Market presence

A world-leading market presence is achieved by exploiting the strength of the brand portfolio, increasing growth in the core business and expanding into new markets and segments.

Exploiting the strength of the brand portfolio

In order to compete effectively in a global market, the sales force operates as an integrated organization under the ASSA ABLOY master brand. The sales staff represent ASSA ABLOY and create solutions for the customer using different products manufactured under established local brands. Consequently, customers can be offered total door opening solutions, while recognizing the local brands.

ASSA ABLOY’s brand strategy

ASSA ABLOY owns a variety of well-known brands and has the world’s largest installed lock base. In order to exploit and manage this valuable asset while benefiting from the Group’s size, ASSA ABLOY’s logotype is combined with the individual product brands.

Increasing growth in the core business

Growth in the core business is achieved through close collaboration with architects, security consultants, major end-users and distributors. Continued clear market segmentation is also vital for offering relevant solutions to the customer.

New markets and segments

The Group is expanding into new markets and segments by establishing on new geographical markets, developing the OEM market, exploiting opportunities on the residential market, and introducing new technology.