Carlsberg in Emerging Markets

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EXECUTIVE SUMMARY
The world today is changing very rapidly. Opportunities arise and disappear instantly and it is
therefore important for modern companies to follow suit and seize the opportunities present for
them at the time. In this context the strategy of a company becomes relevant. Companies develop
strategies to ensure that the employees know what to achieve and are working towards the same
goals. As the speed of changes and information increase in the world, it becomes important for a
company to be able to react fast and adapt their strategy, especially in emerging markets. This
paper looks at the international strategy used by Carlsberg group in its emerging markets with a
focus on Russia and China as well as a minor look into the Indian market. The Group is
distinguished by a high degree of variety of brands, markets, and cultures. Its activities are
centered on markets where the Group has the strength and the right products to secure a leading
position. Due to the variation of the markets, the contribution to growth, earnings, and
development within the Group differs, both at present and in the longer-term projections
(Lasserre 2017). Carlsberg has it owns organization to target, mission, and vision. The mission of
Carlsberg Company is to be a dynamic provider of quality beers and also bring its exciting
brand, innovative culture and committed teams which will bring people together and add more
enjoyment to life.
Furthermore, their company's vision is "probably the leading the beer company among the
world" in order to become the first choice of the consumers, customers, and employees and also
by fully understanding their needs and proactively driving market development. Achieving its
mission and vision objective will be met with many challenges mostly originating from a
saturated market with increased competitiveness, especially since many beer firms are emerging
and targeting emerging markets

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These markets are filled with numerous opportunities for the firm to expand into and develop,
however, there are volatile as well since its competitors want a piece of the market share. The
paper has described the current strategy that is used by Carlsberg in these emerging markets. To
put this into perspective, it has gone deeper by looking at the firms vertical and horizontal
integration for the purpose of accomplishing its goals and staying on track through its mission
and vision. The paper illustrates the various tool that is used to analyze the market for the
purpose of identifying its current strategic position in its emerging markets. These tools are
crucial since they play a big role in the firm's overall international strategy. Such strategies
include mergers and acquisitions of strategic breweries such as Baltika which was Russia biggest
beer brand with over 50% market share. Finally, various recommendations are given in this
paper that would improve Carlsberg dominance in these emerging markets over its competitors

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Table of Contents
CARLSBERG IN EMERGING MARKETS..................................................................................3
INTRODUCTION...........................................................................................................................3
Carlsberg’s current strategy.............................................................................................................4
Vertical integration......................................................................................................................5
Horizontal integration..................................................................................................................6
The Porter's Five Forces..............................................................................................................6
SWOT analysis of China market.................................................................................................7
SWOT analysis of the Russian market........................................................................................8
Impact of Market analysis tools on Carlsberg’s international strategy.......................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11