Defense News Top 100 Global Defense Companies (2016)

Posted by douglasburdett

Revenues for the Top 100 defense companies declined for the fifth year in a row. But, industry revenues are poised to bounce back soon.

top 100 defense news companies.jpg

According to Defense News, defense revenues were down more than 7 percent from the previous year. The top 25 companies accounted for 73 percent of total defense revenues and the top 10 firms accounted for 54 percent of total revenues.

The 41 US firms continued to dominate with 60 percent of revenues (up from 54 percent the prior year). Europe has 27 companies on the list and Asia-Pacific has 17 companies represented. 


Click here to watch an on-demand webinar about the Top 100 Defense Companies led by Defense News Executive Editor Jill Aitoro with a panel of industry experts. (Registration required.)

Defense Contractor Websites 

Since a defense contractor’s website is one of its most important marketing assets, I included two indicators of a site’s authority as measured by Alexa.com:

  1. Alexa Traffic Rank – an estimate of how popular your site is relative to all other sites. The Alexa Rank answers the question: Compared to all other sites, how is my site doing? Note that since rank is a relative measure, a site’s rank is not only dependent on that site’s traffic, but also on changes to traffic on other sites.
  2. Sites Linking In – inbound links help search engines clearly define your niche and also increase the trust and quality of your site. Authoritative inbound links (from sites that are performing well) give a site credibility. A higher number of inbound links are generally obtained by producing engaging, original content.

For more on improving a site’s Alexa rank, check out “A Guide to Improving Your Alexa Rank.”

One of the best things a defense contractor can do to improve their marketing effectiveness is to start a company blog. This post explains the benefits of blogging for defense contractors:

Why Defense Contractors Can’t Afford Not to Have a Blog

Defense Industry Social Media 

This year’s Top 100 list has a growing number of defense contractors adopting social media. Perhaps surprising to some, much of the interest in social media is being driven by the C-suite:

Why Defense Contractor CEOs Are Getting Serious About Social Media

My research shows that 74% of the Defense News Top 100 have Twitter accounts.

Using Twitter has enormous benefits, is free and easy to use. One of the biggest benefits of using Twitter is with media relations.

If your company is not reaching out to the media with Twitter, you’re doing it the hard way.

This post explains more:

How Defense Contractors Can Improve Public Relations With Twitter

4 billion dollar tweet cover-1.jpg

A recent series of events with the top 2 companies on the Top 100 list (Lockheed Martin and Boeing) is instructive, and is the subject of the book The 4 Billion Dollar Tweet by Ryan Holmes. 

It all started with this tweet.

President Trump was accusing Lockheed Martin of wasting billions they were awarded in F-35 contracts.

Inexplicably, Lockheed Martin had no response.

That day, their stock price plummeted 5% of its total value, approximately $4 billion.

Ten days later, Trump tweeted again about Lockheed Martin. Again, no response from Lockheed Martin. Their stock tumbled another $1.2 billion.

Lockheed then underwent months of increased scrutiny and in the end, shaved $700 million off of an F-35 contract.

It didn’t have to be that way. At the same time, Trump was tweeting about the high cost of Boeing’s new Air Force One 747. Rather than turning the other cheek, Boeing’s CEO took to Twitter with a response.

In that case, investors shrugged off the President’s complaint. Boeing’s stock went up that day and finished the quarter on a historic high.

Given the growing importance of Twitter to aerospace and defense companies, I have included a link to each company’s Twitter account if I was able to locate one.

Defense News Twitter.png

I have also set up a list on Twitter of the Defense News Top 100 which can be seen by clicking here or on the adjacent graphic.

Another simple, inexpensive social media platform that a growing number of defense contractors are using is LinkedIn Company pages. With the LinkedIn company page, defense contractors can increase awareness of their company and products, improve search engine rankings and develop more business.

LinkedIn Company pages are also helpful for employee recruitment. In the list below, I have included those LinkedIn Company pages for the Top 100 that have them. Here’s more on how to properly set up and use a LinkedIn Company page:

How Defense Contractors Can Use LinkedIn Company Pages for Marketing

Now onto the good stuff. The companies listed below are based on the Defense News Top 100 2016.

2016 Defense News Top 100
  1. Lockheed Martin (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 5,261; Traffic Rank: 47,179 
  2. Boeing (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 8,212; Traffic Rank: 18,343
  3. BAE Systems (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2,763; Traffic Rank: 59,284
  4. Raytheon (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2,916; Traffic Rank: 34,339
  5. General Dynamics (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 779; Traffic Rank: 290,434
  6. Northrop Grumman (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2770; Traffic Rank: 62,322
  7. Airbus Group (Netherlands) twitter-bird-white-on-blueLinkedIn_Logo16px if_square-facebook_317727.png Links: 3,832; Traffic Rank: 31,838
  8. Leonardo Spa (Italy) twitter-bird-white-on-blueLinkedIn_Logo16px if_square-facebook_317727.png Links: 518; Traffic Rank: 133,691
  9. L-3 Communications (U.S.) LinkedIn_Logo16px if_square-facebook_317727.png Links: 104; Traffic Rank: 241,489
  10. Thales (France) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,575; Traffic Rank: 64,500
  11. Almaz-Antey (Russia) Links: 411; Traffic Rank: 884,300
  12. Huntington Ingalls (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 437; Traffic Rank: 246,137
  13. United Technologies Corp (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,791; Traffic Rank: 44,341
  14. Rolls-Royce (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2,083; Traffic Rank: 82,073
  15. Honeywell (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 7,942; Traffic Rank: 18,071
  16. United Aircraft Corp (Russia) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 531; Traffic Rank: 590,835
  17. Harris (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,435; Traffic Rank: 84,007
  18. Textron (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,072; Traffic Rank: 113,869 
  19. GE Aviation (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 701; Traffic Rank: 207,215
  20. Babcock International (U.K.) LinkedIn_Logo16px Links: 202; Traffic Rank: 263,983
  21. Safran (France) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 778; Traffic Rank: 143,303
  22. DCNS Group (France) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: No Data; Traffic Rank: 1,497,918
  23. Leidos (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 392; Traffic Rank: 46,830
  24. Bechtel (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,152; Traffic Rank: 80,159
  25. Russian Helicopters (Russia) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 95; Traffic Rank: 5,692,356
  26. Elbit Systems (Israel) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 5,261; Traffic Rank: 47,179 
  27. Rheinmetall (Germany) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 436; Traffic Rank: 325,279
  28. SAIC (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,357; Traffic Rank: 96,977
  29. Israel Aerospace Industries (Israel) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 654; Traffic Rank: 387,814 
  30. Orbital ATK (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 319; Traffic Rank: 118,297
  31. AECOM (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2,802; Traffic Rank: 24,891
  32. Saab (Sweden) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 828; Traffic Rank: 337,595
  33. Booz Allen Hamilton (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,494; Traffic Rank: 118,252
  34. KNDS (Netherlands) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 221; Traffic Rank: 696,955
  35. Hindustan Aeronautics Limited (India) LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,174; Traffic Rank: 55,848
  36. Mitsubishi Heavy Industries (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 47; Traffic Rank: 198,393 
  37. Tactical Missiles Corp (Russia) LinkedIn_Logo16px Links: 313; Traffic Rank: 999,548
  38. Hanwha (South Korea) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 211; Traffic Rank: 257,559
  39. CACI International (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 508; Traffic Rank: 67,153
  40. Rockwell Collins (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 886; Traffic Rank: 68,732
  41. Rafael Advanced Defense Systems (Israel) LinkedIn_Logo16px if_square-facebook_317727.png Links: 512; Traffic Rank: 474,820
  42. Cobham (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 674; Traffic Rank: 189,771
  43. Dassault Aviation (France) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 683; Traffic Rank: 300,132
  44. Kawasaki Heavy Industries (Japan) LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,523; Traffic Rank: 38,363
  45. Aerojet Rocketdyne (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 58; Traffic Rank: 2,873,613
  46. CSRA (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 135; Traffic Rank: 122,342
  47. Korea Aerospace Industries (South Korea) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 159; Traffic Rank:  880,967
  48. CSC (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 232; Traffic Rank: 47,247
  49. ST Engineering (Singapore) LinkedIn_Logo16px if_square-facebook_317727.png Link: 435; Traffic Rank: 297,218
  50. Serco (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 173; Traffic Rank: 541,674
  51. LIG Nex1 (South Korea) LinkedIn_Logo16px Links: 77; Traffic Rank: 1,478,739
  52. Mantech (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 354; Traffic Rank: 136,302
  53. DynCorp (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 281; Traffic Rank: 181,313
  54. Nexter (France) LinkedIn_Logo16px if_square-facebook_317727.png Links: 221; Traffic Rank: 756,336
  55. Vectrus (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 44; Traffic Rank: 430,988
  56. Fincantieri (Italy) LinkedIn_Logo16px if_square-facebook_317727.png Links: 110; Traffic Rank: 647,723
  57. Accenture (Ireland) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 6,491; Traffic Rank: 2,630
  58. Aselsan (Turkey) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 462; Traffic Rank: 211,590
  59. Fluor (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 999; Traffic Rank: 117,969
  60. UralVagonZavod (Russia) twitter-bird-white-on-blue if_square-facebook_317727.png Links: 83; Traffic Rank: 1,339,152
  61. Bharat Electronics (India) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,336; Traffic Rank: 33,623
  62. GKN Aerospace (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 691; Traffic Rank: 170,207
  63. Ultra Electronics (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links 151; Traffic Rank: 1,065,123
  64. Oshkosh (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 214; Traffic Rank: 566,431
  65. PAE (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 89; Traffic Rank: 137,638
  66. NEC (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 5,086; Traffic Rank: 17,607
  67. Austal (Australia) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 224; Traffic Rank: 1,091,469
  68. UkrOboronProm (Ukraine) twitter-bird-white-on-blue if_square-facebook_317727.png Links: 672; Traffic Rank: 681,689
  69. QinetiQ (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 597; Traffic Rank: 469,462
  70. Kongsberg (Norway) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 685; Traffic Rank: 173,837
  71. Engility Corp (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 191; Traffic Rank: 366,812
  72. Turkish Aerospace Industries (Turkey) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 177; Traffic Rank: 347,722
  73. Vencore (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 90; Traffic Rank: 280,910
  74. Meggitt (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 212; Traffic Rank: 603,159
  75. Cubic (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 401; Traffic Rank: 193,623
  76. Moog (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 634; Traffic Rank: 159,981
  77. ANA Holdings (Japan) twitter-bird-white-on-blue if_square-facebook_317727.png Links: 5,471; Traffic Rank: 1,999
  78. RUAG (Switzerland) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 494; Traffic Rank: 451,907
  79. Embraer (Brazil) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 751; Traffic Rank: 349, 576
  80. Curtiss-Wright (U.S.) LinkedIn_Logo16px if_square-facebook_317727.png Links: 245; Traffic Rank: 743, 704
  81. Mitsubishi Electric (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,922; Traffic Rank: 48,444
  82. CAE (Canada) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 588; Traffic Rank: 198,600
  83. RTI Sistema (Russia) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 124; Traffic Rank: 1,257,703
  84. ViaSat (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 414; Traffic Rank: 50,934    
  85. Indra (Spain) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,055Traffic Rank: 187,033
  86. AAR (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 274Traffic Rank: 809,459
  87. Ball Aerospace & Technologies (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 610Traffic Rank: 191,117
  88. IHI Corp (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 777Traffic Rank: 149,245
  89. Day & Zimmermann (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 139Traffic Rank: 502,714
  90. Israel Military Industries (Israel) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 33Traffic Rank: 866,114
  91. Toshiba (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 5,086Traffic Rank: 14,981
  92. Chemring (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 76Traffic Rank: 2,594,231
  93. Battelle (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 984Traffic Rank: 231,234
  94. Diehl Defence Group (Germany) LinkedIn_Logo16px Links: 427; Traffic Rank: 207,132
  95. Fujitsu (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 13,395; Traffic Rank: 3,969
  96. Patria (Finland) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 157; Traffic Rank: 1,420,991
  97. Denel (South Africa) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 178; Traffic Rank: 703,637
  98. Telephonics (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 79; Traffic Rank: 707,643
  99. Nammo (Norway) LinkedIn_Logo16px Links: 114; Traffic Rank: 1,272,813
  100. Komatsu Ltd. (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 311Traffic Rank: 461,505

NOTE: Links and traffic numbers reported above are based on the Alexa Extension for Chrome in July, 2017.

Below, you can scroll through the latest real-time Tweets from the Defense News Top 100.


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