Analysis of Business Strategy of Carlsberg

Running head: ANALYSIS OF BUSINESS STRATEGY OF CARLSBERG
ANALYSIS OF BUSINESS STRATEGY OF CARLSBERG
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1ANALYSIS OF BUSINESS STRATEGY OF CARLSBERG
Executive Summary
This report is based on the analysis of the strategies that have implemented by an
organization named Carlsberg in its domestic and international operations. The case study
which taken into consideration is based on the lack of profitability of the organization in
Russia and China. The overall performance of the company is also analysed in the report. The
analysis is mainly based on the business level strategies, the corporate level strategies and the
strategies of the organization related to acquisition. The various steps that have been taken by
the company in the course of its operations is also analysed in the report in detail. The ways
by which the company will be able to maintain its profitability in the various international
operations.

2ANALYSIS OF BUSINESS STRATEGY OF CARLSBERG
Table of Contents
Introduction....................................................................................................................3
Business Strategy of Carlsberg......................................................................................3
Corporate Strategy of Carlsberg.....................................................................................6
SWOT Analysis of Carlsberg.....................................................................................7
Ansoff Matrix analysis of Carlsberg..........................................................................8
Acquisition made by Carlsberg......................................................................................8
Porter’s Five Forces Analysis of Carlsberg.............................................................10
Conclusion....................................................................................................................11
References....................................................................................................................12

3ANALYSIS OF BUSINESS STRATEGY OF CARLSBERG
Introduction
Carlsberg A/S is a global brewing brand which employs more than 40,000 people and
is located primarily in Eastern Europe, Western Europe and Asia. The company was founded
in the year 1847 by J.C. Jacobsen and the headquarter of Carlsberg is situated in Copenhagen,
Denmark. The majority of the organization has been taken over by the Carlsberg foundation
after the death of Jacobsen in the year 1887. The flagship brand of the company has been
Carlsberg Beer. The other products brewed by the company include, Kronenbourg, Tuborg,
Somerby Cider and many more (Carlsberg Group 2018). Carlsberg has its operations in
Eastern Europe under the name of Baltic Beverages Holding which is owned by the company
presently. The company had previously entered this area by collaborating with this
organization which was later taken over by Carlsberg itself. The company acquired Aldaris
Brewery to enter the market of Western and Northern Europe in the year 2008. The products
of Carlsberg group are distributed in the United States by St. Killian Import Co. The
company also exports its products to the Asian countries like, China and Hong Kong
(Carlsberg Group 2018).
The report will be based on the analysis of the business strategy that has been
employed by Carlsberg to enter the various foreign markets and the ways by which Carlsberg
has acquired other organizations to increase its operations and presence globally.
Business Strategy of Carlsberg
The major purpose of the company has been to pursue perfection and they strive to
brew better quality beers. The product that is manufactured by the company stands at the
heart of the celebrations and at times when people come together. The organization further
aims towards creating a better tomorrow for the employees and the customers as well.