Strategy

With its innovative solutions in the field of sanitary products, Geberit aims to achieve sustained improvement in the quality of people’s lives. The proven, focused strategy for doing so is based on the four pillars “Focus on sanitary products”, “Commitment to innovation and design”, “Selective geographic expansion” and “Continuous optimisation of business processes”.

Focus on sanitary products: Geberit concentrates on installation and flushing systems for sanitary facilities, piping systems for transporting water in buildings, as well as bathroom systems. In these areas, Geberit has comprehensive know-how and supplies high-quality, integrated and water-saving sanitary technology as well as attractive design.
Commitment to innovation and design: Continuously optimising and extending the product range is crucial for future success. Innovative strength is founded on research in areas such as hydraulics, acoustics, statics, fire protection and hygiene, as well as process and materials technology. The insights gained are systematically applied in the development of products and systems for the benefit of customers. The focus here – where appropriate – is on the combination of design and functionality.
Selective geographic expansion: An important factor in long-term success is stronger growth in markets in which Geberit products or technology are still under-represented. Outside Europe, Geberit concentrates on the most promising markets. These include North America, China, South East Asia, Australia, the Gulf Region, South Africa and India. With the exception of North America and Australia, the company mainly engages in project business in these markets. The company always adheres strictly to the existing high standards in terms of quality and profitability.
Continuous optimisation of business processes: Efficient processes will help to establish a leading and competitive cost structure on a long-term basis. Process optimisation will be partly achieved through Group-wide projects and partly through employees identifying improvement potential in their day-to-day work, thus making a major contribution toward positive development.

The following growth and earnings drivers are crucial to implementing the strategy and achieving the ambitious medium-term goals:


Growth
Growth	1. Focus on sanitary products	“Push-Pull” business model “Push-Pull” business model, which concentrates on the key decision-makers in the sanitary industry (wholesalers, plumbers and sanitary engineers, architects, general contractors, investors, showroom operators)
		Technology penetration Technology penetration, which involves replacing outdated technologies with new, more innovative sanitary products and systems
		Value strategy Value strategy to increase the proportion of higher-added-value products – particularly in markets in which Geberit products already have a high degree of penetration

	2. Commitment to innovation and design	Innovation leadership Innovation leadership in the sanitary industry in order to set new standards and to get additional competitive advantages

	3. Selective geographic expansion	Selective technology penetration Selective technology penetration of new markets where sustainable, profitable and organic growth are possible through the introduction of or the market penetration with European sanitary technology


Profitability
Profitability	4. Continuous optimisation of business processes	Continuous process and cost optimisation Continuous process and cost optimisation to protect the high operating margins

Strategy

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