International Marketing studying Nation

1. Sumit Saxena

2. WELCOME TO ITALY : INTRO
Officially: Italian
Republic (Italian: Repubblic
a italiana)
Governance: Unitary
Parliamentary Republic
 Mediterranean Sea
 Open Land Borders :
France, Switzerland,
Austria, Slovenia, San
Marino and Vatican City
 Area: 301,338 km2
 Climate:Temperate
Seasonal and
Mediterranean
 Referred lo Stivale (The
Boot)
Population: 61
million inhabitants (Fourth
most Populous State in EU)
GDP(PPP)2016 estimate:
$2.234 trillion
Per capita $36,833
GDP(Nominal)2016 estimate:
$1.850 trillion
Per capita $30,507
Currency : Euro (Before
2002, the Italian Lira, Euro is
accepted but its official
currency is Swiss Franc

3. ITALY : GEOG
Switzerland
Austria
France San Marino
Vatican City
Italy is subdivided in
20 regions which
includes:-
• Five Special
Autonomous
region
• 14 Metro cities
96 Provinces
Friuli
Venezia Giulia
Veneto
Emilia Romagna
MarcheTuscany
Umbria
Abruzzo
Molise
Apulia
Basilicata
Calabria
Sicily
Sardinia
Campania
Lazio
Liguria
South Tyrol
TrentinoAosta
Valley
Regions

4. ITALY : HISTORY
Prehistory
Between the 17th
and the 11th
centuries
BC Mycenaean
Greeks established
contacts with Italy
8th and 7th
centuries BC Greek
Colonies were
established all along
the coast
of Sicily and the
southern part of the
Italian Peninsula
became known
as Magna Gracia
The Phonecians esta
blished colonies on
the coasts of Sardinia
and Sicily.
Ancient Rome
Rome founded in 753
BC, was ruled for a
period of 244 years
by monarch
In the era of Julius
Caesar in the first
century B.C., Rome
grew from Britain to
the borders of Persia
Widespread use of
the Roman
Languages(Latin),Nu
merical system,
Alphabets, Calendar
and Christianity as a
major world religion
The Empire split in
two in 395 AD.
Eventually dissolved
in 476 AD
Middle Ages
9th century- Sicily
became an Islamic
emirate , thrived
until the Normans
conquered it in the
late 11th century,
together with most
of the Lombard and
Byzantine states of
southern Italy.
In Sardinia, the
former Byzantines
provinces became
independent states
known as giudicati,
Iisland was under
Genoese or Pisan
control, until the
Aragonese
conquered it in the
15th century
Early Modern
Great artists
like Leonardo Da
Vinci,Brunellechi, Bo
tticelli, Michelangelo,
Giotto, Donatello, Tit
ian and Raphael
Following the Italian
Wars(1494 to 1559),
foreign domination,
under Spain (1559
to
1713), Austria (1713
to 1796).
In 1629–1631 Plague
claimed about 14% of
population. The
Spanish Empire
started to decline in
the 17th century In
the 18th century,
Austria replaced
Spain
Italian
Unification
1848 Liberal
Revolution
2nd Italian War of
Independence
1857(Aid of France)
In 1860–1861,
General Giuseppe
Garibaldi led the
drive for unification
declared a United
Italian kingdom on 17
March 1861. In
1866, Third Italian
War of Independence
Italian Socialist Party
constantly increased
in strength. 1915
joined Allies. During
the war went to the
brink of bankruptcy
Fascist Regime
The liberals fearing a
Soviet-style uprising
endorsed
Small National
Fascist Party,
by Mussolini
October 1922 ‘March
to Rome’ failed
Mussolini appointed
Prime Minister
banned all political
parties and curtailed
personal liberties
June 1940 Entered
World War II , Allied
Invasion began in
July 1943, leading to
collapse of the
Fascist regime and
fall of Mussolini.
Economy destroyed
Per Capita lowest
Republican Italy
Republic after
a referendum on 2
June 1946
as Republic Day,
women entitled to
vote
Constitution 1st Jan
1948
1949 Member of
NATO
1957, founding
member of the EEC
later EU in 1993.
The Marshall Plan
revived the economy
till the late 1960s
1980 became the
world's fifth
industrial nation,
entry in G7 2008 to
2013 Recession
Italia, from Latin meaning"land of young cattle”

5. ITALY : SOCIAL/CULTURAL
“When In Rome, do as Roman do”
Languages
 Article 12 of the Italian Constitution, Italy's official language is Italian
 Establishment of a national education system has led to a decrease in variation in the
languages spoken across the country during the 20th century.
 Twelve historical minority languages are legally recognised Albanian, Catalan, German,
Greek, Slovene, French, franco Provencal, Friulian, Ladin, Occitan and Sardinian
 Other languages spoken in Italy are Ukranian, Hindi, Polish and Tamil amongst others
Religion
 Predominately Roman Catholic 82.1% with
mature Protestant and Jewish communities
and a growing Muslim immigrant(2.5%)
community
Religion
Roman
Catholics
Christians
Muslims

6. ITALY : SOCIAL/CULTURAL
“When In Rome, do as Roman do”
Aesthetics
 Italy has more UNESCO World Heritage Sites (53) than any other country in the world,
and has rich collections of art, culture and literature from many different periods.
 Italy is known for its considerable architectural achievements, such as the construction of
arches, domes and similar structures during ancient Rome, the founding of the
Renaissance architectural movement in the late-14th to 16th centuries
 Visual art :- Roman Art is inspired by Greece. In Italy artists like Paolo Uccello, Mosaccio,
Fra Angelico, Fillipo Lippi, Leonardo da Vinci, Michelangelo, Raphel, Givanni took painting
to a higher level through the use of perspective
 Literature and Theatre:- In the late 19th century, a realistic literary movement played a
major role in Italian literature The Adventures of Pinocchio, the most celebrated
children's classic by an Italian author
 Sports:- Italian Scuderia Ferrari is most successful team in Grand prix, Football, volley
Ball, Basketball, Rugby are notable games , Fifth most successful Nation in Olympics

7. ITALY : SOCIAL/CULTURAL
“When In Rome, do as Roman do”
Value/Attributes/Social Org/Mtrl Culture
Food and
Drinks
Breakfast is a
smaller meal
In Italy no one
drinks a latte in
after noon.
Lunch and
dinner tend to
be larger meals.
Wine and water
are served with
meals
Avoid cutting
your spaghetti
or sopping up
gravy with
bread.
coffee is served
after dessert.
Italians take
their time eating
and there are
multiple courses
to an Italian
meal.
Table
Manners
Stand until you
are invited to sit
down. Do not
keep your
hands in your
lap during the
meal do not rest
your elbows on
the table either.
If no more wine,
leave your wine
glass nearly full.
Meeting and
Greetings
On introduction
shake hands
with everyone
present incl
children repeat
again when
leaving. Ladies
should extend
their hand.
Friends greet
each other with
a kiss on both
cheeks
Body
Language
Maintain eye
contact while
talking. To call a
waiter/ waitress
raise your index
finger and make
eye contact.
Italians are
known for using
body language
of all European
Nations
Gifts
High quality
liquor, gifts with
company logos
books go well
Chrysanthemu
ms are a symbol
of death, red
roses are for
Love
Do not wrap a
gift in black
with gold
ribbon

8. ITALY : SOCIAL/CULTURAL
“When In Rome, do as Roman do”
Value/Attributes/Social Org/Mtrl Culture
Corporate Culture
 Italians take punctuality for business meetings and take it very
seriously and expect that you will do likewise(No Sloppy ness)
 Business cards are used only in business, not socially.
 Business cards are exchanged only at the first meeting and
should be handed to recipients, not tossed at them. Do not give
a business card to the same person more than once.
 Present a business card to each person attending a meeting.
 When receiving a business card, look at the name and title
carefully, then set it on the table in front of you or in your
briefcase.
 English is quite common in business, but check ahead of time to
find out if an interpreter is necessary.

9. ITALY : SOCIAL/CULTURAL
“When In Rome, do as Roman do”
Value/Attributes/Social Org/Mtrl Culture
Corporate Culture
 Generally, business discussions begin after a few minutes of
small talk.
 Establish personal relationships with Italians. Italians like to
deal with people they know and trust. They also tend to believe
that work should not be a burden or taken too seriously.
 Relationships must be profitable and mutually beneficial to gain
total cooperation.
 Pragmatism and talent for improvisation are considered keys to
success. Protocol, rules and organization are often ignored.
 Negotiations usually take time and patience. Don’t rush them.
Italians may misinterpret

10. ITALY : LEGAL
“When In Rome, do as Roman do”
Law and criminal justice
 The Italian judicial system is based on Roman Law modified by
the Napoleonic Code
 The Supreme Court of Cassation is the highest court in Italy for
both criminal and civil appeal cases.
 The Constitutional Court of Italy (Corte Costituzionale) rules on the
conformity of laws with the constitution and is a post–World War
II innovation.
 Law enforcement in Italy is provided by multiple police forces, five
of which are national, Italian agencies.
Sicilian Mafia, which expanded into some foreign countries including the United States. Mafia
receipts may reach 9% of Italy's GDP. A 2009 report identified 610 comuni which have a strong
Mafia presence, where 13 million Italians live and 14.6% of the Italian GDP is produced

11. ITALY : ECONOMIC PARADIGM
OECD ECONOMIC SURVEY OF ITALY 2017
“Reforms are paying off, but challenges remain”
 Economy changed from agriculture to industrial state
 Eighth largest economy in the world
 Unemployment is around 11.2% in Aug 2017 and is forecast to remain around that
level for years
 The major economy is constituted by-
• Corporation
• Transports
• Tourism

12. ITALY : ECONOMIC PARADIGM

13. ITALY : POLITICAL CLIMATE
“When In Rome, do as Roman do”
There are three branches of power in Italy
Executive
• The executive power is in the hands of the Council of the Ministers
• Presided over by the President of the Council more commonly known as the Prime
Minister
• The ministers are responsible for executing laws and other political decisions
Legislative
• Rests with Parliament
• Can make Amendments to the Constitution
• Responsible for reviewing and guiding the Govt
Juridical
• The Judiciary power belongs to judges.
• The Judiciary power is responsible for implementing the laws passed by parliament
• They are not elected but are chosen based on exam results and internal commissions,
and they serve for life

14. ITALY : POLITICAL CLIMATE
“When In Rome, do as Roman do”
Political Structure
Senate
• The Senate has equal legislative rights to the Chamber of
Deputies. It has 315 members elected by all Italian citizens
older than 25. 309 members are elected by a system of
proportional representation system based upon party lists for
the 20 regions of Italy. The minimum age for candidates is 40.
Chamber of
Deputies
• There are 630 elected members of Italy's Chamber of Deputies,
with parties given seats in direct proportion to the number of
votes they attain, subject to a couple of conditions

15. ITALY : TECHNOLOGY
Major
Discoveries
• Leonardo da Vinci (1452–1519), Michelangelo (1475–1564) and Leon Battista
Alberti(1404–72) made important contributions to a variety of fields, including
biology, architecture, and engineering.
• Galileo Galilei(1564–1642), a physicist, mathematician and astronomer, played a
major role in the Scientific Revolution
• Enrico Fermi (1901–54), a Nobel prize laureate, led the team in Chicago that
developed the first nuclear reactor
Inventions
• Avogadro Law ,Toricelli (inventor of barometer), Volta (inventor
of electric battery), Guglielmo Marconi(inventor of radio
Tech based
Companies
• Fiat India
• Benetton India
• ST microelectronics
• Wellspun zucchi textiles
• Perfetti van melle india

16. ITALY : WTO
Membership
Details
•Italy has been a WTO member since 1 January 1995 and a member of GATT since 30 May 1950. It is
a member State of the European Union Since 1 December 2009 “European Union” has been the
official name in the WTO as well as in the outside world. Before that, “European Communities” was
the official name in WTO business for legal reasons, and that name continues to appear in older
material.
•The EU is a WTO member in its own right as are each of its 28 member states — making 29 WTO
members altogether.
Major Trade
Relations
•Italy's closest trade ties are with the other countries of the European Union, with whom it conducts
about 59% of its total trade. Its largest EU trade partners, in order of market share, are Germany
(12.9%), France (11.4%),and Spain (7.4%).
Trade with
India
•Trade relations since 1929, 1966- Indo Italy chamber of commerce & industry established, Italy is
the fourth largest trading partner with India
•India exports such items as textiles, chemicals , dyes , minerals such as iron ore , food products
• Italy exports machinery , oils , textile including weaving , spinning machines

17. PRN No 17020448097
Sumit Saxena