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Competing for a Share of Sustainability Expenditure in the Defense Industry 2010–12: Green Marketing Strategies and Drivers, Defense Supplier Expenditure Activity, and Impact on Profitability
iCD Research, Oct 2010, Pages: 160
“Competing for a Share of Sustainability Expenditure in the Defense Industry 2010–12: Green Marketing Strategies and Drivers, Defense Supplier Expenditure Activity, 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.
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