Analyzing the cultural and economic trends in Spain

Executive Summary

Analyzing the cultural and economic trends in Spain we may see that introducing CHATA® in San Sebastian to this new market will be a good idea.

The commercialization and distribution of this product will be a good achievement to Chata´s expansion and also getting people to know one of the traditional Mexicans dishes, although some people already know Mexican food there is a great opportunity to start selling it in markets.

Factors like having a great geographical setting, government, developed economy and lots of tourists, such as people from other countries living there; make San Sebastian a strategically place to start presenting this product in a way of selling it directly in the markets, instead of buying it in a restaurant. Basically, that’s how the people used to eat certain Mexicans meals, and CHATA brings the facilities to buy it like a product itself so you can make it at your own house really easy and with that delicious Mexican flavor they already love.

We want to start positioning as the top of mind in Mexican food in Europe.

Walking in the streets and on public zones it’s a classical way of living in this country. Eating is one of the top of mind activities in this country, they love “tapas” and the Vasque country is famous for their love of eating LOTS of food. So we not only want to commercialized to supermarkets and the big companies, we want to sell our product in small restaurants so that they can used it in their traditional meals, CHATAS famous “Chilorio “ is perfect for easy, fast and delicious meals, we are planning in introducing it as not only something different for the customers, but also creating diferent types of dishes with both traditional meals: CHATA® Chilorio + small piece of bread = “Mexican Tapas” a multinational dish that we can start positioning in these places.

Principal products consumed in this country are meat and vegetables. They are the best cheese makers of Edam & Gouda Cheese; people living here are used to consume dairy products.

Having a balance diet and a healthy way of life makes more interesting the way of introducing this product to the market. People don’t have products like obesity or high sugar diseases so they may enjoy once in a while this type of treat.

Introducing this new product in this country it will be really easy just for one reason: Unilever Co. was founded here. They have perfectly studied the consumer, the way of life and the needs and wants. Having all this knowledge will make the consumer secure about the product they are consuming and the producer known the perfect path to introduce it to the Netherlands market.

The distribution channel I chose, is a retailer, the backbone is Aldi is one of the largest supermarket chains across Europe.

The other way to distribute my magnum ice cream is at convenience stores, which serve to make, more purchases fast especially snacks.

Which serves to position magnum and increase sales throughout the Netherlands?

The way we will be promoting my product in street activations by BTL since transport more common in the Netherlands is the bicycle.

so the strategy is clear for the time Summer heat is in the busiest points of the major cities of the Netherlands activations will be made promoting the various products as well as tastings magnum will be made for people to have on your top magnum of mind the palette.

Activations will be shown in social networks and the Facebook page magnum, to have a greater impact on consumers, thus creates a 360-degree campaign.

The Netherlands, as the name indicates, is low-lying territory, with one-quarter of the country at or below sea level. Many areas are protected from flooding by dykes and sea walls. Much land has been reclaimed from the sea, the Flevoland polder being the most recent example.

Industrial activity in the Netherlands predominantly consists of food processing, chemicals, petroleum refining as well as electrical and electronic machinery. It has a dynamic agricultural sector and is well known for its plants and cut flowers. The port of Rotterdam is the busiest in Europe, serving a vast hinterland, which stretches into Germany and central Europe.

In terms of surface area and population size, the Netherlands is not a particularly large country and ranks 133rd and 61st worldwide. In stark contrast, the country’s economic performance ranks much higher. The size of the economy, or the Gross Domestic Product, was more than € 588 billion in 2010. The Netherlands has the sixteenth largest economy in the world and the sixth largest in the European Union.

Compared to many other EU Member States, the Netherlands has a highly open economy, which is why the country was hit hard by the sharp downturn in world trade in 2008 and 2009. Nevertheless, the economic downturn in the Netherlands was no greater than the fall in GDP for the entire Eurozone. When considered over a longer period of time, however, the Netherlands shows excellent economic growth compared to other prosperous EU Member States and the US. This is an exceptionally good performance for a highly developed economy with a high standard of living (see also GDP per capita). The structural reforms that have been implemented in, for instance, the labor market and the social security system, have created conditions for potentially healthy economic growth that offers room for investments in knowledge and innovation, for example, so that the Netherlands will remain a prosperous, sustainable, and also enterprising nation.

The Netherlands has traditionally had an open economy and the level of trade with other countries is very significant. According to research carried out by the Netherlands Bureau for Economic Policy Analysis, the Netherlands earns almost 30% of its income from the export of goods and services. In 2012, the value of exports was 86.7% of the Netherlands' GDP.

As the fifth largest exporter of goods in the world, the Netherlands occupies a prominent position when it comes to world trade. In 2011, the Netherlands exported goods worth a total of more than 638 billion US dollars, which is 3.8% of the world's total exports. The Netherlands is also a significant exporter of commercial services - exports of commercial services amounted to 131 billion US dollars in 2011, which placed the country ninth in the world rankings.

As well as being a major exporter, the Netherlands also imports large quantities of goods: almost 600 billion US dollars worth of goods in 2011. With a 3.4% share of the global total, the country is the seventh-largest importer of goods in the world. The Netherlands is also a significant importer of commercial services - imports of commercial services amounted to 119 billion US dollars in 2011, which placed the Netherlands eighth in the world rankings.

The rate of unemployment in the Netherlands is one of the lowest in Europe. From 2006 to 2012, an average of 4.0% of the working population was unemployed, while the corresponding rate in the euro countries was 9.1%. The economic crisis has led to an increase in unemployment in the Netherlands to 6.2% as of February 2013 (Eurostat), but this is still far below the average of neighboring countries. Youth unemployment in the Netherlands is also low. In February 2013, the proportion of the potential working population aged under-25 that was unemployed was 10.4%, compared to the EU-27 average of 23.9%.

Dutch businesses are truly international in their orientation. Dutch-based multinationals, such as AkzoNobel, Heineken, KPN, ING, Philips, Unilever and Shell, have made substantial foreign investments in the past. The total amount of Dutch investments in other countries is considerable. In late 2011, investments overseas totaled in excess of 943 billion US dollars, making the Netherlands the ninth-largest foreign investor in the world.

According to the Netherlands Foreign Investment Agency, the country has provided a home for around 6,300 foreign companies, including the likes of BASF, Cisco Systems, Microsoft, Nike, Sabic, Siemens, and Yakult. Foreign companies have made direct investments worth 589 billion US dollars. As a result, the Netherlands is the world's tenth-largest recipient of foreign investment, with foreign investors providing 15% of the total number of jobs in the Netherlands.

Index

1. Executive Summary 2

2. Index 5

A. Cultural Analysis 6

B. Economic Analysis 26

I. Introduction 7

II. Brief discussion of the country’s relevant history 8

III. Geographical setting 8

A. Location 8

B. Climate 8

C. Topography 8

IV. Social institutions 10

A.-Family 10

B. Education 10

C. Political Systems 10

D. Legal System 10

E. Social Organizations 10

F. Business Customs and Practices 10

V. Religion and aesthetics 18

A. Religion and Other Belief System 18

B.Aesthetics 18

VI. Living conditions

A. Diet and Nutrition 20

B. Housing 20

C. Clothing 20

D. Recreation, Sports, and other Leisure Activity 20

E. Social Security 20

F. Healthcare 20

VI. Media

1. Television & Radio 47

3. Internet 47

VII. Introduction 26

VII. Language

A. Official Language(s) 25

B. Spoken versus written Languages 25

C. Dialects 25

IX. Population

A. Total 27

A.1. Growth Rates 27

A.2. Number of live births 27

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