Ceramic tiles manufacturers industry

The ceramic industry leads the list of the most innovative and technologically
developed sectors.
Hence, it constitutes an important part of the global economy and is the third
industry of the Spanish market.

Political factors

Economic
factors

Rising of
fractional
payments on the
tax over societies
affected in a big
way on the
ceramic sector
industries. The
payment has
risen from 12 to
23 per cent.

Because of
the actual
spanish crisis
the middle
cost of the
employees
has increased
a 1,1%
affecting all
the sector.
Short term:
possitive
Large term:
negative

Short term:
negative
Large term:
negative

Politics on
companies. In
2006, 90% of the
companies in the
ceramic sector
were micro, small,
or medium-sized
companies. Helps
by the
government to
this kind of
companies would
ease the creation
of more
companies, which
would mean an
improvement of
the sector.
Short term:
possitive
Large term:
possitive

Negative

As a
consequence
of the real
estate crisis
has decreased
the
construction
of buildings,
and as a
result the
demand of
ceramic
products have
decreased.
Short term:
negative
Large term:
negative

Sociocultural
factors
The
changes in
lifestyle
affect the
peoples
tastes
and the
desings
change
depending
on the
tastes of
the
demand.
Short
term:
neutral
Large
term:
neutral
Since the
current
fashion is
wood
floors, the
demand of
ceramic
tiles has
decreased
noticeably.
Short
term:
neutral
Large
term:
neutral
The GDP
growth
depending
if increases
or not
affects the
demand of
the sector.
Short
term:
neutral
Large
term:
neutral

Positive

Technological
factors
The constant
innovation
produces in this
sector a
continuous
need of
adaptation to
the innovations
of all the
companies in
the sector.
Short term:
negative
Large term:
neutral

Laws like the

contamination
one, creates a
change in the
production in
order to reduce
it and affect all
the sector. For
example with
the changes at
the filters of
gases.
Short term:
negative
Large term:
possitive

Ecological or
environmental
factors
The sector is
innovating in
the
ecoinnovation
in order to
reduce the
contamination
they produce
during the
production
process.
Short term:
neutral
Large term:
possitive

Legal
factors

The creation of
a gas tax has
provoque a
drop on
energetic prime
of the ceramic
sector and it
affects in an
ecological and
positive way on
the use of gas.
Short term:
negative

The labour
reform has
also
affected
the sector
as well as
the
creation of
the gas
tax after
the energy
reform.

Large term:
possitive

Neutral

The partial
payments
tax has
rise from
12% to
23%.
Short
term:
negative
Large
term:
negative

Short
term:
negative
Large
term:
possitive

Porcelanosa
The ceramic sector is one of the most contaminating sectors, the gas
emissions that they create during their productive process are
dangerous and affect the atmosphere, the sea and so on the things
that are related with them as the acid rain or the danger the animals
pass with it.
Porcelanosa it is a Company which cares about the social
resposabilitie and it is related with several pacts as the United Nations
Global Compact that cares about the contamination, the employees
rights
Two potencial effects that this Company has are this ones:
-A possitive one is that they care about the CSR and they try to
change the bad image of this companies by participating in public
acts or promoting anti-contamination campaigns.
-A negative one is that they create a lot of dangerous bad emissions
that pollute, contaminate and affect our environment.
This Company knows that a bad CSR can create a drop on their sells
and a opinin of the demand can crate a really bad image of the
Company and this can take the Company to bankruptucy.
Porcelanosa also has created sustainable products, they have also
plants designed and equipped to safeguard the future.

Members: Antonio Segovia, Carla Oliver, Gabriela Lebecq, Itziar

Gmez and Nico Tosca.