Implementing Winning Behaviour Strategy in Carlsberg Group

Running head: HUMAN RESOURCE MANAGEMENT
HUMAN RESOURCE MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Overview of the company:.....................................................................................................3
Product range of Coca-Cola:..................................................................................................4
Conclusion:................................................................................................................................5

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Introduction
The strategic method for effectively and efficiently managing the ‘people’ element of
organization for building the competitive advantage in the business environment is known as
Human Resource Management (Bratton & Gold, 2017). The structure of Human Resource
Management is constructed for the purpose of maximizing the employee performance in
regards with the set aims and objectives of the organization (Brewster, Chung & Sparrow,
2016). The Human Resource department of an organization directs its focus on the managing
people on the basis of the structured system and policies (Brewster, Chung & Sparrow,
2016). The department of Human Resources ensures the fair practices with the association of
employee benefits in the organizational system (Cascio, 2015). The management of human
resources efficiently in the organizations which reflects global presence marks the need for
cultural awareness as well as the capability for responding in the changing business
environment (Brewster, Chung & Sparrow, 2016). The purpose of the paper is to understand
the rationale behind the strategic approach of ‘winning behaviour’ in Carlsberg Group.
Carlsberg Group is known as the global brewer, which was founded in the year 1847 (Hatch
& Schultz, 2017). The company appointed approximately 41,000 employees in the regions of
Eastern Europe, Asia and Western Europe (Buckley & Ghauri, 2015). The paper will also
present the challenges faced by the organization in the process of implementing the ‘winning
strategy’ in Malaysia from the case study ‘Winning strategy at Carlsberg Group’. The paper
will be concluded by summarizing the concept of ‘winning strategy’ followed with the
recommendations of the implementation in Australia.
Discussion
HR priorities:

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The strategic Human Resource priorities pursued by the Carlsberg Group was focussed on the
strategy of ‘must-win-battle’, which demanded the formation of a group with common
culture with the motive of developing a brand. The strategic approach was planned for the
purpose of developing the human resource capabilities in accordance with the global
business. The priorities of the Human Resource department was focussed on the development
of a common ‘winning culture’ in all the subsidiaries for aligning the common goal of ‘taking
a lead’ in the market among the employees globally. The human resource priority was based
on the importance of a synchronised culture in spite of the cross-cultural workforce. The
strategic Human Resource priority was to encourage the involvement of the employees in the
subsidiaries present in all over the globe for co-creating the brand strategy of Carlsberg
Group. The priority of addressing the existing challenge of engaging employees from
multiple generations by the method of motivation and by communicating the meaning of
‘winning’ in the organization. Another human resource priority was building team efforts in
all the subsidiaries together for the execution of marketing and production plans. Team
building priority was communicated in the workshops conducted by the organization.
Communication was another priority for the purpose of making senior employees of the old
and new subsidiary understand about the importance of having a winning attitude.
Communication for the new ‘winning approach was executed by using tools like, brochures,
posters and website communication. The organization also prioritized the factors of employee
empowerment, which can help in the alignment of employees’ goals with the Carlsberg’s
long-term goals. One of the most significant priority for the organization, Carlsberg Group
was implementing an effective leadership management in Copenhagen and the individual
subsidiaries. The purpose behind the strategic Human Resource priorities was the integration
of the international approach with the Human Resource Management practices with the
consideration of constraints, interests and need.