Electrolux 2015 Annual Report Download - page 26

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Competitive advantages of Electrolux
• Global presence
• Consumer insight
• Design
• A distinct Scandinavian heritage
• Professional expertise
• An extensive product range
• Employees and culture
• A leading position in sustainability
B/S/H LG Electronics Haier WhirlpoolMidea Samsung
Global competition
Competitive advantages of Electrolux
Manufacturers and retailers of household appliances are
becoming fewer, larger and more international. The five
largest manufacturers of appliances in the world – Whirlpool,
Electrolux, Haier Group, B/S/H and LG Electronics –
accounted for almost half of global sales in . In recent
years, manufacturers from Asia have increased their market
shares.
Electrolux has a number of key competitive advantages in
the face of such intense competition.
Global presence generates economies of scale in the
procurement of raw materials, components and finished
products. Furthermore, global projects across all units con-
tribute to a faster and more efficient product development
process. In addition, an extensive global modularization
program is ongoing that will increase efficency within pro-
duction and reduce product costs.
Consumer insight is the basis for all products devel-
oped by the Group. By performing an extensive number of
interviews and home visits, Electrolux gains knowledge of
consumer behavior in the use of various household appli-
ances and the needs that exist. Based on this information,
Electrolux can develop solutions that facilitate the everyday
lives of consumers.
Design is a central part of the Innovation Triangle,
whereby the close collaboration between design, R&D and
marketing enables new products to reach the market at a
faster pace and ensures that these products are preferred by
more consumers.
A distinct Scandinavian heritage plays a key role in
shaping the Group’s design activities and in the develop-
ment of new and sustainable appliances.
Professional expertise in the culinary arts contributes to
creating innovative products for food preparation and pres-
ervation. To a great extent, this occurs through the transfer of
know-how and experience from the professional business to
the development of consumer products.
An extensive product range makes Electrolux a lead-
ing manufacturer of refrigerators, dishwashers, washing
machines, cookers, air conditioners, vacuum cleaners and
small domestic appliances, and the only player that offers
complete solutions for both consumers and professional
users.
Employees and culture play a crucial role in Electrolux
achieving its targets and vision. Dedicated employees with
diverse backgrounds create the innovative culture neces-
sary for Electrolux to be successful. A passion for innovation,
consumer insight and motivation to achieve results are at the
core of all work at Electrolux.
Leveraging the leadership in sustainability means that
Electrolux has a superior ability to develop smarter, more
accessible and resource-efficient solutions that meet peo-
ple's needs and improve living standards for an expanding
middle class in growth markets.
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