Strategic Human Resource Management in Carlsberg: A Case Study

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HRMT20026 Strategic Human Resource Management

Contents
HRMT20026 Strategic Human Resource Management..................................................................1
Introduction......................................................................................................................................3
Strategic HR priorities that were pursued by Carlsberg..............................................................4
References........................................................................................................................................5

Introduction
The function of the HR manager of any company is to describe the way in which the company
functions and operates. It is the duty of the management and the HR department to link the roles
and the functions of the employees with the functions and the objective of the organisation. At
the initial stage the company faces various problems in implementing the HR policies within the
company and making them effective. Hence this is seen in the case of the Carlsberg group where
they implemented the HR practice in their organisation and achieve the success through
implementing the Wining behaviour strategy within the organisation. This report would consider
the strategic HR priorities that are pursued by Carlsberg, rationale while implementing the
winning behaviour strategy in the company. The report would also establish the link between the
winning behaviour strategy and the other HR practices. At last the difficulties that the company
would have faced for implementing the strategy in Malaysia with the recommendation to
implement them in Australia would be considered.

Strategic HR priorities that were pursued by Carlsberg
Carlsberg groups is considered as one of the finest beverage company that employs around
41,000 people around the globe and has around more than 500 different beer brands in the world.
This is seen that the radical organisation changes with the change in the management of the
company and through the process of the creating the new culture within the organisation. Hence
the management and the HR department of the company developed the method that related to the
formation of strategy that would lead to must win within the market where there is competition.
The managers of the company while implementing the functions and while initiating the HR
department required that it should be consistent with the goals and the objective of the
organisation. The managers of the company formulated the policy that relates to the wining of
the battles against the competition. The company decided to priorities the effectiveness of the
employee’s performance and increasing the production and the efficiency of the product that are
developed by them. The company and the HR manager of the company decided to give the
priority to grow the brand value of the Carlsberg brand and to achieve the objective of
maximising the profit of the company. Also the top manager of the company decided to have an
operational excellence within the organisation so that the employees of the company are able to
develop and maintain the excellence in the work that is performed by them. The company also
had a priority of the driving the profitability in the beer markets that are defined by them. Lastly
the company decided to optimise the investments that were done by the company through the
process of gaining the joint ventures partners.
Hence the management of the company decided to take the organisation to the whole new level
and to achieve the objective of the creating the completely new winner culture within the
organisation.

References
Anne-Marie Søderberg, (2015). Re-contextualising a strategic concept within a globalising
company: a case study on Carlsberg's ‘Winning Behaviours’ strategy, The International Journal
of Human Resource Management, 26:2, 231-257, DOI: 10.1080/09585192.2014.922358