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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
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’”.
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