Analyzing Carlsberg's Business Strategies in Emerging Markets

This case study provides an analysis of Carlsberg A/S, a global beer brewing company, focusing on its business and corporate strategies, particularly in emerging markets like China and Russia. It discusses the company's business strategy of producing beer domestically and supplying it internationally, along with its corporate strategy SAIL’22, aimed at enhancing the organization's professionalism and market attractiveness. The study also examines Carlsberg's acquisitions, such as the Baltic Beverages Group in Russia, and the challenges it faces in maintaining market share in established markets while pursuing growth in emerging ones. The analysis concludes that Carlsberg has developed effective strategies for both domestic and international operations, while also addressing issues encountered in specific markets.

business of carlsberg

Introduction
Carlsberg A/S is a global brand of the
beer brewing industry. The organization
employs more than 40,000 employees
and has its operations in Western
Europe, Eastern Europe and Asia. The
flagship brand of the company is
Carlsberg Beer. The other products that
are manufactured by the company are,
Kronenbourg, Tuborg, Somerby Cider
and many more (Carlsberg Group
2018). . The company also exports its
products to the Asian countries like,
China and Hong Kong

Business strategy of carlsberg
The major purpose of the company has
been to pursue perfection and they
strive to brew better quality beers. The
product that is manufactured by the
company stands at the heart of the
celebrations and at times when people
come together. The business strategy of
Carlsberg mainly implies that the beer
is produced in the domestic market and
then it is supplied to the international
locations with low amounts of
customization (Short et al. 2016).

Corporate strategy of carlsberg
The new corporate strategy that has
been formulated by Carlsberg is named
SAIL’22 which was announced by the
company in the year 2016. The main aim
of this strategy is to make the
organization a professional, successful
and attractive brewer in market where it
has its operations. The position for
growth, the care and value that is
delivered to the shareholders are all
related to the new corporate strategy of
Carlsberg (Spieth, Schneckenberg and
Ricart 2014).

Acquisition made by carlsberg
The products of Carlsberg are distributed
in the United States by the St. Killian
Impor Co. which has its base in Everett,
M.A. and imports the beer of the company
directly from Denmark itself (Wheelen et
al. 2017). The business operations of the
Carlsberg Group are divided into three
major areas of the market which are,
Western and Northern Europe, Asia and
Eastern Europe. Carlsberg has acquired
the Baltic Beverages Group in Russia to
distribute its products in the market (Sull
et al. 2018).

Conclusion
The discussion can be concluded by stating that Carlsberg has been
able to form effective strategies for the operations of the organization
in the domestic and the international markets. The different strategies
of the company include, the business level strategies, the corporate
level strategies and the acquisitions that are made by the Group in the
various international locations of the organization. The issues that have
occurred in the company in its operations in China and Russia have also
been analysed in the discussion in detail.

references
• Short, J.C., McKenny, A.F., Ketchen, D.J., Snow, C.C. and Hult, G.T.M.,
2016. An empirical examination of firm, industry, and temporal effects on
corporate social performance. Business & Society, 55(8), pp.1122-1156.
• Spieth, P., Schneckenberg, D. and Ricart, J.E., 2014. Business model
innovation–state of the art and future challenges for the field. R&d
Management, 44(3), pp.237-247.
• Sull, D., Turconi, S., Sull, C. and Yoder, J., 2018. Four Logics of Corporate
Strategy. MIT Sloan Management Review, 59(2), pp.136-142.
• Wheelen, T.L., Hunger, J.D., Hoffman, A.N. and Bamford, C.E.,
2017. Strategic management and business policy. pearson.