Case Study Report on Carlsberg’s Winning Behaviour’s Strategy

Running Head: Carlsberg Case Study Report
Case Study Report on Carlsberg’s Winning Behaviour’s Strategy
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Running Head: Carlsberg Case Study Report
Executive Summary
Carlsberg, founded in 1847, is world's fourth largest brewery. Analysing
different strategic human resource management policies, the strategic HRM priorities
adopted by the company will be analysed. The company has come up with Winning
Behaviour 's strategy based on some prescribed behaviours that should be adopted
by the company. The strategy talks about working as a team with a strong will to win.
The strategy also talks about contributing to society. The strategy will be evaluated
against other strategic HRM policies to find out whether it is in alignment with other
strategic HRM policies. After analysing the implementation process of the strategy in
Malaysia, a list of recommendations will be made about the process of implementing
the strategy in Australia.
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Running Head: Carlsberg Case Study Report
Table of Contents
Executive Summary............................................................................................................................2
Introduction..........................................................................................................................................4
Strategic Human Resource Priorities in Carlsberg........................................................4
Development of a common Group Culture..................................................................5
Development of Capabilities and Capacities of people.............................................5
Expanding the brand image...........................................................................................6
Increasing profit in the key beer markets....................................................................6
The rationale for implementing Winning Behaviour’s Strategy....................................6
Alignment with other HR strategies..................................................................................8
Difficulties faced in Malaysia.............................................................................................9
Effectiveness of the strategy in Australia and Recommendations on the
implementation..................................................................................................................10
Recommendations............................................................................................................11
Conclusion.........................................................................................................................................12
References........................................................................................................................................13
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Running Head: Carlsberg Case Study Report
Introduction
Carlsberg is a Denmark based company that was founded in 1847. The
company survived in an atmosphere of intense competition. They enjoyed a number
of takeovers and finally ranked fourth among the largest breweries in the world. In
this report, a detailed analysis of the Winning Behaviour’s Strategy will be performed.
The Strategic human resource priorities of the company will be discussed in details.
The reason for adopting the strategy will be analysed. The strategy will be analysed
to evaluate whether it aligns with the other popular HR practices. The difficulties the
company has faced while implementing the strategy in Malaysia will be covered.
Finally, how effective the strategy will be in the Australian context will be evaluated
and recommendations will be done on the execution of the strategy in Australia.
Strategic Human Resource Priorities in Carlsberg
Strategic Human Resource management is directly related to the long term
performance of the organization. SHRM can be seen as a link between human
resources and strategic goals and objectives so that the overall performance of the
organization can be improved (Harzing&Pinnnington, 2011). SHRM leads to high-
performance work systems and connection has been found between HPWS and
company performance. Not only by recruiting valued employees, but also by
implementing Ability-Motivation-Opportunity theory the individual as well as
organizational performance get enhanced. Through training and development of the
employees, motivating them, giving them opportunities to perform impart a positive
effect on the workplace that encourages the employees to perform better and create
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