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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>

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