Consultants provide insights

Saab serves the global market with world-leading products, services and solutions ranging from military defence to civil security. International sales are complex and include several significant dimensions. Understanding customers’ requirements and the specific conditions of the purchasing country is critical to succeed. Use of consultants is normal business practice in international transactions, and in all our marketing activities we need to use consultants with different competences (finance, legal, marketing, politics, military, industry, media, PR, language etc).

Marketing consultants include individuals, companies and organizations commonly described as intermediaries, advisers, agents, or sales representatives.

Understanding customers’ requirements

To offer a suitable product, system or solution, a thorough understanding of the customers’ technical and operational requirements is necessary. In large projects the customer may require a financing solution. Saab is often able to meet customer requirements for offset or industrial co-operation, sometimes directly related to the project and sometimes related to other sectors of the economy.

Understanding the specific conditions of the purchasing country regarding foreign and domestic politics, constitutional decision-making processes’, organization and procurement systems is critical for Saab to succeed.

Saab sells to a large number of countries

Building a pool of knowledge, expertise, resources and networks is a large investment. Very few defence companies, if any, can afford the up-front investments associated with establishing an in-country sales organization in every country where they are active. This is also true for Saab, which depends on sales to a large number of countries.

Moreover, it takes a long time to create an in-country sales organization with the required expertise, resources and network, and by the time it is up and running the business prospect might be lost. As a result, Saab has in many markets decided to rely on advice and support from marketing consultants.

Mastering the political environment

Saab requires assistance from marketing consultants in relation to all the aspects above. However, the political dimension in particular, including access to decision makers, is complex and difficult to fully understand and master without a deep knowledge of local conditions. Therefore, there may be a need for consultants even if Saab has an in-country sales organisation.