Carlsberg’s Expansion in Emerging Markets: Strategic Issues and Entrepreneurship Model

Carlsberg
Emerging markets

Carlsberg’s expansion in the
emerging markets
• The concerned organization, Carlsberg A/S, was
established in the year 1847 and mainly focused on
proposing brewery
• The organization was initially located in Copenhagen,
Denmark
• The venture employed around 33000 staff while holding
a portfolio of 75 breweries around the world and selling
approximately 115 hectolitres of beer
• Markets: the mature beer markets of Western Europe,
the growth markets of Eastern Europe and the emerging
markets of Asia

Strategic issues in Carlsberg’s
case
• The ownership of Carlsberg over BBH provided them
with an opportunity of holding the position of a market
leader in Russia
• The ownership of BBH restricted the capability of
Carlsberg in forming new mode of acquisitions in Russia
• The Russian brewery markets also attracted the
attention of the other companies like Heineken and
SABMillar
• The involvement of competitors like Heineken with
increasing volume and diverse propositions has taken a
significant amount of the Russian markets