Winning Behaviours Strategy at Carlsberg: Malaysia and Australia

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Individual Case Study Report
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Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Carlsberg priorities in strategic HR.............................................................................................3
Reason of using ‘Winning Behaviours’ strategy.........................................................................4
HR practices integration with ‘Winning Behaviours' strategy....................................................4
Issues faced in Malaysia..............................................................................................................7
‘Winning Behaviours’ strategy implications in Australian.........................................................7
Recommendations........................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
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Introduction
Carlsberg is one of leading beer manufacturing and distributor in the global market. Company is
having operations at the global scale that also assist firm to attain the better profit margin.
Business entity is well focused towards HR practices in order to boost the operational measures.
Carlsberg is focused towards boosting the market presence in the market and gain competitive
advantage. Using different HR practices and standards the company is also dealing with the
issues in regard to cross cultural valuation. Present study is well focused towards HR practices
integration with ‘Winning Behaviours' strategy. It will also provide learning about issues that
Carlsberg has faced in Malaysia in regard to application of ‘Winning Behaviours' strategy.
Main Body
Carlsberg priorities in strategic HR
For better opportunities in the competitive market the business firm like Carlsberg is well
emphasised on the improvement in HR practices and standards. It facilitates to promote the
engagement factor and allow accomplishing the desired outcomes. Numbers of strategic
priorities are being framed by Carlsberg for better sustainability (Benito-Ostolaza et al. 2016).
One of key priority of the HR department within Carlsberg was to enhance the employee
engagement in operational practice. It was key motive to ensure that employees are having
proactive participation in the business activities. It is also a reason that company has introduced
measures and jingles that can promote collective and team work standards. It also enhances the
morale of workforce and helps them feel motivated and valued for the Carlsberg operations.
Management has also evaluated that avoidance in context to the employee engagement may
affect the business operations in negative manner. In order to have better performance and ensure
that promotion of employee engagement was also essential (Hill, 2017). Second priority in
strategic HR practice of Carlsberg was to promote the values that can boost performance. Using
ethical standards and policies the company has also focused to enhance the performance. Tactics
to advance the work culture and positive aspects has also been implemented by the HR of
Carlsberg. Earlier it has been identified that the employee turnover ratio within Carlsberg was
high due to improper valuation of employees and their work. Managers were not valuing the
employee’s efforts so company has reframed the policies (Hatch & Schultz, 2017).
Another key motive of the HR department was to the smoothen the operations and make sure
that overall practice is being improved. It has been noticed that HR values improvement is also a
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motive behind the practice. It assists in accomplishing the values and lead business firm to
impressive level of success.
Along with this, company is also having a motive to enhance the skills acquisition. By having an
accurate development of practices the company has tried to focus on the improvement of skills.
Recruiting the skilled workforce was key purpose behind the strategic aspects of HR in
Carlsberg. It is also a reason that various training programs are being arranged by the
management of Carlsberg. It facilitates to enhance the skills and make sure that sustainable
development can be valued (Gram-Hanssen et al. 2018). It is essential for members to have
development of skills so that work proficiency can be boosted. It also assists in improving the
environment and enhances the performance values. Effective consideration of leadership has also
been reviewed by business firm that assist in meeting the goals and objectives. It also boosts the
relationship management so that performance aspects can be improved.
Reason of using ‘Winning Behaviours’ strategy
Carlsberg has used the ‘Winning Behaviours’ strategy for continuous improvement in the
practice. It was a key motive that company practice and opportunities can be boosted and lead
entity to sustainable values. It also promotes the standard valuation and focus to accomplish
measures. It also tries to create a wining situation for the Carlsberg and ensure that diverse
development aspects are being attained accurately.
Key system for instinct behind the insistence and completing ‘Winning Behaviours’ strategy was
to ensure that general joining can be advanced in order to present firm as a MNC. It has urged
the relationship to guarantee that they have performed number of activities for better
accomplishment of indisputable objectives (Pedersen wet al. 2018).
Carlsberg was also focused towards implementation of ‘Winning Behaviours’ strategy because
management wanted to present company as a brand that holds sustainable development. It was
also essential for company to promote the operational excellence. It is also a reason that
company has emphasised on the development of employees (Jones et al. 2019). Skills
development training programs are being organized to accomplish the standard and leading
entity to impressive success.
HR practices integration with ‘Winning Behaviours' strategy
In order to have better market opportunities the business firm has focused on the standard
working and HR values presentation. By having a reference of ‘Winning Behaviours' strategy the
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Carlsberg has ensured that proper guide is being offered to employees so that operational aspects
can be developed (Wrangham, 2018). Company has also focused on the open communication so
that business firm can easily promote the HR practices integration with ‘Winning Behaviours'
strategy. Application of standard working has also been advanced with a reference of open
communication. Business firm has also focused on the internal and external communication so
that better values can be created.
Together we are stronger
For better opportunities the HR of Carlsberg has focused on the practice of collective working
and team performance. It allows assisting in meeting the standards and making sure that
performance of Carlsberg is being advanced. In addition to this, management of Carlsberg has
also considered the engagement of employees properly. It has motivated the workforce to work
together and present brand as stronger union within competitive market. In this, HR expert of
Carlsberg has focused on the advancement of measures that can regard the social perspectives.
Through having an improved consideration of the engagement with workforce the cross cultural
aspects are also being evaluated in the practice (Cordero-Rivera, 2017). Use of measures in
regard to cross culture has also facilitated in meeting the common goal. Collective and team
work has been boosted within organization by having a reference of ‘Winning Behaviours'
strategy. It is also key principle of HR department that integrated working and collective efforts
are promoted to create positive values in premises.
We want to win
Business firm like Carlsberg has also focused on creating a positive culture and make sure that
wining situation is being framed for entity in competitive market. It is also a reason that in
‘Winning Behaviours' strategy the entity has focused on strategic factors that can lead business to
wining situation. Number of proactive decisions and actions are being arranged to make sure that
smooth working within Carlsberg has been promoted. Authorities working are also being
promoted by business entity to accomplish the values and make sure that sustainable
developments are promoted (Jones, 2017). It proposes the HR experts of Carlsberg have gotten
the inspirational practices with the target that every office can feel to work in incredible way.
Reward framework has in addition been employed for the relationship with affirmation so that
smart, proactive and activity arranged principal specialist is being advanced in every division. It
has permitted keeping up the benchmarks and ensuring that reasonable open passages can be
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included. It indicates that HR aspects are being referred properly by Carlsberg while having
application of ‘Winning Behaviours' strategy.
We are engaged with society
Carlsberg has also considered the social standards application so that accurate measures are
being valued. It has been witnessed that HR professionals within Carlsberg has also started
considering the social belief as critical aspect while having a design of policies. Using the
measures of CSR activities the business firm has also focused on the improvement of
engagement values with the societies. Carlsberg has focused on various CSR projects that have
also improved the brand awareness and image in the competitive market (Zhou et al. 2017).
Participation in the social development projects has facilitated to meet the standards and ensure
in promotion of policies engaged with society. Through having a CSR practices adventure the
obligation with the general populace has been improved.
Other than this, company has also focused on the application of ethical values in the practice so
that engagement with the society can also be advanced accurately. Through having a
development of standards the business firm has also implemented the functional aspects
accurately so that HR of Carlsberg can boost the engagement (Binder & Mantovani, 2017).
Our customers are at the heart of every decision
It has been witnessed that management of Carlsberg has also implemented the ‘Winning
Behaviours' strategy with a consideration of HR strategic values. Company has emphasised on
the creating positive cultural values. It is also a reason that business firm has focused on
development of activities that creates a customer centric approach. Organization has concerning
the customers fittingly with the objective that improvement openings can be advanced. HR of
Carlsberg has focused on the activities that can help with making the customer organized culture
(Fachin et al. 2017). It actuates the methods and models are being bound by business firm to
guarantee that they are having essential association procedure as showed up by the
acknowledgment and need of customers.
Company has considered that the decision making within organization must be according to
customer perception and values. It will boost the operational aspects and lead to accomplish the
standards. If ‘Winning Behaviours' strategy is allowing to have customer centric approach within
Carlsberg then issues can regarding product failure can be resolved (Leleux & Van der Kaaij,
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2019). It also helps in design of strategies as per need of customer so that competitive advantage
can be attained.
Issues faced in Malaysia
In Malaysia the company focused on application of ‘Winning Behaviours’ strategy but
management has focused on number of issues that influence the practice. Operational measures
of the Malaysian branch of Carlsberg have been affected in negative manner. One of major issue
that is faced by business entity is regarding cross cultural values. In company numbers of
workers from different culture are being associated and they all have different belief to work in
an organization (Chan et al. 2018). It creates an issue regarding acceptance of ‘Winning
Behaviours' strategy. It means the opportunities within entity are also being affected that create
an issue for business firm.
In order to have application of strategic HR values the business firm require a skilled workforce.
However, the members of Malaysian branch of Carlsberg were not highly skilled as they were
more concerned towards traditional practices (District & Superhighways, 2017). Lack of
knowledge about the concept was also a critical issue that has influenced the effectiveness of
implementation process in context to ‘Winning Behaviours' strategy.
‘Winning Behaviours’ strategy implications in Australian
In Australian market, the issues can also be resolved because the performance of workforce will
be advanced. It is because the skills and capabilities of person will get boosted through
consideration of ‘Winning Behaviours' strategy. Application of measures and standard working
will also get improved in order to meet the goals. Training will also provide proficiency to the
business because the productive values will be promoted. It will also boost the brand image in
the market because the CSR activities implications will also be improved (Hatch & Schultz,
2017). It will provide better engagement with the society in order to have better awareness.
Social values can be improved accurately for better opportunities.
Recommendations
 It is also recommended that monitoring team and audit can be framed to perform the
balanced application of ‘Winning Behaviours' strategy. It will allow evaluating the issues
and risking in desired manner so that further strategic developments can be promoted to
deal with the conflict.
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Conclusion
From study, it is concluded that using the HR practices the company has focused on creating a
positive culture. Supervisor checking is major so the standard social event of Carlsberg has
likewise pondered the relative. HR administrators have focused on regard the business joins for
labourers. Application of ‘Winning Behaviours’ strategy has also boosted the leadership concern
while having changes in the Malaysia market. It has also enhanced the participative values
within organization. Moreover, company like Carlsberg has also considered the promotion of
bold steps so that active work aspects can be implemented. It has also facilitated the entity to
have positive environment and accomplish the goals.
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