep around 10:00pm at night. In Spain they get up later in the day. We couldn’t even find milk or coffee in the morning until after 9am. The streets are deserted except for a few workers heading off to their jobs. At 2:00 in the afternoon until 5 or 6pm, the streets once again become barren. The entire city takes a “siesta” while they eat their large lunch and rest during the hottest part of the day. Only a few shops stay open for the tourist trade. The stores then open at 6 and stay open until around 9. The people would stay out until all hours of the evening and head off to bed around 2 or 3am. No matter how we tried, we never got used to the schedule. This was the hardest part of visiting Spain. Food: I found the eating times in Spain to be very interesting. You could find a very light breakfast of a croissant or pastry with juice or coffee around 9am. We actually saw some Spaniards having green olives for breakfast – Imagine that! Usually......

Words: 1323 - Pages: 6

Free Essay


...Spain trip: Day One: Today I caught my flight into Spain. I took a red eye flight to ensure that I had lots of time for sight seeing and getting acquainted with the beautiful regions. We landed in our first destination of Barcelona at around 11 o'clock am. After my flight I took a taxi to my hotel and unpacked my stuff for the week. After that I went for a late lunch at a downtown cafe. It was called Bar CASI and had very good and inexpensive. After that I took a tour bus to Palau Güell, a local tourist attraction.  It is a mansion designed by the architect Antoni Gaudí for the industrial tycoon Eusebi Güell, and built between 1886 and 1888. It is situated in the Carrer Nou de la Rambla, in the El Raval neighbourhood of the city of Barcelona in Catalonia, Spain. After that I got dinner at the restaurant in the attraction and then I went back to my hotel for the evening. Day Two: When I woke up I had breakfast ordered to my room. Since this was my only full day in Barcelona I planned to get lots done and seen. I started with visiting some of the local markets to get a feel for the culture and ethnicity. After that I went to take a private limo tour of the city. This was I was able to see everything without the worry of being lost trying to navigate. After that tour I stopped for a quick lunch at Restaruante Lasarte. I read great reviews about it online and was dying to try it. After my lunch I went went biking down by the water with the deviant bikes company. This was......

Words: 775 - Pages: 4

Premium Essay

Roman Spain

...civilization during the height of its reign. Conquering the regions around them as early as 300 BC, the Roman Empire spread from modern day Germany in the east to modern day Spain west of them. Spain, known then as the Iberian Peninsula or Hispania, was vulnerable to the relentless armies of the empire because its geography hindered it from protecting itself on its three exposed coasts. Despite this fact, it would take the empire almost two centuries to conquer the entirety of the Iberian Peninsula. Once it was conquered, however, the culture of Hispania would be greatly affected by the influence of the Romans for the next 600 years. Much of the customs, religious practices, and laws still practiced in Spain are a result of this influence. Famous for their ability to establish an efficient infrastructure, the Romans created roads and bridges during and after the conquering of Hispania. This infrastructure was essential in uniting the peninsula that had since been divided by geographical obstacles. It was also crucial in that it allowed trade to flourish both within Hispania and between other geographic areas within the entire empire. This not only allowed the peninsula to become an economic force, but also furthered the mixing of all the cultures that existed under the vast Roman Empire. Today, modern roadways in Spain often run parallel to the ancient Roman roads and the layout of historical cities remain the same as they did during the empire. In addition to the......

Words: 978 - Pages: 4

Free Essay


...Located at the crossroads of the Atlantic and the Mediterranean, Europe and Africa, Spain's history and culture are made up of a rich mix of diverse elements. Through exploration and conquest, Spain became a world power in the 16th century, and it maintained a vast overseas empire until the early 19th century. Spain has had peaceful transition to democracy following the death of Dictator Francisco FRANCO in 1975, and rapid economic modernization in 1986, which gave Spain a dynamic and rapidly growing economy and made it a global champion of freedom and human rights. More recently the government has had to focus on measures to reverse a severe economic recession that began in mid-2008. In this report I will discuss the history, demographics, major products Spain benefits from, attitudes, beliefs and religions practiced in the country, their main language societal organization and economic development of the country. At the conclusion of this report, it will be known that Spain is a country that the U.S. and other countries will continue to do business with. Spain has a long rich history with earliest signs of inhabitants going back to 800,000 BC. By 1200 BC North African and Celtic tribes settled on the peninsula creating a Celt-Iberian race. In turn, areas of Spain were colonized and fought over by the Phoenicians, Greeks, Carthaginians, Romans and the Goths. Moorish armies from North Africa invaded the peninsula in the 8th century AD and defeated the last Visigoth King......

Words: 2328 - Pages: 10

Free Essay


...* History of Spain makes it different * Even today, culture + politics are different * How was this difference shown in different representations throughout the time : 18th marruecas, 19th Alhambra et ford, 20th hemingway fiesta, 21st? Furthermore, these different cultures are so specific that they want to claim independence from one another. It is for example the case of Cataluña, a region that seeks to be proclaimed independent from Spain. tales alhambra gatherings ford During the 19th century, travellers undertaking the Grand Tour changed their itineraries to discover and directly experience a new category of aesthetic taste establishing a “Picturesque Tour” through......

Words: 1916 - Pages: 8

Premium Essay


...primary learning objectives for this course are: 1. To apply and integrate your knowledge from accounting, economics, finance, marketing, information systems, and management to strategic organizational issues. 2. To further develop and improve your ability to think strategically. 3. To broaden your perspective regarding the functioning and purpose of an organization. 4. To deepen understanding of the role and responsibilities of an organization in society. 5. To improve your oral and written communication skills. To convey these ideas and practice these skills, a variety of teaching methods will be used including lectures, in-class exercises, computer games, tests and quizzes, written and oral presentations, case analysis, and class discussion. Your enrollment in this class is evidence that you have successfully navigated your way through a college education. As such, I have high expectations concerning your attitude and behavior in this class. I assume that each of you is a responsible, thinking adult who wants to do his/her best. I also assume that each of you has knowledge and creative ideas that are valuable and that should be shared with the rest this class. Given these beliefs, I expect that each of you will be an active, intelligent and mature participant in class. Assignments Based upon data gathered from students, faculty, alumni, recruiters and employers, there is consensus that there are various learning outcomes a business......

Words: 9916 - Pages: 40

Premium Essay

Hofestead Analysis Morocco and Spain

...Hofstede’s ideas: Values of Morocco and Spain: Hofstede recently identified five variables on which he has claimed that country cultures, even those with considerable diversity, can be compared. For the case of today, I have chosen to take Morocco and Spain as main target samples. Why? Simply because even though they are few miles apart, there cultural diversity makes them different and special. Let’s see first the 5D model of Morocco and Spain’s dimensions: Comments: After analyzing the graphs, I can say that I am very surprised by the similarities between Morocco and Spain. The only highest gap is the one about UAI “Uncertainty Avoidance Index” that shows that Morocco is way more risk taker and somehow unthreatened by new and unknown situations ( with a score of 68 compared to Spain’s score of 86) than Spain. However, I think that given the fact that the model has been drawn in 1980, I really think that those results may have changed since during 1985 Spain joined the EU, which may have created a new value shift towards a more risk taking society. Concerning the PDI dimension, I can say that Morocco during the 1980’s was still affected by high power distance syndrome since Morocco was following the extended family model, which means that the family and here I mean the father, uncles and grand-fathers sometimes were omnipresent in the structural division of activities which created a high concentration of authority. However nowadays, with this new era,......

Words: 345 - Pages: 2

Premium Essay

H&M Analysis Spain

...IBA Kolding Table of content 1.0 Intro 3 1.1 Problem proposal 3 1.2 Strategic questions 3 2.0 Internal analysis 3 2.1 Strategic capability 3 2.2 VRIN 5 2.3 VRIO 5 2.4 9 Strategic Windows 5 2.5 PLC 6 2.6 Boston Matrix 6 3.0 External analysis 6 3.1 PESTEL analysis 6 3.2 Porter’s 5 forces 6 3.3 Market Life cycle 7 3.4 Benchmarking 7 4.0 SWOT 8 5.0 Strategies 8 5.1 Generic Strategy 8 5.2 Growth strategy 9 5.3 Logistics and supplier strategy 9 6.0 STP 9 6.1 Segmentation 9 6.2 Targeting 9 6.3 Positioning 9 6.4 M-mix 9 6.5 Profile 10 7.0 2nd question 10 8.0 Conclusion 11 1.0 Intro 1.1 Problem proposal How to develop H&M position on Spanish market and eventually create future growth? 1.2 Strategic questions •What is the problem? Define the demand for high end clothing for woman; increase the number of stores and the sales of products within each of 6 brands. •Why are we doing this? To be at the forefront of both fashion and sustainability •Objectives and goals. To bring fashion and quality at the best price in a sustainable way, with retention of values. •Current performance and where we want to get. There are 6 brands, 3600 stores in 58 markets worldwide and online shopping in 21 countries. Expansion target is to boost the number of stores, each year by 10-15%. 2.0 Internal analysis 2.1 Strategic capability 2.1.1 Resources and Competences 1. Tangible resources: ○ 80% of directly operated stores......

Words: 3463 - Pages: 14

Free Essay

Spain Market Analysis

...Global Market Entry Project -Part I Marketing 481 Table of Contents General Country Information 3 Flag 3 Geography 4 Population 4 Production 5 Cultural and Social Analysis 5 Values 5 Religion 5 Languages 6 Ethnicity 6 Social Structure & Educational System 7 Place on Figure 2-2 & 2-3 7 Political and Legal Analysis 7 Type of Political and Legal System 7 Elections 8 Government Involvement in Economy 9 Legal System’s Effectiveness 10 Assessment of Market Attractiveness 10 Corruption Level 11 Economic Analysis 12 Type of Economic System 12 Development Level 12 Works Cited 12 General Country Information Flag The flag of Spain like any other country’s flag have sentimental value to the people of Spain. It is designed with three horizontal stripes of red and yellow. It is formatted with red on the top and yellow in the middle that is double the width of the red, following with a red stripe at the bottom. In the yellow stripe, there is a figure of the national coat of arms closer to the left of the flag. The figure represents “the emblems of the traditional kingdoms of Spain (clockwise from upper left, Castile, Leon, Navarre, and Aragon) while Granada is represented by the stylized pomegranate at the bottom of the shield; the arms are framed by two columns representing the Pillars of Hercules, which are the two promontories (Gibraltar and Ceuta) on either side of the eastern end of the Strait of......

Words: 2765 - Pages: 12

Free Essay

Trade Analysis Spain, China and Brayil

...Spain Spain officially the Kingdom of Spain is a sovereign state and a member of the European Union located in southwestern Europe on the Iberian Peninsula. Its mainland is bordered to the south and east by the Mediterranean Sea except for a small land boundary with the British Overseas Territory of Gibraltar; to the north and north east by France, Andorra, and the Bay of Biscay; and to the northwest and west by the Atlantic Ocean and Portugal. Spanish territory also includes the Balearic Islands in the Mediterranean, the Canary Islands in the Atlantic Ocean off the African coast, and two autonomous cities in North Africa, Ceuta and Melilla, that border Morocco. Furthermore, the town of Llívia is a Spanish exclave situated inside French territory. With an area of 505,992 square kilometres (195,365 sq mi), it is the fourth largest country in Europe. Spain is a democracy organised in the form of a parliamentary government under a constitutional monarchy. It is a developed country with the twelfth largest economy in the world by nominal GDP, and very high living standards, including the tenth-highest quality of life index rating in the world, as of 2005. It is a member of the United Nations, NATO, OECD, and WTO. Foreign relations Main article: Foreign relations of Spain After the return of democracy following the death of Franco in 1975, Spain's foreign policy priorities were to break out of the diplomatic isolation of the Franco years and expand diplomatic relations,......

Words: 2619 - Pages: 11