Winning Behaviour Strategy of Carlsberg

Running Head: CARLSBERG 0
WINNING BEHAVIOUR STARTEGY OF CARLSBERG
System04121
5/27/2019

CARLSBERG 1
Executive summary
This report is study of a Carlsberg winning strategy. Carlsberg is a global brewer company
which was started in 1847 by Jacobsen. Firstly the HR priorities of Carlsberg are discussed.
Carlsberg have 4 HR priorities which are attracting the top talent in this the company tries to
attract the best employees for the company, developing leaders in this the company hires
employees and give them training so that they can become good and better future leaders,
improving the wellbeing of the employees in this the company focuses on the safety and the
wellbeing of the employees and lastly encouraging the collaboration of the teamwork in this
the company gives full support to the teamwork and collaboration policy and motivates
employees to work towards a common objective. In the report the next thing which is
discussed is the reason behind the implementation of winning behaviour strategies there are
three reasons which are to win the heart of the customers, to work for the society and to bring
new ideas in the environment and the society. The essay then has a very brief discussion on
the issues faced by Carlsberg while implementing the Winning Behaviour Strategy Malaysia.
there are various issues that are discussed in the report such the cultural diversity which was
one of the main issue, ban on beer advertisement and heavy tax on alcohol, lastly the essay
discusses the recommendations for Carlsberg to set up the winning strategy in Australia,
which can be possible as Australia has a multicultural society..

CARLSBERG 2
Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................4
Strategic HR priorities of Carlsberg...........................................................................................4
1. Attracting top talent.........................................................................................................4
2. Developing leaders..........................................................................................................4
3. Improving the wellbeing of employees...........................................................................5
4. Encouraging the collaboration and teamwork.................................................................5
Rationale implementing “Winning Behaviour Strategy”...........................................................5
Carlsberg's 'Winning Behaviours' strategy and relation with HR practices such as:.................6
 Equity and diversity;...........................................................................................................6
 Workforce planning and development;...............................................................................6
 Social responsibility; and work-life balance.......................................................................6
Difficulties faced By the company while implementing the strategy in Malaysia....................7
'Winning Behaviours' strategy in Australian context.............................................................7
Recommendations for the implementation of “Winning Behaviour Strategy”:....................8
Conclusion..................................................................................................................................8
References................................................................................................................................10

CARLSBERG 3
Introduction
Carlsberg is a global brewer which was founded in 1847 by Jacobsen. The company has
around 41000 employees and it is primarily located in the western side of Europe
(Gammelgaard, 2015). Carlsberg merged with Tuborg in the 1970; it is a beer brand which
has more than 500 brands (Hatch, Schultz, & Skov, 2015). It is a 5% adv. Pilsner beer with
around distribution to 140 markets. It is the fifth largest brewery in the world by volume, the
market share of the company is in multiple regions globally and it keeps on emerging in the
new markets as well. This report discusses about the HR Priorities of Carlsberg, the reason
behind implementing the winning behaviour strategy, relation of Carlsberg winning strategy
with the other HR practices, difficulties faced by Carlsberg while setting the strategy in
Malaysia and lastly the recommendations for setting winning behaviour strategy in Australia
for Carlsberg ( Goetsch, & Davis, 2014).
Strategic HR priorities of Carlsberg
1. Attracting top talent
Carlsberg top priority is to hire the right people for the right job as this is the most
important and one of the top priorities of any organization, talent attraction has
changed a lot over the previous years and there is a growth in the popularity of
recruitment softwares. Carlsberg likes to hire talented employees as they believe that
they can increase the productivity of the firm and can help the firm to grow (Guest,
2011).
2. Developing leaders
A good leadership is another top priority of Carlsberg, leadership is something which
is very important and it helps a company to reach the goals of the organization and it
helps the organization to keep the team together, inspire others and helps in building a
more effective workplace environment (Grann, 2017) Leadership is important to
various organizations as leadership is something which guides an organization to its
way; it helps the organization to take various decisions, Carlsberg also gives the
employees leadership training which helps them to learn different skills and they also
rewards them if they perform well which gives the employees motivation to work
hard (Daley, 2012).