Electrolux 2013 Annual Report Download - page 14

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Vision
Electrolux is a leading global, appliance manufacturer, commanding strong positions
in all regions, and is the only player that offers complete solutions for both consumers and
professional users. The Group’s vision is to be the best appliance company in the world
as measured by our customers, employees and shareholders.
Electrolux vision
The vision of Electrolux is to be the best appliance company in
the world as measured by customers, employees, and share-
holders.
Customers – Customers’ perception of Electrolux is based on
the products the Group sells and the service it provides. The
pace of innovation and the number of product launches have
increased in recent years, while the demands placed on prod-
ucts have become more rigorous. A major new product is only
launched if at least 70% of the consumers in a test group have
expressed a preference for it above similar alternatives in the
market.
Employees – One of the key tools for Electrolux for measuring
employee satisfaction is the Employee Engagement Survey
(EES), which gauges such factors as motivation and engage-
ment among employees.
Shareholders – Through the combination of continuous
growth, profitability and a small but efficient capital base,
Electrolux shareholders are to receive a total return well above
the cost of capital.
Mission– Financial goals over a business cycle
The financial goals set by Electrolux aim to strengthen the
Group’s leading, global position in the industry and assist in
generating a healthy total return for Electrolux shareholders.
To read more, see pages 14–15.
Strategy
Electrolux strategy is based on four pillars; Profitable growth,
Innovation, Operational excellence and People and leadership.
The focus is on strengthening the position in Electrolux core
markets and increasing the share of sales in growth markets.
This will be achieved through an increased speed of innovative
products to the market and growth in new segments, channels
and product categories. Through a close cooperation between
R&D, Design and Marketing the pace of launching consumer
relevant and innovative products in the market will increase.
Operational excellence is a pre-requisite for profitable growth.
Electrolux is leveraging its global strength and scope to increase
efficiency and lowering the cost base by global operations, opti-
mization of manufacturing and reducing complexity. Dedicated
employees with diverse backgrounds and a position as a sus-
tainable leader are necessary for Electrolux to implement the
strategy and achieve its vision.
Values
The Electrolux foundation of guiding business principles in com-
bination with a strong set of values form the core of the Group’s
operations. To read more, see page 48. The Group’s work in this
area is also covered in the Corporate Governance Report and
the Sustainability Report, which are available at
http://group.electrolux.com
12 ANNUAL REPORT 2013
Vision and mission