Carlsberg in Emerging Markets: Competitive Strategy

Competitive Strategy
Carlsberg in Emerging
Markets

Introduction
• Beer is one of the highly consumable beverage products that
is sold in the market.
• Carlsberg is the forth largest brewery firm in the in the world.
• Carlsberg is famous by a high degree of selection of
philosophies, products and markets.
• Due to maturity in the western markets, Carlsberg has
focused towards the emerging markets such as Russia and
China.
• However they have faced many issues in these tw countries
as well.

Summary
• Carlsberg was one of the biggest brewery company in
the world but in the changing business environment,
this firm faced different kinds of challenges.
• This case illustrates how the wrong partnerships in
the form of merger & acquisitions and joint ventures
had impact on the company. It lead to huge loss.
• In this case study there is illustration of the way in
which for achieving competitive advantage,
Carlsberg had to acquire small firms in the market.

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• This case study reflects the way in which Carlsberg’s
most attractive market Russia was tackled by the
company especially when the Western and eastern
European markets is not performing so good for the
Company and the way they with competition from
Heineken.
• This case study also illustrates its expansion in China
were there was not control of any specific company
and the market was also distributed with very less
consumption power.