Global Business Outlook Survey of Senior Executives 2013–2014

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					                                       Panel Report




Global Business Outlook Survey of
Senior Executives 2013–2014



Reference code: GN2275PR

Published: July 2013


ICD Research

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London EC4Y 0BS
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Website: www.icd-research.com




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 TABLE OF CONTENTS



TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 8
    1.1 What is this report about? ................................................................................................................ 8
    1.2 Definitions ........................................................................................................................................ 8
    1.3 Methodology .................................................................................................................................... 9
    1.4 Profile of Global Senior Level Survey Respondents ........................................................................10
2      Executive Summary ............................................................................................................ 11
3      Global Industry Dynamics - Senior Level Respondents .................................................. 13
    3.1 Global Senior Level Respondents: Revenue Growth Expectations .................................................14
        3.1.1     Global senior level respondents: revenue growth expectations by region ............................................... 16
        3.1.2     Global senior level respondents: revenue growth expectations by company turnover ............................ 17
    3.2 Global Senior Level Respondents: Change in Company Strategies ................................................19
        3.2.1     Global senior level respondents: change in leading company strategies by region ................................ 21
        3.2.2     Global senior level respondents: change in leading company strategies by company turnover .............. 23
    3.3 Global Senior Level Respondents: Merger and Acquisition Activity Expectations ............................25
        3.3.1     Global senior level respondents: M&A activity expectations by region .................................................... 27
        3.3.2     Global senior level respondents: M&A activity expectations by company turnover ................................. 29
    3.4 Global Senior Level Respondents: Capital Expenditure Estimation .................................................30
        3.4.1     Global senior level respondents: projection of capital expenditure by region .......................................... 32
        3.4.2     Global senior level respondents: projection of capital expenditure by company turnover ....................... 34
    3.5 Global Senior Level Respondents: Planned Change in Staff Recruitment Activity ...........................35
        3.5.1     Global senior level respondents: planned change in staff recruitment activity by region ......................... 37
        3.5.2     Global senior level respondents: planned change in staff recruitment activity by company turnover ...... 38
4      Global Market Growth Outlook - Senior Level Respondents........................................... 40
    4.1 Global Senior Level Respondents: Demand in Emerging Markets ..................................................42
        4.1.1     Global senior level respondents: demand in emerging markets by region .............................................. 44
        4.1.2     Global senior level respondents: demand in emerging markets by company turnover ........................... 46
    4.2 Global Senior Level Respondents: Growth Expectations in Developed Countries ...........................48
        4.2.1     Global senior level respondents: growth expectations in developed countries by region ........................ 50
        4.2.2     Global senior level respondents: growth expectations in developed countries by company turnover ..... 52
5      Threats and Opportunities - Global Senior Level Respondents ..................................... 53
    5.1 Global Senior Level Respondents: Leading Business Concerns .....................................................54
        5.1.1     Global senior level respondents: leading business concerns by region ................................................... 57
        5.1.2     Global senior level respondents: leading business concerns by company turnover ................................ 58
    5.2 Global Senior Level Respondents: Key Supplier Actions to Maintain and Secure Buyer Business ..59
        5.2.1     Global senior level respondents: actions to maintain and secure buyer business by region ................... 61



Global Business Outlook Survey of Senior Executives 2013–2014                                                                                         Page 2

© ICD Research. This product is licensed and is not to be photocopied                                                                  Published: July 2013
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       5.2.2      Global senior level respondents: actions to maintain and secure buyer business by turnover................ 62
6      Global Buyer Expenditure Activity - Senior Level Respondents .................................... 63
    6.1 Global Senior Level Respondents: Annual Procurement Budgets ...................................................64
       6.1.1      Global senior level respondents: annual procurement budgets by region ............................................... 65
       6.1.2      Global senior level respondents: annual procurement budgets by company turnover ............................ 66
    6.2 Global Senior Level Respondents: Planned Change in Procurement Expenditure ..........................68
       6.2.1      Global senior level respondents: planned change in procurement expenditure by region ...................... 69
       6.2.2      Global senior level respondents: planned change in procurement expenditure by company turnover ... 70
    6.3 Global Senior Level Respondents: Variations in Regional Supplier Prices ......................................72
       6.3.1      Global senior level respondents: variations in regional supplier prices by region .................................... 74
       6.3.2      Global senior level respondents: variations in regional supplier prices by company turnover ................. 75
7      Global Procurement Behaviors and Strategies- Senior Level Respondents ................. 77
    7.1 Global Senior Level Respondents: Critical Success Factors for Supplier Selection .........................78
    7.2 Global Senior Level Respondents: E–Procurement.........................................................................80
       7.2.1      Global senior level respondents: e–procurement by region ..................................................................... 82
       7.2.2      Global senior level respondents: e–procurement by company turnover .................................................. 84
8      Global Suppliers’ Marketing Expenditure Activity - Senior Level Respondents ........... 86
    8.1 Global Senior Level Respondents: Annual Marketing Budgets ........................................................87
       8.1.1      Global senior level respondents: annual marketing budgets by region .................................................... 88
       8.1.2      Global senior level respondents: annual marketing budgets by company turnover ................................. 89
    8.2 Global Senior Level Respondents: Planned Change in Marketing Expenditure Levels ....................91
       8.2.1      Global senior level respondents: planned change in marketing expenditure by region ........................... 93
       8.2.2      Global senior level respondents: planned change in marketing expenditure by turnover ........................ 95
    8.3 Global Senior Level Respondents: Future Investment in Marketing and Sales ................................97
       8.3.1      Global senior level respondents: planned investment in marketing and sales technologies by region . 100
       8.3.2 Global senior level respondents: planned investment in marketing and sales technologies by company
       turnover ............................................................................................................................................................... 102
    8.4 Global Senior Level Respondents: Future Investment by Media Channels....................................104
       8.4.1      Global senior level respondents: future investment in media channels by region ................................. 108
       8.4.2      Global senior level respondents: future investment in media channels by company turnover .............. 109
9      Global Marketing and Sales Behaviors and Strategies - Senior Level Respondents .. 110
    9.1 Global Senior Level Respondents: Key Marketing Aims ................................................................111
       9.1.1      Global senior level respondents: key marketing aims by region ............................................................ 112
       9.1.2      Global senior level respondents: key marketing aims by company turnover ......................................... 113
    9.2 Global Senior Level Respondents: Key Amendments to Marketing Agencies in 2013 ...................115
       9.2.1      Global senior level respondents: key amendments to marketing agencies by region ........................... 118
       9.2.2      Global senior level respondents: key amendments to marketing agencies by company turnover ........ 120
    9.3 Global Senior Level Respondents: Critical Factors for Choosing a Marketing Agency ..................122


Global Business Outlook Survey of Senior Executives 2013–2014                                                                                                             Page 3

© ICD Research. This product is licensed and is not to be photocopied                                                                                    Published: July 2013
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      9.3.1     Global senior level respondents: critical factors for choosing a marketing agency by region ................ 124
      9.3.2     Global senior level respondents: critical factors for choosing a marketing agency by company turnover125
10 Appendix ............................................................................................................................ 126
  10.1 Methodology .................................................................................................................................126
  10.2 Contact us .....................................................................................................................................126
  10.3 About ICD Research .....................................................................................................................126
  10.4 Disclaimer .....................................................................................................................................126




Global Business Outlook Survey of Senior Executives 2013–2014                                                                                     Page 4

© ICD Research. This product is licensed and is not to be photocopied                                                              Published: July 2013
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LIST OF FIGURES

Figure 1: Global Senior Level Respondents: Revenue Growth Expectation (%), 2011–2013 .............................................................................. 16
Figure 2: Global Senior Level Respondents: Revenue Growth Optimism by Region (%), 2013........................................................................... 17
Figure 3: Global Senior Level Respondents: Revenue Growth Optimism by Turnover (%), 2013 ........................................................................ 18
Figure 4: Global Senior Level Respondents: Change in Leading Company Strategies (%), 2013 ....................................................................... 21
Figure 5: Global Senior Level Respondents: Change in Leading Company Strategies by Region (%), 2013 ...................................................... 22
Figure 6: Global Senior Level Respondents: Change in Leading Company Strategies by Company Turnover (%), 2013.................................... 24
Figure 7: Global Senior Level Respondents: Merger and Acquisition Activity Expectations (%), 2011–2013 ....................................................... 27
Figure 8: Global Senior Level Respondents: Merger and Acquisition Activity Expectations by Region, 2013 ...................................................... 28
Figure 9: Global Senior Level Respondents: Merger and Acquisition Activity Expectations by Company Turnover, 2013 ................................... 29
Figure 10: Global Senior Level Respondents: Capital Expenditure Estimation (%), 2013.................................................................................... 32
Figure 11: Global Senior Level Respondents: Capital Expenditure Estimation by Region (% Increase), 2013 .................................................... 33
Figure 12: Global Senior Level Respondents: Planned Change in Staff Recruitment Activity (%), 2013 .............................................................. 36
Figure 13: Global Senior Level Respondents: Planned Change in Staff Recruitment Activity by Region (%), 2013 ............................................. 38
Figure 14: Global Senior Level Respondents: Planned Change in Staff Recruitment Activity by Company Turnover (%), 2013 .......................... 39
Figure 15: Global Senior Level Respondents: Top Ten Growth Regions , 2013 .................................................................................................. 41
Figure 16: Global Senior Level Respondents: Demand in Emerging Markets (%), 2013 ..................................................................................... 44
Figure 17: Global Senior Level Respondents: Demand in Emerging Markets by Region (%), 2013 .................................................................... 46
Figure 18: Global Senior Level Respondents: Growth Expectations in Developed Countries (%), 2013 .............................................................. 50
Figure 19: Growth Expectations in Developed Countries by Region (% Increase), 2013 ..................................................................................... 51
Figure 20: Global Senior Level Respondents: Leading Business Concerns (%), 2013 ........................................................................................ 56
Figure 21: Global Senior Level Respondents: Top Five Leading Business Concerns, 2013–2014 ...................................................................... 56
Figure 22: Global Senior Level Respondents: Securing Buyer Business (%), 2013 ............................................................................................ 60
Figure 23: Global Senior Level Respondents: Annual Procurement Budgets in US$ (%), 2013 .......................................................................... 65
Figure 24: Global Senior Level Respondents: Annual Procurement Budgets in US$ by Region (%), 2013 ......................................................... 66
Figure 25: Global Senior Level Respondents: Annual Procurement Budgets in US$ by Company Turnover (%), 2013....................................... 67
Figure 26: Global Senior Level Respondents: Planned Change in Total Procurement Expenditure (%), 2013 .................................................... 69
Figure 27: Global Senior Level Respondents: Planned Change in Total Procurement Expenditure by Region (%), 2013 ................................... 70
Figure 28: Global Senior Level Respondents: Planned Change in Total Procurement Expenditure by Company Turnover (%), 2013 ................ 71
Figure 29: Global Senior Level Respondents: Variations in Regional Supplier Prices (%), 2013 ......................................................................... 74
Figure 30: Global Senior Level Respondents: Variations in Regional Supplier Prices by Region (%), 2013 ........................................................ 75
Figure 31: Global Senior Level Respondents: Variations in Regional Supplier Prices by Company Turnover (%), 2013 ..................................... 76
Figure 32: Global Senior Level Respondents: Critical Success Factors for Supplier Selection (%), 2013 ............................................................ 79
Figure 33: Global Senior Level Respondents: E–Procurement, Level of Implementation (%), 2013 .................................................................... 82
Figure 34: Global Senior Level Respondents: E–Procurement, Level of Implementation by Region (%), 2013 ................................................... 83
Figure 35: Global Senior Level Respondents: E–Procurement, Level of Implementation by Company Turnover (%), 2013 ................................ 85
Figure 36: Global Senior Level Respondents: Annual Marketing Budgets (%), 2013 .......................................................................................... 88
Figure 37: Global Senior Level Respondents: Annual Marketing Budgets by Region (%), 2013.......................................................................... 89
Figure 38: Global Senior Level Respondents: Annual Marketing Budgets by Company Turnover (%), 2013 ....................................................... 90
Figure 39: Global Senior Level Respondents: Planned Change in Marketing Expenditure (%), 2013.................................................................. 93
Figure 40: Global Senior Level Respondents: Planned Change in Marketing Expenditure Levels by Region (%), 2013 ...................................... 95
Figure 41: Global Senior Level Respondents: Planned Change in Marketing Expenditure Levels by Company Turnover (%), 2013 ................... 96
Figure 42: Global Senior Level Respondents: Planned Investment in Marketing and Sales (%), 2013 ...............................................................100
Figure 43: Global Senior Level Respondents: Planned Investment in Marketing and Sales by Region (%), 2013 ..............................................101
Figure 44: Global Senior Level Respondents: Planned Investment in Marketing and Sales by Company Turnover (%), 2013 ...........................103
Figure 45: Global Senior Level Respondents: Future Investment in Media Channels (%), 2013 ........................................................................107
Figure 46: Global Senior Level Respondents: Future Investment in Media Channels by Region (%), 2013 .......................................................108
Figure 47: Global Senior Level Respondents: Future Investment in Media Channels by Turnover (%), 2013.....................................................109
Figure 48: Global Senior Level Respondents: Key Marketing Aims (%), 2013 ...................................................................................................112
Figure 49: Global Senior Level Respondents: Key Marketing Aims by Region (%), 2013...................................................................................113
Figure 50: Global Senior Level Respondents: Key Marketing Aims by Company Turnover (%), 2013 ................................................................114
Figure 51: Global Senior Level Respondents: Key Amendments to Marketing Agencies (%), 2013 ...................................................................117
Figure 52: Global Senior Level Respondents: Key Amendments to Marketing Agencies by Region (%), 2013 ..................................................119
Figure 53: Global Senior Level Respondents: Key Amendments to Marketing Agencies by Company Turnover (%), 2013 ...............................121
Figure 54: Global Senior Level Respondents: Critical Factors for Choosing a Marketing Agency (%), 2013 ......................................................123
Figure 55: Global Senior Level Respondents: Critical Factors for Choosing a Marketing Agency by Company Turnover(%), 2013 ....................125




Global Business Outlook Survey of Senior Executives 2013–2014                                                                                                           Page 5

© ICD Research. This product is licensed and is not to be photocopied                                                                                  Published: July 2013
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LIST OF TABLES

Table 1: Total Senior Level Respondents by Industry Type, 2013 ...................................................................................................................... 10
Table 2: Senior Level Respondents by Global Company Turnover (%), 2013 ..................................................................................................... 10
Table 3: Senior Level Respondents by Region (%), 2013 ................................................................................................................................... 10
Table 4: Global Senior Level Respondents: Revenue Growth Optimism (%), 2011–2013 ................................................................................... 15
Table 5: Global Senior Level Respondents: Revenue Growth Optimism by Region (%), 2013 ............................................................................ 17
Table 6: Global Senior Level Respondents: Revenue Growth Optimism by Turnover (%), 2013 ......................................................................... 18
Table 7: Global Senior Level Respondents: Change in Leading Company Strategies (%), 2013 ........................................................................ 20
Table 8: Global Senior Level Respondents: Change in Leading Company Strategies by Company Turnover (%), 2013 ..................................... 23
Table 9: Global Senior Level Respondents: Merger and Acquisition Activity Expectations (%), 2011–2013 ........................................................ 26
Table 10: Global Senior Level Respondents: Merger and Acquisition Activity Expectations by Region, 2013 ..................................................... 28
Table 11: Global Senior Level Respondents: Merger and Acquisition Activity Expectations by Company Turnover, 2013 .................................. 29
Table 12: Global Senior Level Respondents: Capital Expenditure Estimation (%), 2013 ..................................................................................... 31
Table 13: Global Senior Level Respondents: Capital Expenditure Estimation by Region (% Increase), 2013 ...................................................... 33
Table 14: Global Senior Level Respondents: Capital Expenditure Estimation by Company Turnover (% Increase), 2013 ................................... 34
Table 15: Global Senior Level Respondents: Planned Change in Staff Recruitment Activity (%), 2013 ............................................................... 36
Table 16: Global Senior Level Respondents: Planned Change in Staff Recruitment Activity by Region (%), 2013 .............................................. 37
Table 17: Global Senior Level Respondents: Planned Change in Staff Recruitment Activity by Company Turnover (%), 2013 ........................... 38
Table 18: Global Senior Level Respondents: Demand in Emerging Markets (%), 2013 ..........
				
DOCUMENT INFO
Description: Product Synopsis “Global Business Outlook Survey of Senior Executives 2013–2014” is a new report by ICD Research that analyzes how companies’ procurement expenditures, business strategies, media spend, marketing and sales strategies and practices, and business planning are set to change in 2013–2014. This report gives you access to the category-level spending outlooks, budgets, supplier selection criteria, business challenges, current size of the marketing and advertising budgets and investment opportunities of senior level executives. The report also identifies the future growth of buyers and suppliers, M&A, capital expenditure, staff hiring, and e-procurement. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type and sizes. Introduction and Landscape Why was the report written? This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of leading global senior level executives from industries such as such as mining, medical devices, food and beverage, packaging, power, airports, oil and gas and pharmaceutical. The report includes key topics such as procurement behaviors and strategies, the current size of the marketing and advertising budgets. Furthermore the report also identifies the threats and opportunities, economic outlook trends, M&A expectations, media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and confidence among senior level executives across various industries. Most secondary research reports are based on general industry drivers and do not understand the industry executives’ attitude and changing behaviors, creating a gap in presenting the business outlook of the industry. In an effort to bridge this gap, ICD Research created this primary-research based repo
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