Carlsberg Group – Case Study Analysis

This report analyzes the HR strategies and Winning Behaviors Strategy of Carlsberg Group, discusses difficulties faced in Malaysia, and provides recommendations for implementation in Australia.

Running head: CARLSBERG GROUP – CASE STUDY ANALYSIS
Carlsberg Group – Case Study Analysis
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1CARLSBERG GROUP – CASE STUDY ANALYSIS
Table of Contents
Introduction......................................................................................................................................2
1. HR Strategies of the Carlsberg Group......................................................................................2
2. Rationale behind the Winning Behaviors Strategy..................................................................3
3. Difficulties of Implementing the Winning Behaviors Strategy in Malaysia............................5
4. Analyzing if Winning Behaviors Strategy would work if implemented in Australia..............6
5. Recommendations for the Implementation of the Winning Behaviors Strategy in Australia..7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

2CARLSBERG GROUP – CASE STUDY ANALYSIS
Introduction
The Carlsberg Group is a leading manufacturer of beer products that is based in the city
of Copenhagen in Denmark and which runs operations all over the world. The Carlsberg Group
is renowned for the quality of its craft beer, and it is a hugely successful enterprise (Hatch &
Schultz, 2017). This report will engage in an analysis of the HR strategies that are followed by
the Carlsberg Group, it will analyze the Winning Behaviors Strategy of the Carlsberg Group in
detail, discuss how the HR strategies of the Carlsberg Group are in keeping with or in alignment
with work planning and development, equity and diversity, social responsibility and work life
balance (Chesbrough et al., 2018). The report will proceed to discuss the difficulties faced by the
company when expanding operations to Malaysia, and will conclude with an analysis of how the
Winning Behaviors Strategy would work in Australia, with recommendations being provided for
the implementation of the same.
1. HR Strategies of the Carlsberg Group
The HR strategies of the Carlsberg Group are those that are geared towards creating a
common culture within the organization, whereby all the employees of the organization feel
included and welcomed and valued by the organization. The Carlsberg Group believes in
working as one collective entity rather than in an exclusive fashion. There is to be no
discrepancy in the behavior of the management of the company with its employees, and all those
working at the organization are to function together as a team for the attainment of common
business goals and objectives. Owing to the fact that the Carlsberg Group believes in the
potential of its employees and believes in functioning together with its employees as one

3CARLSBERG GROUP – CASE STUDY ANALYSIS
collective unit, it takes rigorous measures to provide employees with training and development
skills and techniques. Employees of the Carlsberg Group are subjected to regular workshops and
training programs that are conducted by business experts and which are designed to provide
employees of the company with the abilities and the skills that they need in order to do good
work for the company. The Carlsberg Group also follows quite a global strategy when it comes
to the implementation of schemes and programs and policies that are related to human resource
development. Yet at the same time, the company makes it a point to ensure that the specific local
needs and requirements of employees of the Carlsberg Group, in different parts of the world, are
always duly met (based on case study given)
2. Rationale behind the Winning Behaviors Strategy
The Winning Behaviors Strategy is a strategy that is focused on a number of important concepts.
The first and foremost concept that the Winning Behaviors Strategy of the Carlsberg Group is
based on is the fact that all employees and workers of the company function together as a
collective unit. The company believes firmly in the notion of winning together, as a team, as one
whole. While individual efforts are always recognized, the key principle of the company’s
business operations is that the cooperation and the support and the participation of each and
every employee of the company is what is needed if the company is to move in the forward
direction. The second most important principle of the Winning Behaviors Strategy is that
winning is a must. There can be no compromise made as far as winning is concerned. The
Winning Behaviors Strategy of the Carlsberg Group makes it clear that the company has to take
the lead in the beer market internationally at any cost, no matter how much hard work and effort
is required in order to achieve such a victory. The third important idea or principle on which the

4CARLSBERG GROUP – CASE STUDY ANALYSIS
Winning Behaviors Strategy of the Carlsberg Group is based is the fact that the customers of the
Carlsberg Group is that it is the customers of the Carlsberg Group who decide the actions and the
activities of the group, and who it is the customers whose wellbeing and whose needs and
requirements that the company works tirelessly to meet. In other words, customer satisfaction is
something that is of utmost importance for the Carlsberg Group. If the Carlsberg Group is to gain
success in the beer industry worldwide, then it will first have to make sure that it is meeting
customer requirements and preferences in the manner that is desired. Fourthly, the Winning
Behaviors Strategy of the Carlsberg Group makes it clear that this is an organization that is
poised to make a difference in the globe. The fourth important notion on which the Winning
Behaviors Strategy of the Carlsberg Group is based, is the fact that this is a group that is actually
empowered enough to make a difference in the world, through its business operations. The fifth
and final principle of the Winning Behaviors Strategy of the Carlsberg Group is that this is a
company that engages with society. Corporate social responsibility measures are taken very
seriously by the Carlsberg Group and it works tirelessly for the alleviation of social ills,
regarding its reputation and image in society to be of immense value (based on case study given)
The HR strategies of the Carlsberg Group are those that are well aligned with the
concepts of equity and diversity at the workplace (Wilczewski et al., 2019). All of those who are
working at the Carlsberg Group are treated as equals and there is no differential approach or
partial behavior that is undertaken or engaged in on the part of the top level management at the
Carlsberg Group towards subordinates or junior employees. Since the Carlsberg Group believes
that it can attain success only with the help of its employees and only by working together as a
collective entity, it becomes clear that employees are treated with respect and dignity and at par
with their managers and their supervisors and that employees belonging to multiple different

5CARLSBERG GROUP – CASE STUDY ANALYSIS
ethnic backgrounds are well respected at this organization. When it comes to workforce planning
and development, there are a lot of training measures that are undertaken by the organization in
terms of seminars and workshops that are designed to provide employees with the skills and the
knowledge that they need in order to perform well for the organization in both the short term as
well as the long term. The work life balance is something that is assured for employees of the
organization. The local needs and requirements of employees, including their need to take a
break from work is something that is well recognized by the top level management at the
Carlsberg Group. Employees are not made to overwork for the Carlsberg Group, even though
winning is always on the company agenda. The corporate social responsibility measures of the
Carlsberg Group are many in number. This is a company that believes in actively working for the
alleviation of poverty and other important social issues, and in getting its employees involved in
the task of doing just about the same. In a nutshell, the HR strategies of the Carlsberg Group are
those that are of a global standard, and which are guaranteed to ensure employee performance
and employee wellbeing at the same given time (Porth & McCall, 2019). Employees are
encouraged to do their best for the organization through the Winning Behaviors Strategy and are
made to feel valued and encouraged by the organization as well (based on case study given)
3. Difficulties of Implementing the Winning Behaviors Strategy in
Malaysia
There were a number of difficulties that were experienced by the Carlsberg Group in
Malaysia, the first and foremost of which involved translating the Winning Behaviors Strategies
into the multiple local dialects and languages in Malaysia. It took quite a while for the top level
management of the Carlsberg Group to make it known to the employees in the country as to

6CARLSBERG GROUP – CASE STUDY ANALYSIS
what the Winning Behaviors Strategy was all about and what it all entailed. Since the approach
that the Carlsberg Group takes to HR management is quite global in its nature and in its scope,
but which caters to the local needs and requirements of employees at the same time, it is a
strategy that worked out very well in the country of Malaysia. The global outlook of the
Carlsberg Group was maintained in its handling of employees, while efforts were also made at
the same time, to look into the specific local needs and demands of the employees in Malaysia,
leading to employee satisfaction here in the long run (Soderberg, 2015).
4. Analyzing if Winning Behaviors Strategy would work if implemented in
Australia
There is no reason for the Winning Behaviors Strategy of the Carlsberg Group not to
work if it is implemented in the country of Australia. The Winning Behaviors Strategy of the
Carlsberg Group indicates that this is an organization that believes in treating all of its workers
equally, and that equality, dignity and respect is something that is always assured for workers in
the organization. Australia is a country that is inhabited by people who belong to many different
ethnicities. The workplace in Australia is therefore quite diverse in its character (Kasemsap,
2019). Carlsberg Group addresses the matter of diversity very well, by treating all of its
employees equally, as one collective unit, brought together to achieve the goals and objectives of
the business organization in the most efficient and effective ways possible. Such an approach is
likely to be quite well received by the diverse workplace population that is commonly seen in
corporate offices in Australia (Kern et al., 2019). Australian corporate scene is also characterized
by plenty of rivalry and competition, which is why the Winning Behaviors Strategy can
definitely be implemented with success in the country of Australia (Hatch & Schultz, 2017). The

7CARLSBERG GROUP – CASE STUDY ANALYSIS
competitive element of the Winning Behaviors Strategy will be very well received in Australia.
The commitment that is outlined by the Carlsberg Group to corporate social responsibility in the
Winning Behaviors Strategy, is also something that makes this a strategy that is quite ideal for
implementation in Australia (Pessima & Dietz, 2019). Most of the corporations that are
functional in Australia are seen to engage in corporate social responsibility on a regular basis
(Giauque & Varone, 2019). Most of these corporate social responsibilities are directed towards
ensuring environmental and business sustainability, and towards the alleviation of poverty. The
fact that the Carlsberg Group engages with society makes it a corporation that is perfection for
growth in Australia, given how committed the Australian business world is, to corporate social
responsibility measures (Hatch et al., 2015).
5. Recommendations for the Implementation of the Winning Behaviors
Strategy in Australia
If the Winning Behaviors Strategy is to be implemented in Australia, then the following
recommendations will have to be undertaken –
 To implement the Winning Behaviors Strategy in Australia, environmental sustainability
is something that will have to be incorporate into the strategy, as this forms an important
part of corporate social responsibility in Australia (Bartoli et al., 2019). Any business that
is operating in Australia is expected to demonstrate a concern towards environmental
wellbeing and undertake activities to ensure the preservation and conservation of the
natural environment (Holt & Johnson, 2019).
 The Winning Behaviors Strategy in Australia must be implemented by first briefing
employees in corporate offices about what the strategy is about, what it entails and what

8CARLSBERG GROUP – CASE STUDY ANALYSIS
it is designed to achieve (Guler, 2019). When the various elements of the Winning
Behaviors Strategy are outlined clearly to employees in Australia, can the strategy
actually be implemented in the desired manner. Employees in Australia are well informed
and like to learn a lot about business strategies that are implemented at the workplace
before they are made to be a part of this strategy and work towards its fulfillment. (Lelux
& Vanderkaaij, 2019).
Conclusion
Thus, the Winning Behaviors Strategy of Carlsberg Group is definitely impressive and
makes it easy to understand the success rate that the company has managed to experience
worldwide through the way it has conducted its business operations. Carlsberg Group is one
of the few organizations in the world that believes in treating its employees with equity and
which truly respects a diverse workforce. Carlsberg Group’s commitment to corporate social
responsibility is also something that is quite remarkable, making it a group that would
certainly be poised for success in Australia, if the Winning Behaviors Strategy was
implemented here.

9CARLSBERG GROUP – CASE STUDY ANALYSIS
References
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