FEATURE: REGIONAL VOICES Spain
Spain’s economy has recently started improving broadly in line with the Eurozone as a whole. But our survey finds that times are still tough in the country’s installation industry
STATE OF THE MARKET
Do you think general levels of confidence in the Spanish installation sector are higher or lower than six months ago?
-1.2%
Higher – 32% The same – 54% Lower – 12%
‘The market is stalled’
‘Banks are not giving credit to small and medium-size companies so many installers, retailers, integrators are disappearing or in big difficulties’
‘There are too many people doing the same thing. Most have not got the work, hence prices are cut-throat’
5.8%
GDP growth, 2013 Source:
tradingeconomics.com
EXTERNAL FACTORS
HOW INFLUENTIAL (EITHER POSITIVELY OR NEGATIVELY) ARE THE FOLLOWING FACTORS ON YOUR BUSINESS?
INFLUENTIAL MOST
National economic situation More affordable technology Competitor activity
Legislation/regulations Energy efficiency/green issues LEAST INFLUENTIAL DO YOU AGREE WITH THESE STATEMENTS ABOUT THE INDUSTRY? Strongly Agree
The majority of Spanish integrators specialise in a single sector, such as corporate, education or sport facilities
There are no significant skill gaps in the Spanish installation sector
In general, Spanish installers are comfortable with the increasing amount of IT networking in AV installations
0% 40March 2014 20% 40% 60% 80% 100%
www.installation-international.com Agree Neither Disagree Strongly Disagree
‘Offer skill as a main asset, with a proper and extensive use of documentation’
‘Be careful. There are many well-established integrators not enjoying a nice economic situation because of long payment terms or non-payments’
DESIRED CHANGES
IF YOU COULD CHANGE ONE THING ABOUT THE WAY THE SPANISH INSTALLATION MARKET WORKS, WHAT WOULD IT BE?
‘There must be a way for a customer to distinguish between skilled firms and companies who just offer solutions without any expertise to support them. It would be nice to have a certification, or to implement regulations about the knowledge an installer or integrator should have’
‘Some Spanish people need to start realising that their so- called “countrymen” are ripping them off when it comes to
pricing and installation costs – in most cases these are about 50-75% more than what us Brits would charge. But saying that, the Brits in the same business (sound, lights, PA) that
are serving British clients are piling on the costs to make up for having very little income from hardly any work’
Budget deficit target, 2014 (as share of GDP) Source:Bank for International Settlements
ENTERING THE MARKET
WHAT ADVICE WOULD YOU GIVE TO A MANUFACTURER LOOKING TO ENTER THE SPANISH AV INSTALLATION MARKET?
‘It is impossible at this moment to forecast any business in Spain. My advice would be to enter without a fixed plan for
how the results are going to be, and create brand awareness and structure to be ready when the economical situation gets better’
‘Keep your pricing keen and the quality high. The big practised rule here is “Spanish jobs for Spanish people only” – no-one else gets a look-in from outside of Spain’
‘The marketing effort is important. There is a tendency to keep using the same systems when it comes to integration, since technicians know them and are comfortable with them’
…AND TO AN INTEGRATOR LOOKING TO ENTER THE MARKET?
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