TASK 2
a. Develop a PESTEL analysis of the Spanish ice cream sector. Indicate the
main characteristics of the political, economic, cultural, technological, and
legal factors.
On the recent years, Spain has been unstable politically, economically and lately socially. So a
PESTEL Analysis is one of the best tools to have a global overview of the factors that affect on
the function of the ice cream sector in Spain.
Our country has been catalogued as one of the highest in terms of ice cream consumption, even
when general world consumption has decreased in recent years. The leaders of the market in
Spain are Nestlé, Unilever, Haggen Däzz, among others.
Political situation right now is very polemical as Spain is divided socially.
The government encourages entrepeunership as this affects the ice cream sector( normally, ice
cream shops tend to be small business in Spain ).
Also the number of temporary workers have increased so this may make the task of finding an
employee on summer easier.
Spanish tax burden is determinated to be moderate to high, and provides good incentives to
companies, specially those who are involved in R+D+I, so by this we can know that ice cream
industries could make a development on the sector in an easier way.
Economic aspects are all the factors that can impact on the way businesses operate in the ice
cream industry.
Since the global crisis of 2008, Spain has strongly weakened on the economic aspects with the
unemployment rate, which affects in a big way as it causes a decrease in buying, and also the
inflation is also a factor to take into account because it strongly impacts on the final consumer
prices and also, the level of sales of ice creams.
Here, we can see a graphic that shows the ice cream sales value in Spain, positioning Unilever
as the first .
Socially, birth rates have deceased so there is less demand for consumer products, and also
taking into account a shrinking workface.
We have to admit that work conditions tend to be stricter, so there is higher competition among
producers of the same sector.
The spanish population absorbs at least a 3% in ice cream of the total world consum, after the
italian people and the German people, as is said in a study done by Constanza Business &
Protocol School.
