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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