Annual Report 2009 - Husqvarna Group

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24 Husqvarna Annual Report 2009 Professional Products Competitors Husqvarna’s most important competitors in the professional market segment are the German company Stihl and the US companies John Deere and Toro. Stihl competes primarily within petrol-powered handheld products such as chainsaws and trimmers, while John Deere and Toro compete mainly within professional equipment for lawn and garden. The most important competitors within equipment for the construction industry are Hilti, which is based in Liechtenstein, Tyrolit in Austria, Saint-Gobain and Wheelabrator in France, and Stihl in Germany for power cutters. John Deere, Toro and Saint-Gobain are listed companies. Seasonal patterns Sales of lawn and garden equipment refer mainly to the first half of the year, while most chainsaws are sold during the second half. Sales of equipment and diamond tools for the construction industry are spread more evenly over the year, see graph on page 23. Forestry In 2009 forestry equipment accounted for approximately 44% of sales of Professional Products. Husqvarna manufactures a wide range of premium chainsaws for various geographical areas and climates. The product range also includes clearing saws and accessories such as chains, blades, protective clothing and tools. These products are developed for users who demand high levels of performance, durability and ergonomics. The product range satisfies most needs for forest management and tree care. Brands and market position Professional forestry products are sold mainly under the Husqvarna, Jonsered and Zenoah brands, with Husqvarna accounting for a majority share of sales. The Husqvarna brand has had a strong global position for many years, particularly for chainsaws and other handheld products. Jonsered has a similar position, and complements Husqvarna in specific markets. Zenoah has a strong market position for chainsaws in Japan as well as for other handheld products such as clearing saws, trimmers and leaf blowers. Zenoah products are also sold in the US under the RedMax brand. Customers and distribution The majority of sales are to servicing dealers through the Group’s own sales companies. In smaller markets, products are sold through distributors. The Group is represented in over 100 countries by a total of more than 25,000 dealers. Lawn and Garden The Lawn and Garden product area accounted for approximately 33% of sales of Professional Products in 2009. The product offering includes riders, walk-behind lawn mowers and zero-turn mowers, as well as special products for turf care. It also includes handheld equipment such as trimmers, hedge trimmers and leaf blowers. Products sold by Lawn and Garden must meet end-user demands for performance, durability and comfort. An effective organization for technical support and service is also essential for success in this area, where larger riders are priced at more than SEK 100,000. Key data 2009 2008 2007 2006 2005* Net sales, SEKm 11,402 12,493 12,663 11,067 10,408 Share of Group sales, % 33.5 38.6 38.0 37.6 36.2 Operating income excl. restructuring costs, SEKm 1,457 1,822 2,123 1,875 1,739 Operating margin excl. restructuring costs, % 12.8 14.6 16.8 16.9 16.7 Net assets, SEKm 6,219 7,875 6,790 4,714 4,626 Capital expenditure, SEKm 377 475 343 366 400 Average number of employees 6,100 7,040 7,242 5,661 5,627 * 2005 according to Electrolux reporting for the Outdoor Products segment.
A new series of zero-turn mowers for professional users was launched in 2009, and achieved very good market acceptance. alla diagram och illustrationer ska länkas till engelska! Product offering • High-performance chainsaws, clearing saws and brush-cutters. • Riders, walk-behind lawn mowers, zero-turn mowers, specialzed turf-care equipment, trimmers, hedge trimmers and leaf blowers. • Accessories such as chains, blades, tools and protective clothing. • Floor saws, tile and masonry saws, wall and wire saws, concrete saws, drill motors and stands, mashines for polishing, grinding and demolition, power cutters and related diamond tools, and diamond tools for the stone industry. Brands, production and competitors Forestry Lawn and Garden Construction Husqvarna ® , Husqvarna ® , Major brands Husqvarna ® , Zenoah ® Klippo ® , Dixon ® , Redmax ® Jonsered ® , Jonsered ® , Diamant Boart ® Major plants Major competitors Sweden, USA, Japan Stihl Sweden, USA John Deere, Stihl, Toro Sweden, USA, China, Belgium Hilti, Saint- Gobain, Tyrolit, Wheellabrator
Page 1 and 2: Annual Report 2009
Page 3 and 4: Net sales Operating income and marg
Page 5 and 6: Husqvarna Annual Report 2009 1 High
Page 7 and 8: History Husqvarna Annual Report 200
Page 9 and 10: Report by the President Husqvarna A
Page 11 and 12: Strategy Husqvarna Annual Report 20
Page 17 and 18: Financial goals Husqvarna Annual Re
Page 19 and 20: Husqvarna Annual Report 2009 15 New
Page 21 and 22: Husqvarna Annual Report 2009 17 Con
Page 23 and 24: Consumer Products Husqvarna Annual
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Page 27: Husqvarna Annual Report 2009 23 Pro
Page 31 and 32: Professional Products Husqvarna Ann
Page 33 and 34: The Husqvarna share Husqvarna Annua
Page 35 and 36: Husqvarna Annual Report 2009 31 Rep
Page 37 and 38: Report by the Board of Directors Hu
Page 49 and 50: Husqvarna Annual Report 2009 45 Gro
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Page 57 and 58: Notes Husqvarna Annual Report 2009
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Notes Husqvarna Annual Report 2009
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Husqvarna Annual Report 2009 89 Pro
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Husqvarna Annual Report 2009 91 Def
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Five-year review Husqvarna Annual R
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Quarterly data Husqvarna Annual Rep
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New reporting structure Husqvarna A
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Corporate Governance Husqvarna Annu
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Board of Directors and Auditors Hus
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Husqvarna Annual Report 2009 113 Gr
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Sustainable development Husqvarna A
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Factors affecting forward-looking s
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Annual Report 2009 - Husqvarna Group

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