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Student Name: Baibhav Maharjan
Executive Summary
In this discussion we will discuss on the economic factors, the industry cycle, the porter’s five forces model, the competitor analysis and the various strategies adopted by Carlsberg for its expansion globally. This will help us to understand the possibilities for expansion for Carlsberg in the future. We will also get to know the various competitors of Carlsberg and their net profits. We will also analyse the financial statement of Carlsberg from 2003 to 2007 which will help to us get a brief idea of the company’s financial position and its future prospects.
Table of Contents
Introduction………………………………………………………………..Pg 1
Analysis
Macro Economic Analysis…………………………………………………..Pg 2
Industry Analysis……………………………………………………………Pg 3
Porter’s five forces model……………………………………………………Pg 4 & 5
Company Analysis…………………………………………………………....Pg 5 & 6
Competitor Analysis…………………………………………………………..Pg 6
Strategy Analysis……………………………………………………………...Pg 6 & 7
Conclusion……………………………………………………………………..Pg 7
References……………………………………………………………………...Pg 7
Introduction
Carlsberg is a brewery company established in the year in the state of Copenhagen, Denmark and has expanded its business since then throughout the Western Europe and now due to saturation in these markets wants to expand themselves in the emerging economies like India and China. This will help Carlsberg to compete against the competitors like InBev, SABMiller and Heineken and become the market leader in the future. They have adopted three different strategies which if adopted by the management of Carlsberg can deliver great results for them in the future. The decrease in Carlsberg’s share has been mainly due to its slow management, unable to expand fast in the foreign market and not having wide ranges of brewery products. We will discuss on the ways Carlsberg can expand themselves for their future growth globally.
Analysis
Macro environmental analysis
There are several factors which are impacting the business of Carlsberg A/S towards its growing and expansion process and in becoming the market leader in the brewing market globally. This is due to the fact that Carlsberg major business was based in Western Europe which has already become stagnated and already matured but this market accounted for nearly 61% of the company’s revenue in 2007. For this the company is shifting themselves to the emerging economies like the Eastern European countries, Asian countries like China and India. It’s also targeting the Russian market by gaining control over the 100% share of the Russian giant brewing company Baltic Beverages Holding (BBH). Therefore, since the European market is expected to going to a point of saturation, it is the Chinese market where Carlsberg is trying to make prudent investments in order to edifice a platform for future growth opportunities and generation of revenues. It has already entered China and has been successful in western provinces of China but its strategy to enter the rich provinces of eastern China through expenditure of valuable resources and enormous amount of time has ultimately failed. But, since the competition in the emerging markets are also becoming fierce it is necessary for Carlsberg to strategies some unconventional approaches which will help them to carry the business smoothly.
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Quantity
)Industry Analysis
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Customer Resistance
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Maturity
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Consolidation
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Fragmentation
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Time
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Latin America
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Central & Eastern Europe
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Western...