The Electrolux strategy remains consistent. Through profitable growth, innovative products, strong brands, operational excellence and dedicated employees, the Group will achieve its vision to be the best appliance company in the world.
To outperform market growth and enhance profitability, the focus is on increasing the share of sales in emerging markets and strengthening the position in the Group’s core markets. Acquisitions are an integrated part of the growth strategy. Focus is on the global premium segment, expanding in profitable high-growth product categories, developing service and aftermarket operations and reducing complexity and costs in manufacturing.
A key factor in the Electrolux consumer-oriented product-development process is the close collaboration between marketing, R&D and design, as is the transfer of know-how from the professional business to consumer products.
Over a number of years, the Group has progressively increased investment in R&D. Sustainability is a core element of the strategy, and sustainable innovation is one of the Group’s four prioritized areas for product development. At least one-third of the product-development spend is related to sustainability.
The Group’s manufacturing footprint is continuously adapted and the operations are streamlined to increase productivity. About 70% of the Group’s household appliances are currently manufactured in low-cost areas. Vacuum cleaners, microwave ovens and small domestic appliances are mainly produced in low-cost areas.
Global optimization of production and modularization unlocks resources for investment in product development, design and marketing.
People and leadership
An innovative corporate culture with dedicated employees from diverse backgrounds provides Electrolux with the right foundation to develop successful products for consumers across the globe. It is important to contribute to sustainable development for current and future generations in a rapidly evolving world. Strong, committed managers play a decisive role in the successful execution of the strategy.