Business areas in brief

These are Electrolux business areas. Customer needs and functional preferences for products are becoming increasingly global. However, there are structural differences between the markets in which Electrolux operates. What distinguishes these markets, and what is driving growth? What does Electrolux focus on?

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	Major Appliances Europe, Middle East and Africa	Major Appliances North America	Major Appliances Latin America	Major Appliances Asia/Pacific	Small Appliances	Professional Products
	Jonas Samuelson Head of Major Appliances Europe, Middle East and Africa Key achievements 2012 Comprehensive launches of new products Regained market shares Improved efficiency, established Stockholm as the new headquarters Top priorities going forward Improve product mix and price management Grow value market shares Increase production competitiveness	Jack Truong Head of Major Appliances North America Key achievements 2012 Increased sales via effective promotional and marketing programs Positive price and mix development Gained Home Depot as a new customer Top priorities going forward Mix improvements Continue to increase consumer demand via effective promotional and marketing programs Start up the new cooker plant in Memphis, Tennessee in the US	Ruy Hirschheimer Head of Major Appliances Latin America Key achievements 2012 New product launches Growth in Brazil and other markets, such as Argentina, Chile and Mexico Integration of the acquired company CTI in Chile Top priorities going forward Expand product offering Continue to grow in Brazil Strengthen the position in other markets in Latin America	Gunilla Nordström Head of Major Appliances Asia/Pacific Key achievements 2012 Good growth in Southeast Asia and China with increased profitability Built a new plant for refrigerators in Thailand and developed a new range of refrigerators Defended the leading positions in Australia and New Zealand in a weak market Top priorities going forward Accelerate profitable growth in Asia Strengthen our leadership position in Australia Successful launches of new innovative products in China	Henrik Bergström Head of Small Appliances Key achievements 2012 Strong growth for small domestic appliances and instant clean business Strong growth in growth markets Significant cash-flow improvement Top priorities going forward New floor-care product launches to strengthen business in Europe and North America Expand in growth markets Grow in small domestic appliances	Alberto Zanata Head of Professional Products Key achievements 2012 Effective price management in weak markets Launch of Electrolux Grand Cuisine, an ultra-luxury kitchen range for home use New businesses in restaurant chains Top priorities going forward Grow in growth markets and in new segments Expand in the restaurant chain business >Invest in product innovation
Electrolux markets, market share and average number of employees 2012	24,479 Market share: Core Appliances 17% in Western Europe Core Appliances 13% in Eastern Europe A leading position in markets in North Africa and the Middle East	11,319 Market share: Major Appliances 22%	13,812 Electrolux has a leading position in Brazil and the number one position in Chile and a leading position in Argentina	3,313 Market share Core appliances 39% in Australia. Small but growing market share in Southeast Asia	2,737 Leading position in markets such as Latin America, Europe and North America	2,581 Market share: Food service 8% in Western Europe Laundry 21% in Western Europe
Market demand for 2012 compared to 2011	Core Appliances: Western Europe Eastern Europe Egypt	Core Appliances: North America	Core Appliances: Latin America	Major Appliances: Australia Southeast Asia	Vacuum cleaners: North America Europe	Professional Products: Europe
Share of net sales and share of operating income 2012
Net sales and operating margin