International Marketing and Sales Management: Dunnes Stores

Table of Contents
I. Introduction 4
II. Research Objectives 4
A. Industry Profile: 4
B. Company Profile: 4
C. Country Profile: 4
III. Research Methodology 4
IV. Profile of Dunnes Stores 5
V. History of Ben Dunne 5
VI. Industry Profile 6
VII. Profile of Spain 7
VIII. Economic of Spain 7
A. Gross Domestic Product 8
B. Labour force 8
C. Industries 8
1. Exports 9
2. Imports 9
IX. Social/Cultural 9
X. Demographics 9
XI. Dunnes Stores Entry to Spain’s Market 10
XII. Conclusion 12
XIII. References 13
Executive Summary
Our project based on Dunnes Stores looks at the department store from when it was formed in 1944 to the way that it has changed today in 2006.
It started off in the Republic of Ireland and expanded gradually to the United Kingdom and Spain.
It also deals with the amount of competitors that Dunnes Stores face each year. These competitors are not only Irish but German and Swedish.
An example of these European competitors are Lidl and Aldi.
Dunnes Stores cater for men, women and children but their biggest consumer group in our opinion is women mostly, between the ages of 20 and 65 within their clothing, house ware and food departments.
In our project we have given an overview of the Spanish market under the following headings:
• Economic
• Social/Cultural
• Demographic
• Political
I. Introduction
The company we have chosen for our project is Dunnes Stores. We chose Dunnes Stores because it is an Irish company and has been in existence since 1944 and it is one of the biggest retailers in Ireland.
Dunnes Stores were the first supermarket to build a large stores and not in a city centre when they opened their Cornelscourt Shopping Mall in 1966.
II. Research Objectives
The objectives of the project are the answers to the following:
A. Industry Profile:
This involves information about Dunnes Stores’ competitors and why they need to expand their stores in the future.
B. Company Profile:
This involves information about the history, product/service and...

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