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| The international deployment strategy launched nearly 30 years ago has enabled Groupe SEB to introduce its brands in more than 120 countries. Today, our worldwide leadership is based on a multitude of local leadership positions established over the years. And we’re as determined as ever, pushing back our boundaries every year so that our market encompasses the entire world. |
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NB: European Union = 15 countries.
Our global presence is the result of a persistent, long-term effort, with meteoric rises in some markets and carefully targeted acquisitions to strengthen geographic or strategic positions. In 2007, 78% of sales were generated outside France and 53% outside the 15-member European Union. Nonetheless, our development potential remains very strong, especially in emerging countries, where:
- Consumers are often still making their first purchases of cookware and small domestic appliances.
- The average standard of living is gradually rising, creating demand for higher value-added products and international brands that express “Western” status.
- Today’s modern retail sector will continue to develop, thereby driving demand while structuring markets.
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In market economies, growth can also be driven by extending the offering, increasing the number of cross-product ranges and developing increasingly sophisticated products.
In practice, Groupe SEB generally enters a new market with two product families—cookware and irons. This makes it possible to build and consolidate strong positions before the offering is gradually broadened and the pace of development is accelerated. In addition to “global” concepts, we must also offer product ranges that are adapted to local consumer needs and desires, while nurturing close-knit relationships with our retail customers.
Our objective is to be a key player in all our markets and the benchmark in the small domestic equipment sector. |
Organisation and operations
Implementation of the worldwide sales and marketing strategy is overseen by five Continental Divisions:
- Western and Southern Europe, including France
- Northern and Central Europe
- North America
- South America
- Eastern Europe, the CIS, Asia and other countries
The Divisions manage 62 marketing subsidiaries around the world, approximately 15 sales offices and nearly 200 import agents. Each Division is responsible for developing the Group’s local presence and coordinating relations with distribution channels, as well as managing sales, margins, return on capital employed, working capital and other financial indicators. |
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