Strategic Human Resource Management at Carlsberg

This report discusses the strategic human resource management practices at Carlsberg, focusing on the implementation of the 'Winning Behaviours' strategy. It explores the HR priorities pursued by Carlsberg, the rationale for implementing the strategy, and its alignment with HR practices. The report also examines the challenges faced by Carlsberg in executing the strategy in Malaysia and provides recommendations for implementing the strategy in the Australian market.

Running head: STRATEGIC HUMAN RESOURCE MANAGEMENT
Carlsberg
Strategic Human Resource Management
6/3/2019

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Table of Contents
Introduction................................................................................................................................2
Overview of Case “Winning Behaviour” at Carlsberg..........................................................2
Strategic Human Resource Priorities pursued by Carlsberg..................................................3
The rationale for implementing the ‘Winning Behaviours' strategy......................................3
Carlsberg's 'Winning Behaviours ‘strategy is aligned with the HR practices........................4
We want to win with Workforce Planning and development............................................4
Engage in society with Social Responsibilities..................................................................5
Together we are strong with Equity and Diversity............................................................5
Challenges and difficulties encountered by Carlsberg while executing the “Winning
Behaviour” Strategy in Malaysia...........................................................................................6
Analysis of how the “Winning Behaviours” Strategy will work in the Australian market. . .6
Analysis of 'Winning Behaviours' strategy............................................................................7
Recommendation for the Management of the Implemented Strategy...................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10

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Introduction
Strategic human resource management is said to be the practice of lining up the
strategies of the business with the practices of human resource in order to attain the
organization’s strategic goals (Hendry, 2012). Whatever the size of the business is, the
importance of strategic human resource management of the business could not be overstated.
Without the presence of effective human resource management, the organization struggles to
stay competitive in the market (Burke, Noblet & Cooper, 2013). The role of HRM is to deal
with one of the most vital organization assets that are employees and incorporate a variety of
employment issues from training, performance management to labor disputes (Cascio &
Boudreau, 2012). The intent of this paper is to highlight the human resource practices
pursued by analyzing the presented case study on the topic "Winning Behaviour" at
Carlsberg. The paper is discussing the HR priorities initially pursued by Carlsberg Company
and the rationale for the execution of the ‘Winning Behaviours’ strategy into the business. In
addition to this, the paper is presenting the alignment of “Winning Behaviour” strategy with
the practices of HR. In the end, the paper is presenting the difficulties experienced by the
company in executing the strategy in the Malaysian market and the recommendation for the
implementation of the same strategy for the Australian market.
Overview of Case “Winning Behaviour” at Carlsberg
The case is discussing the human resource priorities and strategies pursued by
Carlsberg Company in the Malaysian market. In the initial phase, the case has presented the
evolution and the growth of Carlsberg Company. In order to be the leading brand in the
company has been involved in different joint ventures and effectively developed the
capabilities of the employees who work to attain the common goal of the organization

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(Carlsberg Group, 2019b). One of the key strategies that are adopted by the company is
"Winning behavior" which is comprised of five key behaviors to enhance the productivity of
the business (Soderberg, 2015).
Strategic Human Resource Priorities pursued by Carlsberg
Must win battles – Carlsberg developed the new strategy that is “Must win battles”
under which it provides major priority to developing capabilities and capacities of the
workforce, managing a common culture, growing the brand of the company for driving
profitability in the market. The key focus of the company behind following this strategy is to
maintain the leading position in the industry (Soderberg, 2015).
In order to grow the capabilities and capacities of the workforce, the company plans
effective training programs. Through training organization in increasing the knowledge and
enhance skills of the employees such that they can work to increase the productivity of the
company (Saks, Haccoun & Belcourt, 2010).
The company also gives priority to developing a "Winning behavior" strategy in order
to develop a common culture within the organization such that HR practices could be aligned
with the goals of the organization.
The rationale for implementing the ‘Winning Behaviours' strategy
The "Winning Behaviours" strategy of Carlsberg is focused towards five behaviors
that are together we are stronger, our customers and consumers are at the heart of every
decision we make, we want to win, we are each empowered to make a difference, and we are
engaged with the society (Soderberg, 2015). The reason for developing this strategy is to
align specified behaviors with the global strategy of the company and incorporate the
international approach to Human Resource Management.

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By implementing this strategy it is highlighting its contribution towards the
development of the society by employing people of diverse culture. In addition to this, the
company engages all the stakeholders for their valued suggestions, ideas, and feedbacks.
Company desire to give importance to the ideas and suggestion provided by the
employees as well as every stakeholder for the development of the business as well as society
(Carlsberg, 2018).
The alignment of the “Winning Behaviour” Strategy and the global strategy has been
planned in order to have a common culture as well as the goal that could result in increasing
the probability of attaining the growth results (Hatch, Schultz & Skov, 2015). This will give
employees a common direction to be followed towards attaining the goal of the organization.
Implementation of “Winning Behaviour” strategy has also been done to increase the
profitability of the company. Incorporating the interest of the stakeholders and giving
importance to the social support organization in enhancing its image in the market and
effectively operating the business (Carlsberg, 2017).
“Winning Behaviour” Strategy also support company in growing the company’s
brand because the company has the tendency to place itself in the shoes of the customers and
accordingly offer services such that they could be satisfied.
Carlsberg's 'Winning Behaviours ‘strategy is aligned with the HR practices
We want to win with Workforce Planning and development
The company always plan to have winning strategies and take bold steps in order to
attain goals. The company always act as the entrepreneur and adopt proactive, and action-
oriented steps in the procedure of decision making. This behavior of the "Winning
Behaviour" strategy is linked with workforce planning and development. As it is known that

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employees are the asset of the organization which supports in attaining and meeting the goals
of the organization. However, for the effective execution of the strategies the company gets
involved in workforce planning. The workforce planning is comprised of hiring skilled
employees for the specified projects (Sparkman, 2018). In addition to this, it is also
comprised of planning the right employee at the right place which is also known as staffing.
Company is involved in enhancing the capabilities and capacities of the employees for the
development of the workforce by providing training in the Carlsberg Leadership Academy
and the company’s International Talent Programme (Carlsberg Group, 2019c).
Engage in society with Social Responsibilities
“Engage society behavior” of the Carlsberg strategy is aligned with social
responsibility. When a business operates at a global level, one of the significant challenges in
attaining success is to give respect to other workforce environment and cultures and start
creating social consciousness (Carlsberg Group, 2011). Carlsberg is involved in identifying
the differences in the corporate social responsibility plan which can instantaneously increase
the value of the shareholder, increase engagement of the employees and employer brand
recognition. The human resource department of the company performs a major part in
ensuring that the business effectively adopts the CSR programs (Lokhandwala, 2019).
Together we are strong with Equity and Diversity
“Together we are strong” of the Carlsberg Strategy is aligned with the equity and
diversity strategy of human resource. According to the HR strategy equity and diversity, it is
important to give equal rights and respect to each and every employee of the organization.
Besides this, while operating a business at the global level, it becomes crucial to give respect
to the diversified ideas and thoughts (Carlsberg Group, 2012). Carlsberg strategy of “together
we are stronger” also focuses on giving respect and welcomes the diverse culture, brands, and

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people. In addition to this, the company understands that in order to succeed and grow in the
market, there is a need of working together, sharing thoughts across all the operations,
regions, and countries (Carlsberg Group, 2019a).
Challenges and difficulties encountered by Carlsberg while executing the “Winning
Behaviour” Strategy in Malaysia
At the country level, Carlsberg implemented the “Winning Behaviour” strategy in the
Malaysian market, which is one of the multicultural nations with three major ethnic groups
that are Chinese, Indian, and Malay (Ethnologue, 2019). Carlsberg Malaysia is considered to
be the oldest foreign subsidiary of the company and also leading brand. From the year 2007,
the company started making changes into the subsidiary in its organization, leadership, and
production with a major concentration on the culture of the company. While implementation
of the "Winning Behaviour" strategy the company experienced some challenges which
affected its planning. The challenges that were experienced are the cumbersome
transformation of the strategy that is “Winning Behaviours” in the local country’s languages
and the continuing complications experienced by the business in selling the alcohol in a
mainly Muslim nation where the advertisement of the alcoholic products is banned and beer
is taxed at high rates (Carlsberg Malaysia, 2014).
Analysis of how the “Winning Behaviours” Strategy will work in the Australian market
Australia is comprised of different ethnicities such as Indigenous Australians, Torres
Strait Islanders, Chinese Australians, Australians, Italian Australians, Asian Australians, etc.
(World Atlas, 2019). The presence of a number of ethnicities in the country requires
businesses that give respect to all the ethical groups as well as the ideas of diversified people.
On the other side, according to the recently released report Global Human Capital Trends by
Deloitte highlighted that there are only 23% of the Australian decision makers in who think
that social responsibility is considered to be the highest priority for the businesses whereas

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around 53% of the makers said that social responsibility is not the major priority in Australia
(Foo, 2018). Like the community, the country is presently dealing with a bundle of increasing
social issues like rising house prices, augmented living cost and high unemployment among
youth.
Considering both the conditions of the Australian market, the "Winning behavior"
strategy could be easily implemented in the market. As the country is comprised of a number
of ethnicities and also there is an increasing number of discrimination which requires huge
efforts of the government as well as businesses that can contribute to reducing discrimination.
This information reflects that implementing the "Winning Behaviour" Strategy in the
Australian market will result in reducing the level of discrimination as the company will
respect diversity and welcome diverse culture or the development of the organization as well
as society. Furthermore, there is an increasing need for businesses to meet corporate social
responsibilities and support the community in the development. Hence, with the
implementation of the "Winning Behaviours," Strategy Carlsberg can contribute towards the
development of society. With the help of “Winning Behaviours” Strategy, the company will
be able to increase awareness among people regarding giving equal respect to all the ethnicity
and the importance of corporate social responsibility. In addition to this, this will result in
increasing brand awareness in the Australian market.
Carlsberg can hire people from different diversity and give equal importance to their
ideas. In addition to this, the company can get involved in different social events for the
development of society such as reducing racism, etc.
Analysis of 'Winning Behaviours' strategy
The “Winning Behaviour” Strategy will effectively work in the Australian market due
to the need for an increased number of businesses that meets their corporate social

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responsibilities and supports people in gaining equal rights. This strategy will support the
company in encouraging all the employees to respect people of different culture and their
ideas. Carlsberg experienced the issue of translating the strategy in the local language of
Malaysia. However, considering the Australian market, the company will not experience such
an issue because the local language of Australia is English which is accepted and
communicated by almost all the citizens (World Atlas, 2018).
Recommendation for the Management of the Implemented Strategy
In order to successfully manage the implementation of the strategy the company first
has to consider the rules and regulations of the country related to beer products. Considering
the Australian market, it is being called as the beer drinking nation. Along with this, there is
an increasing demand for Wine and Cider which are the competitor of beer (Goldstein
Research, 2019). Carlsberg will not majorly deal issues in operating business in Australia and
executing its "Winning Behaviour" Strategy as a company gives major priority to its
customers and society. However, considering the competition, the company can deal with
intense competition from the Wine and Cider providers (Whitehead, 2018). In order to
maintain the competitive advantage in the Australian market, the company has to promote its
"Winning Behaviour" strategy in order to gain the trust of the people and increase brand
awareness.
Conclusion
The above report has discussed the human resource strategies adopted by Carlsberg in
the Malaysian market. The company has implemented the "Winning Behaviours" Strategy
which is comprised of five behaviors that are together we are stronger, our customers and
consumers are at the heart of every decision we make, we want to win, we are each

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empowered to make a difference, and we are engaged with the society. The aim of this
strategy is to align all these behaviors with the global strategy of the company. From the
analysis of the case study, it has been identified that Carlsberg has experienced some
challenges while implementing the strategy in the Malaysian market such as translation of the
strategy in the local language of the country. However, if the company will implement the
same strategy in the Australian market it will not experience the same challenges because the
local language of the country is English.

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References
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