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Competing For Share Of European IT Industry Spend In 2010-2011: Supplier Marketing & Sales Strategies & Industry Outlook

Published By :

ICD Research

Published Date : Apr 2010

Category :

Advertising and Marketing

No. of Pages : 120 Pages


Competing For Share Of European IT Industry Spend In 2010-2011 is a new report published by ICD Research that analyzes how industry suppliers media spend, marketing and sales strategies & practices and business planning will be shaped in 2010 to 2011. In an uncertain economic climate this report gives you access to the media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of leading IT vendors. The report also identifies buyers and suppliers future growth, M&A and investment expectations. The research is based on an extensive survey of senior and C-level industry executives from our market leading panels.

Scope

  • Opinions and forward looking statements of 324 industry executives are captured in our in-depth survey, of which over 47% represent Directors, C-levels & Departmental Heads
  • Analysis on media channel spend, marketing and sales practices and industry developments by IT vendors in Europe
  • Key topics include suppliers media spend activity, marketing and sales behaviors & strategies, threats & opportunities for the industry and how these have been affected by the economic uncertainty
  • In the report buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players to overcome the leading business threats
  • The research is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
  • The geographical scope of the research is regional drawing on the activity and expectations of leading industry players across the Europe
Reasons To Buy

  • Benchmark your sales and marketing plans with industry competitors to effectively determine strategy
  • Identify the specific marketing approaches your competitors are using to win business during the recessionary climate
  • Better promote your business by aligning your capabilities and business practices with your customers changing needs during these times of market uncertainty
  • Predict how the industry will grow, consolidate and where it will stagnate
  • Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry
Key Highlights

  • Russia and Germany are predicted to be the fastest growing regions in European region. Potential for computer and technology penetration and opportunities for growth of specific sectors are fueling growth.
  • 52% of industry players are looking to increase their marketing expenditure over the next 12 months, with only 16% looking to decrease it
  • 69% of companies believe that the demonstration of confidence to their customers from increased marketing activity in the current business climate can give their company an edge
Table Of Contents

Chapter 1: Executive Summary

Chapter 2: Introduction
Heading: Profile Of Survey Respondents

Chapter 3: Industry Dynamics
Heading: Revenue Growth Expectations In The Technology Industry
Heading: Future Developments In Competitive Structure In The Industry
Heading: Merger And Acquisition Activity Predictions

Chapter 4: Technology Market Growth Outlook
Heading: Regional Growth Forecasts In The Technology Industry By Country
Heading: Market Growth Forecasts By Industry Sector

Chapter 5: Threats And Opportunities For The Technology Industry
Heading: Leading Business Concerns For The Period 2010-2011
Heading: Key Actions To Overcome Business Threats: Cost Management
Heading: Key Actions To Overcome Business Threats: Driving Sales
Heading: Key Supplier Actions To Maintain And Win Buyer Business

Chapter 6: Technology Industry Supplier Marketing Spend Activity
Heading: Annual Marketing Budgets: Technology Industry Suppliers
Heading: Planned Change In Marketing Expenditure Levels: Technology Industry Suppliers
Heading: Future Investment By Media Channel: Technology Industry Suppliers
Heading: Supplier's Future Investment In Marketing And Sales Technology

Chapter 7: Marketing And Sales Behaviors And Strategies In 2010-2011
Heading: Key Marketing Aims For 2010: Suppliers To The Industry
Heading: How Suppliers Are Adapting Marketing Activities During The Economic Uncertainty
Heading: Most Rated Uses Of New Media For Prospecting For Business: Suppliers To The Industry
Heading: Critical Success Factors For Choosing A Marketing Agency: Suppliers To The Industry

Chapter 8: Appendix

List of Table


Table 1: Count Of European Technology Industry Survey Respondents By Company Type (Number Of Respondents), 2010 Industry Survey
Table 2: Buyer Respondents By Organizations Global Turnover (% Buyer Respondents), European Technology Industry, 2010
Table 3: Buyer Respondents By Job Role (% Buyer Respondents), European Technology Industry, 2010
Table 4: Buyer Respondents By Organizations Total Employee Size (% Buyer Respondents), European Technology Industry, 2010
Table 5: Supplier Respondents By Organizations Global Turnover (% Supplier Respondents), European Technology Industry, 2010
Table 6: Supplier Respondents By Job Role (% Supplier Respondents), European Technology Industry, 2010
Table 7: Supplier Respondents By Organization's Total Employee Size (% Supplier Respondents), European Technology Industry, 2010
Table 8: Company Revenue Growth Optimism Trend By European Technology Industry Company Type: Technology Buyers, IT Vendors (% All Respondents), 2009-2010
Table 9: Company Revenue Growth Optimism In The European Technology Industry By Turnover (% All Respondents), 2010
Table 10: Technology Buyers Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Technology Buyers Respondents), 2010
Table 11: IT Vendors Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% IT Vendors Respondents), 2010
Table 12: Technology Buyers Predictions Of The Fastest And Slowest Growing Industry Sectors (% Technology Buyers Respondents), 2010
Table 13: IT Vendors Predictions Of The Fastest And Slowest Growing Industry Sectors (% IT Vendors Respondents), 2010
Table 14: Technology Buyers Vs. IT Vendors: Leading Business Concerns For The Period 2010-2011 Among European Technology Industry Buyers And Suppliers (% All Respondents), 2010
Table 15: Leading Business Concerns For The Period 2010-2011 Among European Technology Industry Buyers And Suppliers By Company Turnover (% All Respondents), 2010
Table 16: Most Important Actions Being Implemented To Facilitate Cost Containment In 2010-2011 In The European Technology Industry (% All Respondents), 2010
Table 17: Most Important Actions Being Implemented To Facilitate Cost Containment In 2010-2011 In The European Technology Industry Senior Level Responses Only (% CEO / MD / Board Level Respondents), 2010
Table 18: Most Important Actions Being Implemented To Facilitate Cost Containment In 2010-2011 In The European Technology Industry: Buyer Vs. Supplier Comparison (% All Respondents), 2010
Table 19: Most Important Actions Being Implemented For Driving Sales To Overcome Present Business Challenges In 2010-2011 In The European Technology Industry (% All Respondents), 2010
Table 20: Most Important Actions Being Implemented For Driving Sales To Overcome Present Business Challenges In 2010-2011 In The European Technology Industry Senior Level Responses Only (% CEO / MD / Board Level Respondents), 2010
Table 21: Most Important Actions Being Implemented For Driving Sales To Overcome Present Business Challenges In 2010-2011 In The European Technology Industry: Buyer Vs. Supplier Comparison (% All Respondents), 2010
Table 22: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The European Technology Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2010
Table 23: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The European Technology Industry: Analysis Of Buyer Respondents By Company Turnover (% Buyer Respondents), 2010
Table 24: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The European Technology Industry: Analysis Of All Buyer Respondents By Procurement Budget (% Buyer Respondents), 2010
Table 25: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The European Technology Industry: Analysis Of All Buyer Respondents By Purchasing Decision Seniority (% Buyer Respondents With Purchasing Decision Influence), 2010
Table 26: Annual Marketing Budget In US$: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Table 27: Annual Marketing Budget In US$ By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Table 28: IT Vendors Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% IT Vendors Respondents), 2010
Table 29: Planned Change In Marketing Expenditure Levels Over The Next 12 Months: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Table 30: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Table 31: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Marketing Decision Authority (% Supplier Respondents), European Technology Industry, 2010
Table 32: Average Net Increase or Decrease in Planned Spend Level for 2010 In The European Technology Industry Over The Next 12 Months: European Technology Industry Vs. Other Industries (% All Respondents), 2010
Table 33: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Table 34: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Table 35: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Table 36: Key Marketing Aims Over The Next Year: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Table 37: Expected Adaptations To Marketing Activities During Global Economic Uncertainty: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Table 38: IT Vendors Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% IT Vendors Respondents), 2010
Table 39: Most Rated New Media Channels For New Business Generation: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Table 40: Most Rated New Media Channels For New Business Generation By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Table 41: Critical Success Factors For Choosing A Marketing Agency: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Table 42: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), European Technology Industry, 2010
Table 43: Critical Success Factors For Choosing A Marketing Agency By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Table 44: Critical Success Factors For Choosing A Marketing Agency By Marketing Budget (% Supplier Respondents), European Technology Industry, 2010
Table 45: IT Vendors Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% IT Vendors Respondents), 2010

List of Chart

List Of Figures

Figure 1: Company Revenue Growth Optimism Trend In The European Technology Industry (% All Respondents), 2009-2010
Figure 2: Company Revenue Growth Optimism Trend By European Technology Industry Company Type: Technology Buyers, IT Vendors (% All Respondents), 2009-2010
Figure 3: Company Revenue Growth Optimism In The European Technology Industry Over The Next 12 Months: Cross-Industry Comparison (% All Respondents), 2010
Figure 4: Key Expected Changes In Business Structure In The European Technology Buyers Industry (%Technology Buyers Respondents), 2010
Figure 5: Key Expected Changes In Business Structure In The European IT Vendors Industry (% IT Vendors Respondents), 2010
Figure 6: Merger And Acquisition Activity Expectations Over The Next 12 Months In The European Technology Buyers Industry (%Technology Buyers Industry Respondents), 2009-2010 Trend Forecast
Figure 7: Merger And Acquisition Activity Expectations Over The Next 12 Months In The European IT Vendors Industry (% IT Vendors Industry Respondents), 2009-2010 Trend Forecast
Figure 8: Technology Buyers Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Technology Buyers Respondents), 2010
Figure 9: IT Vendors Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% IT Vendors Respondents), 2010
Figure 10: Technology Buyers Predictions Of The Fastest And Slowest Growing Industry Sectors (% Technology Buyers Respondents), 2010
Figure 11: IT Vendors Predictions Of The Fastest And Slowest Growing Industry Sectors (% IT Vendors Respondents), 2010
Figure 12: Leading Business Concerns For The Period 2010-2011 Among European Technology Industry Buyers And Suppliers (% All Respondents), 2010
Figure 13: Technology Buyers Vs. IT Vendors: Leading Business Concerns For The Period 2010-2011 Among European Technology Industry Buyers And Suppliers (% All Respondents), 2010
Figure 14: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The European Technology Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2010
Figure 15: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The European Technology Industry: Technology Buyers (% Buyer Respondents), 2010
Figure 16: Annual Marketing Budget In US$: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 17: Annual Marketing Budget In US$: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 18: Annual Marketing Budget In US$ By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Figure 19: Planned Change In Marketing Expenditure Levels Over The Next 12 Months: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 20: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Figure 21: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Marketing Decision Authority (% Supplier Respondents), European Technology Industry, 2010
Figure 22: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Revenue Growth Expectations (% Supplier Respondents), European Technology Industry, 2010
Figure 23: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 24: Expected Increase in Expenditure by Media Channel Over the Next 12 Months by Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Figure 25: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 26: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Figure 27: Key Marketing Aims Over The Next Year: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 28: Most Important Key Marketing Aims Over the Next Year by Expected Change in Future Marketing Expenditure (% Supplier Respondents), European Technology Industry, 2010
Figure 29: Most Important Key Marketing Aims Over The Next Year By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Figure 30: Expected Adaptations To Marketing Activities During Global Economic Uncertainty: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 31: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Figure 32: Most Rated New Media Channels For New Business Generation: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 33: Most Rated New Media Channels For New Business Generation By Company Turnover (% Supplier Respondents), European Technology Industry, 2010
Figure 34: Critical Success Factors For Choosing A Marketing Agency: IT Vendors (% Supplier Respondents), European Technology Industry, 2010
Figure 35: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), European Technology Industry, 2010
Figure 36: Critical Success Factors For Choosing A Marketing Agency By Company Turnover (% Supplier Respondents), European Technology Industry, 2010

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