Mike McDonald, Prime Advantage
Peter Wiltjer, PWMG, Inc.
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Prime Advantage 2013 CFO Outlook Survey Report
Small and Midsized Manufacturers Continue Growth Expectations
CFOs anticipate increase in revenue, plan capital investments and hiring while still concerned about health care costs and maintaining margins.
Summary of Findings
Still Bullish on Financial Prospects and the U.S. Economy
Only 5% of companies feel the U.S. economy will contract this year and over half of respondents (56%) feel the economy will expand. Nearly all CFOs (96%) believe U.S. manufacturing will expand or stay the same in 2013.
The level of optimism among CFOs about their own companies increased this year. Seventy-two percent of respondents rated their optimism about financial prospects of their companies as moderate to high, which is 10 points higher than last year (which was a record high). Executives are more optimistic about the business outlook for their key customers, with 73% of respondents forecasting moderate to rapid growth (up from 59% in 2012).
Fifty-one percent of respondents feel more optimistic about the economy this year compared to last year, when 67% felt more optimistic about economy. At the same time, the level of optimism about U.S. economy has risen from the previous year to 36% (in 2012, only 26% of respondents felt this strong).
When asked to cite the top potential threats to economic growth in the United States, executives named healthcare reform, the U.S. budget deficit, and European fiscal conditions as the biggest hurdles to the growth and stability of the U.S. economy.
To address current economic conditions, U.S. manufacturers would support simplification of the business tax (91%), balancing the U.S. budget (78%) and reducing regulations (72%) as the most desired government actions.
Focus on New Markets and New Product Development
As companies actively explore new markets, they are also increasing investment in R&D. Fifty percent of companies are planning to increase their spending for new product development, the highest percentage since 2009.
Cutting operational costs and developing new products and services, the top priorities of 2012, retained their positions for 2013. However, long-term strategic planning was replaced by seeking new markets for products and services, which moved 29 points up to the 3rd position from the 7th position it occupied in 2012.
More companies than a year ago are planning to increase the number of domestic employees in 2013, as indicated by 49% of respondents (up from 41% in 2012). Three in four companies are planning to increase wages and salaries this year. This is in contrast to 2011, when 72% of companies expected to add employees. Steady corporate employment plans have also appeared in other recent industry surveys, such as BofA's 2013 CFO Outlook and Duke/CFO Magazine CFO Survey.
Yet, companies are still struggling with finding skilled labor. Seventy percent of respondents indicated that the low level of skilled employees in the area is the main reason for difficulties in filling positions. Sixty percent of companies that were actively hiring indicated they had open positions for which they were having difficulty finding qualified labor.
Nearly half of U.S. manufacturers (46%) indicated they engaged with local educational providers in order to train workers (up from 19% in 2012). Other short-term solutions to these challenges are setting up training for new employees (63% of the votes) as well as re-training existing employees (58%). As a long-term solution, companies indicated working with local economic development and government leaders, increasing funding for vocational education options, getting more involved with the K-12 program, and developing better training programs in manufacturing and technical areas.
Top Concerns: ability to maintain margins, customer demand, cost of healthcare
External concerns facing U.S. manufacturers for the most part remained the same. One in three companies named customer demand as the top external concern; two in three companies included it in their top three concerns. Price pressure from competitors was the second leading concern, selected by 61% of manufacturers. The cost of non-fuel commodities, a long-time third concern, was replaced by the federal government agenda, selected by 36% of manufacturers (up from 21% in 2012).
Ability to maintain margins, the chief internal concern of 2012 and 2010, retained its top position again, selected by 71% of respondents. The cost of healthcare, the leading concern of 2011, has moved up to second place, as 55% of respondents have included it in their top three concerns, up from 38% a year ago.
"We're very encouraged to see our Members' optimism regarding business for 2013. To see continued growth in revenue, capital expenditures and hiring expectations, following a record setting 2012 for many, is a true indication of a solid manufacturing economy," said Louise O'Sullivan, founder, president and CEO of Prime Advantage. "While our Members continue to develop new products and enter new markets, our goal remains to make sure we're presenting the best Suppliers to them as strategic partners in growing their business."
The Prime Advantage Group CFO Survey was conducted in March and April of 2013 using an online survey platform. Prime Advantage surveyed a cross section of finance executives from its Member companies consisting of industrial manufacturing firms representing more than 25 different industries with annual revenues ranging between $10 million and $4 billion, of which the majority ranges between $20 million and $500 million. The survey received a 24% response rate from 233 surveyed.
In the past ten years, Prime Advantage has paid more than $130 million in rebates and discounts to its manufacturing industry Members.
About Prime Advantage
Founded in 1997, Prime Advantage is a buying consortium for manufacturers with more than 750 Members and more than 130 Endorsed Suppliers. For more information on Prime Advantage, visit the website at www.primeadvantage.com. To request a copy of the Annual CFO report, visit www.primeadvantage.com/surveys.