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SAAB ANNUAL REPORT 2013 19
Saab has most of its operations in Europe. e rest of the world is
growing in importance since that is where the most growth is oc-
curring. A tough, ercely competitive market climate requires that
Saab understand its clients, their situation and their needs.
is is the reason behind Saab’s establishment of a new market
area organisation in January 2013. Two hundred or so Saab
salespeople who were previously based in Sweden relocated to
six local oces in the most important markets. e market area
head oce for the Nordic and Baltic States remains in Stock-
holm, while the other oces are located in London, Washington
D.C., New Delhi, Bangkok and Centurion.
e new market area organisation represents a big change. Saab is
better able to manage business processes and identify new busi-
ness opportunities by having employees in local markets. rough
its local oces, Saab is closer to its customers and has a better
understanding of their needs.
Saab’s local managers throughout the world now have grea-
ter responsibility for running operations. In the long term, the
market area organisation will also have an impact on Saab’s local
research and development. e creation and maintenance of close
local customer relationships generates opportunities for new R&D
collaborations.
Saab’s new market area organisation, with increased market presence in selected markets,
improves our understanding of what customers want and enables us to do more business. In the
long term, the new organisation will also have an impact on Saab’s research and development.
NORDIC & BALTICS
Covers Sweden, other Nordic coun-
tries and the Baltic States. Head ofce
in Stockholm, Sweden.
EUROPE & GREATER
MIDDLE EAST
Includes other European countries
and parts of the Middle East. Head
ofce in London, UK.
SUB-SAHARAN AFRICA
Includes countries south of the Sa-
hara. Head ofce in Centurion, South
Africa.
INDIA
Includes India. Head ofce in
New Delhi.
ASIA PACIFIC
Covers other Asian countries, New
Zealand and Australia. Head ofce
in Bangkok, Thailand.
AMERICAS
Covers North and South America.
Head ofce in Washington, D.C.,
USA.
Market trends
Growth in new markets generally offsets losses in old markets. Order bookings from the Americas, for
instance, impact budget restraints in North America, which are offset by increased orders from Brazil.
 Sweden
 Europe excl. Sweden
 Americas
 Asia
 Africa
 Australia, Other
Order bookings, per
region
Order backlog, per region
70%
11%
6%
9%
1%
2%
57%
16%
12%
11%
2%
2%
41%
19%
13%
18%
4%
5%
Sales, per region
The graphs show the
distribution of total order
backlog, order bookings
and sales per region. The
agreement with FMV for
development of the new
Gripen impacts Swedish
order bookings, which
increased to 57 per cent
(27) in 2013.
Market
driving forces Business flow
Saab’s offering
and strengths
Market area
organisation
Market area organisation