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Competing For Share Of Global Military Ground Forces Industry Spend In 2010-2011: Supplier Marketing & Sales Strategies & Industry Outlook

Published By :

ICD Research

Published Date : Feb 2010

Category :

Advertising and Marketing

No. of Pages : 120 Pages


Competing For Share Of Global Military Ground Forces Industry Spend In 2010-2011 is a new report published by ICD Research that analyzes how defense contractors' 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 suppliers to government defense ministries and departments. The report also identifies defense companies 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 over 791 industry executives are captured in our in-depth survey, of which 64% represent Directors, C-levels & Departmental Heads 
  • Analysis on media channel spend, marketing and sales practices and industry developments by defense contractors worldwide
  • 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 global drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa & Middle East
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

  • The majority of military ground forces industry respondents identified India, China and the Middle East to be the fastest growing markets in next 12 months among emerging economies due to Increasing defense budgets and modernization of forces in these countries.
  • 69% of industry players are looking to increase their marketing expenditure over the next 12 months, with only 13% looking to decrease it
  • 68% 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 Military Ground Forces Industry
Heading: Future Developments In Competitive Structure In The Industry
Heading: Merger And Acquisition Activity Predictions

Chapter 4: Military Ground Forces Market Growth Outlook
Heading: Regional Growth Forecasts In The Military Ground Forces Industry By Country
Heading: Market Growth Forecasts By Industry Sector

Chapter 5: Threats And Opportunities For The Military Ground Forces 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: Military Ground Forces Industry Supplier Marketing Spend Activity
Heading: Annual Marketing Budgets: Military Ground Forces Industry Suppliers
Heading: Planned Change In Marketing Expenditure Levels: Military Ground Forces Industry Suppliers
Heading: Future Investment By Media Channel: Military Ground Forces 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 Global Military Ground Forces Industry Survey Respondents By Company Type (Number Of Respondents), 2010 Industry Survey
Table 2: Supplier Respondents By Job Role (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 3: Supplier Respondents By Organization's Global Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 4: Supplier Respondents By Organization's Total Employee Size (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 5: Supplier Respondents By Region (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 6: Company Revenue Growth Optimism Trend In The Global Military Ground Forces Industry By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), 2010
Table 7: Company Revenue Growth Optimism In The Global Military Ground Forces Industry By Turnover (% Supplier Respondents), 2010
Table 8: Key Expected Changes In Business Structure In The Global Civil Defense Contractor Industry (% Civil Defense Contractor Respondents), 2010
Table 9: Military Defense Contractor Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Military Defense Contractor Respondents), 2010
Table 10: Civil Defense Contractor Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Civil Defense Contractor Respondents), 2010
Table 11: Consultancy / IT / Other Service Provider Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Consultancy / IT / Other Service Provider Respondents), 2010
Table 12: Military Defense Contractor Predictions Of The Fastest And Slowest Growing Industry Sectors (% Military Defense Contractor Respondents), 2010
Table 13: Civil Defense Contractor Predictions Of The Fastest And Slowest Growing Industry Sectors (% Civil Defense Contractor Respondents), 2010
Table 14: Consultancy / IT / Other Service Provider Predictions Of The Fastest And Slowest Growing Industry Sectors (% Consultancy / IT / Other Service Provider Respondents), 2010
Table 15: Military Ground Forces Industry Predictions Of The Fastest And Slowest Growing Industry Sectors By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), 2010
Table 16: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider: Leading Business Concerns For The Period 2010-2011 Among Global Military Ground Forces Industry Suppliers (% Supplier Respondents), 2010
Table 17: Leading Business Concerns For The Period 2010-2011 Among Global Military Ground Forces Industry Suppliers By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), 2010
Table 18: Leading Business Concerns For The Period 2010-2011 Among Global Military Ground Forces Industry Suppliers By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), 2010
Table 19: Most Important Actions Being Implemented To Facilitate Cost Containment In 2010-2011 In The Global Military Ground Forces Industry (% Supplier Respondents), 2010
Table 20: Most Important Actions Being Implemented To Facilitate Cost Containment In 2010-2011 In The Global Military Ground Forces 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 Global Military Ground Forces Industry (% Supplier Respondents), 2010
Table 22: Most Important Actions Being Implemented For Driving Sales To Overcome Present Business Challenges In 2010-2011 In The Global Military Ground Forces Industry-Senior Level Responses Only (% CEO/MD/Board Level Respondents), 2010
Table 23: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The Global Military Ground Forces Industry: (% Supplier Respondents), 2010
Table 24: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The Global Military Ground Forces Industry: Analysis Of All Supplier Respondents By Company Turnover (% Supplier Respondents), 2010
Table 25: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The Global Military Ground Forces Industry: Analysis Of All Supplier Respondents By Region (% Supplier Respondents), 2010
Table 26: Annual Marketing Budget In US$: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 27: Annual Marketing Budget In US$ By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 28: Annual Marketing Budget In US$ By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 29: Military Defense Contractor Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Military Defense Contractor Respondents), 2010
Table 30: Civil Defense Contractor Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Military Defense Contractor Respondents), 2010
Table 31: Consultancy / IT / Other Service Provider Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement C125(% Military Defense Contractor Respondents), 2010
Table 32: Planned Change In Marketing Expenditure Levels Over The Next 12 Months: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 33: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 34: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 35: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Marketing Decision Authority (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 36: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Military Defense Contractor (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 37: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Civil Defense Contractor (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 38: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 39: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 40: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 41: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 42: Key Marketing Aims Over The Next Year: Military Defense Contractor (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 43: Key Marketing Aims Over The Next Year: Civil Defense Contractor (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 44: Key Marketing Aims Over The Next Year: Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 45: Expected Adaptations To Marketing Activities During Global Economic Uncertainty: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 46: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 47: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 48: Military Defense Contractor Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Military Defense Contractor Respondents), 2010
Table 49: Civil Defense Contractor Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Military Defense Contractor Respondents), 2010
Table 50: Consultancy / IT / Other Service Provider Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement C125(% Military Defense Contractor Respondents), 2010
Table 51: Most Rated New Media Channels For New Business Generation: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 52: Most Rated New Media Channels For New Business Generation By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 53: Most Rated New Media Channels For New Business Generation By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 54: Critical Success Factors For Choosing A Marketing Agency: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 55: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 56: Critical Success Factors For Choosing A Marketing Agency By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 57: Critical Success Factors For Choosing A Marketing Agency By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Table 58: Military Defense Contractor Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Military Defense Contractor Respondents), 2010
Table 59: Civil Defense Contractor Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Military Defense Contractor Respondents), 2010
Table 60: Consultancy / IT / Other Service Provider Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement C125(% Military Defense Contractor Respondents), 2010
Table 61: Military Defense Contractor Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Military Defense Contractor Respondents), 2010
Table 62: Civil Defense Contractor Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Military Defense Contractor Respondents), 2010
Table 63: Consultancy / IT / Other Service Provider Attitudes And Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement C125(% Military Defense Contractor Respondents), 2010
Table 64: Survey Data Results-Closed Questions

List of Chart

List Of Figures

Figure 1: Company Revenue Growth Optimism Trend In The Global Military Ground Forces Industry (% Supplier Respondents), 2010
Figure 2: Company Revenue Growth Optimism Trend In The Global Military Ground Forces Industry By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), 2010
Figure 3: Key Expected Changes In Business Structure In The Global Military Defense Contractor Industry (% Military Defense Contractor Respondents), 2010
Figure 4: Merger And Acquisition Activity Expectations Over The Next 12 Months In The Global Military Defense Contractor Industry (% Military Defense Contractor Industry Respondents), 2010
Figure 5: Merger And Acquisition Activity Expectations Over The Next 12 Months In The Global Civil Defense Contractor Industry (% Civil Defense Contractor Industry Respondents), 2010
Figure 6: Merger And Acquisition Activity Expectations Over The Next 12 Months In The Global Consultancy / IT / Other Service Provider Industry (% Consultancy / IT / Other Service Provider Industry Respondents), 2010
Figure 7: Military Defense Contractor Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Military Defense Contractor Respondents), 2010
Figure 8: Civil Defense Contractor Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Civil Defense Contractor Respondents), 2010
Figure 9: Consultancy / IT / Other Service Provider Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Consultancy / IT / Other Service Provider Respondents), 2010
Figure 10: Military Defense Contractor Predictions Of The Fastest And Slowest Growing Industry Sectors (% Military Defense Contractor Respondents), 2010
Figure 11: Civil Defense Contractor Predictions Of The Fastest And Slowest Growing Industry Sectors (% Civil Defense Contractor Respondents), 2010
Figure 12: Consultancy / IT / Other Service Provider Predictions Of The Fastest And Slowest Growing Industry Sectors (% Consultancy / IT / Other Service Provider Respondents), 2010
Figure 13: Military Ground Forces Industry Predictions Of The Fastest And Slowest Growing Industry Sectors By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), 2010
Figure 14: Leading Business Concerns For The Period 2010-2011 Among Global Military Ground Forces Industry Suppliers (% Supplier Respondents), 2010
Figure 15: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider: Leading Business Concerns For The Period 2010-2011 Among Global Military Ground Forces Industry Suppliers (% Supplier Respondents), 2010
Figure 16: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The Global Military Ground Forces Industry: (% Supplier Respondents), 2010
Figure 17: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business In The Global Military Ground Forces Industry: Analysis Of All Supplier Respondents By Region (% Supplier Respondents), 2010
Figure 18: Annual Marketing Budget In US$: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 19: Annual Marketing Budget In US$ By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 20: Annual Marketing Budget In US$ By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 21: Planned Change In Marketing Expenditure Levels Over The Next 12 Months: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 22: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 23: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 24: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Marketing Decision Authority (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 25: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Military Defense Contractor (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 26: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Civil Defense Contractor (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 27: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 28: Expected Increase In Expenditure By Media Channel Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 29: Expected Increase In Expenditure By Media Channel Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 30: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 31: Expected Marketing And Sales Technologies To Invest In Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 32: Planned Investment In Marketing And Sales Technologies Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 33: Key Marketing Aims Over The Next Year: Military Defense Contractor (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 34: Key Marketing Aims Over The Next Year: Civil Defense Contractor (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 35: Key Marketing Aims Over The Next Year: Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 36: Most Important Key Marketing Aims Over The Next Year By Expected Change In Future Marketing Expenditure (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 37: Most Important Key Marketing Aims Over The Next Year By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 38: Most Important Key Marketing Aims Over The Next Year By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 39: Expected Adaptations To Marketing Activities During Global Economic Uncertainty: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 40: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 41: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 42: Most Rated New Media Channels For New Business Generation: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 43: Most Rated New Media Channels For New Business Generation By Company Turnover (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 44: Most Rated New Media Channels For New Business Generation By Region: North America, Europe, Asia Pacific, Rest Of World (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 45: Critical Success Factors For Choosing A Marketing Agency: Military Defense Contractor Vs. Civil Defense Contractor Vs. Consultancy / IT / Other Service Provider (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 46: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), Global Military Ground Forces Industry, 2010
Figure 47: Critical Success Factors For Choosing A Marketing Agency By Marketing Budget (% Supplier Respondents), Global Military Ground Forces Industry, 2010

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