European Interior Design Industry Outlook Survey 2011-2012: Industry Dynamics, Market Trends and Opportunities, Marketing Spend and Sales Strategies
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Synopsis
• The report is based on primary surveys conducted by ICD Research accessing its B2B panels comprised of marketing decision makers and C-level executives.
• The geographical scope of the research is limited to Europe– drawing on the activity and expectations of leading industry players across Europe.
• The report provides qualitative analysis of key industry opportunities and threats and also contains the full survey results.
• The report analyses trends in marketing expenditures, practices and factors for marketing vendor selection.
• In this report, respondents identify the measures that marketing vendors should undertake to maintain their business.
• The report provides extensive analysis on effective promotional channels.
Summary
This report is the result of an extensive survey drawn from WMI's exclusive panel of leading interior design industry executives. It analyzes how interior design industry suppliers' media spend, marketing and sales strategies and business practices are set to change in 2011–2012. This report gives you access to the media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of leading suppliers. The report also identifies future growth of buyers and suppliers, M&A and investment expectations. 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.
Scope
• The opinions and forward looking statements of 406 industry executives have been captured in our in-depth survey, of which XX% represent Director and C-level respondents
• The research is based on primary survey research conducted by WMI accessing its B2B panels comprised of senior marketing decision makers and leading supplier organizations
• The geographical scope of the research is European – drawing on the activity and expectations of leading industry players
• 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
• Key topics covered include media spend activity, marketing and sales behaviors and strategies by suppliers, as well as threats and opportunities, investment outlook and business confidence among both buyers and suppliers.
• The report examines current practices and provides future expectations over the next 12–24 months
• The report provides qualitative analysis of the key industry threats and opportunities and contains full survey results
• This report covers data and analysis on media channel expenditure, marketing and sales practices and industry developments by suppliers
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
• 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 packaging 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
Key Highlights
• China, the Middle East and Eastern Europe are predicted to be the fastest growing regions among developing countries for the interior design industry. Rapid urbanization, high demand for housing and changing lifestyles in these regions is fueling growth.
• A total of XX% of respondents expect their companies to increase their marketing expenditure over the next 12 months, with only XX% looking to decrease it.
• Overall, XX% of respondents from the suppliers industry consider ability to target specific audience niches to be a key factor in selection of a marketing vendor.
Table of Contents
1 Executive Summary
2 Introduction
2.1 What is this report about?
2.2 Definitions
2.3 Methodology
2.4 Profile of survey respondents
2.4.1 Profile of buyer respondents
2.4.2 Profile of supplier respondents
3 Industry Dynamics
3.1 Revenue growth expectations
3.1.1 Revenue growth expectations by company type
3.1.2 Revenue growth expectations by region
3.1.3 Revenue growth expectations by turnover
3.1.4 Revenue growth expectations by senior level respondents
3.1.5 Revenue growth expectations – cross industry comparisons
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 predictions
3.3.1 Merger and acquisition activity predictions by buyers
3.3.2 Merger and acquisition activity predictions by suppliers
3.3.3 Merger and Acquisition activity predictions by region
3.3.4 Merger and acquisition activity predictions by company turnover
3.3.5 Merger and acquisition activity vs. expand abroad
4 Interior Design 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
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
4.3 Future demand by product and service category
5 Threats And Opportunities for the Interior Design Industry
5.1 Leading business concerns for 2010–11
5.1.1 Leading business concerns for the period by company type
5.1.2 Leading business concerns for 2011–12 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 Interior Design Industry Supplier Marketing Spend Activity - Europe
6.1 Annual marketing budgets: interior design industry suppliers
6.1.1 Annual marketing budgets by suppliers
6.2 Planned change in marketing expenditure levels
6.2.1 Planned change in marketing expenditure levels by suppliers
6.2.2 Planned Change in Marketing Expenditure Levels by Revenue Growth Expectations (%), 2011
6.3 Future investment by media channel
6.3.1 Future investment by media channel by suppliers
6.4 Suppliers' future investment in marketing and sales technology
6.4.1 Planned investment in marketing and sales technologies by suppliers
7 Marketing and Sales Behaviors and Strategies in 2011–2012 - Europe
7.1 Key marketing aims of suppliers for 2011–12
7.1.1 Key marketing aims of suppliers
7.1.2 Key marketing aims by revenue growth expectations
7.2 Essential amendments to marketing activities in 2011–2012
7.2.1 Amendments to marketing activities
7.3 Use of new media for business prospects
7.3.1 Use of new media by suppliers
7.4 Critical success factors for choosing a marketing agency
7.4.1 Critical success factors: supplier comparison
7.4.2 Critical success factors vs. planned change in marketing expenditure
8 Appendix
8.1 Full survey results – closed questions
8.2 Methodology
8.3 Contact us
8.4 About WMI
8.5 Disclaimer
List of Tables
Table 1: Revenue Growth Optimism (%), 2011
Table 2: Revenue Growth Optimism by Company Type (%), 2011
Table 3: Revenue Growth Optimism by Region (%), 2011
Table 4: Revenue Growth Optimism by Turnover (%), 2011
Table 5: Revenue Growth Optimism by Senior Level Respondents (%), 2011
Table 6: Company Revenue Growth Optimism: Cross Industry Comparisons (%), 2011
Table 7: Key Changes In Business Structure in the Architecture and Design Industry (%), 2011
Table 8: Key Changes In Business Structure in the Interior designer and Consultant Industry (%), 2011
Table 9: Key Changes In Business Structure in the Product Manufacturer and Distributor Industry (%), 2011
Table 10: Key Changes In Business Structure in the Other Suppliers Industry (%), 2011
Table 11: Merger and Acquisition Activity Expectations Architecture and Design Industry, 2011
Table 12: Merger and Acquisition Activity Expectations Interior designer and Consultant Industry, 2011
Table 13: Merger and Acquisition Activity Expectations Product Manufacturer and Distributor Industry, 2011
Table 14: Merger and Acquisition Activity Expectations Other Suppliers Industry, 2011
Table 15: Merger and Acquisition Activity Expectations by Region, 2011
Table 16: Merger and Acquisition Activity Expectations by Company Turnover, 2011
Table 17: Top 10 Regions for Growth, 2011
Table 18: Top Five Emerging Markets of Interior Design Industry, 2011
Table 19: Demand in Emerging Markets by Architecture and Design Companies (%), 2011
Table 20: Demand in Emerging Markets by Interior designer and consultant (%), 2011
Table 21: Demand in Emerging Markets by Product Manufacturer and Distributors (%), 2011
Table 22: Demand in Emerging Markets by Other suppliers (%), 2011
Table 23: Demand in Emerging Markets by Region (%), 2011
Table 24: Demand in Emerging Markets by Company Turnover (%), 2011
Table 25: Top Five Developed Countries Targeted for Growth, 2011
Table 26: Growth Expectations in Developed Countries by Architecture and Design Company (%), 2011
Table 27: Growth Expectations in Developed Countries by Interior Designer and Consultant (%), 2011
Table 28: Growth Expectations in Developed Countries by Product Manufacturer and Distributor (%), 2011
Table 29: Growth Expectations in Developed Countries by Other Suppliers (%), 2011
Table 30: Growth Expectations in Developed Countries by Region (% 'Increase' Responses), 2011
Table 31: Growth Expectations in Developed Countries by Turnover (% 'Increase' Responses), 2011
Table 32: Future Demand for Products and Services of Architecture and Design Companies (%), 2011
Table 33: Future Demand for Products and Services of Interior Designers and Consultants (%), 2011
Table 34: Leading Business Concerns (%), 2011–12
Table 35: Leading Business Concerns (%), 2011–12
Table 36: Actions to Maintain and Secure Buyer Business - Buyer vs. Supplier Responses (%), 2011
Table 37: Actions to Maintain and Secure Buyer Business - Buyer Responses (%), 2011
Table 38: Actions to Maintain and Secure Buyer Business by Company Turnover (%), 2011
Table 39: Actions to Maintain and Secure Buyer Business by Purchase Decision Authority (%), 2011
Table 40: Annual Marketing Budgets: Product Manufacturer and Distributor (%), 2011
Table 41: Annual Marketing Budgets: Other Suppliers (%), 2011
Table 42: Planned Change in Expenditure Levels: Product Manufacturer and Distributor (%) , 2011
Table 43: Planned Change in Marketing Expenditure Levels: Other Suppliers (%) , 2011
Table 44: Future Investment by Media Channels : Product Manufacturer and Distributor, 2011
Table 45: Future Investment by Media Channels : Other Suppliers, 2011
Table 46: Planned Investment in Marketing and Sales Technologies (% Supplier Comparison), 2011
Table 47: Key Marketing Aims: Product Manufacturer and Distributor (%), 2011
Table 48: Key Marketing Aims: Other Suppliers (%), 2011
Table 49: Key Marketing Aims by Revenue Growth Expectations (%), 2011
Table 50: Amendments to Marketing Activities (% Supplier Comparison), 2011
Table 51: Use of New Media by Suppliers (% Supplier Comparison), 2011
Table 52: Critical Success Factors: Product Manufacturer and Distributor (% ), 2011
Table 53: Critical Success Factors: Other Suppliers (% ), 2011
List of Figures
Figure 1: Revenue Growth Optimism (%), 2011
Figure 2: Revenue Growth Optimism by Company Type (%), 2011
Figure 3: Revenue Growth Optimism by Region (%), 2011
Figure 4: Revenue Growth Optimism by Turnover (%), 2011
Figure 5: Revenue Growth Optimism by Senior Level Respondents (%), 2011
Figure 6: Company Revenue Growth Optimism: Cross Industry Comparisons (%), 2011
Figure 7: Key Changes In Business Structure in the Architecture and Design Industry (%), 2011
Figure 8: Key Changes In Business Structure in the Interior designer and Consultant Industry (%), 2011
Figure 9: Key Changes In Business Structure in the Product Manufacturer and Distributor Industry (%), 2011
Figure 10: Key Changes In Business Structure in the Other Suppliers Industry (%), 2011
Figure 11: Merger and Acquisition Activity Expectations Architecture and Design Industry, 2011
Figure 12: Merger and Acquisition Activity Expectations Interior designer and Consultant Industry, 2011
Figure 13: Merger and Acquisition Activity Expectations Product Manufacturer and Distributor Industry, 2011
Figure 14: Merger and Acquisition Activity Expectations Other Suppliers Industry, 2011
Figure 15: Merger and Acquisition Activity Expectations by Region, 2011
Figure 16: Merger and Acquisition Activity Expectations by Company Turnover, 2011
Figure 17: Top 10 Regions for Growth, 2011
Figure 18: Top Five Emerging Markets of Interior Design Industry, 2011
Figure 19: Demand in Emerging Markets by Architecture and Design Companies (%), 2011
Figure 20: Demand in Emerging Markets by Interior designer and consultant (%), 2011
Figure 21: Demand in Emerging Markets by Product Manufacturer and Distributors (%), 2011
Figure 22: Demand in Emerging Markets by Other suppliers (%), 2011
Figure 23: Demand in Emerging Markets by Region (%), 2011
Figure 24: Demand in Emerging Markets by Company Turnover (%), 2011
Figure 25: Top Five Developed Countries Targeted for Growth, 2011
Figure 26: Growth Expectations in Developed Countries by Architecture and Design Company (%), 2011
Figure 27: Growth Expectations in Developed Countries by Interior Designer and Consultant (%), 2011
Figure 28: Growth Expectations in Developed Countries by Product Manufacturer and Distributor (%), 2011
Figure 29: Growth Expectations in Developed Countries by Other Suppliers (%), 2011
Figure 30: Growth Expectations in Developed Countries by Region (% 'Increase' Responses), 2011
Figure 31: Growth Expectations in Developed Countries by Turnover (% 'Increase' Responses), 2011
Figure 32: Future Demand for Products and Services of Architecture and Design Companies (%), 2011
Figure 33: Future Demand for Products and Services of Interior Designers and Consultants (%), 2011
Figure 34: Leading Business Concerns (%), 2011–12
Figure 35: Leading Business Concerns (%), 2011–12
Figure 36: Actions to Maintain and Secure Buyer Business - Buyer vs. Supplier Responses (%), 2011
Figure 37: Actions to Maintain and Secure Buyer Business - Buyer Responses (%), 2011
Figure 38: Actions to Maintain and Secure Buyer Business by Company Turnover (%), 2011
Figure 39: Actions to Maintain and Secure Buyer Business by Purchase Decision Authority (%), 2011
Figure 40: Annual Marketing Budgets: Product Manufacturer and Distributor (%), 2011
Figure 41: Annual Marketing Budgets: Other Suppliers (%), 2011
Figure 42: Planned Change in Expenditure Levels: Product Manufacturer and Distributor (%) , 2011
Figure 43: Planned Change in Marketing Expenditure Levels: Other Suppliers (%) , 2011
Figure 44: Future Investment by Media Channels : Product Manufacturer and Distributor, 2011
Figure 45: Future Investment by Media Channels : Other Suppliers, 2011
Figure 46: Planned Investment in Marketing and Sales Technologies (% Supplier Comparison), 2011
Figure 47: Key Marketing Aims: Product Manufacturer and Distributor (%), 2011
Figure 48: Key Marketing Aims: Other Suppliers (%), 2011
Figure 49: Key Marketing Aims by Revenue Growth Expectations (%), 2011
Figure 50: Amendments to Marketing Activities (% Supplier Comparison), 2011
Figure 51: Use of New Media by Suppliers (% Supplier Comparison), 2011
Figure 52: Critical Success Factors: Product Manufacturer and Distributor (% ), 2011
Figure 53: Critical Success Factors: Other Suppliers (% ), 2011
To order this report:
Building and Engineering Industry: European Interior Design Industry Outlook Survey 2011–2012: Industry Dynamics, Market Trends and Opportunities, Marketing Spend and Sales Strategies
Building and Engineering Business News
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