SECURITAS AB Annual Report 2011
SECURITAS AB Annual Report 2011
SECURITAS AB Annual Report 2011
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2 CEO statement<br />
The key to Securitas’<br />
success lies in working<br />
closely with our customers,<br />
utilizing our innovative<br />
skills and identifying and<br />
suggesting cost-efficient<br />
security solutions.<br />
Securitas <strong>Annual</strong> <strong>Report</strong> <strong>2011</strong><br />
Specialization Makes a Difference<br />
The decrease in earnings per share in <strong>2011</strong> was disappointing for Securitas<br />
after having reported our best year ever in 2010. We can complain and explain,<br />
but this changes nothing – the outcome remains the same. However, due to all<br />
the measures we are taking and the strategy we are pursuing, our performance<br />
will improve in the coming years.<br />
The security services market is mature in most of<br />
our areas of operation, with low added value, high<br />
price transparency and a fragmented competitive<br />
landscape. In many countries, the market is also<br />
poorly regulated and has a low barrier to entry. If<br />
you are unable to prove your added value in such<br />
an environment, the only remaining weapon will be<br />
price, which turns services into a commodity with<br />
weak profitability as a result.<br />
ORGANIC SALES GROWTH VS. OPERATING MARGIN, PER QUARTER<br />
%<br />
6<br />
4<br />
2<br />
0<br />
–2<br />
–4<br />
Q1 Q2 Q3 Q4<br />
2007<br />
Q1 Q2 Q3 Q4<br />
2008<br />
Operating margin Organic sales growth<br />
At Securitas, we are convinced that focusing on<br />
specialization rather than diversification will allow<br />
us to break this vicious circle. Our recipe for success<br />
contains the following three ingredients:<br />
1. Grow organically in line with the security services<br />
market<br />
2. Make acquisitions using part of the free cash<br />
flow that we generate<br />
3. Improve the operating margin by creating added<br />
value for our customers<br />
1. Organic sales growth<br />
Over the past five years, we have grown organically<br />
in line with the security services market, although<br />
differences exist in various regions over the years.<br />
In <strong>2011</strong>, organic sales growth was 3 percent. We<br />
gained market shares in North America by achieving<br />
4 percent organic sales growth in <strong>2011</strong>, while our<br />
market share in a few countries in Europe declined<br />
due to the loss of a few important contracts early in<br />
the year. The 11 percent growth in Ibero-America<br />
was largely attributable to a favorable trend in<br />
Latin America.<br />
Q1 Q2 Q3 Q4<br />
2009<br />
Q1 Q2 Q3 Q4<br />
2010<br />
Q1 Q2 Q3 Q4<br />
<strong>2011</strong>