Global Ship and Cruise Transport Industry Outlook to 2010

Marketing and Sales Strategies and The Impact of Recession and Recovery

Publication Date	September 2009
Publisher	Global Markets Direct
Product Type	Report
Pages	164
ISBN Number	not applicable
Product Code	GMD12758

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Summary

""Global Ship and Cruise Transport Industry Outlook to 2010: Marketing & Sales Strategies and the Impact of Recession and Recovery"" is a new report published by Global Markets Direct in association with ICD Research that analyzes how ship companies, shipyard's and equipment, materials and service supplier's media spend, marketing and sales strategies & practices and business are being affected by the recession. In an uncertain economic climate this report gives you access to the media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of ship companies, shipyards and leading suppliers to the ship, cruise and shipyard industry. The report also identifies ship, cruise and shipyard companies and suppliers future growth, M&A and investment expectations. The research is based on an extensive survey of senior and C-level industry executives from our market leading panels.

Scope

The opinions and forward looking statements of over 550 industry executives have been captured in our in-depth survey, of which 50% represent Directors, C-levels & Departmental Heads
This report covers data and analysis on media channel spend, marketing and sales practices and industry developments by ship operators, owners and shipyards and their suppliers
The report examines current practices and provides future expectations over the next 12-24 months
The research is based on primary survey research conducted by Global Markets Direct in association with ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
Key topics covered include media spend activity, marketing and sales behaviors & strategies by ship, cruise and shipyard companies and their suppliers and how these have been affected by the recession, as well as threats & opportunities, investment outlook and business confidence among both buyers and suppliers.
In the report buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players to overcome the leading business threats
The report provides qualitative analysis of key industry opportunities and threats and contains full survey results
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

Highlights

57% of industry players are looking to increase their marketing expenditure over the next 12 months, with only 24% looking to decrease it
25% of industry players are adapting product portfolios or positioning to meet clients cost pressures
54% of companies believe that the demonstration of confidence to their customers from increased marketing activity in the current business climate can give their company an edge

Reasons to buy

Benchmark your sales and marketing plans with industry competitors to effectively determine strategy
Identify the specific marketing approaches your competitors are using to win business during the recessionary climate
Better promote your business by aligning your capabilities and business practices with your customer's changing needs during these times of market uncertainty
Secure stronger customer relationships by understanding the leading business concerns and changing strategies of buyers in the ship & cruise industry
Effectively plan your business strategies
Predict how the industry will grow, consolidate and where it will stagnate
Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry

Content

1 List of Tables
- 1.2 List of Figures
2 Introduction
- 2.1 What is This Report About?
- 2.2 Methodology
- 2.3 Profile Of Survey Respondents
3 Executive Summary
- 3.1 The Ship and Cruise Industry is Generally Optimistic About the Recovery of the Global Economy
- 3.2 Buyers Are More Optimistic About Revenue Growth Than Suppliers
- 3.3 Ship and Cruise Buyer and Supplier Companies Will Be Increasing Marketing Spend Over the Next 12 Months
- 3.4 Industry Players Face a Number of Key Challenges Due to the Recession
- 3.5 Suppliers and Buyers Are Adapting Marketing and Sales Strategies During Recession and Recovery to Face Immediate Business Concerns
4 Economic Outlook & Confidence
- 4.1 Global Economy Recovery Expectations
- 4.2 Revenue Growth Expectations
5 Ship and Cruise Industry Investment Outlook
- 5.1 Fastest & Slowest Growing Markets
- 5.2 M&A Activity Predictions
- 5.3 Supplier's Industry Outlook
6 Recession: Threats & Opportunities For The Ship and Cruise Industry
- 6.1 Leading Business Concerns Due To Recession
- 6.2 Key Actions to Overcome Business Threats
- 6.3 Key Actions to Maintain and Win Buyer Business
- 6.4 Leading Recession and Recovery-Related Business Opportunities
7 Marketing Spend Activity
- 7.1 Annual Marketing Budgets: Suppliers to the Industry
- 7.2 Expected Change in Marketing Expenditure Levels: Suppliers to the Industry
- 7.3 Change in Expenditure by Media Channel: Suppliers to the Industry
- 7.4 Future Investment in Marketing and Sales Technology: Suppliers to the Industry
- 7.5 Annual Marketing Budgets: Ship and Cruise Industry Players
- 7.6 Expected Change in Marketing Expenditure Levels: Ship and Cruise Industry Players
- 7.7 Change in Expenditure By Media Channel: Ship and Cruise Industry Players
- 7.8 Future Investment in Marketing and Sales Technology: Ship and Cruise Industry Players
8 Marketing and Sales Behaviors and Strategies and the Impact of Recession and Recovery
- 8.1 Key Marketing Aims: Suppliers to the Industry
- 8.2 Marketing and Sales Practices During Recession and Recovery: Suppliers to the Industry
- 8.3 Expected Adaptations to Marketing Activities During Recession and Recovery: Suppliers to the Industry
- 8.4 Critical Success Factors for Choosing a Marketing Agency: Suppliers to the Industry
- 8.5 Marketing Attitudes and Approaches: Suppliers to the Industry
- 8.6 Key Marketing Aims: Ship and Cruise Industry Players
- 8.7 Marketing and Sales Practices During Recession and Recovery: Ship and Cruise Industry Players
- 8.8 Expected Adaptations to Marketing Activities During Recession and Recovery: Ship and Cruise Industry Players
- 8.9 Critical Success Factors for Choosing a Marketing Agency: Ship and Cruise Industry Players
- 8.10 Marketing Attitudes and Approaches: Ship and Cruise Industry Players
9 Appendix
- 9.1 Full Survey Results-Closed Questions
- 9.2 Methodology
- 9.3 Contact Us
- 9.4 About Global Markets Direct
- 9.5 Disclaimer
1 List of Tables
- Table 1: Count of Global Ship and Cruise Industry Survey Respondents by Company Type (Number of Respondents), 2009 Industry Survey
- Table 2: Buyer Respondents by Job Role (% Buyer Respondents), Global Ship and Cruise Industry, 2009
- Table 3: Buyer Respondents by Organization's Global Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009
- Table 4: Buyer Respondents by Organization's Total Employee Size (% Buyer Respondents), Global Ship and Cruise Industry, 2009
- Table 5: Supplier Respondents by Job Role (% Supplier Respondents), Global Ship and Cruise Industry, 2009
- Table 6: Supplier Respondents by Organization's Global Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009
- Table 7: Supplier Respondents by Organization's Total Employee Size (% Supplier Respondents), Global Ship and Cruise Industry, 2009
- Table 8: Global Ship and Cruise Industry Expectations of Global Economy Recovery Timings by Region: North America, Europe, Asia-Pacific, Rest Of World (% All Respondents), 2009
- Table 9: Global Ship and Cruise Industry Expectations of Global Economy Recovery Timings by Company Type: Cruise / Passenger Ship Owner / Operator, Industrial / Government Ship Owner / Operator, Shipyard Owner / Operator, Ship Industry Suppliers (% All Respondents), 2009
- Table 10: Company Revenue Growth Optimism by Global Ship and Cruise Industry Company Type: Cruise / Passenger Ship Owner / Operator, Industrial Ship Owner / Operator, Shipyard Owner / Operator, Ship Industry Suppliers (% All Respondents), 2009
- Table 11: Company Revenue Growth Optimism in the Global Ship and Cruise Industry by Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009
- Table 12: Cruise / Passenger Ship Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Cruise / Passenger Ship Owner / Operator Respondents), 2009
- Table 13: Industrial Ship Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Industrial Ship Owner / Operator Respondents), 2009
- Table 14: Shipyard Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Shipyard Owner / Operator Respondents), 2009
- Table 15: Ship Industry Supplier Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Ship Industry Supplier Respondents), 2009
- Table 16: Key Growth Areas in the Global Ship and Cruise Industry (Analysis of Supplier Respondents), 2009
- Table 17: Key Growth Areas in the Global Ship and Cruise Industry (Analysis of CEO/MD/Board Level Supplier Respondents), 2009
- Table 18: Key Declining Areas in the Global Ship and Cruise Industry (Analysis of Supplier Respondents), 2009
- Table 19: Key Declining Areas in the Global Ship and Cruise Industry (Analysis of CEO/MD/Board Level Supplier Respondents), 2009
- Table 20: Leading Business Concerns for the Period 2009-2010 Among Global Ship and Cruise Industry Buyers and Suppliers : Cruise / Passenger Ship Owner / Operator Vs. Industrial / Government Ship Owner / Operator Vs. Shipyard Owner / Operator Vs. Ship Industry Supplier (% All Respondents), 2009
- Table 21: Leading Business Concerns for the Period 2009-2010 Among Global Ship and Cruise Industry Buyers and Suppliers by Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009
- Table 22: Most Important Actions Being Implemented to Overcome Leading Business Concerns in 2009-2010 in the Global Ship and Cruise Industry (Analysis of All Respondents), 2009
- Table 23: Most Important Actions Being Implemented to Overcome Leading Business Concerns in 2009-2010 in the Global Ship and Cruise Industry ??