Power
Panel Report
Global Power Survey 2012–2013:
Market Trends, Marketing Spend and Sales Strategies
in the Global Power Industry
Reference code: PW1610PR
Published: March 2012
ICD Research
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London EC4Y 0BS
United Kingdom
Tel: +44 (0) 20 7936 6400
Fax: +44 (0) 20 7336 6813
Website: www.icd–research.com
www.icd–research.com
TABLE OF CONTENTS
TABLE OF CONTENTS
1 Introduction ........................................................................................................................... 9
1.1 What is this report about? ................................................................................................................ 9
1.2 Definitions ........................................................................................................................................ 9
1.3 Methodology ...................................................................................................................................10
1.4 Profile of survey respondents ..........................................................................................................12
1.4.1 Profile of buyer respondents ..................................................................................................................... 12
1.4.2 Profile of supplier respondents ................................................................................................................. 13
2 Executive Summary ............................................................................................................ 15
3 Global Power Industry Dynamics ...................................................................................... 18
3.1 Revenue Growth Projections in the Global Power Industry .............................................................19
3.1.1 Revenue growth expectations in the global power industry by company type ......................................... 21
3.1.2 Revenue growth expectations in the global power industry by region ..................................................... 23
3.1.3 Revenue growth expectations in the global power industry by turnover .................................................. 25
3.1.4 Revenue growth expectations by senior level respondents ..................................................................... 26
3.1.5 Company revenue growth optimism: cross industry comparisons ........................................................... 27
3.2 Future Developments in Business Structure in the Global Power Industry ......................................28
3.2.1 Future developments in the global power industry by buyers .................................................................. 28
3.2.2 Future developments in the global power industry by suppliers .............................................................. 31
3.2.3 Future developments in the global power industry by region ................................................................... 33
3.2.4 Future developments in the global power industry by turnover ................................................................ 33
3.2.5 Future developments in the global power industry by senior level respondents ...................................... 34
3.3 Merger and Acquisition (M&A) Activity Projections in the Global Power Industry .............................35
3.3.1 M&A activity projections in the global power industry by buyers .............................................................. 36
3.3.2 M&A activity projections in the global power industry by suppliers .......................................................... 40
3.3.3 M&A activity projections in the global power industry by region .............................................................. 42
3.3.4 M&A activity projections in the global power industry by company turnover ............................................ 44
3.4 Capital Expenditure Forecast: Global Power Industry .....................................................................45
3.4.1 Forecast of capital expenditure in the global power industry by buyers ................................................... 45
3.4.2 Forecast of capital expenditure in the global power industry by suppliers ............................................... 48
3.4.3 Forecast of capital expenditure in the global power industry by region ................................................... 50
3.4.4 Forecast of capital expenditure in the global power industry by company turnover ................................ 51
3.5 Planned Change in Staff Recruitment in the Global Power Industry ................................................52
3.5.1 Planned change in staff recruitment in the global power industry by buyers ........................................... 52
3.5.2 Planned change in staff recruitment in the global power industry by suppliers........................................ 54
3.5.3 Planned change in staff recruitment in the global power industry by region ............................................ 56
3.5.4 Planned change in staff recruitment in the global power industry by company turnover ......................... 57
Global Power Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in
Page 2
Global Power Industry
© ICD Research. This product is licensed and is not to be photocopied Published: March 2012
TABLE OF CONTENTS
4 Global Power Industry Market Growth Outlook ................................................................ 58
4.1 Global Power Industry: Demand in Emerging Markets ....................................................................60
4.1.1 Global power industry: demand in emerging markets by buyers ............................................................. 61
4.1.2 Global power industry: demand in emerging markets by suppliers .......................................................... 65
4.1.3 Global power industry: demand in emerging markets by region .............................................................. 67
4.1.4 Global power industry: demand in emerging markets by company turnover ........................................... 69
4.2 Global Power Industry: Growth Expectations in Developed Countries .............................................70
4.2.1 Global power industry: growth expectations in developed countries by buyers ....................................... 71
4.2.2 Global power industry: growth expectations in developed countries by suppliers ................................... 74
4.2.3 Global power industry: growth expectations in developed countries by region........................................ 76
4.2.4 Global power industry: growth expectations in developed countries by company turnover ..................... 77
5 Threats and Opportunities for the Global Power Industry............................................... 78
5.1 Global Power Industry: Leading Business Concerns for 2012–2013 ...............................................79
5.1.1 Global power industry: leading business concerns for 2012–2013by company type .............................. 81
5.1.2 Global power industry: leading business concerns for 2012–2013 by region .......................................... 82
5.1.3 Global power industry: leading business concerns by company turnover ............................................... 83
5.2 Global Power Industry: Key Supplier Actions to Secure Buyer Business .........................................84
5.2.1 Global power industry: actions to secure buyer business by buyer respondents .................................... 84
5.2.2 Global power industry: actions to maintain and secure buyer business by region .................................. 87
5.2.3 Global power industry: actions to maintain and secure buyer business by turnover ............................... 89
5.2.4 Global power industry: actions to maintain and secure buyer business by procurement budget ............ 91
5.2.5 Global power industry: actions to maintain and secure buyer business by purchasing decision authority92
6 Global Power Industry: Supplier Marketing Spend Activity ............................................ 93
6.1 Annual Marketing Budgets: Global Power Industry Suppliers ..........................................................94
6.1.1 Global power industry: annual marketing budgets by region ................................................................... 95
6.1.2 Global power industry: annual marketing budgets by company turnover ................................................ 96
6.2 Global Power Industry: Planned Change in Marketing Expenditure Levels......................................98
6.2.1 Global power industry: planned change in marketing expenditure levels by region ................................ 99
6.2.2 Global power industry: planned change in marketing expenditure levels by company turnover ........... 101
6.2.3 Planned change in marketing expenditure levels vs. revenue growth expectations .............................. 103
6.2.4 Net change in planned marketing expenditure in all industries .............................................................. 104
6.3 Global Power Industry: Future Investment by Media Channel .......................................................105
6.3.1 Global power industry: future investment by media channel by region .................................................. 108
6.3.2 Global power industry: future investment by media channel by company turnover ............................... 109
6.4 Global Power Industry: Suppliers' Future Investment in Marketing and Sales ...............................110
6.4.1 Global power industry: future investment in marketing and sales by region ..