BSH at a Glance 2014

BSH at a Glance
2014
B S H B O S C H U N D S I E M E N S H A U S G E R ÄT E G M B H
Main Brands
Special Brands
TM
TM
Regional Brands
3
| The BSH Brand Portfolio
Brands are part of the most important ingredients in
global competition. For the company they belong to
its most precious assets and for the customers they
are a pivotal symbol engendering trust and providing
guidance.
Bosch and Siemens: these two brands are known
worldwide and have a long history, underpinning our
international success. Bosch stands for reliable,
durable products; Siemens stands for innovation,
leading-edge technology and quality design.
The BSH Brand Portfolio includes the special brands
Gaggenau, Neff, Thermador, Constructa, Viva, Ufesa,
Junker and the Polish brand Zelmer acquired in 2013.
The newest member of the family is a consumer products
brand with a long tradition that enjoys a reputation for
reliability and durability in its home country.
Regional brands are the market leaders which garner
respect in their countries of origin. Brands with which our
regional consumers particularly identify include Balay
in Spain, Pitsos in Greece, Profilo in Turkey and Coldex
in Peru. Such brands help strengthen BSH’s position in
these countries.
4
| Products for day-to-day living
Cooking
Washing and Drying
Dishwashing
Refrigeration and Freezing
Consumer Products
5
6
Dr. Karsten Ottenberg has
been Chairman of the Board
of Management at BSH since
July 2013. The Group’s strategy focuses on the variation
in consumers’ usage needs
from region to region.
7
| BSH at a glance
• BSH Bosch und Siemens Hausgeräte GmbH was
founded in 1967 as a joint venture between Robert
Bosch GmbH and Siemens AG
• Product portfolio: the full spectrum of modern household appliances
• Revenues in 2013: 10.5 billion euros
• Third-largest manufacturer of household appliances
in the world, number one in Europe
• Employees: approximately 50,000
• 41 factories in 13 countries
• Over 80 companies in 47 countries
• Numerous distinctions as an attractive employer,
including the Top Employers Institute’s Top Employer
Europe 2014 award and national Top Employer 2014
accolades in Belgium, Germany, the Netherlands,
Poland, Spain, and Turkey
• Some 7,000 customer service representatives deployed
in every country where we sell appliances
• Global production and development network with
development centers in Germany, China, Poland, and
Turkey
•Networked appliances: development of a multi-brand
app for user-friendly operation and care of all household appliances
• Energy efficiency and environmental protection along
the entire value chain
• BSH Super Efficiency Portfolio features the most
energy-efficient appliances available on the market
8
| Current trends
Fiscal 2013 was a prosperous year for BSH. Group
revenues rose 7.2 percent to 10.5 billion euros, hitting
double digits for the first time. This strong uptick in
revenues stood in contrast to a decline in earnings
before interest and taxes (EBIT) to 509 million euros.
The lower EBIT was driven by reserves set aside for free
repairs and special discounts relating to a voluntary
safety campaign for certain models of dishwashers. We
expect moderate revenue growth in 2014 coupled with
a sharp increase in EBIT.
We succeeded in growing sales worldwide and see
further potential in the growth regions of the global
home appliance market. Regional variations in market
requirements and the increasing role of digital technology in how consumers access information and make
purchasing decisions present both a challenge and an
opportunity. The market launch of the first networked
appliances in 2014 is crucial. This is just one example
of the strategic journey of BSH toward a consistently
customer-centric, global organization utilizing the full
potential of its multi-brand strategy across product
groups, sales regions, and price segments. We are
engineering this evolution from a position of strength:
Our outstanding sales and service network, excellent
technological positioning, in-house expertise, and
sound corporate financing distinguish us from the
competition.
9
| Summary of past performance
(group)
in EUR million
Revenue
Year-to-year change (%)
Percentage of inter­
national revenue
Employees (in thousands
at 01.01. of the following year)
2013
2012
2011
2010
2009
10,508
9,800
9,654
9,073
8,405
7.2
1.5
6.4
7.9
– 4.0
79.3
78.1
78.6
79.0
78.1
49.9
46.9
45.6
42.8
39.6
2,195
2,043
1,893
1,807
1,688
Research and development expenses
334
326
298
277
261
As percentage of revenue
3.2
3.3
3.1
3.1
3.1
Capital expenditure on
property, plant and
equip­ment, and intangible
assets *
377
421
453
403
294
As percentage of revenue
3.6
4.3
4.7
4.4
3.5
Depreciation, amortization,
and impairment on property, plant and equipment,
and intangible assets *
377
326
296
298
320
Personnel expenses
As percentage of capital
expenditure
100.0
77.4
65.3
73.9
108.8
Total assets
8,742
7,865
7,435
6,901
6,443
Property, plant and equipment, intangible assets,
and non-current financial
assets
3,015
2,911
2,655
2,688
2,496
Inventories
1,300
1,235
1,305
1,226
1,032
Trade accounts
receivable and other
current assets
3,024
2,773
2,691
2,199
1,954
Equity
2,497
2,579
2,409
2,408
2,535
As percentage of total
equity and liabilities
Provisions
28.6
32.8
32.4
34.9
39.3
2,114
1,980
1,760
1,857
1,702
EBITDA
886
1,009
943
1,052
905
EBIT
509
683
647
754
585
Profit before tax
439
616
538
691
517
Consolidated net profit
308
466
373
465
324
* Excluding goodwill.
10
In 2013, our appliances
received 197 Best Buy
or Best in Test awards
throughout Europe. Our
consumers can count on our
appliances for quality,
durability, and reparability.
11
| BSH stands for quality and
consumer focus
Each one of our brands stands for the highest quality,
outstanding design and excellent service. We make
every endeavor to ensure that dealers and consumers around the world experience BSH as a competent,
dependable and fair partner.
In 2013, BSH’s brands products received 110 Best in
Test and 87 Best Buy distinctions in product tests
conducted by the independent German product testing
foundation Stiftung Warentest and comparable European test magazines: For more information, see
http://testwinners.bsh-group.com.
The operational lifecycle of our products averages
13 years. We subject our appliances to rigorous durability tests before they go into production, using climatic
chambers, sound labs, and washing and rinsing test
stations to ensure that each appliance is ready for even
the most extreme real-world conditions – far exceeding
mandatory specifications and standards.
In the rare event that something does malfunction, our
appliances are designed to make repairs as easy and
efficient as possible. We keep all functionally relevant
replacement parts available for at least ten years. Our
team of some 7,000 BSH customer service representatives and selected service partners provide fast, professional support to our customers.
12
Our apps and networked
appliances make housework
a snap and keep your data
secure. We take comprehensive security precautions to
protect the privacy of our
consumers.
13
| BSH stands for innovation,
connectivity, and data security
We have traditionally put quality and innovation high
on the agenda, and they are the factors behind our success on the international competitive stage. We create
products which make life easier and more agreeable for
people right across the world, thanks to their intelligent technology, high performance, greater convenience and user-friendliness. The design of our appliances defines international standards.
Several apps make your household tasks easier. The
myBosch app provides digital product support for all
Bosch appliances – from help getting started and tips
for discovering the many exciting features to state-ofthe-art service tools and helpful hints for every situation.
The new Home Connect multi-brand app offers a wide
range of features to make your life simpler. Soon, it will
even let you peek into your refrigerator from anywhere
in the world and serve up suggestions for recipes. The
kitchen stove and oven also offer convenient remote
configuration tools. A tap is all it takes to check the
program of your washing machine or dishwasher. The
digital user guide even offers bonus videos for cleaning
and servicing your appliances, making your housework
that much simpler. And it’s easy to get in touch with a
customer service expert if you ever happen to need one.
We take the privacy of our consumers seriously with a
focus on protecting the security of your data.
14
The Top Employers Institute
honored BSH with its Top
Employer Europe award in
2014 for the second year in
a row.
Our biannual international
employee survey had a
higher rate of participation
than ever before.
15
| BSH stands for attractive
carreer opportunities
We regard our company as a global network supported
by open dialog between different people from different
cultures. Mutual respect, fairness in dealings with others and partnership-based leadership which encourages achievement are of crucial importance here. Our
forward-looking personnel development and continuous qualification measures enable our employees to
make the most of their potential. This makes BSH one
of the most attractive employers in industry.
The independent Top Employers Institute honored BSH
in 2014 for the second year in a row with its coveted
international Top Employer Europe award. BSH was also
recognized as a top employer at the national level in
Belgium, Germany, the Netherlands, Poland, Spain, and
Turkey. In Germany, BSH defended its top ranking as the
best employer for engineers and was certified as the
Top Employer Germany for the eighth time.
We seek to attract the most suitable employees and
earn their long-term loyalty. That’s why BSH pursues
a sustainable human resources strategy focusing on
diversity, equal opportunity, and qualification.
To further expand our leading market position, we
consciously foster and promote internationally diverse
teams. Part of our global talent management strategy
is to identify and develop employees with the potential
for an international career.
16
Group revenues in 2013 rose
7.2 percent to 10.5 billion
euros, hitting double digits
for the first time. BSH is the
largest manufacturer of
household appliances in
Europe and number three
worldwide.
17
| BSH stands for sustainable
added value
Our entrepreneurial activities are directed towards
profitable growth, sustainable increases in value and
the long-term safeguarding of BSH as a company. We
regard the nurturing of our parent companies’ brands
as our mission and obligation. By undertaking permanent benchmarking and consistently orienting ourselves towards the very best, we constantly improve
our positions in the competitive field, and give ourselves the freedom of action to shape our future.
Business volume surged in China and North America in
2013 – and even in the stagnant Western European
market, we managed to buck the industry trend with a
significant expansion fueled by organic revenue
growth of 5.8 percent and new revenues from the
Polish consumer products manufacturer Zelmer, whose
acquisition was completed in June 2013.
Our goal for the coming decade is to grow faster than
the global market. But growth never comes at the cost
of quality or our added value. On the contrary: It is our
long-term ambition to remain the industry benchmark
when it comes to generating enterprise value.
18
Environmentally sound,
climate-friendly practices
across the entire value
chain have been firmly
anchored in our corporate
strategy for decades. Our
Supplier Code of Conduct
sets new standards in the
supply chain.
19
| BSH stands for responsibility
and integrity
We acknowledge our social responsibility. Wherever we
operate, our actions are in accordance with the law and
with the principles set out in the United Nations Global
Compact in relation to human rights, labor relations
and environmental protection. By our responsible and
conservation-minded treatment of resources we set
standards for sustainable development. Our dealings
with employees, business partners and shareholders
are guided by honesty and integrity.
Protecting our environment and climate at all levels of
the value chain has been a pillar of our corporate strategy for decades. As a member of the Global Compact and
signatory of the Code of Conduct of the European Committee of Domestic Equipment Manufacturers (CECED),
we have voluntarily committed to adhere to high
environmental and social standards at all our sites.
The BSH program “Social Compliance in the Supply
Chain,” launched in 2012, brings new standards and
transparency to supplier working conditions. All our
suppliers are obliged to sign the BSH Supplier Code of
Conduct. Since 2012, BSH has required that new
suppliers pass a social audit conducted by an outside
certifying authority before any contract is approved. In
2013, we began systematically auditing the approximately 3,000 suppliers that already serve our production sites.
20
| Milestones
1967
 Founding of BSH Bosch und
Siemens Hausgeräte GmbH as
a joint venture between Robert
Bosch GmbH and Siemens AG
1995
 The Turkish brand Profilo forms
part of BSH
1996
 BSH products manufactured and
marketed in China
1972
 Fully automatic washer/dryer
 The Peruvian brand Coldex forms
part of BSH
1976  The Greek brand Pitsos forms
part of BSH
1982
 The brand Neff forms part of BSH
1986
 Aqua-Stop System for dish­
washers (100% protection against
water damage)
1987
1999
 Steam oven with fixed water
1988 CLOU, the non-tipping pull-out

oven shelf system
connection ⓦ Production of the country’s first
CFC-/HFC-free refrigerators in China
1988/89
 The Spanish brand Balay forms
part of BSH
2000
ⓦ Approval of globally valid occupational health and safety guidelines
1989
 Launch NoFrost technology
 Fully automatic dishwasher
1991
ⓦ Corporate Environmental
Protection department set up and
first BSH Environmental Report
published
2002
SLIDE & HIDE®, the fully retract
able oven door 2004
ⓦ BSH signs the UN Global Compact
1993
ⓦ Discontinuing use of CFCs/HFCs
in Europe
1994
ⓦ Establishment of environmental
management system and approval
of a binding group-wide environmental policy
ⓦ Sustainability
 New freshness system with
VitaFresh
1998
 The Thermador brand forms part
of BSH
45 cm dishwasher

Innovation

1997
ⓦ Innovative vacuum cleaner motor
design for improved energy efficiency and higher suction power
2005
ⓦ Code of Conduct of the European
Committee of Domestic Equipment
Manufacturers CECED signed
2006
 Dishwasher with VarioSpeed (full
performance at double the speed)
 Corporate development
21
2007
 New generation of fridge-freezer
combination appliances with automatic defrost (NoFrost)
2011
 New premium class washing
machines and dryers: iQ 800 and
HomeProfessional
ⓦ Exchange scheme for obsolete
refrigerators in Brazilian shanty
towns
ⓦ Corporate Responsibility and
Sustainability department set up
 Power-saving compressor technology and aerodynamic systems
integrated into vacuum cleaners
2008
 Heat pump technology creates
world’s most energy-saving dryer Intelligent Heater inside: The

sensoFlow System guarantees
maximum coffee indulgence,
thanks to its ideal brewing temperature.
 World’s most energy-efficient
dishwasher, featuring Zeolith®
drying system
 Induction cooktop with LCD
screen
ⓦ Launch of the Energy Excellence
Initiative: Group-wide control of
all marketing and sales activities
related to energy efficiency
ⓦ Balance calculation for BSH’s
corporate carbon-dioxide emissions
ⓦ Introduction of Compliance
Management
2009
 7 liter dishwasher
SensorBagless™ Technology in

bagless vacuum cleaners ensures
cleaning at always optimal performance level
2010  i-DOS automatic detergent
dosing, precise-to-the-milliliter,
reduces water consumption
 Flexible induction cooktops
Full-surface induction with TFT

Touch Display
 New slimline platform for dish-
washers: small size – extraordinary
dishwashing performance
 Technology Center for Laundry
Care opens in Berlin – Competence
center for washing and drying
technologies
 Coffee competence center opens
in Traunreut – development of automatic beverage machines
2012
BSH will be the first company in
ⓦ
Europe to receive CO 2 certificates
for environmentally friendly freight
transport by rail
ⓦ German Federal Government and
Association of German Chambers
of Industry and Commerce (DIHK)
admit BSH to climate protection
companies grouping
 Dust separator system Cross-
Flow™ in bagless vacuum cleaner
Runn’n: for high performance and
minimized maintenance
 Nofrost fridges with 14% more
capacity
2013
 Launch Multidoor fridges in China
 Opening of a slimline washing
machine factory in St. Petersburg
2014
Dishwasher with easy glide racks

on all levels
22
• Toronto
Irvine
 New Bern
•
LaFollette 
Casablanca •
 Lima
Buenos Aires •
Oslo •
Stockholm •
• Ballerup
• Amsterdam
Milton Keynes •
Nauen  • Berlin
Brussels •
Warsaw •
Lódź 
Bad Neustadt 
• Prague
Luxembourg •
 Bretten
Giengen  • Regensburg
Paris •
 Munich • Vienna
Lipsheim Dillingen  
Traunreut
Budapest •
Geroldswil •
Milan •
Santander 
Vitoria  • Huarte
Estella   Esquiroz
Zaragoza •  La Cartuja
 Montañana
• Lisbon
Nazarje •
• Zagreb
23
Chuzhou 
• Tel Aviv
• Dubai
Hongkong •
• Dschidda
• Mumbai
• Seoul
• Nanjing
 Wuxi
• Taipeh
• Bangkok
• Kuala Lumpur
• Singapore
• Jakarta
• Johannesburg
Melbourne •
Auckland •
BSH Worldwide
• Helsinki
• St. Petersburg
Plants:
Cooking
Refrigeration/Freezing
Dishwashing
• Moscow
Laundry/Drying
 Consumer Products
 Motors, pumps
Group headquarters
•Subsidiaries/Sites
• Kiev
 Rogoznica
• Michalovce
• Belgrade
• Bucharest
• Sofia
Çerkezköy  • Istanbul
As of May 2014
• Athens
Sinn. Nachhaltigkeit zum Ziel.
rung hat die BSH Bosch und Siemens
h gemacht. Ob Genussmensch oder
er Umweltschützer – wir bieten weltweit
zukunftsfähiger Technik, herausragenvice und supereffizienten Hausgeräten.
eiden sich für unsere Produkte, weil sie
r lebenswerten Zukunft beitragen möchd verantwortungsbewusstes Handeln ist
ment unseres unternehmerischen Erfolgs
r unsere Kunden, die Umwelt und die
eichzeitig unseren langfristigen Erfolg
m Geschäfts- und in unserem Nachhaltig-
F, der Geschäftsbericht auch als E-Paper,
up.de
Photo credit
te GmbH p. 19 iStockphoto
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en
BSH Bosch und Siemens
Hausgeräte GmbH
Carl-Wery-Str. 34
81739 Munich, Germany
Tel. +49 89 4590-01
Fax +49 89 4590-2347
www.bsh-group.com
com
Media contact:
Corporate Communications
weitere Publikationen
Tel. +49 89 4590-2809
tlich:
Fax +49 89 4590-2128
[email protected]
BSH at a Glance and the publications listed below are available in
German and English:
• Group Annual Report 2013
• Sustainability Report 2013
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