Global Ship and Cruise Transport Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of Recession and Recovery

Published by: Global Markets Direct

Published: Sep. 28, 2009 - 164 Pages

Table of Contents

1 Table of Contents

1.1 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

1.1 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 - Senior Level Responses Only (Analysis of CEO/MD/Board Level Respondents), 2009

Table 24: Most Important Actions Being Implemented by Ship Industry Suppliers to Overcome Leading Business Concerns in the Global Ship and Cruise Industry 2009-2010 (Analysis of Ship Industry Supplier Respondents), 2009

Table 25: Most Important Actions Being Implemented by Cruise / Passenger Ship Owner / Operator, Industrial / Government Ship Owner/ Operator and Shipyard Owner/ Operator to Overcome Leading Business Concerns in 2009-2010 in the Global Ship and Cruise Industry (Analysis Of Cruise / Passenger Ship Owner / Operator, Industrial / Government Ship Owner/ Operator and Shipyard Owner/ Operator Respondents), 2009

Table 26: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Ship and Cruise Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2009

Table 27: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Ship and Cruise Industry: Cruise / Passenger Ship Owner / Operator Vs. Industrial / Government Ship Owner / Operator Vs. Shipyard Owner / Operator (% Buyer Respondents), 2009

Table 28: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Ship and Cruise Industry: Analysis of Buyer Respondents by Company Turnover (% Buyer Respondents), 2009

Table 29: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Ship and Cruise Industry: Analysis of All Buyer Respondents by Procurement Budget (% Buyer Respondents), 2009

Table 30: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Ship and Cruise Industry: Analysis of All Buyer Respondents by Region (% Buyer Respondents), 2009

Table 31: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Ship and Cruise Industry: Analysis of All Buyer Respondents by Purchasing Decision Seniority (% Buyer Respondents With Purchasing Decision Influence), 2009

Table 32: Leading Business Opportunities During the Recession in The Global and Ship Cruise Industry (Analysis of All Respondents), 2009

Table 33: Leading Business Opportunities During the Recession in the Global Ship and Cruise Industry - Senior Level Responses Only (Analysis of CEO/MD/Board Level Respondents),2009

Table 34: Leading Business Opportunities for Ship Industry Suppliers During the Recession in the Global Ship and Cruise Industry (Analysis of Supplier Respondents), 2009

Table 35: Leading Business Opportunities for Cruise/Passenger Ship Owner/Operator, Industrial/Government Ship Owner/Operator, Shipyard Owner/Operator During the Recession in the Global Ship and Cruise Industry (Analysis of Buyer Respondents), 2009

Table 36: Annual Marketing Budget in US$ By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 37: Annual Marketing Budget in US Dollars By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 38: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Ship & Cruise Industry, 2009

Table 39: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 40: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 41: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 42: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 43: Annual Marketing Budget in US Dollars By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 44: Annual Marketing Budget in US Dollars By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 45: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 46: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 47: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 48: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 49: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 50: Key Marketing Aims Over the Next Year: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 51: Most Rated New Media Channels for New Business Generation By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 52: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 53: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 54: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 55: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 56: Critical Success Factors for Choosing a Marketing Agency By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 57: Critical Success Factors for Choosing a Marketing Agency By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 58: Marketing Attitudes and Approaches: Level of Agreement with the Following Statements: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Table 59: Key Marketing Aims Over the Next Year: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 60: Most Rated New Media Channels for New Business Generation By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 61: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 62: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 63: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 64: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 65: Critical Success Factors for Choosing a Marketing Agency By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 66: Critical Success Factors for Choosing a Marketing Agency By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 67: Marketing Attitudes and Approaches: Level of Agreement with the Following Statements: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Table 68: Full Survey Results-Closed Questions

1.2 List of Figures

Figure : Leading Business Concerns for the Period 2009-2010 Among Global Ship and Cruise Industry Buyers and Suppliers (% All Respondents), 2009

Figure 1: Global Ship and Cruise Industry Expectations of Global Economy Recovery Timings (% All Respondents), 2009

Figure 2: Global Ship and Cruise Industry Expectations of Global Economy Recovery Timings by Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009

Figure 3: 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

Figure 4: Company Revenue Growth Optimism in the Global Ship and Cruise Industry (% All Respondents), 2009

Figure 5: 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

Figure 6: Company Revenue Growth Optimism in the Global Ship and Cruise Industry by Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009

Figure 7: Cruise / Passenger Ship Owner / Operator Industry: Market Predictions of the Fastest And Slowest Growing Regions (% Cruise / Passenger Ship Owner / Operator Respondents), 2009

Figure 8: Industrial Ship Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Industrial Ship Owner / Operator Respondents), 2009

Figure 9: Shipyard Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Shipyard Owner / Operator Respondents), 2009

Figure 10: Ship Industry Supplier Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Ship Industry Supplier Respondents), 2009

Figure 11: Merger and Acquisition Activity Expectations Over the Next 12 Months in the Global Cruise / Passenger Ship Owner / Operator Industry (% Cruise / Passenger Ship Owner / Operator Industry Respondents), 2009

Figure 12: Merger and Acquisition Activity Expectations Over the Next 12 Months in the Global Industrial Ship Owner / Operator Industry (% Industrial Ship Owner / Operator Industry Respondents), 2009

Figure 13: Merger and Acquisition Activity Expectations Over the Next 12 Months in the Global Shipyard Owner / Operator Industry (% Shipyard Owner / Operator Industry Respondents), 2009

Figure 14: Merger and Acquisition Activity Expectations Over the Next 12 Months in the Global Ship Industry Supplier Industry (% Ship Industry Supplier Industry Respondents), 2009

Figure 15: Leading Business Concerns for the Period 2009-2010 Among Global Ship and Cruise Industry Buyers and Suppliers (% All Respondents), 2009

Figure 16: 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

Figure 17: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Ship and Cruise Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2009

Figure 18: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Ship and Cruise Industry: Cruise / Passenger Ship Owner / Operator Vs. Industrial / Government Ship Owner / Operator Vs. Shipyard Owner / Operator (% Buyer Respondents), 2009

Figure 19: Annual Marketing Budget in US$: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 20: Annual Marketing Budget in US$ By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 21: Annual Marketing Budget in US Dollars By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 22: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 23: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 24: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 25: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 26: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 27: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 28: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 29: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 30: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 31: Annual Marketing Budget in US Dollars: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 32: Annual Marketing Budget in US Dollars By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 33: Annual Marketing Budget in US Dollars By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 34: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 35: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 36: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 37: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 38: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 39: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 40: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 41: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 42: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 43: Key Marketing Aims Over the Next Year: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 44: Most Important Key Marketing Aims Over the Next Year By Expected Change in Future Marketing Expenditure (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 45: Most Important Key Marketing Aims Over the Next Year By Company Turnover (% Supplier Respondents), Global Ship and Cruise, 2009

Figure 46: Most Important Key Marketing Aims Over the Next Year By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 47: Most Rated New Media Channels for New Business Generation: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 48: Most Rated New Media Channels for New Business Generation By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 49: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 50: Importance of ROI Metric Types for Measuring Media Campaigns: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 51: Expected Adaptations to Marketing Activities During Recession and Recovery: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 52: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 53: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 54: Expected Change in Face-to-Face Meetings Over the Next 12 Months: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 55: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 56: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 57: Critical Success Factors for Choosing a Marketing Agency: Ship Industry Supplier (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 58: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Supplier Respondents), Global Ship and Cruise Industry, 2009

Figure 59: Key Marketing Aims Over the Next Year: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 60: Most Important Key Marketing Aims Over the Next Year By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 61: Most Important Key Marketing Aims Over the Next Year By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 62: Most Important Key Marketing Aims Over the Next Year By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 63: Most Rated New Media Channels for New Business Generation: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 64: Most Rated New Media Channels for New Business Generation By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 65: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 66: Importance of ROI Metric Types for Measuring Media Campaigns: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 67: Expected Adaptations to Marketing Activities During Recession and Recovery: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 68: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 69: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 70: Expected Change in Face-to-Face Meetings Over the Next 12 Months: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 71: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 72: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 73: Critical Success Factors for Choosing a Marketing Agency: Ship or Shipyard Owner / Operator (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Figure 74: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Ship and Cruise Industry, 2009

Abstract

• 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

• 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

• 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

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 250,000 market research reports, company profiles and country profiles from over 650 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.