Strategic Human Resource Management: Carlsberg's Winning Behaviours

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STRATEGIC HUMAN RESOURCE MANAGEMENT
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Contents
Introduction.........................................................................................................................................3
In your own words, outline the strategies HR priorities pursued by Carlsberg.........................4
Discuss the rationale of implementing the winning behaviours strategy.....................................4
How does Carlsberg's 'Winning Behaviours' strategy align with other HR practices such as
equity and diversity; workforce planning and development; social responsibility; and work-
life balance.......................................................................................................................................5
Analyse the difficulties the company faced when implementing this strategy in Malaysia........7
Provide an analysis of how well the 'Winning Behaviours' strategy would work in an
Australian context, along with recommendations for how such an implementation could be
successfully managed.......................................................................................................................8
Conclusion............................................................................................................................................9
References..........................................................................................................................................10
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Introduction
The Carlsberg is a famous company that is situated in Copenhagen, Denmark and this
company is established in the year 1847. This company consists of the employ approximately
41,000 people and also the Carlsberg manufactures and sells about five hundred types of
different beers of its brand. The Carlsberg Company becomes famous at international level
after they opened their first brewery in Malawi in the year 1968. Making the Carlsberg the
leading brand in the Nordic area after merging with the Norwegian Orkla in the year 2001,
this is the enjoyment for their success. After that, the company should take over and also
launched with the company that includes Newcastle Brewery in UK and Scottish, Baltic
Beverages, Kronenbourg, mythos, and other joint ventures and also in China there are 40
breweries. The Carlsberg Company becomes the 4th largest brewery worldwide. Here in this
report, there are several winning behaviours is to be discussed. This report also helps to
provide the human resources strategies which definitely support Carlsberg for their success.
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In your own words, outline the strategies HR priorities pursued by Carlsberg.
In the present scenario, the stock of human resource professionals is rising. In the many
organisation HR manager title was ditched for nicknames that suit them as happiness officers,
optimistic people and also the director of talent attraction strategies. The technology may help
the HR for adjusting in the workforce that is changing and it goes online to get everything
from the date to the groceries. The main work of the HR is to provide the information to the
employees in the shift that helps to free up the time and help to focus on the business
strategies and paths for the employee’s careers.
In the year 2002, the CEO of the Carlsberg Nils Smedegaard Andersen has launched the new
level of strategy for the development of the process and this strategy is based on the concept
‘Must Win Battles'. This concept says that to develop the common culture among the group,
make the growing of the company brand, developing of the capacities and the capabilities
which help to drive profitably in the market of beer (Kehoe. Et. al. 2017). The major focus of
the Carlsberg is lead in the market. There are some of the HR priorities and their strategies
which supports Carlsberg in improving their business.
Profitable Expertise: there are huge socio-economic and also the political movements that are
producing the quick changes in the present scenario. It is very crucial for the HR
professionals to adjust the market trends that are to be well informed in many different
conditions because of this the company responds properly for the business strategy changes.
The human resource team always cooperate with the leaders in the business and also with the
managers for classifying and to diminish the risk in the talent.
The Social Involvement: in the present time the employees confidently calling out the
employers which are very slow to act on the serious need on gender neutrality, inclusion,
parity, and diversity. The company also conduct the training workshops which help to the
surround behaviours and they were also used as the dimension in the performance of the local
system of the management (Saini. 2013).
Discuss the rationale of implementing the winning behaviours strategy
The main beams of this new creativities were the development of the "winning culture" but
some of the participants in the workshops that were ready to support the new strategy was felt
uncomfortable with the Winning word because they feel this word is not compatible with the
company existing culture. In the year 2009, the newly hired group and their senior staff and
other members which are already existing in the company is developing the further with the
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help of winning behaviour concepts (Järlström. Et. al. 2018). This Winning behaviour mainly
focus on the five different behaviours such as ‘we want to win', ‘we are strong together', ‘the
customers and the consumers are their heart of every decision that they make', ‘we are at each
empowered that helps to make the difference', and at last ‘engaged with the society'. This
behaviour is aligned with the Carlsberg strategy for the global business strategy and also mix
their international approach to the human resource management and still, this represents in
the local needs, constraints, and interests (Søderberg. 2014). The glocal way of the thinking is
refreshed by the winning behaviours and it reinforced by the different materials such as the
poster, broachers, and also the entries of the companies websites. There may some important
efforts are to be made for sharing with the senior management of all around the world with
seminars and the workshop with the help of the ambassadors who are engaged in the winning
behaviours. Example of the secondary at the country level was the behaviour that is adopted
in Malaysia with the three substantial groups such as Malay, Indian and the Chinese. There is
also a workshop for the training were presented which help the behaviours and it is used as
the capability quantity in the performance of the local organization system.
How does Carlsberg's 'Winning Behaviours' strategy align with other HR
practices such as equity and diversity; workforce planning and development;
social responsibility; and work-life balance.
Workforce planning and development- the winning behaviour strategy has an objective to
provide training and education to remove the cultural differences and motivate an employee
to accept winning behaviour in daily life activity. There are planning and development of the
workforce is an HR practice. There is a focus of the employees to increase the skills of the
employees so that they can contribute their maximum effort. The management of Carlsberg's
winning behaviour strategy is one of the best ways to the planning of strategy and it
represents the whole structure of the employees. Management of human resources defines the
proper planning of goals and management of the company. The company should provide
effective training process for the company. This can be performing the operations of the
company that highlight to a company to build market strength (Pittman, & Scully-Russ,
2016).
Social responsibility- the ultimate focus of the winning behavior of the company is a
corporate social responsibility. Corporate social responsibility refers to the responsibility of a
company towards society and community. It also focuses on the company to take every
initiative of the company to the upliftment of society. Society gives license to the companies
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to operate within his inside country of the company. It is the responsibility of the company is
to sell good quality of the product and services to the customers. The above company should
provide goods and service with affordable price to the consumers. It is the duty to reach
environmentally friendly practices. Carlsberg winning strategy helps to take properly perform
the functions of social responsibility and it helps the society to build a brand image of the
product. A winning strategy is the important factor of the company to successfully implement
the HR Practices. This is providing the structure to a healthy environment of the business
(Windsor, 2013).
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Analyse the difficulties the company faced when implementing this strategy in
Malaysia.
Cultural issues: Malaysia is having a multicultural country. It has a variety of culture.
Because of the expanding company business, it has faced many issues while implementing
the strategy. Cultural identify the various rules, Methods, and procedures. It was very tough
to maintain effective and efficient to work together to achieve a common goal. In Malaysia,
there are three forms of countries cultures such as Indian, Malay, and Chinese. Cultural
diversity is an important factor while operating a business in the international market
(Malakolunthu, et. Al., 2012).
Language issues: English is the business language and it is often used in the various
multinational companies. English is commonly understandable for the cities such that
kualampur and Selangor and Penang. There is learning a few common words in Malay in
rural areas. The objective of the company behind the company is to motivate the employee of
a local firm to adopt the language which commonly used in it's headquartered by no one has
an interested to the alignment of the strategy. Due to problems of language strategy winning
behavior of the company is not easily understood by the workers in working in Malaysia.
Carlsberg Malaysia is a subsidiary company that is the oldest subsidiary.
Communications- Malaysians is having the most Asians who are generally nonexpressive in
their styles except they stuck in traffic. It can be very embarrassing when the company doing
important business in their offices. Nonverbal communication is another way of that
Malaysians that differs from the Americans and Europeans.
Clothing- as a Malaysia is one of the countries that his temperature is reaching up to the 35
degree Celsius. It is a very wise effective use of protective accessories like sunglasses and hat
and they also like to wear some cotton and light-colored clothing. Malaysia is the secular
country but this Islam as an official region. Due to this, it is the best way of showing respect
to show respect for local customs.
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Provide an analysis of how well the 'Winning Behaviours' strategy would work in
an Australian context, along with recommendations for how such an
implementation could be successfully managed.
Winning behavior approach is basically focused on five factors such that together, we are
stronger, we want to win, our customer and consumer are the heart of every decision made to
we make, we are each empowered to make a difference and we are engaged with the society.
The main aim of the Carlsberg group is that they want to expand his business to the global
market and integrates his international approach to the HRM. The winning behavior is the
strategy to encourage the global way of thinking. It has faced many issues while implemented
the strategy.
Culture of Australia- in Australia there is not so much cultural difference while
implementing the winning behavior strategy in this case. The company can communicate the
Australian workforce very effectively but there is a culture of supporting each other therefore
this strategy will work in a good way in Australia. It is the way that a company can earn
maximum profit.
Australian demographic area- there is less Muslim community people so Carlsberg can
advertise his beers. The above strategy can be successful in Australia because there are very
fewer rules and regulation in the capacity of beers.
There are following the recommendation to implement strategy successfully-
To frame a policy for the execution of strategy- there should be proper framing of strategy
towards the winning behavior approach. The local firm has known as FAST ("fearless,
ambitious, smart, team). These concepts give help to the employee to more closely and work
together for common objectives.
There should be proper training workshops- there should be proper training workshops for
improving behaviors and this also used for the performance management system. There
should be proper monitoring the performance from time to time. It should be a frame for
proper policies and guidelines for each and every work (Rash, et. Al., 2013).
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Conclusion
This is concluded from the report that there is the company present as Carlsberg. This
company group is situated in Copenhagen, Denmark and this company are founded in the
year 1847. At the present time, there are 41,000 employs are working in the company. And
this sells over the 500 different types of beer brands. And this company become international
when this is opened in the brewery in Malawi in the year 1968. In this report, the major
discussion is done strategic Human resources priorities and also discussed the Winning
Behaviour strategies. The human resource is an essential part of an organisation and the
different strategies and plans are implemented by HR with the discussion of senior members.
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References
 Järlström, M., Saru, E., & Vanhala, S. (2018). Sustainable Human Resource
Management with Salience of Stakeholders: A Top Management Perspective.
Journal of Business Ethics, 152(3), 703-724.
 Kehoe, R., Collins, C., & Chen, Gilad. (2017). Human Resource Management and
Unit Performance in Knowledge-Intensive Work. Journal of Applied Psychology,
102(8), 1222-1236.
 Malakolunthu, Suseela, & Rengasamy, Nagappan C. (2012). Education Policies
and Practices to Address Cultural Diversity in Malaysia: Issues and
Challenges. Prospects: Quarterly Review of Comparative Education, 42(2), 147-
159.
 Pittman, P., & Scully-Russ, E. (2016). Workforce planning and development in
times of delivery system transformation. Human Resources for Health, 14(1), 56.
 Rash, Dephilippis, Mckay, Drapkin, & Petry. (2013). Training workshops
positively impact beliefs about contingency management in a nationwide
dissemination effort. Journal of Substance Abuse Treatment, 45(3), 306-312.
 Saini, D. (2013). Human Resource Management. Vision: The Journal of Business
Perspective, 17(1), 98.
 Søderberg, A. (2014). Recontextualising 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), 1-27.
 Windsor, D. (2013). Corporate social responsibility and irresponsibility: A
positive theory approach. Journal of Business Research, 66(10), 1937-1944.
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