Global Defense Industry Suppliers: CEO Business Outlook Survey 2012-2013

This report is the result of an extensive survey drawn from ICD Research and Strategic Defence Intelligence’s exclusive panel of 68leading global defense industry C-level executives. The report provides data and analysis on global defenseindustry suppliers’ media spending, marketing, sales strategies, practices, and business planning, within the global defenseindustry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges, and sales tactics of leading suppliers within the global defense industry. The report also identifies suppliers’ future growth, M&A, and investment expectations.Most secondary research reports are based on general industry drivers and do not understand the industry executives’ attitude and changing behaviours, creating a gap in presenting the business outlook of the industry. In an effort to bridge this gap, ICD Research and Strategic Defence Intelligence created this primaryresearch-based report by gathering the opinions of C-level respondents in the value-chain of the global defenseindustry.

What is the current market landscape and what is changing?
Of C-level respondents across the global defense supplier industry, 44% are 'more optimistic’ about revenue growth for their company over the next 12 months.

What are the key drivers behind recent market changes?
The expected declining growth in the global defense market in 2012 is mainly due to anticipated decreases in military spending, principally in the US and Europe. Although the level of optimism is comparatively less in 2012, the defense industry expects an increase in demand for national security priorities such as cyber security, satellites, missile defense,and nuclear defenseacross the world. Additionally, the top priorities for the global defenseindustry in 2012 are'new products and services’, 'expand in current market and abroad’, and 'expand into new territories’.

What makes this report unique and essential to read?
“Global Defense Suppliers CXO Business Outlook Survey 2012-2013: Industry Dynamics, Market Trends and Opportunities, Expenditure and Procurement Strategies” is a new report by ICD Research and Strategic Defence Intelligence that analyzes how defenseindustry companies’ media spending, marketing, sales strategies, practices, and business planning, are set to change in 2012-2013. This report provides the current size of the marketing and advertising budgets of global defense industry suppliers and how spending by global defenseindustry suppliers will change, providing insight into global marketing behaviour. In addition, the report also identifies future growth of suppliers and M&A activity. This report not only grants access to the opinions and strategies of C-level decision makers and competitors, but also examines their actions surrounding business priorities.”

Key Features and Benefits
Project industry trends and revenue growth expectations in 2012 and understand business confidence to take informed business decisions.

Drive revenues by understanding future product investment areas and key growth regions.

Uncover key challenges and opportunities and identify the key actions required to win and maintain buyer business.

Formulate effective sales and marketing strategies by identifying how suppliers’ marketing budgets are changing and the direction of spending in the future. Better promote your business by aligning your capabilities and business practices with your customer’s changing needs.

Secure stronger customer relationships by understanding the behaviour and changing strategies of industry suppliers.

Key Market Issues
Overall, throughout the global defense supplier industry, 44% of C-level respondents are 'more optimistic’ about revenue growth for their company over the next 12 months relative to the previous 12 months. A further 31% of C-level respondents are 'neutral’ about revenue growth, as compared with 22% who are 'less optimistic’ about their company’s revenue prospects.

C-level executives from the global defense supplier industry expect increased levels of consolidation over the next 12 months. Of all C-level respondents, 57% project either a 'significant increase’ or an 'increase’ in M&A. However, 32% of C-level respondents expect no change in consolidation activities in 2012. The expected levels of consolidation in the industry could be due to new cost or demand pressures, repayment of debt, the potential need to meet new compliance procedures, quick access to new markets, business expansion, and an increase in market share. Additionally, suppliers reveal that they will increase capital expenditure towards'new product development’ and 'machinery and equipment purchase’over the next 12 months.

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