Description
Read Case 4.
For this case analysis, you will prepare a written analysis of 3 to 5 pages that uses the text and other credible sources as appropriate. Your paper should have 1" margins, be double spaced, and use APA formats for
- topic and subtopic headings
- citations
- references
Your case must minimally address the following issues / questions:
- Conduct an industry environment analysis. Is Carlsberg A/S in an attractive industry?
- Identify the reasons for Carlsberg A/S’ mergers and acquisitions (M&As)? What type of the M&A strategy does Carlsberg A/S use?
- Describe Carlsberg A/S’ international corporate-level strategy.
- Integrating the results of the analysis, do you think Carlsberg A/S’ decision to go into the emerging markets is a good decision? Summarize your findings and propose recommendations that could improve Carlsberg A/S’ market performance in the industry.
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Explanation & Answer
Attached.
Running head: CARLSBERG CASE ANALYSIS
Carlsberg Case Analysis
Name
Institution of Affiliation
Date
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CARLSBERG CASE ANALYSIS
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Introduction
Carlsberg is a brewing company which as of 2007 was ranked the fifth-largest company in
the world after SABMiller, Heineken, Anheuser-Bosh, and Inbev. The company was started in
1847 by J.C Jacobsen in Copenhagen, Denmark. For almost more than a century, the company
operated only in Denmark without foreign breweries. In 1967, Carlsberg opened its first foreign
brewery in Malawi. Carlsberg has since grown, and its presence is felt in Western Europe, Eastern
Europe, and Asia. As of 2007, the company was employing more than 33,000 employees in
brewery plans worldwide, and its revenue was around 6,000 million.
Industry Environment Analysis
Industry environmental analysis is an assessment of the current industrial environment. It
is an exercise that helps the company gain insight into the various aspects of the industry and
also predict trends. In the early 2000s, consolidation was the best option of entering a new
market. Consolidation is the act of merging with other companies, usually local ones so that the
chances of succeeding in a new market increases (Lavin & Cohan, 2011). From the study, there
are several instances where Carlsberg merged with local companies to increases its chances of
success. In Russia, Carlsberg merged with Baltic Breweries holdings (BBH). It is worth noting
that this succeeded in that in 2007, BBH had the largest market share in the Russian market at
38%.
The attractiveness of the Russian market attracted competitors, an...