As most countries emerge from the effects of recession, this report provides the reader with a definitive analysis of the industry outlook and explores how opportunities and demand are set to change in 2011–2012. Furthermore, 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.

1. Global Power Supplier Industry Outlook Survey 2011–2012: Industry Dynamics,
Market Trends and Opportunities, Marketing Spend and Sales Strategies
Report Summary
Executives from power industry buyer companies expect increased levels of consolidation in
their industry over the next 12 months, with 55% of respondents predicting either a
significant increase or increase in M&A activity. High growth in emerging markets and
overcapacity in the developed regions, and the need to develop new efficient technology
solutions as a long-term priority for companies, is expected to drive M&A activity. For 2011,
the key factors behind the expected increase in the level of consolidation in the industry
have changed to include the need to expand geographical presence, the optimum utilization
of production capacity and to add new capabilities.”
ICD Research‟s report, “Global Power Supplier Industry Outlook Survey 2011–2012:
Industry Dynamics, Market Trends and Opportunities, Marketing Spend and Sales
Strategies” is the result of an extensive survey drawn from ICD Research‟s exclusive panel
of leading power industry companies.
Buy Now: Power Supplier Industry
Browse All: Newly Published Market Research Reports
As most countries emerge from the effects of recession, this report provides the reader with
a definitive analysis of the industry outlook and explores how opportunities and demand are
set to change in 2011–2012. Furthermore, 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 size, in addition to examining the following:
Revenue growth expectations
Market-specific growth opportunities
Mergers and acquisitions
Leading business concerns
Marketing expenditure trends
Key factors for marketing agency selection
Reasons to buy
Benchmark your sales and marketing spend with industry peers to effectively
determine strategy
Identify the specific marketing approaches your competitors are using to win business
during the recessionary climate

2. 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
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
Table Of Contents
1 Introduction
1.1 What is this report about?
1.2 Definitions
1.3 Methodology
1.4 Profile of survey respondents
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents
2 Executive Summary
3 Industry Dynamics
3.1.1 Revenue growth expectations
3.1.2 Revenue growth expectations by company type
3.1.3 Revenue growth expectations by region
3.1.4 Revenue growth expectations by turnover
3.1.5 Revenue growth expectations by senior level respondents
3.2 Future developments in business structure
3.2.1 Future developments by buyers
3.2.2 Future developments by suppliers
3.3 Merger and acquisition activity expectations
3.3.1 Merger and acquisition activity expectations by buyers
3.3.2 Merger and acquisition activity expectations by suppliers
3.3.3 Merger and acquisition activity expectations by region
3.3.4 Merger and acquisition activity predictions by company turnover
4 Power Industry Market Growth Outlook
4.1 Demand in emerging markets
4.1.1 Demand in emerging markets by buyers
4.1.2 Demand in emerging markets by suppliers
4.1.3 Demand in emerging markets by region

3. 4.1.4 Demand in emerging markets by company turnover
4.2 Growth expectations in developed countries
4.2.1 Growth expectations in developed countries by buyers
4.2.2 Growth expectations in developed countries by suppliers
4.2.3 Growth expectations in developed countries by region
4.2.4 Growth expectations in developed countries by company turnover
5 Threats And Opportunities for the Power Industry
5.1 Leading business concerns for 2011–2012
5.1.1 Leading business concerns for 2011–2012 by company type
5.1.2 Leading business concerns for 2011–2012 by region
5.1.3 Leading business concerns by company turnover
5.2 Key supplier actions to maintain and win buyer business
5.2.1 Actions to maintain and secure buyer business by buyers
5.2.2 Actions to maintain and secure buyer business by region
5.2.3 Actions to maintain and secure buyer business by turnover
5.2.4 Actions to maintain and secure buyer business by procurement budget
5.2.5 Actions to maintain and secure buyer business by purchasing decision authority
6 Power Industry Supplier Marketing Spend Activity
6.1 Annual marketing budgets: power industry suppliers
6.1.1 Annual marketing budgets by region
6.1.2 Annual marketing budgets by company turnover
6.2 Planned change in marketing expenditure levels
6.2.1 Planned change in marketing expenditure levels by region
6.2.2 Planned change in marketing expenditure levels by company turnover
6.2.3 Planned change in marketing expenditure levels vs. revenue growth expectations
6.3 Future investment by media channel
6.3.1 Future investment by media channel by region
6.3.2 Planned change in marketing spend by company turnover
6.4 Suppliers‟ future investment in marketing and sales technology
6.4.1 Planned investment in marketing and sales technologies by region
6.4.2 Planned investment in marketing and sales technologies by company turnover
7 Marketing and Sales Behaviors and Strategies in 2011–2012
7.1 Key marketing aims of suppliers for 2011–2012
7.1.1 Key marketing aims by region
7.1.2 Key marketing aims by company turnover
7.1.3 Key marketing aims by revenue growth expectations
7.2 Essential amendments to marketing activities in 2011–2012

4. 7.2.1 Amendments to marketing activities by region
7.2.2 Amendments to marketing activities by company turnover
7.3 Use of new media for business prospects
7.3.1 Use of new media by region
7.3.2 Use of new media by company turnover
7.4 Critical success factors for choosing a marketing agency
7.4.1 Critical success factors by region
7.4.2 Critical success factors by company turnover
8 Appendix
8.1 Survey results
8.2 Methodology
8.3 Contact us
8.4 About ICD Research
8.5 Disclaimer
LIST OF FIGURES
Figure 1: Revenue Growth Optimism (%), 2009–2011. 21
Figure 2: Revenue Growth Optimism by Company Type (%), 2009–2011. 23
Figure 3: Revenue Growth Optimism by Region (%), 2009–2011 25
Figure 4: Revenue Growth Optimism by Turnover (%), 2011 27
Figure 5: Revenue Growth Optimism by Senior Level Respondents (%), 2011.. 28
Figure 6: Company Revenue Growth Optimism: Cross Industry Comparisons (%), 2011 28
Figure 7: Key Expected Changes In Business Structure, Fossil Fuel Power Generation
Industry (%), 2011.. 31
Figure 8: Key Expected Changes In Business Structure in the Other Power Generation
Industry (%), 2011.. 33
Figure 9: Key Expected Changes In Business Structure in the Power Industry Supplier
Industry (%), 2011 35
Figure 10: Merger and Acquisition Activity Expectations, Fossil Fuel Power Generation (%),
2009–2011 38
Figure 11: Merger and Acquisition Activity Expectations, Other Power Generation (%),
2009–2011.. 40
Figure 12: Merger and Acquisition Activity Expectations, Power Industry Supplier (%),
2009–2011 41
Figure 13: Merger and Acquisition Activity Expectations by Region (%), 2011 43
Figure 14: Merger and Acquisition Activity Expectations by Company Turnover (%), 2011 45
Figure 15: Top Ten Growth Regions (%), 2011 47
Figure 16: Top Five Emerging Markets (%), 2011.. 48
Figure 17: Demand in Emerging Markets by Fossil Fuel Power Generation Companies (%),

5. 2011. 50
Figure 18: Demand in Emerging Markets by Other Power Generation Companies (%), 2011..
52
Figure 19: Demand in Emerging Markets by Power Industry Suppliers (%), 2011 54
Figure 20: Demand in Emerging Markets by Region (%), 2011 55
Figure 21: Demand in Emerging Markets by Company Turnover (%), 2011. 56
Figure 22: Top Five Developed Regions by Growth (%), 2011. 57
Figure 23: Growth Expectations in Developed Countries, Fossil Fuel Power Generation (%),
2011 59
Figure 24: Growth Expectations in Developed Countries, Other Power Generation Companies
(%), 2011. 61
Figure 25: Growth Expectations in Developed Countries by Power Industry Suppliers (%),
2011.. 63
Figure 26: Growth Expectations in Developed Countries by Region (% „increase‟ responses),
2011.. 64
Figure 27: Growth Expectations in Developed Countries by Company Turnover (% „increase‟
responses), 2011. 65
Figure 28: Leading Business Concerns (%), 2011–2012 69
Figure 29: Leading Business Concerns (%), 2011–2012 69
Figure 30: Actions to Maintain and Secure Buyer Business – Buyer Responses (%), 2011. 76
Figure 31: Actions to Maintain and Secure Buyer Business – Buyer vs. Supplier Responses
(%), 2011.. 77
Figure 32: Actions to Maintain and Secure Buyer Business by Company Turnover (%), 2011.
80
Figure 33: Actions to Maintain and Secure Buyer Business by Purchasing Decision Authority
(%), 2011. 82
Figure 34: Annual Marketing Budgets: Power Industry Suppliers (%), 2009–2011.. 85
Figure 35: Annual Marketing Budgets by Region (%), 2011.. 86
Figure 36: Annual Marketing Budgets by Company Turnover (%), 2011. 87
Figure 37: Planned Change in Marketing Expenditure Levels: Power Industry Suppliers (%),
2009–2011.. 89
Figure 38: Planned Change in Marketing Expenditure Levels by Region (%), 2011 90
Figure 39: Planned Change in Marketing Expenditure Levels by Company Turnover (%),
2011. 92
Figure 40: Planned Change in Marketing Expenditure by Revenue Growth Expectations (%),
2011. 93
Figure 41: Future Investment by Media Channels: Power Industry Suppliers, 2011 97
Figure 42: Future Investment by Media Channels by Region (% Increase Responses), 2011.
98
Figure 43: Future Investment by Media Channels by Company Turnover (% Increase

6. Responses), 2011.. 99
Figure 44: Planned Investment in Marketing and Sales Technologies (% Supplier
Comparison), 2011. 102
Figure 45: Planned Investment in Marketing and Sales Technologies by Region (%), 2011.
103
Figure 46: Planned Investment in Marketing and Sales Technologies by Company Turnover
(%), 2011.. 105
Figure 47: Key Marketing Aims: Power Industry Suppliers (%), 2011. 108
Figure 48: Key Marketing Aims by Region (% „Increase‟ Responses), 2011.. 109
Figure 49: Key Marketing Aims by Company Turnover (% „increase‟ responses), 2011. 110
Figure 50: Key Marketing Aims by Revenue Growth Expectations (%), 2011 111
Figure 51: Amendments to Marketing Activities (% Supplier Comparison), 2011.. 113
Figure 52: Amendments to Marketing Activities by Region (%), 2011. 115
Figure 53: Amendments to Marketing Activities by Company Turnover (%), 2011 117
Figure 54: Use of New Media by Suppliers (% Supplier Comparison), 2011. 119
Figure 55: Use of New Media by Region (% ), 2011 121
Figure 56: Use of New Media by Company Turnover (% ), 2011.. 123
Figure 57: Critical Success Factors: Power Industry Suppliers (% ), 2011.. 125
Figure 58: Critical Success Factors by Region (%), 2011 126
Figure 59: Critical Success Factors by Company Turnover (%), 2011 128
LIST OF TABLES
Table 1: Total Global Power Industry Survey Respondents by Company Type, 2011 12
Table 2: Buyer Respondents by Job Role (%), 2011. 12
Table 3: Buyer Respondents by Global Company Turnover (%), 2011. 13
Table 4: Buyer Respondents by Total Number of Employees in Organizations (%), 2011. 13
Table 5: Buyer Respondents by Region (%), 2011. 13
Table 6: Supplier Respondents by Job Role (%), 2011 14
Table 7: Supplier Respondents by Global Company Turnover (%), 2011 14
Table 8: Supplier Respondents by Total Number of Employees in Organizations (%), 2011.
15
Table 9: Supplier Respondents by Region (%), 2011 15
Table 10: Revenue Growth Optimism (%), 2009–2011 20
Table 11: Revenue Growth Optimism by Buyers (%), 2009–2011.. 22
Table 12: Revenue Growth Optimism by Power Industry Suppliers (%), 2009–2011. 23
Table 13: Revenue Growth Optimism by Region (%), 2009–2011.. 25
Table 14: Revenue Growth Optimism by Turnover (%), 2011.. 26
Table 15: Revenue Growth Optimism by Senior Level Respondents (%), 2011. 27
Table 16: Key Expected Changes In Business Structure, Fossil Fuel Power Generation
Industry (%), 2011. 30

7. Table 17: Key Expected Changes In Business Structure in the Other Power Generation
Industry (%), 2011. 32
Table 18: Key Expected Changes In Business Structure in the Power Industry Supplier
Industry (%), 2011.. 34
Table 19: Merger and Acquisition Activity Expectations, Fossil Fuel Power Generation (%),
2009–2011. 38
Table 20: Merger and Acquisition Activity Expectations, Other Power Generation (%), 2009–
2011. 39
Table 21: Merger and Acquisition Activity Expectations, Power Industry Supplier (%), 2009–
2011. 41
Table 22: Merger and Acquisition Activity Expectations by Region (%), 2011. 43
Table 23: Merger and Acquisition Activity Expectations by Company Turnover (%), 2011. 44
Table 24: Demand in Emerging Markets by Fossil Fuel Power Generation Companies (%),
2011 50
Table 25: Demand in Emerging Markets by Other Power Generation Companies (%), 2011
52
Table 26: Demand in Emerging Markets by Power Industry Suppliers (%), 2011. 54
Table 27: Growth Expectations in Developed Countries, Fossil Fuel Power Generation (%),
2011. 58
Table 28: Growth Expectations in Developed Countries, Other Power Generation Companies
(%), 2011. 61
Table 29: Growth Expectations in Developed Countries by Power Industry Suppliers (%),
2011 62
Table 30: Leading Business Concerns (%), 2009–2010, 2011–2012. 68
Table 31: Leading Business Concerns by Company Type (%), 2011–2012.. 71
Table 32: Leading Business Concerns by Region (%), 2011–2012. 72
Table 33: Leading Business Concerns by Company Turnover (%), 2011–2012 73
Table 34: Actions to Maintain and Secure Buyer Business – Buyer Responses (%), 2011.. 75
Table 35: Actions to Maintain and Secure Buyer Business – Buyer vs. Supplier Responses
(%), 2011 77
Table 36: Actions to Maintain and Secure Buyer Business by Region (%), 2011. 78
Table 37: Actions to Maintain and Secure Buyer Business by Company Turnover (%), 2011..
79
Table 38: Actions to Maintain and Secure Buyer Business by Procurement Budget (%), 2011
81
Table 39: Annual Marketing Budgets: Power Industry Suppliers (%), 2009–2011.. 84
Table 40: Annual Marketing Budgets by Region (%), 2011 85
Table 41: Annual Marketing Budgets by Company Turnover (%), 2011 86
Table 42: Planned Change in Marketing Expenditure Levels: Power Industry Suppliers (%),
2009–2011.. 88

8. Table 43: Planned Change in Marketing Expenditure Levels by Region (%), 2011. 90
Table 44: Planned Change in Marketing Expenditure Levels by Company Turnover (%),
2011.. 91
Table 45: Net Change in Planned Marketing Expenditure, All Industries (%) 2011.. 94
Table 46: Future Investment by Media Channels: Power Industry Suppliers, 2011. 96
Table 47: Planned Investment in Marketing and Sales Technologies (% Supplier
Comparison), 2011.. 101
Table 48: Planned Investment in Marketing and Sales Technologies by Region (%), 2011
103
Table 49: Planned Investment in Marketing and Sales Technologies by Company Turnover
(%), 2011 104
Table 50: Key Marketing Aims: Power Industry Suppliers (%), 2011.. 107
Table 51: Amendments to Marketing Activities (% Supplier Comparison), 2011. 113
Table 52: Amendments to Marketing Activities by Region (%), 2011.. 114
Table 53: Amendments to Marketing Activities by Company Turnover (%), 2011.. 116
Table 54: Use of New Media by Suppliers (% Supplier Comparison), 2011 119
Table 55: Use of New Media by Region (%), 2011.. 120
Table 56: Use of New Media by Company Turnover (%), 2011. 122
Table 57: Critical Success Factors: Power Industry Suppliers (% ), 2009–2011 124
Table 58: Critical Success Factors by Region (%), 2011.. 126
Table 59: Critical Success Factors by Company Turnover (% ), 2011 127
Table 60: Survey Results-Closed Questions.. 129
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