Marketing Spend Activity, Sales Behaviours and Strategies in the Power Industry - 2011-2012

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.

Overall, 65% of respondents across the power industry are more optimistic about revenue growth for their company over the next 12 months. Reasons behind this trend include significant investment in clean energy due to a sharp rise in international oil prices, population growth and concern over carbon emissions.

In addition, strong growth in emerging markets such as India and China has contributed to the increase of revenue optimism outlook. For example, AREVA T&D India, a power industry company, received an electrical Balance of Plant (eBOP) contract from L&T Power for independent power producer (IPP) Visa Power Ltd at Raigarh, Chattisgarh, India. Investments in the power sector are also expected to grow in other regions such as Central and Eastern Europe.

The top three future development expectations include "improving operational efficiency", "expanding in current markets" and "expanding abroad", as expressed by 52%, 43% and 37% of buyer respondents. Companies are therefore investing in R&D to minimize wastage and re-use spent fuel to contain costs and increase efficiency.

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