Carlsberg's Strategic Analysis
Internal and External Analysis of Carlsberg Group
Class and group/team number
Group/team members/participants
Date 13.01.2012
Number of characters (including spaces, footnotes, end notes and text boxes)
84,649 characters
Signatures of all the participating group/team members
______________________ ______________________
______________________ ______________________
__________________________
Table of Contents 1 Executive Summary 5 2 Introductory Chapter 6 2.1 Motivation 6 2.2 Research question 6 2.2.1 Sub questions 6 2.3 Interpretation 7 2.4 Delimitation 7 2.5 Method 8 2.5.1 Theories and models used in the project 8 2.5.2 Data collection 9 2.5.3 Structure of report 10 2.5.4 Criticism of sources 10 3 Internal Analysis 11 3.1 Company Introduction 11 3.2 Carlsberg’s Vision and Objectives 11 3.3 Organizational Structure 12 3.3.1 New Organization structure 13 3.3.2 The Supervisory and the Executive Board 13 3.4 Value Chain 15 3.4.1 Primary activities 15 3.4.2 Support activities 16 3.5 Financial analysis 18 3.6 BCG matrix 21 4 External Analysis 23 4.1 Porter’s 5 Forces 23 4.1.1 Competitive rivalry 23 4.1.2 Bargaining Power of Suppliers 24 4.1.3 Bargaining Power of Buyers 24 4.1.4 Threats of substitute products 25 4.1.5 Threat of new entrant 25 4.2 Competitor analysis 26 4.2.1 Carlsberg’s value to customers 30 4.3 Buying behavior analysis 30 4.4 The Seven O’s 32 4.4.1 Occupants 32 4.4.2 Objects 33 4.4.3 Objectives 34 4.4.4 Organization 35 4.4.5 Operation 35 4.4.6 Occasions 37 4.4.7 Outlets 38 4.5 PEST Analysis 39 4.5.1 Political and legal factor 39 4.5.2 Economic factors 39 4.5.3 Sociocultural forces 40 4.5.4 Technological factors 41 4.6 SWOT Analysis 41 4.7 TOWS 43 4.8 Conclusion 43 4.9 Perspectives 44
Class and group/team number
Group/team members/participants
Date 13.01.2012
Number of characters (including spaces, footnotes, end notes and text boxes)
84,649 characters
Signatures of all the participating group/team members
______________________ ______________________
______________________ ______________________
__________________________
Table of Contents 1 Executive Summary 5 2 Introductory Chapter 6 2.1 Motivation 6 2.2 Research question 6 2.2.1 Sub questions 6 2.3 Interpretation 7 2.4 Delimitation 7 2.5 Method 8 2.5.1 Theories and models used in the project 8 2.5.2 Data collection 9 2.5.3 Structure of report 10 2.5.4 Criticism of sources 10 3 Internal Analysis 11 3.1 Company Introduction 11 3.2 Carlsberg’s Vision and Objectives 11 3.3 Organizational Structure 12 3.3.1 New Organization structure 13 3.3.2 The Supervisory and the Executive Board 13 3.4 Value Chain 15 3.4.1 Primary activities 15 3.4.2 Support activities 16 3.5 Financial analysis 18 3.6 BCG matrix 21 4 External Analysis 23 4.1 Porter’s 5 Forces 23 4.1.1 Competitive rivalry 23 4.1.2 Bargaining Power of Suppliers 24 4.1.3 Bargaining Power of Buyers 24 4.1.4 Threats of substitute products 25 4.1.5 Threat of new entrant 25 4.2 Competitor analysis 26 4.2.1 Carlsberg’s value to customers 30 4.3 Buying behavior analysis 30 4.4 The Seven O’s 32 4.4.1 Occupants 32 4.4.2 Objects 33 4.4.3 Objectives 34 4.4.4 Organization 35 4.4.5 Operation 35 4.4.6 Occasions 37 4.4.7 Outlets 38 4.5 PEST Analysis 39 4.5.1 Political and legal factor 39 4.5.2 Economic factors 39 4.5.3 Sociocultural forces 40 4.5.4 Technological factors 41 4.6 SWOT Analysis 41 4.7 TOWS 43 4.8 Conclusion 43 4.9 Perspectives 44
Bibliography: * Books Hollensen, Sven (2010) : Marketing,Management – A Relationship approach Krogager, Erik (2008): Management accounting,financial measurement and planning (2. ed.).Academica. Harboe, Thomas (2011) : Method and project writting – An introduction. 1st Edition. Samfundslitteratur. Christopher Lovelock, Jochen Wirtz (2007), Services marketing - people, technology, strategy, (6.edition), Pearson Prentice Hall Porter, M.E