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Carlsberg GroupCase Presentation
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Founded in 1847 on a passion for beer,scienceand art and origination
1847JC Jacobsen foundsthe Carlsberg Brewery on ahill outside of Copenhagen
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Making of Carlsberg beer
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Towards an Emerging Market trateg!
1. Carlsbergs most important markets are in Western Europe with a market strong
market share of about 61%.
2. The compan hel! a strong position in the Eastern parts of Europe an! in the
emerging "sian markets inclu!ing China an! #ussia.
$. 2&&' the in!ustr was basicall controlle! b the fi(e largest breweries in the
worl! accor!ing to E)hibit*+.
+. ,n the mature European an! "merican markets the consumption of beer ha! been
falling where as it was increasing in Eastern Europe an! "sia.
-. ,n(estments in the emerging markets were finance! b through the re(enues from
Western Europe.
6. the philosoph share! b Carlsberg was what is important is the position we
ha(e on the markets in which we are present/.
'. The CE0 ean* rancios (an bo)er argue! that competition is some thing we are
happ about. ,t makes us more 3fit to fight for/.
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Carlsberg in #ussia
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a"e t#e ourceCarlsberg$s partners#ipwit# %&'() in *ussia
a"e t#e ource
)ur +artners#ip wit#
%&'()in *ussia
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+ros of entering t#e C#inese market
the second largesteconomy
Ecellent purchasingpower with large
number of customers
increasinglycompetent local
industries
Eperienced !trongeconomic growth
despite globalfinancial crisis
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*isk of entering C#ina
Etremely pricesensiti"e
#ess customerloyalty
#ess cra$e for theproduct
%ighly competiti"emar&et
'hreat of choosingsubstitutes
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Carlsberg - Financial Figures
(
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Carlsberg - Financial Figures
1)
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