Business Strategy for Carlsberg Group: Marketing Mix, SWOT Analysis and International Business

Running Head: BUSINESS STRATEGY
BUSINESS STRATEGY
Name of the Student
Name of the University
Author Note

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Executive Summary
The aim of this paper is study the various business strategies to increase the market share of
the selected company. Further it will focus on the international strategy which it uses to
penetrate and execute its functions in more than one country. This will help the readers to
achieve an insight of the business process and its executions.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Company Background............................................................................................................3
Marketing Mix of Carlsberg...................................................................................................3
SWOT Analysis.....................................................................................................................6
International Business............................................................................................................9
References................................................................................................................................12

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Introduction
Business strategy is the set of instruments used by most of the successful companies
in the world. These includes a set of non-prescribed strategies, plans and tactics to sustain in
the market. This helps the business for long run market existence.
International business strategy are the set of instruments used by the multinational
companies to penetrate, succeed and capitalize foreign markets. It mainly requires analysis of
the foreign markets focusing on the available resources. The strategy must be able to define
and identify the goals, understanding the complexity and the dynamics of the market and
finally developing long term goals.
Discussion
Company Background
Founded by J.C. Jacobsen in 1847, Carlsberg group is a renowned global brewer with
its headquarters in Copenhagen, Denmark. The Carlsberg foundation has been the majority
owner of the company since the death of Jacobsen. The flagship brand of the company,
Carlsberg was named after the Carl, the founder’s son (Carlsberggroup.com 2019). The main
products of the company include beers, ciders, bottled water, soft drinks, with the prominent
brands being Carlsberg, Kronenbourg 1664, Tuborg, Grimbergen, Baltika, Somersby and
Gorkha beer. One of the most recognized and largest brewers in Europe, the Carlsberg beer
portfolio incorporates several brands, which are significantly influenced by the price, volume,
target audience as well as geographic penetration.
Marketing Mix of Carlsberg
The Marketing Mix, also recognized as the 4Ps of marketing, contributes as a
foundation model for analyzing business organizations. The 4Ps of marketing mix constitutes