The cultural differences between the Portuguese and Spanish consumer: Science4you's strategy

• Autor(a) principal: Silva, Filipa Fernandez Veiga da
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18635
• topic: International business administration; Marketing; Mercado internacional; Estratégias de marketing; Aspetos culturais; Comportamento do consumidor; Indústria de brinquedos; Estudo de casos; Trabalho de projeto; Espanha

Cultural issues are more and more taken into consideration by managers in the context of the internalisation of their businesses. However, a comprehensive study on consumer preferences was not carried out when Science4you opened their points of sales in Madrid, Spain in 2011. The aim of this master’s thesis is to know the characteristics of the consumers of Science4you in Spain, in order to recommend to their managers the required adaptations to the management and marketing strategy, adapting them to the Spanish market, which may differ from the Portuguese due to particularities of the market itself. For this achievement, primary data were collected through surveys and interviews, to characterise the profile of Spanish consumers; also, secondary data on trends in the toy market (as pointed out by experts of the market). The socio-demographic profile, the preferences of the Spanish consumer of educational toys; and market trends that have raised evident differences, when compared with the Portuguese one according to the research conducted, support the management and marketing suggestions for the Science4you’s product portfolio; distribution and customer service; price and promotions; and, marketing and brand identity. Essential, the main strategical advice about Science4you’s business in Spain is to setup a global identity, adapting business aspects to foreign markets that require differences. This project is a starting point: managers should recognise the importance of the study to follow the reasoning for further international markets.