UK Office Supplies, Equipment and Services Industry Outlook to 2010: Supplier Marketing and Sales Strategies and the Impact of Recession and Recovery

• The opinions and forward looking statements of 134 office product buyers and 86 suppliers have been captured in our in-depth survey
• This report covers data and analysis on media channel spend, marketing and sales practices and industry developments by suppliers to the UK office products and services buyer industry
• 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 suppliers to the office products and services buyer industry 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 UK-wide - drawing on the activity and expectations of leading industry players across the UK

• 41% of industry players are looking to increase their marketing expenditure over the next 12 months, with only 36% looking to decrease it
• 31% of industry players are adapting product portfolios or positioning to meet clients cost pressures
• 42% 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 office products and services 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

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 UK Office Supplies, Equipment and Services Industry is Generally Optimistic about Recovery of the Global Economy

3.2 Buyers and Suppliers in the Industry Are Not Optimistic About Revenue Growth for their Companies

3.3 UK Buyers Will Not be Increasing Marketing Spend on Office Supplies, Equipment and Services 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 Their Marketing and Sales Strategies during Recession and Recovery to Face Immediate Business Concerns

4 Economic Outlook & Confidence

4.1 The UK Economy Recovery Expectations

4.2 Revenue Growth Expectations

5 UK Office Products & Services Industry Investment Outlook

5.1 Fastest and Slowest Growing Office Product Categories

5.2 M&A Activity Predictions

5.3 Supplier’s Industry Outlook

6 Recession: Threats and Opportunities for the Office Supplies, Equipment and Services 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 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 & Sales Technology: Suppliers to the Industry

8 Marketing & Sales Behaviors & Strategies & The Impact Of Recession and Recovery

8.1 Key Marketing Aims: Suppliers to the Industry

8.2 Marketing & Sales Practices during Recession & Recovery: Suppliers to the Industry

8.3 Expected Adaptations to Marketing Activities during Recession & Recovery: Suppliers to the Industry

8.4 Critical Success Factors for Choosing a Marketing Agency: Suppliers to the Industry

8.5 Marketing Attitudes & Approaches: Suppliers to the Industry

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 UK Office Products & Services Industry Survey Respondents By Company Type (Number Of Respondents), 2009 Industry Survey

Table 2: Buyer Respondents By Job Role (% Buyer Respondents), UK Office Products & Services Industry, 2009

Table 3: Buyer Respondents By Organisation’s Global Turnover (% Buyer Respondents), UK Office Products & Services Industry, 2009

Table 4: Buyer Respondents By Organisation’s Total Employee Size (% Buyer Respondents), UK Office Products & Services Industry, 2009

Table 5: Buyer Respondents By Organisation’s Office & Premise Locations In UK & Ireland (% Buyer Respondents), Office Products & Services Industry, 2009

Table 6: Supplier Respondents By Job Role (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 7: Supplier Respondents By Organisation’s Global Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 8: Supplier Respondents By Organisation's Total Employee Size (% Supplier Respondents), UK Office Products & Service Industry 2009

Table 9: UK Office Products & Services Industry Expectations Of UK Economy Recovery Timings By Company Type: Information & Services Office Products Buyers, Business & Industry Office Products Buyers, Office Products Dealers Or Suppliers (% All Respondents), 2009

Table 10: Company Revenue Growth Optimism By UK Office Products & Services Industry Company Type: Information & Services Office Products Buyers, Business & Industry Office Products Buyers, Office Products Dealers Or Suppliers (% All Respondents), 2009

Table 11: Supplier Company Revenue Growth Optimism In The UK Office Products & Services Industry By Company Turnover (% Supplier Respondents), 2009

Table 12: Office Products Dealer Or Supplier Industry: Market Predictions Of The Fastest And Slowest Growing Product Sectors (% Office Products Dealer Or Supplier Respondents), 2009

Table 13: Key Growth Areas In The UK Office Products & Services Industry (Analysis Of Supplier Respondents), 2009

Table 14: Key Growth Areas In The UK Office Products & Services Industry (Analysis Of CEO/MD/Board Level Supplier Respondents), 2009

Table 15: Key Declining Areas In The UK Office Products & Services Industry (Analysis Of Supplier Respondents), 2009

Table 16: Key Declining Areas In The UK Office Products & Services Industry (Analysis Of CEO/MD/Board Level Supplier Respondents), 2009

Table 17: Information & Services Office Products Buyer Vs. Business & Industry Office Products Buyer Vs. Office Products Dealer Or Supplier: Leading Business Concerns For The Period 2009-2010 Among UK Office Products & Services Industry Buyers And Suppliers (% All Respondents), 2009

Table 18: UK Office Supplies, Equipment Products and Services: Leading Business Concerns For The Period 2009-2010 Among UK Office Products & Services By Company Turnover (% All Respondents), 2009

Table 19: Most Important Actions Being Implemented To Overcome Leading Business Concerns In 2009-2010 In The UK Office Products & Services Industry (Analysis Of All Respondents), 2009

Table 20: Most Important Actions Being Implemented To Overcome Leading Business Concerns In 2009-2010 In The UK Office Products & Services Industry - Senior Level Responses Only (Analysis Of CEO/MD/Board Level Respondents), 2009

Table 21: Most Important Actions Being Implemented By Office Products Dealers Or Suppliers To Overcome Leading Business Concerns In 2009-2010 In The UK Office Products & Services Industry (Analysis Of Office Products Dealers Or Suppliers Respondents), 2009

Table 22: Most Important Actions Being Implemented By Information & Services Office Products Buyers, Business & Industry Office Products Buyers To Overcome Leading Business Concerns In 2009-2010 In The UK Office Products & Services Industry (Analysis Of Information & Services Office Products Buyers, Business & Industry Office Products Buyers Respondents), 2009

Table 23: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The UK Office Products & Services Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2009

Table 24: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The UK Office Products & Services Industry: Information & Services Office Products Buyer Vs. Business & Industry Office Products Buyer (% Buyer Respondents), 2009

Table 25: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The UK Office Products & Services Industry: Analysis Of Buyer Respondents By Company Turnover (% Buyer Respondents), 2009

Table 26: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The UK Office Products & Services Industry: Analysis Of All Buyer Respondents By Procurement Budget (% Buyer Respondents), 2009

Table 27: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The UK Office Products & Services Industry: Analysis Of All Buyer Respondents By Purchasing Decision Seniority (% Buyer Respondents With Purchasing Decision Influence), 2009

Table 28: Leading Business Opportunities During The Recession In The UK Office Products & Services Industry (Analysis Of All Respondents), 2009

Table 29: Leading Business Opportunities During The Recession In The UK Office Products & Services Industry - Senior Level Responses Only (Analysis Of CEO/MD/Board Level Respondents),2009

Table 30: Leading Business Opportunities For Office Products Dealers Or Suppliers During The Recession In The UK Office Products & Services Industry (Analysis Of Supplier Respondents), 2009

Table 31: Leading Business Opportunities For Information & Services Office Products Buyers, Business & Industry Office Products Buyers During The Recession In The UK Office Products & Services Industry (Analysis Of Buyer Respondents), 2009

Table 32: Annual Marketing Budget In GBP By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 33: Expected % Change In Marketing Expenditure Levels Over The Next 12 Months By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 34: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 35: Expected Marketing & Sales Technologies To Invest In Over The Next 12 Months By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 36: Key Marketing Aims Over The Next Year: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 37: Most Rated New Media Channels For New Business Generation By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 38: Expected Adaptations To Marketing Activities During Recession & Recovery By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 39: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 40: Critical Success Factors For Choosing A Marketing Agency By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 41: Marketing Attitudes & Approaches - Level Of Agreement With The Following Statements: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Table 42: Full Survey Results-Closed Questions

1.2 List of Figures

Figure 1: Leading Business Concerns For The Period 2009-2010 Among UK Office Products & Services Industry Buyers And Suppliers (% All Respondents), 2009

Figure 2: UK Office Products & Services Industry Expectations Of UK Economy Recovery Timings (% All Respondents), 2009

Figure 3: UK Office Products & Services Industry Expectations Of UK Economy Recovery Timings By Company Type: Information & Services Office Products Buyers, Business & Industry Office Products Buyers, Office Products Dealers Or Suppliers (% All Respondents), 2009

Figure 4: Company Revenue Growth Optimism In The UK Office Products & Services Industry (% All Respondents), 2009

Figure 5: Company Revenue Growth Optimism By UK Office Products & Services Industry Company Type: Information & Services Office Products Buyers, Business & Industry Office Products Buyers, Office Products Dealers Or Suppliers (% All Respondents), 2009

Figure 6: Supplier Company Revenue Growth Optimism In The UK Office Products & Services Industry By Company Turnover (% Supplier Respondents), 2009

Figure 7: Office Products Dealer Or Supplier Industry: Market Predictions Of The Fastest And Slowest Growing Product Sectors (% Office Products Dealer Or Supplier Respondents), 2009

Figure 8: Merger & Acquisition Activity Expectations Over The Next 12 Months In The UK Office Products Dealer Or Supplier Industry (% Office Products Dealer Or Supplier Industry Respondents), 2009

Figure 9: Leading Business Concerns For The Period 2009-2010 Among UK Office Products & Services Industry Buyers And Suppliers (% All Respondents), 2009

Figure 10: Information & Services Office Products Buyer Vs. Business & Industry Office Products Buyer Vs. Office Products Dealer Or Supplier: Leading Business Concerns For The Period 2009-2010 Among UK Office Products & Services Industry Buyers And Suppliers (% All Respondents), 2009

Figure 11: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The UK Office Products & Services Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2009

Figure 12: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The UK Office Products & Services Industry: Information & Services Office Products Buyer Vs. Business & Industry Office Products Buyer (% Buyer Respondents), 2009

Figure 13: Annual Marketing Budget In GBP: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 14: Annual Marketing Budget In GBP By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 15: Expected % Change In Marketing Expenditure Levels Over The Next 12 Months: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 16: Expected % Change In Marketing Expenditure Levels Over The Next 12 Months By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 17: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 18: Expected Increase In Expenditure By Media Channel Over The Next 12 Months By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 19: Expected Marketing & Sales Technologies To Invest In Over The Next 12 Months: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 20: Expected Marketing & Sales Technologies To Invest In Over The Next 12 Months By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 21: Key Marketing Aims Over The Next Year: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 22: Most Important Key Marketing Aims Over The Next Year By Expected Change In Future Marketing Expenditure (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 23: Most Important Key Marketing Aims Over The Next Year By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 24: Most Rated New Media Channels For New Business Generation: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 25: Most Rated New Media Channels For New Business Generation By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 26: Importance Of ROI Metric Types For Measuring Media Campaigns: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 27: Expected Adaptations To Marketing Activities During Recession & Recovery: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 28: Expected Adaptations To Marketing Activities During Recession & Recovery By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 29: Expected Change In Face-To-Face Meetings Over The Next 12 Months: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 30: Expected Change In Face-To-Face Meetings Over The Next 12 Months By Company Turnover (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 31: Critical Success Factors For Choosing A Marketing Agency: Office Products Dealer Or Supplier (% Supplier Respondents), UK Office Products & Services Industry, 2009

Figure 32: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), UK Office Products & Services Industry, 2009