From origin, AXA develops, manufactures and sells builders hardware and bicycle accessories, both under its own brand name and as custom-made solutions for OEM clients. AXA has a strong position in the middle segment and high end of these markets. AXA changed from a product oriented to a ‘swinging’ sales & marketing organisation, utilising the well known and strong brand name ‘AXA’. AXA was split in two separate sales divisions, each with their own branding and marketing strategy. These two sales divisions are operating under the brand names: ‘AXA Bike Security’ and ‘AXA Home Security’. AXA aims for substantial and profitable growth in the Home Security and Bike Security markets. This growth can be achieved among others through the Read more