Northrop Grumman is looking up, both figuratively and literally, in 2017 as they announced their plans to acquire rocket and satellite company Orbital ATK for $9.2 billion. Certainly Northrop Grumman looks forward to continued corporate growth, but Wes Bush, chairman, chief executive officer and president of Northrop Grumman also sees the value to the customer increasing with this merger, stating in the corporate announcement, “Through our combination, customers will benefit from expanded capabilities, accelerated innovation and greater competition in critical global security domains.”
Through the years, Market Connections has supported Northrop Grumman’s efforts by helping the company stay abreast of the perceptions and needs of the customer with custom market research. Keeping a finger on the pulse of the marketplace allows companies to fully understand customer needs and market perceptions.
During this pivotal period, perceptions can be reality and it is important that Northrop Grumman, and similar players in the federal government market, ensure that the message they communicate, the products and services they develop, and the personnel on the ground (and in the sky) meet the expectations of their end customer. While bigger can mean better, managing the customer experience during the transition will be the key to the success of this acquisition. If done well, the sky is the limit.