Carlsberg
Carlsberg A/S
Table of Content Outline of Internationalization Process 2 Analysis 3 Data 4 Future strategy 5 Reference List 6
Outline of Internationalization Process
Carlsberg’s internationalization strategy is focusing on three main areas; Northern & Western Europe, Eastern Europe and Asia. Carlsberg have merged and acquired several companies since 2002 to become a stronger player on the global beer market by changing their internalization strategy in 2000. From 2000, Carlsberg concentrated on its core business being; brewing, sale and distribution of beer. This meant that a series of non-strategic companies and assets had been sold. Markets outside their three main areas were serviced through export and production under licence. Carlsberg has been looking at ways to expand their businesses, since the global beer industry is being challenged significantly. Fewer and stronger players are dominating the global market and Carlsberg accommodated these challenges by merging with the Norwegian brewery Orkla. In 2001 Carlsberg entered a joint-venture with Orkla as a part of their internationalization process. Orkla was holding 60% ownership of Carlsberg, and as payment for the remaining 40% shareholding, Orkla contributed with all its beer and softdrink activities in Sweden, Norway and Russia. This gave Carlsberg a better opportunity to get a stronger foothold in the Baltic states and in the very large and valuable Russian beer market. The joint venture made Carlsberg the market leader in the four very competitive Nordic countries. Furthermore, Carlsberg continued to expand their businesses by obtaining full control of its brewery business by acquiring Orkla’s 40% shareholding in Carlsberg in 2004.
In 2008 Carlsberg and Heineken acquired the English brewery Scottish & Newcastle as a part of their internationalization process. This acquisition was by far, the largest transaction in the Carlsberg history. All Scottish & Newcastle activities
Table of Content Outline of Internationalization Process 2 Analysis 3 Data 4 Future strategy 5 Reference List 6
Outline of Internationalization Process
Carlsberg’s internationalization strategy is focusing on three main areas; Northern & Western Europe, Eastern Europe and Asia. Carlsberg have merged and acquired several companies since 2002 to become a stronger player on the global beer market by changing their internalization strategy in 2000. From 2000, Carlsberg concentrated on its core business being; brewing, sale and distribution of beer. This meant that a series of non-strategic companies and assets had been sold. Markets outside their three main areas were serviced through export and production under licence. Carlsberg has been looking at ways to expand their businesses, since the global beer industry is being challenged significantly. Fewer and stronger players are dominating the global market and Carlsberg accommodated these challenges by merging with the Norwegian brewery Orkla. In 2001 Carlsberg entered a joint-venture with Orkla as a part of their internationalization process. Orkla was holding 60% ownership of Carlsberg, and as payment for the remaining 40% shareholding, Orkla contributed with all its beer and softdrink activities in Sweden, Norway and Russia. This gave Carlsberg a better opportunity to get a stronger foothold in the Baltic states and in the very large and valuable Russian beer market. The joint venture made Carlsberg the market leader in the four very competitive Nordic countries. Furthermore, Carlsberg continued to expand their businesses by obtaining full control of its brewery business by acquiring Orkla’s 40% shareholding in Carlsberg in 2004.
In 2008 Carlsberg and Heineken acquired the English brewery Scottish & Newcastle as a part of their internationalization process. This acquisition was by far, the largest transaction in the Carlsberg history. All Scottish & Newcastle activities