Global Mining Survey 2013-2014 - Market Trends, Marketing Spend and Sales Strategies in the Global Mining Industry


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ICD Research

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Product Synopsis

“Global Mining Survey 2013-2014: Market Trends, Marketing Spend and Sales Strategies in the Global Mining Industry” is a new report by ICD Research that analyzes how global mining industry companies' marketing expenditure, business strategies, and practices are set to change in 2013-2014. This report provides data and analysis on category-level spending outlooks, budgets, marketing expenditure trends, business challenges, and investment opportunities of leading purchase decision makers in the global mining industry. The report also identifies future growth of buyers and suppliers, MandA, capital expenditure, staff hiring and key factors for marketing agency selection in the global mining industry. This report not only grants access to the opinions and strategies of business decision makers and competitors in the global mining industry, 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 mining industry executives. The report provides data and analysis on global mining industry suppliers' media spend, marketing and sales strategies, and practices and business planning within the global mining industry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges, and sales tactics of leading suppliers within global mining industry. The report also identifies global mining industry buyers' and suppliers' future growth, MandA and investment expectations.Most secondary research reports are based on general industry drivers and do not understand the industry executives' attitude and changing behaviours, 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 report by gathering the opinions of multiple stake holders in the value-chain of the global mining industry.

What is the current market landscape and what is changing?

The average size of annual marketing budgets of mining industry suppliers was recorded at US$3.3 million in 2012, and has decreased to US$2.5 million in 2013. Mining suppliers that operate in Asia-Pacific have the highest average budgets of US$4.5 million in 2013.

What are the key drivers behind recent market changes?

'Market uncertainty', 'falling demand', 'responding to pricing pressure' and 'retention or recruitment of skilled staff' are identified by respondents as the pressing business concerns in the global mining industry. Among buyers, 50% of respondents rate 'market uncertainty' as the important business concern in 2013, while 42% highlight 'falling demand'. Among suppliers, 'market uncertainty' and 'responding to pricing pressure' are considered the significant business challenges in 2013, according to 57% and 36% of respondents respectively.

What makes this report unique and essential to read?

Global Mining Survey 2013-2014: Market Trends, Marketing Spend and Sales Strategies in the Global Mining Industry” is a new report by ICD Research that analyzes how mining industry companies' media spend, marketing and sales strategies and practices, and business planning are set to change in 2013-2014. This report provides the current size of the marketing and advertising budgets of global mining industry suppliers and how spending will change, providing insight into global marketing behaviour. In addition, the report also identifies future growth of global mining industry buyers and suppliers and MandA activity. 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.”

Key Features and Benefits

  • Project industry trends and revenue growth expectations in 2013, and understand business confidence to make informed business decisions.
  • Drive revenues by understanding future product investment areas and key growth regions.
  • Uncover key challenges and opportunities, and identify key actions required to maintain and win buyer business. 
  • Formulate effective sales and marketing strategies by identifying how suppliers' marketing budgets are changing and the direction of spend in the future. Better promote your business by aligning your capabilities and business practices with your customer's changing needs. 
  • Secure stronger customer relationships by understanding the behaviour and changing strategies of industry suppliers.

Key Market Issues

  • 'Market uncertainty' and 'responding to pricing pressure' are considered the significant business challenges by global mining industry supplier respondents in 2013.
  • 'Market uncertainty', 'responding to pricing pressure', and 'falling demand' are identified as leading business concerns by respondents from companies with leading operations in North America, Europe, and Asia-Pacific.
  • Buyers consider the need to 'work harder to reduce costs', 'innovate products' and 'reduce prices' to be actions suppliers should demonstrate to secure business.
  • 'Market uncertainty', 'retention or recruitment of skilled staff', and 'falling demand' are identified as leading business concerns by respondents from small and large companies.
  • The most important actions identified by senior-level respondents are to 'innovate product', 'engage in partnerships to optimize working capital and reduce costs', and 'demonstrate better ROI'.

Key Highlights

  • The average size of annual marketing budgets of global mining industry supplier respondents in 2013 is US$2.5 million. In 2012 and 2011, the average annual marketing budgets were recorded at US$3.3 and US$1.7 million respectively. This implies that marketing budgets are set to decrease considerably in 2013. 
  • A comparison of global marketing budgets by operating region shows that global mining industry suppliers from companies that operate in Asia-Pacific have the highest average budgets of US$4.5 million in 2013. Respondents with leading operations in North America and the Rest of the World have the next-largest average budgets estimated at US$2.4 million and US1.0 million respectively.
  • ICD Research's industry survey revealed that, on average, the marketing budgets of global mining industry suppliers are projected to increase by 6.9% in 2013. In contrast, the expected levels of increase in average marketing budgets have mostly remained unchanged compared to 2012.
  • Global mining industry supplier respondents project to increase their investments in media channels such as 'online portals' and 'social media and networking sites'. 
  • 'Web design and development', 'branding and imaging', and 'direct marketing' agencies are considered important amendments to marketing activities in 2013.
Table of Content

1 Introduction
1.1 What is this report about?
1.2 Definitions
1.3 Methodology
1.4 Profile of Global Mining Industry Survey Respondents
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents

2 Executive Summary

3 Global Mining Industry Dynamics
3.1 Revenue Growth Projections in the Global Mining Industry
3.1.1 Revenue growth projections by company type
3.1.2 Revenue growth projections by region
3.1.3 Revenue growth projections by turnover
3.1.4 Revenue growth projections by senior level respondents
3.2 Future Developments in Business Structure in the Global Mining Industry
3.2.1 Future developments by buyers
3.2.2 Future developments by suppliers
3.2.3 Future developments by region
3.2.4 Future developments by turnover
3.2.5 Future developments by senior level respondents
3.3 Change in Leading Company Strategies in the Global Mining Industry
3.3.1 Change in leading company strategies by buyers
3.3.2 Change in leading company strategies by suppliers
3.3.3 Change in leading company strategies by region
3.3.4 Change in leading company strategies by turnover
3.4 Merger and Acquisition Activity Projections in the Global Mining Industry
3.4.1 Merger and acquisition activity projections by buyers
3.4.2 Merger and acquisition activity projections by suppliers
3.4.3 Merger and acquisition activity projections by region
3.4.4 Merger and acquisition activity projections by company turnover
3.5 Capital Expenditure Projections: Global Mining Industry
3.5.1 Projection of capital expenditure by buyers
3.5.2 Projection of capital expenditure by suppliers
3.5.3 Projection of capital expenditure by region
3.5.4 Projection of capital expenditure by company turnover
3.6 Planned Change in Staff Recruitment in the Global Mining Industry
3.6.1 Planned change in staff recruitment by buyers
3.6.2 Planned change in staff recruitment by suppliers
3.6.3 Planned change in staff recruitment by region
3.6.4 Planned change in staff recruitment by company turnover

4 Global Mining Industry Market Growth Outlook
4.1 Global Mining Industry: 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 Global Mining Industry: Growth Projections in Developed Countries
4.2.1 Growth projections in developed countries by buyers
4.2.2 Growth projections in developed countries by suppliers
4.2.3 Growth projections in developed countries by region
4.2.4 Growth projections in developed countries by company turnover

5 Threats and Opportunities for the Global Mining Industry
5.1 Global Mining Industry: Leading Business Concerns for 2013-2014
5.1.1 Leading business concerns for 2013-2014 by company type
5.1.2 Leading business concerns for 2013-2014 by region
5.1.3 Leading business concerns for 2013-2014 by company turnover
5.2 Global Mining Industry: 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 purchasing decision authority

6 Global Mining Industry Suppliers' Marketing Expenditure Activity
6.1 Annual Marketing Budgets - Global Mining Industry Suppliers
6.1.1 Annual marketing budgets by suppliers
6.1.2 Annual marketing budgets by region
6.1.3 Annual marketing budgets by company turnover
6.2 Global Mining Industry - Planned Change in Marketing Expenditure Levels
6.2.1 Planned change in marketing expenditure levels by suppliers
6.3 Global Mining Industry: Future Investment by Media Channel
6.3.1 Future investment by media channel by suppliers
6.3.2 Future investment by media channel by region
6.3.3 Planned change in marketing expenditure by company turnover
6.4 Global Mining Industry - Suppliers' Future Investment in Marketing and Sales
6.4.1 Planned investment in marketing and sales technologies by suppliers
6.4.2 Planned investment in marketing and sales technologies by region
6.4.3 Planned investment in marketing and sales technologies by turnover

7 Global Mining Industry 2013 - Marketing and Sales Behaviors and Strategies
7.1 Global Mining Industry 2013 - Key Marketing Aims of Suppliers
7.1.1 Key marketing aims of suppliers
7.1.2 Key marketing aims of suppliers by region
7.1.3 Key marketing aims of suppliers by company turnover
7.1.4 Key marketing aims of suppliers by revenue growth expectations
7.2 Global Mining Industry - Key Amendments to Marketing Agencies in 2013
7.2.1 Key amendments to marketing agencies by suppliers
7.2.2 Key amendments to marketing agencies by region
7.2.3 Key amendments to marketing agencies by company turnover
7.3 Global Mining Industry - Critical Factors for Choosing a Marketing Agency
7.3.1 Critical factors for choosing a marketing agency by region
7.3.2 Critical factors for choosing a marketing agency by company turnover

8 Appendix
8.1 Global Mining Industry Survey Results
8.2 Methodology
8.3 Contact us
8.4 About ICD Research
8.5 Disclaimer

Table 1: Total Global Mining Industry Survey Respondents by Company Type, 2013 
Table 2: Buyer Respondents by Job Role - Global Mining Industry (%), 2013 
Table 3: Buyer Respondents by Global Company Turnover - Global Mining Industry (%), 2013 
Table 4: Buyer Respondents by Region - Global Mining Industry (%), 2013 
Table 5: Supplier Respondents by Job Role - Global Mining Industry (%), 2013 
Table 6: Supplier Respondents by Company Turnover - Global Mining Industry (%), 2013 
Table 7: Supplier Respondents by Region - Global Mining Industry (%), 2013 
Table 8: Revenue Growth Optimism in the Global Mining Industry(%), 2010-2013 
Table 9: Revenue Growth Optimism in the Global Mining Industry by Buyers (%), 2010-2013 
Table 10: Revenue Growth Optimism in the Global Mining Industry by Suppliers (%), 2010-2013 
Table 11: Revenue Growth Optimism in the Global Mining Industry by Turnover (%), 2013 
Table 12: Revenue Growth Optimism by Senior Level Respondents - Global Mining Industry(%), 2013 
Table 13: Key Expected Changes in Business Structure by Buyers - Global Mining Industry (%), 2013 
Table 14: Key Expected Changes in Business Structure by Suppliers - Global Mining Industry (%),2013 
Table 15: Key Expected Changes in Business Structure by Region - Global Mining Industry (%), 2013 
Table 16: Key Expected Changes in Business Structure by Turnover - Global Mining Industry (%), 2013 
Table 17: Change in Leading Company Strategies by Buyers - Global Mining Industry (%), 2013 
Table 18: Change in Leading Company Strategies by Suppliers - Global Mining Industry (%), 2013 
Table 19: Change in Leading Company Strategies by Turnover - Global Mining Industry (%), 2013 
Table 20: Merger and Acquisition Activity by Buyers - Global Mining Industry (%), 2010-2013 
Table 21: Merger and Acquisition Activity by Suppliers - Global Mining Industry (%), 2010-2013 
Table 22: Merger and Acquisition Activity by Region - Global Mining Industry (%), 2013 
Table 23: Merger and Acquisition Activity by Turnover - Global Mining Industry (%), 2013 
Table 24: Global Mining Industry - Projection of Capital Expenditure by Buyers (%), 2013 
Table 25: Global Mining Industry - Projection of Capital Expenditure by Suppliers (%), 2013 
Table 26: Global Mining Industry - Projection of Capital Expenditure by Region (%), 2013 
Table 27: Global Mining Industry - Projection of Capital Expenditure by Turnover (%), 2013 
Table 28: Global Mining Industry - Planned Change in Staff Recruitment by Buyers (%), 2013 
Table 29: Global Mining Industry - Planned Change in Staff Recruitment by Suppliers (%), 2013 
Table 30: Global Mining Industry - Planned Change in Staff Recruitment by Region (%), 2013 
Table 31: Global Mining Industry - Demand in Emerging Markets by Buyers (%),2013 
Table 32: Global Mining Industry - Demand in Emerging Markets by Suppliers (%), 2013 
Table 33: Global Mining Industry - Growth Projections in Developed Countries by Buyers (%), 2013 
Table 34: Global Mining Industry - Growth Projections in Developed Countries by Suppliers (%), 2013 
Table 35: Global Mining Industry - Leading Business Concerns by Company Type (%), 2013-2014 
Table 36: Global Mining Industry - Leading Business Concerns by Region (%), 2013-2014 
Table 37: Global Mining Industry - Leading Business Concerns by Company Turnover (%), 2013-2014 
Table 38: Actions to Secure Buyer Business - Global Mining Industry Buyer Responses (%), 2013 
Table 39: Actions to Secure Buyer Business - Buyer vs. Supplier Responses (%), 2013 
Table 40: Global Mining Industry - Actions to Secure Buyer Business by Region (%), 2013 
Table 41: Global Mining Industry - Actions to Secure Buyer Business by Region (%), 2013 
Table 42: Annual Marketing Budgets in the Global Mining Industry - Suppliers (%), 2010-2013 
Table 43: Annual Marketing Budgets in the Global Mining Industry by Region (%), 2013 
Table 44: Annual Marketing Budgets in the Global Mining Industry by Company Turnover (%), 2013 
Table 45: Planned Change in Marketing Expenditure - Global Mining Industry Suppliers (%) , 2010-2013 
Table 46: Future Investment by Media Channels - Global Mining Industry Suppliers, 2013 
Table 47: Global Mining Industry Suppliers - Planned Investment in Marketing and Sales (%), 2013 
Table 48: Global Mining Industry Suppliers - Planned Investment in Marketing by Turnover (%), 2013 
Table 49: Key Marketing Aims - Global Mining Industry Suppliers (%), 2013 
Table 50: Key Amendments to Marketing Agencies - Global Mining Industry Suppliers (%), 2013-2014 
Table 51: Global Mining Industry Suppliers - Key Amendments to Marketing Agencies by Region (%), 2013-2014 
Table 52: Global Mining Industry Suppliers - Key Amendments to Marketing Agencies by Company Turnover (%), 2013-2014 
Table 53: Critical Factors for Choosing a Marketing Agency - Global Mining Industry Suppliers (%), 2010-2013 
Table 54: Critical Factors for Choosing a Marketing Agency by Region (%), 2013 
Table 55: Survey Results - Closed Questions 

Figure 1: Revenue Growth Optimism in the Global Mining Industry(%), 2010-2013 
Figure 2: Revenue Growth Optimism in the Global Mining Industry by Company Type (%), 2010-2013 
Figure 3: Revenue Growth Optimism in the Global Mining Industry by Region(%), 2010-2013 
Figure 4: Revenue Growth Optimism in the Global Mining Industry by Turnover(%), 2013 
Figure 5: Revenue Growth Optimism by Senior Level Respondents - Global Mining Industry(%), 2013 
Figure 6: Key Expected Changes in Business Structure by Buyers - Global Mining Industry (%), 2013 
Figure 7: Key Expected Changes in Business Structure by Suppliers - Global Mining Industry (%), 2013 
Figure 8: Key Expected Changes in Business Structure by Region - Global Mining Industry (%), 2013 
Figure 9: Key Expected Changes in Business Structure by Turnover - Global Mining Industry (%), 2013 
Figure 10: Key Expected Changes In Business Structure by Senior Level Respondents - Global Mining Industry (%), 2013 
Figure 11: Change in Leading Company Strategies by Buyers - Global Mining Industry (%), 2013 
Figure 12: Change in Leading Company Strategies by Suppliers - Global Mining Industry (%), 2013 
Figure 13: Change in Leading Company Strategies by Region - Global Mining Industry (%), 2013 
Figure 14: Merger and Acquisition Activity by Buyers - Global Mining Industry (%), 2010-2013 
Figure 15: Merger and Acquisition Activity by Suppliers - Global Mining Industry (%), 2010-2013 
Figure 16: Merger and Acquisition Activity by Turnover - Global Mining Industry (%), 2013 
Figure 17: Global Mining Industry - Projection of Capital Expenditure by Buyers (%), 2013 
Figure 18: Global Mining Industry - Projection of Capital Expenditure by Suppliers (%), 2013 
Figure 19: Global Mining Industry - Planned Change in Staff Recruitment by Buyers (%), 2013 
Figure 20: Global Mining Industry - Planned Change in Staff Recruitment by Suppliers (%), 2013 
Figure 21: Global Mining Industry - Planned Change in Staff Recruitment by Region (%), 2013 
Figure 22: Global Mining Industry - Planned Change in Staff Recruitment by Turnover (%), 2013 
Figure 23: Global Mining Industry - Top Ten Growth Regions, 2013 
Figure 24: Global Mining Industry - Top Five Emerging Markets , 2013 
Figure 25: Global Mining Industry - Demand in Emerging Markets by Buyers (%), 2013 
Figure 26: Global Mining Industry - Demand in Emerging Markets by Suppliers (%), 2013 
Figure 27: Global Mining Industry - Demand in Emerging Markets by Region (%), 2013 
Figure 28: Global Mining Industry - Demand in Emerging Markets by Company Turnover (%), 2013 
Figure 29: Global Mining Industry - Top Five Developed Regions by Growth, 2013 
Figure 30: Global Mining Industry - Growth Projections in Developed Countries by Buyers (%), 2013 
Figure 31: Global Mining Industry - Growth Projections in Developed Countries by Suppliers (%), 2013 
Figure 32: Global Mining Industry - Growth Projections in Developed Countries by Region (%), 2013 
Figure 33: Global Mining Industry - Growth Projections in Developed Countries by Turnover (%), 2013 
Figure 34: Global Mining Industry - Leading Business Concerns (%), 2013-2014 
Figure 35 Global Mining Industry - Top Five Leading Business Concerns, 2013-2014 
Figure 36: Global Mining Industry - Leading Business Concerns by Company Type (%), 2013-2014 
Figure 37: Actions to Secure Buyer Business - Global Mining Industry Buyer Responses (%), 2013 
Figure 38: Actions to Secure Buyer Business - Buyer vs. Supplier Responses (%), 2013 
Figure 39: Global Mining Industry - Actions to Secure Buyer Business by Turnover (%), 2013 
Figure 40: Global Mining Industry - Actions to Secure Buyer Business by Purchasing Authority (%), 2013 
Figure 41: Annual Marketing Budgets in the Global Mining Industry - Suppliers (%), 2010-2013 
Figure 42: Annual Marketing Budgets in the Global Mining Industry by Region (%), 2013 
Figure 43: Annual Marketing Budgets in the Global Mining Industry by Company Turnover (%), 2013 
Figure 44: Planned Change in Marketing Expenditure - Global Mining Industry Suppliers (%), 2010-2013 
Figure 45: Future Investment by Media Channels - Global Mining Industry Suppliers, 2013 
Figure 46: Global Mining Industry: Future Investment by Media Channels by Region (%), 2013 
Figure 47: Global Mining Industry: Future Investment by Media Channels by Turnover (%), 2013 
Figure 48: Global Mining Industry Suppliers - Planned Investment in Marketing and Sales (%), 2013 
Figure 49: Global Mining Industry Suppliers: Planned Investment in Marketing by Region (%), 2013 
Figure 50: Global Mining Industry Suppliers: Planned Investment in Marketing by Turnover (%), 2013 
Figure 51: Key Marketing Aims - Global Mining Industry Suppliers (%), 2013 
Figure 52: Global Mining Industry Suppliers - Key Marketing Aims by Region (%), 2013 
Figure 53: Global Mining Industry Suppliers - Key Marketing Aims by Turnover (%), 2013 
Figure 54: Global Mining Industry Suppliers - Key Marketing Aims by Revenue Growth (%), 2013 
Figure 55: Key Amendments to Marketing Agencies - Global Mining Industry Suppliers (%), 2013-2014 
Figure 56: Global Mining Industry Suppliers - Key Amendments to Marketing Agencies by Region (%), 2013-2014 
Figure 57: Global Mining Industry Suppliers - Key Amendments to Marketing Agencies by Company Turnover (%), 2013-2014 
Figure 58: Critical Factors for Choosing a Marketing Agency - Global Mining Industry Suppliers (%), 2013 
Figure 59: Critical Factors for Choosing a Marketing Agency by Region (%), 2013 
Figure 60: Critical Factors for Choosing a Marketing Agency by Turnover(%), 2013