Investors
Strategy
Strategy
Honkarakenne's strategy for 2022–2024 focused on internationalization, customer experience, and sustainability. Early
in the year, the Group refined the goals of its strategy, which extended to the end of 2024, to better align with changes in
the operating environment.
Through the strategy, Honkarakenne's position as Finland's largest exporter of wooden buildings will be strengthened.
With the export and customer experience strategy, the Group aims for controlled growth in net sales during the strategy
period, with the focus on profitability. The performance targets are based on process efficiency, conceptualization, and
management, which also improve the customer and employee experience.
Honkarakenne Group's vision is to offer truly the best living. The Group’s mission is to improve the quality of people’s
lives and housing.
Honkarakenne’s strategic objectives for the 2025–2028 period are:
Strengthening customer experience
Effectiveness in everything
Renewing the Honka spirit
Managed international operations
To implement the strategy, the Group's extended executive group refines development projects and focus areas that support the strategy's progress, in line with the targeted management model.
Honkarakenne states that it does not consider long-term targets as market guidance for any particular year of the strategy period.
Sustainability at Honkarakenne
Sustainability is a key part of Honkarakenne's strategy. We continuously develop our production, services and selection to enable healthier, more ecological and better-quality living. We focus on building the future, and our choices are guided by human and natural vitality. Sustainability is more than just a word for us, its footprint is defined throughout the supply chain. Honkarakenne’s sustainability programme, "We are building the future", is based on the changes we have identified in our operating environment, our ethical principles, recognised expectations of our staff and other stakeholders, and understanding the customer in our main markets. Responsible purchasing and eco-friendly production are at the core of our business and we are constantly developing the health and safety of our houses.
Previous strategy period 2018–2021
The aim of the strategy published in 2018 was to raise Honkarakenne to a new level in its business operations and strengthen the company's position as a leading, international provider of high-quality wood construction and services. Successes of the strategy period included quadrupling comparable operating profit, significant strengthening the balance sheet and completion of a good EUR 7 million investment program at our Karstula factory. We did not achieve the set growth objectives in terms of exports and service sales. Increasing exports is also one of our key strategic priorities in the strategy period extending to 2024.
2016
Post-financial crisis period
The financial crisis significantly weakened the construction cycle
We strengthened our balance sheet with a EUR 3.4 million directed share issue
We focused all of our production to the Karstula factory
2017–2020
Successful turnaround
Growth in net sales and significant improvements in profitability
Strong construction cycle supported our demand outlook in Finland
Wood construction becomes more popular
We are gaining a stronger foothold in the B2B market
We are not able to increase exports as planned
2021–2024
Aim to continue profitable growth
We aim to continue strong organic growth in Finland
We aim to improve the profitability level with increased net sales
Our new strategy is aimed at increasing exports
We aim to exploit the strong demand outlook of wood construction
