PCs and Laptops - Spain - August 2009

Table of Contents

• Market in Brief
• The future
• Market size and performance
• Competitive landscape
• Report Scope
• PC retailers' sales
• Leading retailers and company profiles
• Abbreviations
• Other abbreviations
• Technical notes
• Financial definitions
• Currencies
  • Figure 1: Exchange rates, € to other European currencies, 2004-08
• VAT
  • Figure 2: Europe: Standard VAT rates, 2008
• Country codes
• Figure 3: Country codes
• Broader Market Environment
• Key points
• Gradual population growth
• Growing population...
  • Figure 4: Spain: Population trends, 2004-08
• but ageing too...
  • Figure 5: Spain: Population projections, by age group, 2007 and 2015
• Economy -- the good times are over
  • Figure 6: Spain: Gross domestic product, 1998-2008
• End of consumer boom
  • Figure 7: Spain: Household consumer expenditure, 1998-2008
• Inflation moderating
  • Figure 8: Spain: Consumer prices, 1999-2009
• Unemployment rising
  • Figure 9: Spain: Unemployment rate, 2005-09 Q1
• PC ownership
• Overall ownership relatively low
  • Figure 10: Spain: Household computer ownership, 2004-08
• Peripherals ownership
• Figure 11: Spain: Home computer peripherals/hardware, ownership, 2007-08
• Computer usage
  • Figure 12: Spain: What home computer is used for, 2004-08
• Factors in choosing a home computer
  • Figure 13: Spain: Most important factor when choosing a home computer, 2004-08
• Internet usage
  • Figure 14: Spain: Internet penetration, 2004-08
  • Figure 15: Spain: Reasons for households not having broadband access, by size of household, 2007
  • Figure 16: Spain: What measures would encourage people to use the internet, 2007
  • Figure 17: Spain: What measures would encourage people to use the internet, by age, 2007
• Competitive Context
• Key points
• Computer spending growth lags other home and recreational categories
  • Figure 18: Spain: Consumer spending on select home and recreational categories, 2003-07
• But not in volume terms
  • Figure 19: Spain: Consumer spending growth on select home and recreational categories, 2000-06
• Deep deflation holds back growth
  • Figure 20: Spain: Consumer price inflation on selected consumer electronics categories, 2002-08
• Channels of Distribution
• PC specialists and electricals retailers
• Buying groups
• El Corte Inglésand the hypermarkets
• Online operators
• Market Size and Forecast
• Key points
• Economic and consumer outlook
• Market and retail forecasts
• Technical notes
• Short-term outlook for retailing is poor
• Computer spending will lose retail market share
  • Figure 21: Spain: Computer market size and retail sales, 2004-14
• Outlook for PC retailers
• Retail Competitor Analysis
• Key points
• Several channels to market
• PC City only multiple of note
• Several franchise operators
• Media Markt and Fnac occupy different segments of the market
• Worten could become a threat
  • Figure 22: Spain: Leading retailers of PCs, 2007 and 2008
• Market shares
  • Figure 23: Spain: Leading PC retailers' estimated market shares, 2008
• Beep and PC Box (Ticnova)
• Strategic evaluation
• History
• Financial performance
  • Figure 24: Sistac: Sales performance, 2003-07
• Store portfolio
  • Figure 25: PC Box: Outlet development, 2003-06
• Retail offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operations
• e-commerce and home shopping
• DSG International (PC World/PC City)
• Strategic evaluation
• Recent history
• Financial performance
  • Figure 26: DSG International: Group financial performance and outlet data, 2004/05-2008/09
  • Figure 27: DSG International: Computing division financial performance and outlet data, 2004/05-2008/09
  • Figure 28: DSGi UK Computing: Sales and operating profit, 2004/05-2008/09
  • Figure 29: PC City: Financial performance, 2004/05-2008/09
  • Figure 30: Currys and UniEuro: Financial performance, 2004/05-2008/09
• Store portfolio
  • Figure 31: PC World: Outlet data, 2004/05-2008/09
  • Figure 32: PC City: Stores and sales area, 2005-09
  • Figure 33: Currys and UniEuro: Outlet data, 2005-09
• Retail offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Fnac
• Strategic evaluation
• History
• Financial performance
  • Figure 34: Fnac: Group financial performance, 2003-08
  • Figure 35: Fnac: Sales by country, 2008
  • Figure 36: Fnac: Retail sales of PCs, 2003-08
• Store portfolio
  • Figure 37: Fnac: Outlet data, 2003-08
• Retail offering
• Market positioning
• Product offer
  • Figure 38: Fnac: Breakdown of sales, by major product category, 2008
  • Figure 39: Fnac: Breakdown of sales, by major product category, 2003-08
• Pricing
• Operational issues
• e-commerce and home shopping
• Figure 40: Fnac: Websites by country, 2008
• Media Markt/Saturn
• Strategic evaluation
• History
• Financial performance
  • Figure 41: Media Markt/Saturn: Financial performance, 2004-08
  • Figure 42: Media Markt/Saturn: Germany, Western Europe & Eastern Europe -- share of sales, 2004-08
• Store portfolio
  • Figure 43: Media Markt/Saturn: Outlet data, by country, 2004-08
  • Figure 44: Media Markt/Saturn, description of outlets, 2008
• Retail offering
• Market positioning
• Brands
• Product offer
• Pricing
• Advertising and marketing
• Operational issues
• e-commerce and home shopping
  • Figure 45: Media Markt/Saturn: Websites by country, 2009