Case We have a very good position thanks to our world-leading technologies in a number of niches

In 2019, Saab implemented a new central marketing organisation. It is led by Dean Rosenfield, who took over as Chief Marketing Officer (CMO) in early 2020.

AS THE NEW CMO AT SAAB, WHAT ARE YOUR PRIORITIES IN THE COMING YEAR?

If we are going to stay on the forefront and have an attractive offer that the market wants, we have to better understanding our customers’ needs at any early stage. This is where the new marketing organisation plays a key role. We will also focus and intensify our marketing and sales in Saab’s key markets. Another priority is to establish and deepen our collaborations with existing and potential strategic partners.

WHERE DOES SAAB FIT IN THE GLOBAL DEFENCE MARKET?

We have a very good position thanks to our world-leading technologies in a number of niches. One success factor is that we are also a relatively small and agile company, which allows us to bring solutions to the market faster than the competition. We also see today that it is a big advantage to have a fully transparent business.

WHAT ARE THE BIGGEST DIFFERENCES BETWEEN THE DEFENCE MARKET AND THE COMMERCIAL MARKET?

The defence market is more complex than the commercial market. In the defence market, political decisions in the customer’s country often lay the foundation for major procurements, and in many cases the choice between systems depends on the relationship between the countries. This means that a close cooperation between the nations and with the national defence industry is critical. In the defence market, it is also very important to have reference customers. Saab has good relationships with our customers and the nations we trade with and are seen as a reliable partner in both the defence and commercial markets.