ECONOMIC AND MARKETING ANALYSIS IN THE 2008 REAL ESTATE CRISIS: A PRACTICAL CASE STUDY OF BANIF INMOBILIARIO SANTANDER

Abstract

The study on the economic and marketing analysis during the 2008 real estate crisis, focusing on Banif Inmobiliario Santander, delves into the multifaceted impact of the crisis on Spain's economy and marketing landscape. The 2008 crisis in Spain is characterized by a complex interplay of factors, including unsustainable economic growth models, structural deficiencies, and challenges related to Eurozone integration. The crisis exposes vulnerabilities within Spain's economic framework and its interconnectedness with global financial markets, leading to a profound economic downturn. The repercussion of the crisis extends beyond the economic sphere, affecting various sectors such as housing, banking, and government fiscal accounts. The collapse of the housing market, surge in unemployment rates, decline in consumer confidence, and widening income inequality were among the prominent effects of the crisis. The crisis also highlighted the need for stricter financial regulations and proactive policy measures to prevent future crises. Moreover, the study explores how the crisis impacted marketing strategies in Spain. Advertising during the crisis became more straightforward and multi-appealed, adapting to changing consumer behaviors and sentiments. The crisis prompted shifts in brand language, narratives in advertising, and the development of new advertising approaches to address economic challenges. The post-crisis market dynamics witnessed changes in consumer behavior, consumption patterns, and purchasing preferences, reflecting a lasting impact on marketing strategies. By focusing on Banif Inmobiliario Santander as a practical case study, this research aims to provide insights into how companies navigated through the crisis internally. Banif Inmobiliario Santander's response to the crisis involved implementing liquidity measures, asset sales programs, and considering fund dissolution if necessary. Understanding how this real estate investment fund managed the challenges posed by the 2008 crisis can offer valuable lessons for companies facing similar circumstances.