ANNUAL REPORT 2008 - Gorenje Group

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3.2.1 HOME APPLIANCES DIVISION
3.2.1.1 SITUATION IN THE MARKET OF LARGE HOUSEHOLD APPLIANCES
EUROPEAN MARKET
• 1.9% decline in volume compared to 2007, primarily due to Western European
markets.
• 1.3% decrease in average prices and 3.2% decrease in sales value.
• The larger part of the decrease occurred in the last two months of the year,
when the sales volume decreased by 9.1% and sales value by 11.3% alongside a
2.5 decrease in prices.
WESTERN EUROPEAN MARKET
• 2.9% decline in sales volume.
• 1.5% decrease in average prices; 4.4% decrease in sales value.
• In the last two months of the year, declining sales intensified: sales volume by
7.1%, sales value by 9.3%. Prices dropped 2.3%.
• Highest decline in sales volume: Spain (-9.1%), United Kingdom (-7.4%) and
Italy (-4.4%). Despite the difficult situation, the sales volume increased in some
markets in 2008: Austria (+2.6%), Finland (+1.4%), the Netherlands (+0.8%) and
France (+0.6%).
• 2.9% decline in sales volume of all product groups, except washing machines.
• Highest decline in sales volume of dryers (-5%), cookers and ovens (-4.9%),
hoods (-4.8%) and cooking hobs (-4.4%).
EASTERN EUROPEAN MARKET
• 2.5% growth of sales volume on the yearly level.
• 1.9% positive growth of prices, 4.4% growth of sales value.
• In the last two months of 2008: 12.8% decline in volume, 15.8% decline in value,
3.5% decrease in prices.
• Highest decline in sales volume: Estonia (-14.9%), Croatia (-10.3%) and Hungary
(-9%); in the last two months of 2008 primarily the Ukraine (-36.3 %), Croatia
(-27.1%) and Russia (-6.2%). The markets of Poland and Slovakia grew both on
the yearly level and in the last two months of the year.
• Refrigerators were the only product group that recorded a decline in sales
(-3.8%). The highest growth was registered in the following product groups: dishwashers
(+19.9%), hoods (+12.9%), cooking hobs (+11.9%), and dryers (+11.2%).
Gorenje’s MARKET SHARE increased in the leading markets of Western Europe, i.e. Germany and
France, and was maintained in Scandinavia.
Gorenje increased its market share in Western Europe by 0.1% to 1.2%, and jointly with Atag to
1.8%.
In the last two months, Gorenje even increased its market shares in Germany and France in comparison
with competitors. In Eastern Europe, the Company lost 1.2% of its market share, attaining a
9.1% market share.