subject: Competition For A Share Of Sustainability Expenditure In The Defense Industry 2010 [print this page] Summary Summary
Competing for Share of Sustainability Spend in the Defense Industry 2010-2012: Green Marketing Strategies and Drivers, Defense Manufacturing Supplier Spend Activity, Preferred Media Channels and Impact on Profitability is a new report by ICD research that analyzes how defense industry supplier companies perceive sustainability; the specific marketing strategies and practices being undertaken; how sustainability initiatives have been affected by the economic downturn; and what actions are being taken to minimize its negative effects. This report also examines category-level spending outlooks; green marketing budgets; supplier selection criteria; competitive structure developments; the principal challenges associated with the implementation of sustainability practices; market-specific growth opportunities; and the investment opportunities available for leading marketing decision makers.
Scope
The report is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
Opinions and forward looking statements on sustainability management of over 529 industry executives are captured in our in-depth survey, of which 56% represent Directors, C-levels & Departmental Heads
Analysis on effective promotional channels and major drivers of green marketing, along with key steps of marketing green credentials
Key topics include suppliers annual and green marketing budgets, post recession spending trends and modifications, customer acceptance of green initiatives marketing, and how sustainability might influence future business and profitability
In the report suppliers identify whether green marketing is more effective than traditional marketing while industry players predict customer spending patterns on sustainability for the next 12-24 months
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
The report examines current practices and provides future expectations over the next 12-24 months
The report provides qualitative analysis of key industry opportunities and threats and contains full survey results
Reasons To Buy
Benchmark your sales and marketing plans with industry competitors to effectively determine sustainability strategy and drivers
Identify the specific green marketing channels your competitors are using to win business
Better promote your business by aligning your capabilities and business practices with your customers changing sustainability needs
Predict customer spend on sustainability, and acceptance of green initiatives to help forecast revenues
Understand post recession modifications to sustainability initiatives to formulate company policies
Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry
Key Highlights
Cost savings, attracting new customers and managing corporate reputation are major drivers influencing sustainability efforts in the defense industry.
Post recession some 62% of industry players are looking to increase their sustainability budget over the next 12 months, with only 10% looking to decrease it.
Some 27% of companies in defense industry consider green marketing to be more effective than traditional marketing, whereas only 18% consider it to be less effective.
Keywords
Supplier Marketing & Sales Strategies & Industry Outlook, Aerospace and Defense, Army
Table of Contents :
Chapter 1: Executive Summary
Chapter 2: Introduction
Heading: Profile Of Survey Respondents
Chapter 3: Sustainability In The Defense Industry
Heading: What sustainability means to the defense industry
Heading: Leaders of sustainability in the defense industry
Heading: Implementation of sustainability practices in the defense industry
Heading: The drivers of sustainability in the defense industry
Chapter 4: How The Economic Downturn Has Affected Sustainability Initiatives In The Defense Industry
Heading: The importance of sustainability after the recession
Heading: Post recession spending trends
Heading: Post recession modifications to sustainability initiatives
Heading: Leading concerns in the effective implementation of sustainable practices
Chapter 5: Demand For Sustainability In 2010-2012
Heading: How sustainability initiatives will impact future profitability
Heading: Customer demand for sustainable products and services: regional growth forecasts
Heading: Predictions of customer spend on sustainability
Heading: Customer acceptance of green initiatives
Heading: Important attributes of sustainable development in the value chain
Chapter 6: Defense industry marketing spend activity
Heading: Annual marketing budgets: 2010-2011
Heading: Green marketing budgets in the defense industry
Heading: Key promotional channels
Chapter 7: Defense industry green marketing dynamics
Heading: Is green marketing more effective than traditional marketing?
Heading: Major drivers of green marketing
Heading: Key steps of marketing green credentials
Chapter 8: Measures For Reduction Of Carbon Emission
Heading: Carbon emissions as criteria for supplier selection
Heading: Steps to reduce carbon emission
Chapter 9: Appendix
List of Tables
Table 1: Count of global defense industry survey respondents by company type (Number of respondents), 2010 industry survey
Table 2: Buyer respondents by job role (% of buyer respondents), global defense industry, 2010
Table 3: Buyer respondents by region (% of buyer respondents), global defense industry, 2010
Table 4: Supplier respondents by organizations global company turnover (% of supplier respondents), global defense industry, 2010
Table 5: Supplier respondents by job role (% of supplier respondents), global defense industry, 2010
Table 6: Supplier respondents by organizations total employee size (% of supplier respondents), global defense industry, 2010
Table 7: Supplier respondents by region (% of supplier respondents), global defense industry, 2010
Table 8: Defense organization / ministry: perceptions of sustainability in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Table 9: Military / civil defense contractor: perceptions of sustainability in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 10: Consultancy / IT / other service provider: perceptions of sustainability in the global defense industry (% of consultancy / IT / other service provider), 2010-2011
Table 11: Perceptions of sustainability in the global defense industry by company turnover: (% of all supplier respondents), 2010-2011
Table 12: Perceptions of sustainability in the global defense industry by company turnover: (% of all respondents), 2010-2011
Table 13: Champions of sustainability in the global defense industry (% of all buyer respondents), 2010-2011
Table 14: Champions of sustainability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Table 15: Champions of sustainability in the global defense industry by region: North America, Europe, Asia Pacific, Rest of the World (% of all supplier respondents), 2010-2011
Table 16: Champions of sustainability in the global defense industry by company turnover (% of all supplier respondents), 2010-2011
Table 17: Defense organization / ministry: level of implementation of sustainability practices in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Table 18: Level of implementation of sustainability practices in the global defense industry: (% of military / civil defense contractor respondents), 2010-2011
Table 19: Level of implementation of sustainability practices in the global defense industry: (% of military / civil defense contractor respondents), 2010-2011
Table 20: Drivers of sustainability practices in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (all supplier respondents), 2010-2011
Table 21: Global defense industry: the importance of sustainability after recession (% of defense organization / ministry respondents), 2010-2011
Table 22: Military / civil defense contractor: the importance of sustainability in the global defense industry after recession (% of military / civil defense contractor respondents), 2010-2011
Table 23: Consultancy / IT / other service provider: the importance of sustainability in the global defense industry after recession (% of consultancy / IT / other service provider respondents), 2010-2011
Table 24: Regional variations: global defense industry: the importance of sustainability after recession (% of all respondents), 2010-2011
Table 25: Variations by company turnover: global defense industry: the importance of sustainability after recession (% of all supplier respondents), 2010-2011
Table 26: Global defense industry: post recession spending trends in sustainability: all increase / all decrease / all no change responses (% of all buyer respondents), 2010-2011
Table 27: Global defense industry: post recession spending trends in sustainability (% of all buyer respondents), 2010-2011
Table 28: Global defense industry: post recession spending trends in sustainability: buyer vs. supplier comparison (% of all respondents), 2010-2011
Table 29: Regional variations in the global defense industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Table 30: Variations by company turnover in the global defense industry: post recession spending trends in sustainability (% of all supplier respondents), 2010-2011
Table 31: Variations by employee size in the global defense industry: post recession spending trends in sustainability (% of all supplier respondents), 2010-2011
Table 32: Post recession spending trends of companies who assign importance to sustainability after recession, global defense industry (% all respondents expecting increase in budget), 2010-2011
Table 33: Regional variations in the global defense industry: post recession spending trends of companies who assign importance to sustainability after recession (% all respondents expecting increase in budget), 2010-2011
Table 34: How sustainability initiatives have changed in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Table 35: Military / civil defense contractor: how sustainability initiatives have changed in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 36: Consultancy / IT / other service provider: how sustainability initiatives have changed in the global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Table 37: How sustainability initiatives have changed in the global defense industry with companies assigning higher importance to sustainability after recession: (in the process of implementing and implemented responses), 2010-2011
Table 38: Global defense industry: leading concerns in the effective implementation of sustainable practices: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Table 39: Global defense industry: leading concerns in the effective implementation of sustainable practices: regional variations (% of all supplier respondents), 2010-2011
Table 40: Global defense industry: leading concerns in the effective implementation of sustainable practices: variations by company turnover(% of all supplier respondents), 2010-2011
Table 41: How sustainability initiatives will impact future profitability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010- 2012
Table 42: How sustainability initiatives will impact future profitability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010- 2012
Table 43: Regional variations of how sustainability initiatives will impact future profitability in the global defense industry (% of all supplier respondents), 2010-2012
Table 44: How sustainability initiatives will impact future profitability in the global defense industry by company turnover (% of all supplier respondents), 2010-2012
Table 45: How sustainability initiatives will impact future profitability in the global defense industry by employee size (% of all supplier respondents), 2010-2012
Table 46: Forecast growth in customer demand for sustainability by country (% of military / civil defense contractor respondents), 2010-2012
Table 47: Forecast growth in customer demand for sustainability by country (% of consultancy / IT / other service provider respondents), 2010-2012
Table 48: Predictions of customer spend on sustainability in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 49: Predictions of customer spend on sustainability in the global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Table 50: Anticipated level of customer acceptance of green initiatives in the global defense industry: (% of all supplier respondents), 2010-2011
Table 51: Senior level respondents: anticipated level of customer acceptance of green initiatives among suppliers in the global defense industry (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2012
Table 52: Military / civil defense contractor: important attributes of sustainable development in the value chain, global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 53: Consultancy / IT / other service provider: important attributes of sustainable development in the value chain, global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Table 54: Annual marketing budgets in US$ in the global defense industry (% of all supplier respondents), 2010-2011
Table 55: Annual marketing budgets in US$ in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Table 56: Annual marketing budgets in US$ in the global defense industry by region (% of all supplier respondents), 2010-2011
Table 57: Annual marketing budgets in US$ in the global defense industry by company turnover (% of all supplier respondents), 2010-2011
Table 58: Earmarked budget for green marketing (% of all supplier respondents), global defense industry, 2010-2011
Table 59: Earmarked budget for green marketing: military / civil defense contractor vs. consultancy / IT / other service provider (% of supplier respondents), global defense industry, 2010-2011
Table 60: Variations by company turnover in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Table 61: Green marketing budget: variations by marketing budget (% of all supplier respondents), global defense industry, 2010-2011
Table 62: Variations by decision making authority in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Table 63: Variations by size of annual marketing budget in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Table 64: Variations by companies which expect an increase in profitability by sustainability initiatives in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Table 65: Military / civil defense contractor vs. consultancy / IT / other service provider: global defense industry: key promotional channels (% of all supplier respondents), 2010-2011
Table 66: Green marketing vs. traditional marketing: global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Table 67: Regional variations: green marketing vs. traditional marketing, global defense industry (% of all supplier respondents), 2010-2011
Table 68: Company turnover variations: green marketing vs. traditional marketing, global defense industry (% of all supplier respondents), 2010-2011
Table 69: Senior level respondents: green marketing vs. traditional marketing, global defense industry (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Table 70: Variations by green marketing budgets : green marketing vs. traditional marketing, global defense industry (% of all supplier respondents), 2010-2011
Table 71: Green marketing drivers: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), global defense industry, 2010-2011
Table 72: Regional variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Table 73: Company turnover variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Table 74: Employee size variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Table 75: Variations by decision making authority: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Table 76: Military / civil defense contractor vs. consultancy / IT / other service provider: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Table 77: Regional variations: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Table 78: Company turnover variations: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Table 79: Senior level respondents: marketing green credentials, global defense industry (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Table 80: Regional variations: carbon emissions as selection criteria (% of all supplier respondents), global defense industry, 2010-2011
Table 81: Measures for reduction of carbon emissions in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 82: Measures for reduction of carbon emissions in the global defense industry (% of consultancy / IT / other service providers respondents), 2010-2011
Table 83: Full survey results closed questions
List of Figures
Figure 1: Defense organization / ministry: perceptions of sustainability in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Figure 2: Military / civil defense contractor: perceptions of sustainability in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
