Strategic Human Resource Management

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

1STRATEGIC HUMAN RESOURCE MANAGEMENT
Executive Summary
In this report, the main objective of the discussion will be to learn about the workplace
practices as well as the human resource trends in context with the Carlsberg Group, which
will help to learn the above said things in global context. This report will help to outline the
human resource priorities pursued by Carlsberg as well as the rationale of implementing the
Winning Behavior strategy. This report will also lay the process by which Carlsberg align the
Winning Behavior strategy with other human resource practices, like workforce planning and
development, equity and diversity, work-life balance and social responsibilities. The
difficulties face by Carlsberg while implementing the strategy in Malaysia will be analyzed
and also the analysis will be done on implementation of the strategy in an Australian context.

2STRATEGIC HUMAN RESOURCE MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Strategic HR Priorities...............................................................................................................3
Winning Behaviors Strategy......................................................................................................4
Alignment of Winning Behaviors Strategy and HR Practices...................................................5
Winning Behaviors Strategy in Malaysia..................................................................................6
Winning Behaviors Strategy in Australia..................................................................................7
PEST Analysis.......................................................................................................................7
Market Segmentation.............................................................................................................8
Conclusion..................................................................................................................................9

3STRATEGIC HUMAN RESOURCE MANAGEMENT
Introduction
In this report, the main objective of the discussion will be to learn about the
workplace practices as well as the human resource trends in context with the Carlsberg
Group, which will help to learn the above said things in global context. This report will help
to outline the human resource priorities pursued by Carlsberg as well as the rationale of
implementing the Winning Behavior strategy. This report will also lay the process by which
Carlsberg align the Winning Behavior strategy with other human resource practices, like
workforce planning and development, equity and diversity, work-life balance and social
responsibilities. The difficulties face by Carlsberg while implementing the strategy in
Malaysia will be analyzed and also the analysis will be done on implementation of the
strategy in an Australian context. Carlsberg is a brewer company from Denmark which
operates globally. The company is 172 years old and the headquarter is located in
Copenhagen. It falls into the beverage industry, and the products of the company includes
soft drinks, beers, bolted ware and ciders. Now the company is the fourth largest brewery
company in the world (Gammelgaard & Hobdari 2013).
Strategic HR Priorities
The strategic human resource priorities pursued by Carlsberg are (Jackson, Schuler &
Jiang, 2014):
1. Overarching Human Resource Strategies - This strategy can be described for the
general goal of the company about the way in which the people would work to achieve the
common goal set by Carlsberg. It includes the process in which the people of the organization
should be managed as well as improve the working conditions and working culture of the
people working out there. This would help the company to achieve the goals set, that is to
have a winning culture in Carlsberg. The priorities set by the organization among the