1. Carlsberg's most important markets were in Western Europe, where it held a strong market share of 61%, and it also had a strong position in Eastern Europe and emerging Asian markets like China and Russia. 2. By 2007, the top five breweries controlled the industry, and beer consumption was falling in mature European and American markets but rising in Eastern Europe and Asia. 3. Carlsberg financed investments in emerging markets through revenues from Western Europe, and its CEO believed competition made the company stronger.

1. 1
Carlsberg Group
Case Presentation

2. 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

3. Making of Carlsberg beer
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4. 4
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’”.

5. 5
Carlsberg in Russia

6. Save the Source
Carlsberg’s partnership
with UNIDO in Russia
Save the Source
Our Partnership with
UNIDO in Russia

7. 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

8. Risk of entering China
Extremely price
sensitive
Less customer
loyalty
Less craze for the
product
Highly competitive
market
Threat of choosing
substitutes

9. Carlsberg A/S Financial Figures
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10. Carlsberg A/S Financial Figures
10

11. Unique promotion of Carlsberg
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