Electrolux 2010 Annual Report Download - page 39

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Products
All new products are born out of the Group’s
process for consumer-driven product
development. Extensive consumer inter-
views and visits to consumers’ homes have
enabled Electrolux to identify global social
trends and needs, to which new products
are tailored. 36
Brand
The Electrolux brand commands a global
position as a premium brand that represents
innovative, energy-efficient products with
attractive design. Electrolux is now a leading
brand in most major markets.
40
Cost
The Group has a competitive production
structure in which all vacuum cleaners and
approximately 55% of appliances are man-
ufactured in low-cost regions. Utilization of
the global reach and strength of the Group
will enable synergies to be realized that fur-
ther reduce costs and create the prerequi-
sites for more rapid growth.
42
Electrolux strategy
Electrolux has completed its transformation from a manufacturing company into an innovative,
consumer-driven company with an organization built on a strong understanding of evolving
consumer needs. The combination of innovative products and a strong brand in the premium
segment with the ability to utilize the global strength and reach of the Group have equipped
Electrolux with the best prerequisites ever for profitable growth.
Profitable
growth
Consolidation
Globali-
zation
Transfor-
mation
Acquisition
& growth Today
Up until 1990s Up until early 2000s 2000s Onwards
annual report 2010 | part 1 | strategy
35