Carlsberg in East Africa – An Entry Strategy: Increasing Sales Through Entering East Africa

Nicolai Peter Christensen

Student thesis: Master thesis


This master’s thesis aim was to explore which entry strategy Carlsberg should use when entering the East African Community. Carlsberg have used several different constellations over the years, and have recently changed their approach to new markets, with their SAIL 22 strategy, in which they want to enter by licensing or exporting through other companies, while maintaining an asset light approach. The goal was not to challenge the new strategy from Carlsberg, it was simply to find the best possible entry strategy for Carlsberg in the East African market, in order to secure both short- and long-term success. Through interviews and studies of journal articles as well as other papers, the recommendations and conclusion was found. It was recommended that Carlsberg focus mainly on Kenya, and enters with a joint venture. Their partner should have a large distribution network in the region. Furthermore, Carlsberg should target the multi-tier consumer segment, by introducing their own premier brands, and acquiring a local brand with the JV.

EducationsMSc in International Business, (Graduate Programme) Final Thesis
Publication date2017
Number of pages67