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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

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Towards an Emerging Market Strategy

1. Carlsberg’s 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’”.

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Carlsberg in Russia

Save the SourceCarlsberg’s 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

Less craze for the product

Highly competitive market

Threat of choosing substitutes

Carlsberg A/S Financial Figures

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Carlsberg A/S Financial Figures

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Unique promotion of Carlsberg

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