Effectiveness of Competitive Strategy in the International Market: A Case Study of Carlsberg

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Competitive Strategy
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Executive summary
The report focuses on the effectiveness of competitive strategy in market and the manner in
which it can provide organisations with an advantage. The report takes into account the
influence that Carlsberg have in the world and the advantages that it can gain in the
international market. The report analyses a case study that deals with the rejection of change
in recipe in the Australian market for Carlsberg Pilsner. The response of the people in the
country and the advantage that Carlsberg can have is highlighted in the report. Moreover,
issues related to the application of strategies such as the differences in the marketing
environment of the two countries are taken into consideration. Applicaton of theories such as
corporate theory as well as international theory are made so that Carlsberg can continue with
its development in the Australian market. Relevant conclusion is provided based on the
analysis of the case study situation at Carlsberg.

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Table of Contents
Introduction................................................................................................................................3
About the company....................................................................................................................3
Brief summary of the case..........................................................................................................4
Identification of strategic issues.................................................................................................5
Relevant theoretical concepts.....................................................................................................6
Conclusion..................................................................................................................................7
Bibliography...............................................................................................................................9

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Introduction
In the modern world, it is necessary that competitive advantage be gained so that
proper management of strategies can be undertaken and at the same time, issues that arise
with the strategies be analysed. According to Scholes (2015), competitive strategy helps
organisations to gain an advantage in the market so that strategies of the rivals can be
identified. Therefore, the aim of each of the organisation is to gain a global perspective that
can help in the development of its advantage in the market.
The report analyses the position that Carlsberg possess in the world of beers and
drinks. The focus is on the identification of tactics used by Carlsberg in Australia. A brief
summary of the case is provided that can help in understanding the issues that exist in the
company. At the same time, any strategic issue that may occur in the company is identified so
that mitigation via relevant theories can be made.
About the company
Carlsberg is an international brewing company that was set up in 1847. The company
first developed its roots in Denmark (Carlsberggroup.com 2019). Carlsberg is known to brew
more than 500 local beers all around the world (Carlsberggroup.com 2019). Some of the
products that can be associated with Carlsberg includes beers, ciders, soft drinks and bottled
water (Carlsberggroup.com 2019). Carlsberg is also known for brewing Tuborg, Kronenburg
and Somersby cider (Carlsberggroup.com 2019). The asset of the company is that it earns
heavy revenue and thus the revenue of Carlsberg is worth about $9.48 billion
(Carlsberggroup.com 2019).
Thus, the net income of the company is $1.24 billion with over 41,000 employees
employed in the global market (Carlsberggroup.com 2019). Carlsberg is known for gaining a