Increased focus on the strongest brands and product categories in Eastern Europe. The aim is to grow profitably in all product categories in parallel with economic recovery but also growing prosperity, especially in Africa. Electrolux production setup in Egypt will enable growth in the Middle East and North African markets. Product launches in the air-conditioner segment and small appliances will also yield further growth opportunities in the region.
Although parts of the region has experienced tough market conditions recently, there are considerable growth opportunities in the longer term. By monitoring the market closely and focusing on cost control and efficiency, the Group can capitalize on opportunities when the purchasing power of households recovers again.
By targeting new markets, channels and segments and marketing a broad range of premium appliances, the Group aims to increase its presence in these markets. A growing middle class means higher demand for premium products. Focus on products for professional users in the laundry and food-service segments is also prioritized as well as launches of compact vacuum cleaners and small domestic appliances.
15% core appliances, Eastern Europe
3% core appliances, Middle East and Africa
10% floor care, Eastern Europe
Professional: Leadership position with a stronger recognition in the institutional/hotel segments.
Leading positions in major appliances in Brazil, Chile and Argentina.
38% 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.
Electrolux has a potential for growth in parallell with growing markets in Eastern Europe, the Middle East and Africa.
Weak market conditions primarily in Brazil impacted sales negatively in 2015 and 2016. Net sales in Latin America have previously increased organically over the years due to a strong product offering, market growth and acquisitions.
Electrolux sales in Southeast Asia is growing. The Group’s strong position in front-load washing machines has been leveraged to also expand the business to kitchen appliances.