Fiskars Corporation: SWOT Analysis & Company Profile by BusinessReview

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									Fiskars Corporation

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Fiskars Corporation: SWOT Analysis &
Company Profile


Reference code: BRCP174CP10-Q4

Published: Sep 2010




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Fiskars Corporation - SWOT Profile                                                  Page 1
Fiskars Corporation

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Fiskars Corporation - Company Overview

Fiskars Corporation (Fiskars) is one of the leading global suppliers of consumer products for home, garden and outdoor
segments. The company offers a variety of products, including crafting tools, gardening equipments, homeware and
outdoor sports and leisure tools. Fiskars is also engaged in the global supply of marine and energy equipment solutions
and services through its associated company, Wartsila Corporation. The company’s business is categorized into six
segments, namely, Garden, Homeware, Craft, Outdoor Recreation, Inha Works and the Real Estate Group. Fiskars has a
strong portfolio of international brands, which include Fiskars, Iittala, Gerber, Silva and Buster. Geographically, the
company operates in Americas, Europe, the Middle East and Asia Pacific (EMEA) and Other regions. Fiskars is
headquartered in Helsinki, Finland.


Financial Performance

The company reported revenue of EUR 660.3 million during the fiscal year ended 2009. The company's revenue grew at a
CAGR of 1.02% during the period 2007-2009 with a year on year decline of 5.27% over fiscal year 2008. During the fiscal
year 2009 its operating margin was 5.98% as against the operating margin of 0.85% in fiscal year 2008. During the fiscal
year 2009 the company registered a net margin of 12.65% as against the net margin of 7.04% in the fiscal year 2008.




Fiskars Corporation - Key Facts

Fiskars Corporation, Key Facts

                                  Mannerheimintie 14 A, Helsinki, ,                              FISAS (Helsinki Stock
                                                                      Ticker Symbol, Stock
Corporate Address:                                                                               Exchange)FISKS (Helsinki Stock
                                  00101, Finland                      Exchange                   Exchange)



Telephone                         + 358 9 618861                      No. of Employees           3,576



Fax                               + 358 9 604053                      Financial Year End         December



URL                               www.fiskars.fi                      Revenue (in EUR Million)   660.30



Industry                          Consumer Packaged Goods             Revenue (in USD Million)   917.08

                                  Australia, China, Belgium, Denmark, Finland, France, Germany, Hungary, Italy, Norway, Poland,
                                  Russian Federation, Sweden, United Kingdom, Canada, United States, Mexico, Australia, China,
Locations
                                  Belgium, Denmark, Finland, France, Germany, Hungary, Italy, Norway, Poland, Russian Federation,
                                  Sweden, United Kingdom, Canada, United States, Mexico
Source: Annual Report, Company Website, Primary and Secondary Research




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Fiskars Corporation - SWOT Profile                                                                                       Page 2
Fiskars Corporation

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Fiskars Corporation - Business Description

Fiskars Corporation (Fiskars) is principally engaged in supplying branded home, garden and outdoor related consumer
products. In addition, the company develops land and buildings on 15,000 hectares of real estate and forests in Finland.
Its major international brands include Fiskars, Iittala, Gerber, Silva, and Buster. As of December 31, 2009, the company
employed 3,623 people.

The company has classified its business operations under three reportable business areas, namely, Garden, Home and
Outdoor.

Under Garden business area, the company offers a variety of high quality, ergonomic and easy-to-use garden tools. The
company is one of the leading brands of garden cutting tools across the world. Its products and services are offered under
various brands, including Fiskars, Sankey, Ebert, Leborgne, Werga and Zinck-Lysbro. During the fiscal year 2009, the
company generated EUR 230.9 million revenues, which represents 35% of total revenues.

In Home business area, the company provides a comprehensive range of leading branded products for kitchen, home,
and interior design. These products and services are offered under various brands, which include Fiskars, Iittala, Arabia,
Hackman, BodaNova, Hoganas Keramik, Montana, Raadvad, Rorstrand, Kaimano, Kitchen Devils and Hoyang-Polaris.
The company is one of the leading suppliers of tools for schools, offices, and crafting (SOC). During the fiscal year 2009,
the company generated EUR 299.9 million revenues from Home Business area, which represents 45.5% of total
revenues.

Under Outdoor business area, the company offers high quality, innovative and dependable tools in the outdoor sports and
leisure category. Its diverse range of products includes navigation equipment, fishing, hunting, and camping equipment,
headlamps, and health and wellness accessories such as advanced pedometers. These products are offered under three
brand names, which includes Gerber, Silva, and Brunton. During the fiscal year 2009, the company generated EUR 128.4
million revenues from Outdoor business area, which represents 19.5% of total revenues.

The company has revamped its organization. According to this new organizational structure, the company's new business
areas include Home, Garden, Outdoor, and Other. In addition to all homeware products, sales of scissors and other
school, office, and craft products are included in the Home business area. The Inha Works business area is included in
the Outdoor business area while Real Estate business area is included in the Other business area. In Inha Works
business, the company manufactures Buster aluminum boats, hinges, and forged products. These goods are sold
principally in the Nordic markets. In the Real Estate business, the company is principally engaged in administering and
developing its 15,000 hectares of land and forest. It is also engaged in leasing of building, which includes houses and
workshops and its production plants in Finland. Further, it is also engaged in developing the Raasepori area.
Internationally, Fiskars Village is known as a center for the arts and design, and attracts approximately 150,000 visitors
per annum.

The company has classified its geographic presence in Americas, EMEA (Europe, Middle East, and Asia-Pacific), Wartsila
(associated company), and Other. During the fiscal year 2009, the company generated EUR 454.2 million from EMEA
segment, EUR 218.2 from Americas segment and EUR 6.1 from Other Segment.

Recently the company announced that the Finnish Competition Authority has proposed to the Market Court that a fine of
EUR 4 million should be imposed on Iittala Group Oy Ab due to violation of the Finnish Competition Act. The Iittala Group,
a Fiskars subsidiary, considers as a starting point the proposal to be unfounded. No provision has been booked for the
proposed fine.




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Fiskars Corporation - SWOT Profile                                                                                Page 3
Fiskars Corporation

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Fiskars Corporation - Major Products and Services

Fiskars Corporation is a supplier of consumer products for the home, garden and outdoors segments across the globe. Its
key products, brands and services include the following:

Fiskars Corporation, Major Products and Services
Products:



Buster Aluminum Boats

Crafting Tools

Fiskars Hinges

Forged Rail Fasteners

Garden Tools

Homeware

Hunting, Fishing and Camping Equipment

Services:

Marine and Energy Equipment Solutions and Services

Brands:

Arabia

Buster

Fiskars

Gerber

Iittala

Silva

Sankey

Ebert

Leborgne

Werga

Zinck-Lysbro

Hackman

BodaNova

Hoganas Keramik

Montana

Raadvad

Rorstrand

Kaimano

Kitchen Devils

Hoyang-Polaris

Brunton
Source: Annual Report, Company Website, Primary and Secondary Research




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Fiskars Corporation - SWOT Profile                                                                             Page 4
Fiskars Corporation

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Fiskars Corporation - History

Fiskars Corporation, History

    Year                Event type                                                    Description


                                            The merger of Fiskars Corporation and Agrofin Oy Ab was executed and registered
   2009      Acquisitions/Mergers/Takeovers with the Finnish Trade Register. The shares issued for the payment of the merger
            
								
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