The Electrolux strategy channels profitable growth, innovative products, strong brands, operational excellence and dedicated employees to reach its vision – to be the best appliance company in the world.Read more
To outperform market growth and further enhance profitability, Electrolux is implementing a number of strategic initiatives.
To strengthen its market positions, Electrolux is accelerating product innovation and reducing the time to market for products. In 2015, a number of innovative products were launched under the Frigidaire brand in North America and under the Electrolux, AEG and Zanussi brands in Europe. The Electrolux Masterpiece Collection, which comprises a range of exclusive small domestic appliances, was launched in several markets. In Australia, a new family of appliances was launched under the Westinghouse brand. Focus on sustainability is also opening opportunities for new, more efficient products. The new Electrolux NutriFresh™ Inverter fridge offers up to 30% better energy performance than the previous range.
Growth markets/new sales channels
A significant portion of the Group’s expansion is in growth markets, such as Asia and Latin America. A key part of this expansion is through resource-efficient products. In Latin America and Asia Pacific, new products in appliances, vacuum cleaners and small domestic appliances are being launched continuously. In 2015 growth markets accounted for 30% of Group sales. In the Asian markets, the Group’s position in the professional segment was boosted through the acquisition of Shanghai Veetsan Commercial Machinery, one of the largest manufacturers of professional dishwashers in China.
New products and marketing/sales channels
Electrolux is continuously expanding its product offering. Products launched in 2015 included the AEG ProCombi Plus, the market’s first steam oven with an in-built camera. Electrolux myPRO washing machines and tumble dryers were launched in Europe. These appliances are specially adapted for small companies, which comprises a new market segment.
New/adjacent product categories
Adjacent product categories, such as air care, water heaters, accessories and small domestic appliances, have substantial growth potential. In recent years, the Group’s offerings in these product categories have increased substantially. In North America, Electrolux launched the Frigidaire Cool Connect in 2015. This is the Group’s first connected air conditioner, which can be programmed through an app on a smartphone or tablet.
Read more within Strategy
The Electrolux process for consumer-driven product development enables accelerated development of products that are preferred by increasing numbers of consumers. The collaboration between marketing, R&D and design is a key factor.Read more
Demand is increasing for products from well-known, global brands with innovative design. New, innovative consumer products are supported by strong links to the Group’s know-how in professional products.Read more