Increased focus on the strongest product categories 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.
By developing the product range and cooperating closely with the market-leading retail chains, the Group can capitalize on opportunities 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.
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-service segments. Launch products in the rapidly growing market for compact vacuum cleaners and small domestic appliances.
| 2014 | |
| Major appliances | 94 |
| Small appliances | 6 |
11% core appliances
10% floor care
Professional: leadership position with a stronger recognition in the institutional/hotel segments for professional products.
Leading positions in major appliances in Brazil, Chile and Argentina.
44% floor care
Professional: growing presence of Professional Products in the region.
5% core appliances
24% floor care
Professional: reference player with stronger recognition in the hotel segments for professional products.
| 10 | 11 | 12 | 13 | 14 | |
| Net sales | 9589 | 9602 | 10673 | 10280 | 9939 |
Electrolux has a huge potential for growth in parallell with growing markets in Eastern Europe, Middle East and Africa.
| 10 | 11 | 12 | 13 | 14 | |
| Net sales | 17514 | 19017 | 23521 | 22092 | 21274 |
Net sales in Latin America have increased organically over the years due to a strong product offering, market growth and the acquisition of CTI in Chile in 2011.
| 10 | 11 | 12 | 13 | 14 | |
| Net sales | 3200 | 3622 | 4530 | 5270 | 5968 |
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.
| 2014 | |
| Major appliances | 72 |
| Small appliances | 21 |
| Professional food-service and laundry equipment | 7 |
| 2014 | |
| Major appliances | 82 |
| Small appliances | 9 |
| Professional food-service and laundry equipment | 9 |