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International Marketing ITALY Submitted to:- Prof. Sunil Lalchandani Submitted by:- Gulshan Nagpal 01 Deepesh Jagiasi 46 Dhiraj jagiasi 47 Sandip Guneshwar 48 Vivek Chavan 55 Kaustub Thakur 56

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INDEX

Topics Introduction to Italy Culture and Society Environmental Conditions Center of Attractions Foreign Relations Political Environment Economic Conditions SWOT analysis Recommendations and Conclusion

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General Introduction

Capital: Rome Official languages: Italian Government: Unitary parliamentary constitutional republic

- President Giorgio Napolitano - Prime Minister Enrico Letta - President of the Senate Pietro Grasso - President of the Chamber of Deputies Laura Boldrini

Legislature Parliament
- Upper house Senate of the Republic - Lower house Chamber of Deputies

Formation
- Unification 17 March 1861 - Republic 2 June 1946

Area
- Total 301,338 km2 (72nd) - Water (%) 2.4

Population
- 2013 estimate 59,943,933[1] (23rd) - 2011 census 59,433,744[2] (23rd) - Density 198.9/km2 (63rd)

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Italy officially the Italian Republic (Italian: Repubblica italiana) is a unitary parliamentary republic in Southern Europe. To the north, Italy borders France, Switzerland, Austria, and Slovenia, and is approximately delimited by the Alpine watershed, enclosing the Po Valley and the Venetian Plain. To the south, it consists of the entirety of the Italian Peninsula and the two biggest Mediterranean islands of Sicily and Sardinia. With 60 million inhabitants, it is the 5th most populous country in Europe. Italy is also the 4thlargest economy in the European Union, 3rd in the Eurozone and 9th in the world (IMF, 2012). Italy's capital and largest city, Rome, has for centuries been the day celebrated since as Republic Day. This was also the first time that Italian women were entitled to vote. Consequently, in 1949 Italy became a member of NATO. In 1957, Italy leading political and religious centre of Western civilisation, serving as the capital of both the Roman Empire and Christianity. During the Dark Ages, Italy endured cultural and social decline in the face of repeated invasions by Germanic tribes, with Roman heritage being preserved largely by Christian monks. Italy became a republic after a referendum held on 2 June 1946, a was a founding member of the European Economic Community (EEC), which became the European Union (EU) in 1993. Italy is located in Southern Europe and comprises the boot-shaped Italian Peninsula and a number of islands including the two largest, Sicily and Sardinia. It lies between latitudes 35 and 47 N, and longitudes 6 and 19 E. The country's total area is 301,230 square kilometers of which 294,020 km2 is Land and 7,210 km2 is water. Including the islands, Italy has a coastline and border of 7,600 kilometres (4,722 miles) on the Adriatic, Ionian, Tyrrhenian seas (740 km), and borders shared with France (488 km), Austria (430 km), Slovenia (232 km) and Switzerland (740 km). San Marino (39 km) and Vatican City (3.2 km), both enclaves, account for the remainder.

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Culture and Society

Religion
Religion in Italy, 2001 Religion Percent Christianity 92% None 6% Islam 2% Buddhism 0.3% Hinduism 0.2% Sikhism 0.1% Judaism 0.1%

Education
Bologna University is the oldest academic institution of the world, founded in 1088. Education in Italy is free and mandatory from ages six to sixteen and consists of five stages: kindergarten, primary school, lower secondary school, upper secondary school and university. Italy hosts a broad variety of universities, colleges and academies. Founded in 1088, the University of Bologna is likely the oldest in the world. In 2009, the University of Bologna is, according to The Times, the only Italian college in the top 200 World Universities.

Cuisine
Some of the most popular Italian foods: pizza, pasta, gelato and espresso.

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Modern Italian cuisine has developed through centuries of social and political changes, with roots as far back as the 4th century BC. Italian cuisine in itself takes heavy influences, including Etruscan, ancient Greek, ancient Roman, Byzantine, and Jewish. Significant changes occurred with the discovery of the New World with the introduction of items such as potatoes, tomatoes, bell peppers and maize, now central to the cuisine but not introduced in quantity until the 18th century. Italian cuisine is noted for its regional diversity, abundance of difference in taste, and is known to be one of the most popular in the world, wielding strong influence abroad.

The Mediterranean diet forms the basis of Italian cuisine, rich in pasta, fish and vegetables and characterized by its extreme simplicity and variety, with many dishes having only four to eight ingredients. Italian cooks rely chiefly on the quality of the ingredients rather than on elaborate preparation. Dishes and recipes are often derivatives from local and familial tradition rather than created by chefs, so many recipes are ideally suited for home cooking, this being one of the main reasons behind the ever increasing worldwide popularity of Italian cuisine, from America to Asia. Ingredients and dishes vary widely by region.

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Environmental Conditions

Climate
Southern Italy has a Mediterranean climate. Thanks to the great longitudinal extension of the peninsula and the mostly mountainous internal conformation, the climate of Italy is highly diverse. In most of the inland northern and central regions, the climate ranges from humid subtropical to humid continental and oceanic. In particular, the climate of the Po valley geographical region is mostly continental, with harsh winters and hot summers.

The coastal areas of Liguria, Tuscany and most of the South generally fit the Mediterranean climate stereotype (Kppen climate classification Csa). Conditions on peninsular coastal areas can be very different from the interior's higher ground and valleys, particularly during the winter months when the higher altitudes tend to be cold, wet, and often snowy. The coastal regions have mild winters and warm and generally dry summers, although lowland valleys can be quite hot in summer. Average winter temperatures vary from 0 C (32 F) on the Alps to 12 C (54 F) in Sicily, like so the average summer temperatures range from 20 C (68 F) to over 30 C (86 F).

Environment
After its quick industrial growth, Italy took a long time to confront its environmental problems. After several improvements, it now ranks 84th in the world for ecological sustainability. National parks cover about five percent of the country. In the last decade, Italy has become one of the world's leading producers of renewable energy, ranking as the worlds fourth largest holder of installed solar energy capacity and the sixth largest holder of wind power capacity in 2010. Renewable energies now make up about 12% of the total primary and final energy consumption in Italy, with a future target share set at 17% for the year 2020.

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Center of Attractions
St peters basilica Florence Cathedral (biggest brick dome) Bologna University (oldest institution of the world founded in 1088) The Leaning Tower The Last Supper by Leonardo da Vinci Galileo is considered one of the fathers of modern science

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Foreign Relations
Italy is a founding member of the European Community, now the European Union (EU), and of the North Atlantic Treaty Organization (NATO). Italy was admitted to the United Nations in 1955, and it is a member and strong supporter of a wide number of international organizations, such as the Organisation for Economic Co-operation and Development (OECD), the General Agreement on Tariffs and Trade/World Trade Organization (GATT/WTO), the Organization for Security and Co-operation in Europe (OSCE), the Council of Europe, and the Central European Initiative. Its recent turns in the rotating presidency of international organizations include the Conference for Security and Co-operation in Europe (CSCE), the forerunner of the OSCE, in 1994; G8; and the EU in 2009 and from July to December 2003. Italy strongly supports multilateral international politics, endorsing the United Nations and its international security activities. As of 2013, Italy was deploying 5,296 troops abroad, engaged in 33 UN and NATO missions in 25 countries of the world. Italy deployed troops in support of UN peacekeeping missions in Somalia, Mozambique, and East Timor and provides support for NATO and UN operations in Bosnia, Kosovo and Albania. Italy deployed over 2,000 troops in Afghanistan in support of Operation Enduring Freedom (OEF) from February 2003. Italy still supports international efforts to reconstruct and stabilize Iraq, but it had withdrawn its military contingent of some 3,200 troops by November 2006, maintaining only humanitarian operators and other civilian personnel. In August 2006 Italy deployed about 2,450 troops in Lebanon for the United Nations' peacekeeping mission UNIFIL. Italy is one of the largest financiers of the Palestinian National Authority, contributing 60 million in 2013 alone.

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Political Environment Government

Italy has a parliamentary government based on a proportional voting system. The parliament is perfectly bicameral: the two houses, the Chamber of Deputies (that meets in Palazzo Montecitorio) and the Senate of the Republic (that meets in Palazzo Madama), have the same powers. The Prime Minister, officially President of the Council of Ministers (Presidente del Consiglio dei Ministri), is Italy's head of government. The Prime Minister and the cabinet are appointed by the President of the Republic, but must pass a vote of confidence in Parliament to become in office.

Law and criminal justice

The Supreme Court of Cassation. The Italian judicial system is based on Roman law modified by the Napoleonic code and later statutes. 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 postWorld War II innovation. Since their appearance in the middle of the 19th century, Italian organized crime and criminal organizations have infiltrated the social and economic life of many regions in Southern Italy, the most notorious of which being the Sicilian Mafia, which would later expand into some foreign countries including the United States. The 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. The Calabrian 'Ndrangheta, nowadays probably the most powerful crime syndicate of Italy, accounts alone for 3% of the country's GDP.[98] However, at 0.013 per 1,000 people, Italy has only the 47th highest murder rate[99] (in a group of 62 countries) and the 43rd highest number of rapes per 1,000 people in the world (in a group of 65 countries), relatively low figures among developed countries.

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Economic Conditions
Italy has a market economy characterized by high per capita GDP and low unemployment rates. In 2012, it was the ninth-largest economy in the world and the fifth-largest in Europe in terms of nominal GDP, and the tenth-largest economy in the world and fourth-largest in Europe in terms of PPP.[3] It is a founding member of the G7, G8, the Eurozone and the OECD.

After World War II, Italy was rapidly transformed from an Agriculture based economy into one of the world's most industrialized nations and a leading country in world trade and exports. It is a developed country, with the world's 8th highest quality of life in 2005[14] and the 25th Human Development Index. In spite of the recent global economic crisis, Italian per capita GDP at purchasing power parity remains approximately above to the EU average,[110] while the unemployment rate (8.5%) stands as one of the EU's lowest.[111] The country is well known for its influential and innovative business economic sector,[112] an industrious and competitive agricultural sector[112] (Italy is the world's largest wine producer),[113] and for its creative and high-quality automobile, industrial, appliance and fashion design.[112] The country was the world's 7th largest exporter in 2009.[115] 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%).[116] Finally, tourism is one of the fastest growing and profitable sectors of the national economy: with 43.6 million international tourist arrivals and total receipts estimated at $38.8 billion in 2010, Italy is both the fifth most visited country and highest tourism earner in the world.[117] Despite these important achievements, the Italian economy today suffers from many and relevant problems. After a strong GDP growth of 56% per year from the 1950s to the early 1970s,[118] and a progressive slowdown in the 1980s and 1990s, the last decade's average annual growth rates poorly performed at 1.23% in comparison to an average EU annual growth rate of 2.28%.[119] The stagnation in economic growth, and the political efforts to revive it with massive government spending from the 1980s onwards, eventually produced a severe rise in public debt. According to the EU's statistics body Eurostat, Italian public debt stood at 116% of GDP in 2010, ranking as the second biggest debt ratio after Greece (with 126.8%).[120]

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SWOT Strengths
1. Italy has a very broad and diverse architectural style such as the construction of arches, domes and similar structures during ancient Rome 2. Bologna University is the oldest academic institution of the world, founded in 1088. 3. The national railway network 4. The national inland waterways network 5. The country was the world's 7th largest exporter in 2009

Weaknesses
1. The lack of raw materials and energy resources 2. In 2006 the country imported more than 86% of its total energy consumption (99.7% of the solid fuels, 92.5% of oil, 91.2% of natural gas and 15% of electricity) 3. The lack of infrastructure development, market reforms and research investment and also high public deficit. 4. Air pollution remains a severe problem, reaching the tenth highest level worldwide of industrial carbon dioxide emissions in the 1990s Italy is the twelfth largest carbon dioxide producer.

Opportunities
1. Italo high speed trains by NTV, with 360 km/h (224 mph), are the fastest trains in Italy and Europe. 2. The success of Italian cuisine is the country's food industry

Threats

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1. Deforestation 2. Illegal building developments and poor land-management policies 3. Major ecological disasters like the 1963 Vajont Dam flood, the 1998 Sarno and 2009 Messina mudslides.

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Recommendations and Conclusion

1. Tourism: Any global investor who wants to invest in Italy can start a business of Tourism due to the most beautiful and blissful center of attractions such as: St. Peters Basilica Florence Cathedral (biggest brick dome) Bologna University (oldest institution of the world founded in 1088) The Leaning Tower The Last Supper by Leonardo da Vinci

2. Restaurant: Any global investor who wants to invest in Italy can start a business of Hotel and Restaurant and Cuisine such as: Italian Pizza Italian Pasta Italian Deserts Italian Beverages 3. Italian Marble: The Italian marble designs and architectures are the best in the world. They are demanded all over the world in all other countries. 4. Automatic furniture of Italy: The best automatic wooden furniture are made and exported from Italy to all over the world. 5. The Largest exporter of Wine: Italy is the leading exporter of Wine in the world.

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Conclusion
Here we conclude with our topic International Marketing- Italy. We would like to thank our Prof. Sunil lalchandani for giving us this opportunity. We really gained a lot of knowledge and related information of Italy about its people, its society, culture, education, economic conditions, infrastructure, cuisine.etc. After analyzing this project in detail, we come to the conclusion that Italy is one of the good country to invest if the investor will provide good superior quality of goods and services and he wants to gain higher revenue.