Electrolux 2013 Annual Report Download - page 29

Growth markets
Africa, Middle East and
Eastern Europe
Latin America Southeast Asia and China
Electrolux priorities
Increased focus on the strongest product cat-
egories and brands in Eastern Europe. Grow
profitably in all product categories in parallel
with growing prosperity in Africa. New product
launches in the air-conditioner segment yield
further growth opportunities in Europe, North
Africa and the Middle East.
Electrolux priorities
By developing the product range and cooper-
ating closely with the market-leading retail
chains, the Group can capitalize on opportuni-
ties as the purchasing power of households
quickly increases. The emphasis is primarily on
the upper-price segments. By investing further
in production capacity and distribution,
Electrolux can expand in several countries.
Electrolux priorities
A rapidly growing middle class demands
premium products. Major efforts to market
abroad range of appliances targeting the
Chinese premium segment, with functions
adapted to this market. Focus on products for
professional users in the laundry and food-ser-
vice segments. Launch products in the rapidly
growing market for compact vacuum cleaners
and small domestic appliances.
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Share of Group
sales 2013
10%
Share of sales in
the region 2013
 Major appliances
 Small appliances
 Professional food-service
and laundry equipment
Share of Group
sales 2013
20%
Share of sales in
the region 2013
 Major appliances
 Small appliances
Share of Group
sales 2013
5%
Share of sales in
the region 2013
 Major appliances
 Small appliances
 Professional food-service
and laundry equipment
Consumer brands Consumer brands Consumer brands
Electrolux market shares in
Eastern Europe
13% core appliances
13% floor care
Leadership position with a strong recognition
in the institutional/hotel segments for profes-
sional products.
Electrolux market shares
Leading positions in major appliances in
Brazil, Chile and Argentina.
43% floor care
Growing presence for Professional Products
in the region.
Electrolux market shares in
Southeast Asia
4% core appliances
23% floor care
Reference player with strong recognition in
the hotel segments for professional products.
Net sales
Electrolux has a huge potential for growth in
parallell with growing prosperity in Africa.
Net sales
Net sales in Latin America have increased
over the years due to a strong product offer-
ing, market growth and the acquisition of CTI
in Chile in 2011.
Net sales
Electrolux sales in Southeast Asia and China
are growing. The Group’s market-leading
position in front-load washing machines has
been leveraged to expand the business to
kitchen appliances. In 2013 the Group’s big-
gest launch was made in China with new
products for kitchen and laundry.
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12,000
15,000
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0
5,000
10,000
15,000
20,000
25,000
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SEKm
0
1,000
2,000
3,000
4,000
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27ANNUAL REPORT 2013