Carlsberg Group

Case Presentation

Founded in 1847 on a passion for beer,

science and art and origination
1847 JC Jacobsen founds
the Carlsberg Brewery on a
hill outside of Copenhagen

Making of Carlsberg beer

Towards an Emerging Market Strategy

1. Carlsbergs most important markets are in Western Europe with a market strong
market share of about 61%.
2. The company held a strong position in the Eastern parts of Europe and in the
emerging Asian markets including China and Russia.
3. By 2007 the industry was basically controlled by the five largest breweries in the
world according to Exhibit-4.
4. In the mature European and American markets the consumption of beer had been
falling where as it was increasing in Eastern Europe and Asia.
5. Investments in the emerging markets were financed by through the revenues from
Western Europe.
6. the philosophy shared by Carlsberg was what is important is the position we
have on the markets in which we are present.
7. The CEO Jean- Francios van boxer argued that competition is some thing we are
happy about. It makes us more fit to fight for.
4

Carlsberg in Russia

Save the Source

Carlsbergs partnership
with UNIDO in Russia

Save the Source

Our Partnership with
UNIDO in Russia

Pros of entering the Chinese market

the second largest

economy

Excellent purchasing
power with large
number of customers

increasingly
competent local
industries

Experienced Strong
economic growth
despite global
financial crisis

Risk of entering China

Extremely price
sensitive

Less customer
loyalty

Threat of choosing
substitutes

Less craze for the

product

Highly competitive
market

Carlsberg A/S Financial Figures

Carlsberg A/S Financial Figures

10

Unique promotion of Carlsberg

11