Preview

Carlsberg

Best Essays
Open Document
Open Document
1446 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Carlsberg
Carlsberg A/S

Table of Content Outline of Internationalization Process 2 Analysis 3 Data 4 Future strategy 5 Reference List 6

Outline of Internationalization Process
Carlsberg’s internationalization strategy is focusing on three main areas; Northern & Western Europe, Eastern Europe and Asia. Carlsberg have merged and acquired several companies since 2002 to become a stronger player on the global beer market by changing their internalization strategy in 2000. From 2000, Carlsberg concentrated on its core business being; brewing, sale and distribution of beer. This meant that a series of non-strategic companies and assets had been sold. Markets outside their three main areas were serviced through export and production under licence. Carlsberg has been looking at ways to expand their businesses, since the global beer industry is being challenged significantly. Fewer and stronger players are dominating the global market and Carlsberg accommodated these challenges by merging with the Norwegian brewery Orkla. In 2001 Carlsberg entered a joint-venture with Orkla as a part of their internationalization process. Orkla was holding 60% ownership of Carlsberg, and as payment for the remaining 40% shareholding, Orkla contributed with all its beer and softdrink activities in Sweden, Norway and Russia. This gave Carlsberg a better opportunity to get a stronger foothold in the Baltic states and in the very large and valuable Russian beer market. The joint venture made Carlsberg the market leader in the four very competitive Nordic countries. Furthermore, Carlsberg continued to expand their businesses by obtaining full control of its brewery business by acquiring Orkla’s 40% shareholding in Carlsberg in 2004.
In 2008 Carlsberg and Heineken acquired the English brewery Scottish & Newcastle as a part of their internationalization process. This acquisition was by far, the largest transaction in the Carlsberg history. All Scottish & Newcastle activities

You May Also Find These Documents Helpful

  • Good Essays

    Bus 599 Paper

    • 1454 Words
    • 6 Pages

    Historically, the brewing business was known as a local industry. Furthermore, only few of the brewers were known at an international level. During the past decades, there were a lot of consolidations done within the beer industry. With the past few years, the process of global beer consolidation grew even higher. By the year 2008, there were two major acquisitions made within the global brewing industry. The two acquisitions were made of Scottish and New Castle by Carlsberg and Heineken. The other acquisition was done of Anheuser-Busch by InBev. (www.carlsberggroup.com).…

    • 1454 Words
    • 6 Pages
    Good Essays
  • Best Essays

    Upon entering into the alcoholic beverage industry in South Africa, Heineken encountered several key issues including legal concerns regarding a contract with SAB Miller, a struggling subsidiary, outdated infrastructure, fragmented retail landscape, ever-changing government laws and regulations, and limited access to a skilled work pool. Since Brandhouse, Heineken’s subsidiary, has been able to establish a local production facility, it has been able to grasp 12.8% of the South African beer market. Strategies and business practices attributing to their success are strategic joint ventures (most notably the DHN JV) with industry giants, re-evaluation and realignment of business practices and organizational goals, innovation, rapid response, and strong CSR practices. Heineken’s entry into South African through the Brandhouse joint venture provides a successful entrance example for adult beverage companies to consider when planning to access to the market. It is highly advised that entry is not done alone. The market is established and highly competitive, leaving little chance of new companies succeeding. Pooling resources is the best strategy in this situation.…

    • 3447 Words
    • 11 Pages
    Best Essays
  • Good Essays

    Coors Light

    • 6484 Words
    • 26 Pages

    Executive Summary - Coors’ prominence in the beer industry has always been overshadowed by its bigger competitors like Budweiser, Miller and Molson, but new insights unearthed by this report may pave new roads for a more exciting future. The first part of our analysis describes the typical Coors drinker as an aged 25 to 44 male light beer drinker consuming almost seven bottles a week. He also works in a managerial or professional occupation earning over $30,000 annually. Coors’ three competitors also exhibit a similar consumer base with the exception of Molson being predominantly regular beer consumers. These conclusions are tested to be statistically significant.…

    • 6484 Words
    • 26 Pages
    Good Essays
  • Good Essays

    Stella Artois Case

    • 882 Words
    • 3 Pages

    It makes sense for Interbrew, a simple Belgium brewery to develop a global brand in order to increase volumes, to maximize sales revenues and to lessen its dependence on Belgium and Canada, its two primary markets. As the world beer industry which was divided among four leading brewing companies accounted for only 22% of the global volume, this reflected a great…

    • 882 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Moosehead

    • 604 Words
    • 3 Pages

    Canada’s largest 100% owned and operated Canadian brewery compared to other breweries who are foreign owned…

    • 604 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Case Study

    • 386 Words
    • 2 Pages

    3. FINANCIAL ANALYSIS OF AB InBev (Refer to pages 47 to 48 of Annual Report.)…

    • 386 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    In more mature markets, a wider variety of alcohol products compete in a sophisticated marketing and retail environment. In North America, beer has been losing share as spirits have benefited from more extensive…

    • 2769 Words
    • 12 Pages
    Powerful Essays
  • Satisfactory Essays

    Grolsch suggestions

    • 259 Words
    • 1 Page

    Second, I suggest the Grolsch should focus more on the globalization of the Grolsch instead of the Amsterdam because Grolsch Premium Lager, represented 90% of the company’s domestic volume and two-thirds of all exports belongs to Grolsch Premium which sold in many markets globally. However, I also suggest Amsterdam only selling on North Europe not only because Amsterdam only distributed small amounts of beer such as Grimbergen but also the transition fee is relatively high compared with Grolsch which have large amount to sell and export. Furthermore, to expand the globalization is costly for the Amsterdam compared with Grolsch Premium because the Grolsch already have the market and reputation in foreign countries.…

    • 259 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Coors Beer

    • 715 Words
    • 3 Pages

    The Coors vision statement claims that the company must, “…become even more effective by aligning and uniting the human, financial, and physical aspects of our company.” To focus on these aspects even further, top management broke these aspects down into four main fundamental activities that Coors must constantly engage to achieve success.…

    • 715 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Tiger Beer

    • 1930 Words
    • 8 Pages

    |Session/ Week |Content |Readings |Case Study |Case Study Questions to address in in-class presentation (group) and |Additional In-Class Tutorial Activities |…

    • 1930 Words
    • 8 Pages
    Satisfactory Essays
  • Good Essays

    Grolsch Global Strategy

    • 1520 Words
    • 7 Pages

    Grolsch, a company with a strong history and a highly rated product, has just been purchased by SABMiller. The company is evaluating its global strategy in light of the acquisition and determining how to position and sell its beer going forward. Grolsch has positioned itself well to compete internationally and has leveraged several tools (e.g. the MABA framework, strategic analysis) to effectively expand abroad. However, they must assess whether or not the MABA framework is still useful, what type of international strategy they should pursue (i.e. developed vs. developing markets), and if their adaptation strategies will continue to be an asset in their business development. The initial conclusion, detailed below, is that Grolsch should expand the MABA framework while also leveraging and recognizing the value of SABMiller’s distribution network. They need to maintain focus on international markets, looking at both developed and developing markets to diversify growth opportunities. Success for Grolsch depends on how well they can identify markets where their high-end, premium product will be desirable. But, it will also depend on their ability to adapt the brand image and marketing approach based on the cultural differences of the foreign markets they enter. The subsequent presentation contains exhibits and analysis that support and further develop these conclusions.…

    • 1520 Words
    • 7 Pages
    Good Essays
  • Powerful Essays

    Harbin Brewery Group

    • 4405 Words
    • 18 Pages

    It is important for Harbin to acquire as many breweries as possible since its major competitor is SABMiller. The rational being that if Harbin does not acquire these breweries, SABMiller will, resulting AB Harbin to have a smaller market share. AB Harbin can begin to produce its beer from that location allowing an easier entrance for itself. AB already owns a stake hold in Tsingtao; the next logical move would be to try and acquire 51% of Tsingtao, reducing their competition and allowing them to widen their product category and market share. Acquiring Tsingtao would be challenging and costly, but the overall benefit reaped would surpass the cost. With the current economic crisis looming over Asia, the overall value of Tsingtao would have weakened, along with its share price, thus making it a viable time for AB Harbin to takeover.…

    • 4405 Words
    • 18 Pages
    Powerful Essays
  • Better Essays

    |For example in 2004 Interbrew and AmBev merged to form the worlds largest brewing company in terms of volume ( ).Since then Miller |…

    • 1911 Words
    • 8 Pages
    Better Essays
  • Satisfactory Essays

    Case 1 Carlsberg

    • 698 Words
    • 3 Pages

    1. Carlsberg Brewery Malaysia Berhad (Carlsberg) was a market leader with more than a 50% share of the beer and stout market.…

    • 698 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Heineken had must to do deal with APB to avoid thebev to acquire it. Competitor in growth market…

    • 398 Words
    • 2 Pages
    Satisfactory Essays