Strategisk analyse af Carlsberg

Casper Bernhardt Jensen

Student thesis: Diploma thesis

Abstract

The Danish brewer Carlsberg has been a large beer manufacturer the last years and is now estimated to be the 4th largest in the world. The last years have been very active as Carlsberg in 2008 bought the British brewer Scottish and Newcastle which has put them in a thigh economic situation where future investments are limited. The last years have been very good for Carlsberg especially onthe Russian market, where they are seen as the main brewery. The conflict in Ukraine which has divided Russia against the western world, (US, UK, Denmark etc.), are likely to give Carlsberg a lot of challenges in the future where boycotts of western products are very likely to happen. This would result in a massive loss of income from Carlsberg as the Russian market stands for a large share of the revenue. At the moment Russia is Carlsberg’s main export market which only enhances the impact a boycott would cause. At the moment the Carlsberg organization is very keen on finding new ways to brew and to save energy. For the time being Carlsberg has three different research centers which each have its own unique research area. The focus on research and development is in the spirit of the founder JC, who spent most of his time in the laboratory trying to come up with new ways to produce beers. One of the latest investments from Carlsberg was the release of the brand Seth and Riley’s Garage which is a hard lemon drink. The brand was released on the Danish, Canadian and the Russian market in the beginning of 2014 and received a lot of possible response. The markets where Carlsberg have launched the product are markets in growth on this specific product. The Americans have had a market for this kind of product for a long time and it seems that the rest of the world is starting to take notice of this. The Somersby brand, which Carlsberg launched on the Danish market in 2008 and in 2013 on the British market, has experience a significant growth in the first years with around 85% increase in revenue per year. Carlsberg is therefore more than keen to expand the markets where the Somersby brand is represented.

EducationsGraduate Diploma in Accounting and Financial Management, (Diploma Programme) Final Thesis
LanguageDanish
Publication date2014
Number of pages76