2. Intro
Fifth-largest brewery in the world by volume produced
• Producer of beer alcoholic and non-alcoholic
Carlsberg’s focused on
• Mature beer markets of Western Europe
• Improved profitability though innovation and streamlining
• Growth markets of Eastern Europe and Asian markets
• Growth by creating new market segments and building brands
3. Market Share
20.0%
9.7%
9.1%
6.1%
6.0%
4.7%
3.2%
2.8% 2.3% 1.2%
Global Market Share of Leading Beer Companies Based on Volume Sales (2014)
SABMiller Plc
Heinekin NV
Carlsberg A/S
China Resources
Enterprise
Tsingtao Brewery Co
Molson Coors Brewing
Co
Beijing Yanjing Brewing
Co
Kirin Holding Co
Asashi Group
4. Placement
35%
35%
18%
12%
Beer sales pro rata %
Western Europe Russia Eastern Europe Asia
$-
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
RUSSIA EASTERN EUROPE ASIA WESTERN EUROPE
Carlsberg beer sales pro rata (millions)
2005 2006 2007
6. Strengths
• Control of Russian brewery
• Fourth largest brewery
• Lowering the Carlsberg
Foundation to owning only 25%
allowing room for new capital
Weaknesses
• Competition, Global and Local
• Issues with mergers
• Debt
• Cannibalization of other brands
• Understanding cultural aspects
of new markets
7. Opportunities
• Growth of Western China
• Capitalization of
emerging markets
• Expansion in Russia with
the taxes on liquor
Threats
• Could be viewed as a
target for takeover
• Rising prices of inputs
• Shareholders Patience
• Anheuser-Busch InBev
8. Problem
Carlsberg has been effective in
increasing market share in
multiple regions globally, the
question is how to keep
creating and capitalizing on
new emerging markets
successfully.
9. Options
• Continue expansion into Russia
and western China.
• Buy smaller brewers in North
and South America to enter new
Geographical Markets.
• Drop out of western China.
10. Moving Forward
Expand into North and South
America
• Market Carlsberg beer
aggressively in the USA
• Buy up smaller brewery's
with decent market share
