B2B Marketing Strategies in the Global Fighter Jet Supply Chain: A Case Study of Composite Material Suppliers

Abstract: The global fighter jet industry is a highly specialised and confidential market where composite materials play a pivotal role in enhancing aircraft performance. This paper investigates the business-to-business (B2B) marketing strategies employed by composite material suppliers serving original equipment manufacturers (OEMs) such as Lockheed Martin, Dassault Aviation and Northrop Grumman. Using mixed qualitative and quantitative methods, including Interviews with industry experts and secondary data analysis, the study explores how suppliers position their value propositions and engage OEMs in a sector characterised by complex procurement cycles, confidentiality, and limited buyer pools. The findings reveal that relationship-based and personalised marketing dominate, while digital marketing remains underutilised due to the niche nature of the market. The paper offers strategic recommendations to enhance marketing effectiveness by integrating traditional approaches with secure digital initiatives. Keywords: B2B Marketing, Composite Materials, Fighter Jet Supply Chain, Aerospace Defence, OEM Engagement, Digital Marketing, Relationship Marketing