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Vision and strategy<br />

6<br />

ORGANIC AND ACQUIRED GROWTH:<br />

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Vision and strategy<br />

Since Securitas and Wärtsilä merged their lock businesses<br />

in 1994 to create ASSA ABLOY, the Group has grown from<br />

SEK 3 billion to SEK 33 billion in sales through both organic<br />

and acquired growth, and profitability has consistently<br />

improved. Today ASSA ABLOY is the world’s leading lock<br />

group, employing 32,000 people in over 50 countries.<br />

Vision<br />

ASSA ABLOY’s vision is:<br />

• To be the world-leading, most successful and most<br />

innovative provider of total door opening solutions.<br />

• To lead in innovation and offer well-designed, convenient,<br />

safe and secure solutions that create added<br />

value for our customers.<br />

• To be an attractive employer to our workforce.<br />

Financial targets<br />

ASSA ABLOY’s primary financial target is a return on capital<br />

employed (ROCE) exceeding 20 percent. The aim is to<br />

achieve this figure no later than 2008, through the following<br />

sub-targets:<br />

• Sales should increase by 10 percent per year on average<br />

over a business cycle through organic and acquired<br />

growth.<br />

• The profit margin should improve to 16–17 percent<br />

through continued growth, a modern product portfolio<br />

and leveraging synergies in the Group.<br />

• The positive long-term trend for ASSA ABLOY’s operating<br />

cash flow should be maintained.<br />

• Capital efficiency should be continuously improved.<br />

Given the potential to benefit from synergies in production,<br />

capital expenditure can be maintained at today’s<br />

20 %<br />

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level, below that of current depreciation.<br />

return on<br />

capital<br />

employed<br />

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Financial targets Organic and acquired growth<br />

ORGANIC AND ACQUIRED GROWTH:<br />

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<strong>20%</strong><br />

return on<br />

capital<br />

employed<br />

Strategy<br />

To enhance the Group’s leading market position, the Executive<br />

Team has worked actively in recent years to renew and<br />

develop its strategy. The overall focus is to spearhead the<br />

trend towards increasing security with a product-driven<br />

offering centered on the customer. The primary product<br />

ranges are mechanical locks and security doors, electromechanical<br />

and electronic locks, access control, identification<br />

technology and automatic doors.<br />

The strategic action plans have been divided into three<br />

focus areas: market presence, product leadership and<br />

cost-efficiency.<br />

Market presence<br />

ASSA ABLOY’s strategy for enhancing its market presence<br />

has three main aspects:<br />

• Exploiting the strength of the brand portfolio.<br />

• Increasing growth in the core business.<br />

• Expanding into new markets and segments.<br />

Using the strength of the brand portfolio<br />

ASSA ABLOY has many of the industry’s strongest brands.<br />

To better meet the rising demand for more complete security<br />

solutions, the sales teams on the local markets will<br />

gradually be united under the ASSA ABLOY master brand.<br />

The Group’s local product brands will progressively be<br />

linked more closely to the ASSA ABLOY master brand, and a<br />

number of global brands will supplement the master brand.<br />

Examples of global brands are Yale, which is used in the residential<br />

market, and ABLOY, which is used for customers<br />

who demand an extra high level of security.<br />

%<br />

12<br />

10<br />

8<br />

6<br />

4<br />

2<br />

0<br />

03 04<br />

05<br />

Organic, %<br />

Acquired, %<br />

06<br />

07

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