Carlsberg A/S
Euromonitor International's company profile, Carlsberg A/S offers detailed strategic analysis of the company's business, examining its performance in the beer market. The report examines company shares by region and sector, brand portfolio and new product developments, market and distribution strategies, challenges from the competition and future prospects. Use it to understand opportunities and threats facing the business and the factors driving success .
Get immediate access to strategic market analysis when you buy reports online
Chapters: 8 | Tables: 25 | Publication date: Apr 2006
Table of contents
1. INTRODUCTION
1.1 KEY FACTS
Summary 1 Carlsberg A/S: Key Facts
2. CORPORATE OVERVIEW
2.1 FINANCIAL PERFORMANCE
Acquisitions fuel another year of modest growth at Carlsberg
Strong gains in Eastern Europe drive profit growth as BBH performs well
2005 results put pressure on Carlsberg to reduce Western Europe dependency
Table 1 Carlsberg A/S: Financial Summary 2004-2005
2.2 GEOGRAPHIC COVERAGE
Carlsberg posts decline in Western European sales as market troubles deepen
BBH posts stellar growth as Eastern Europe keeps Carlsberg going forward
Another stellar year in Asia as acquisitions drive sales growth
Table 2 Carlsberg A/S: Sales by region 2004-2005
2.3 BUSINESS FOCUS
Beer by far the main focus for Carlsberg
Carlsberg continues to move out of soft drinks
Holsten buy-out reivigorates Carlsberg’s FABs status
3. STRATEGIC OVERVIEW
3.1 OPERATIONAL STRATEGIES
Internal operations
External operations
Summary 2 Carlsberg A/S: Business agreements 2004
3.2 MARKET DEVELOPMENT
Holsten acquisition underlines Carlsberg’s focus on beer
Avenues of growth in beer becoming narrower for Carlsberg
Soft drinks remain a low priority for Carlsberg
Holsten buy-out revives Carlsberg’s status in FABs
Table 3 Carlsberg A/S: World Sales Performance of Company’s Major Markets
4. BEER BUSINESS OF CARLSBERG A/S
4.1 BEER BUSINESS DEVELOPMENT
Nordic beginnings for Carlsberg
Carlsberg invests in emerging markets
Holsten acquisition signifies Carlsberg’s intentions on the global stage
Carlsberg makes a stand in the US and continues to increase its exposure in China
Carlsberg focuses on Southeast Asian portfolio in 2005
The company reaches a Thai Beverage settlement, sells some of its Hite stake, and continues to focus on China
Carlsberg to target Poland in 2006
5. CARLSBERG A/S PERFORMANCE IN BEER
5.1 COMPETITIVE CONTEXT
Carlsberg is a top 10 global player but it does not sit with the big boys
Carlsberg is number three in Western Europe; it dominates in Scandinavia
Mix of majors and locals provides competition in emerging markets
5.2 COMPANY WORLD MARKET SHARES
Acquisitions help Carlsberg drive forward momentum to hold sixth place within beer in 2004
Carlsberg in global top 10 in dark beer, stout and non-/low-alcohol
Table 4 Carlsberg A/S: World Beer Shares & Rankings by Sector 2000-2004
5.3 COMPANY SHARES BY REGION AND SECTOR
Western Europe is Carlsberg’s key market; acquisitions drive growth
Eastern Europe is Carlsberg’s second strongest region
Carlsberg invests in Asia-Pacific but its presence remains minor
Its non-/low-alcohol portfolio earns the company a presence in Africa and the Middle East
Carlsberg considers its US position and uses InBev to distribute its products in Brazil
Table 5 Carlsberg A/S: Regional Shares of Beer by Sector 2004
5.4 MARKETING STRATEGIES
‘Probably the best lager’ – an iconic slogan for Carlsberg
Sports sponsorships a key marketing strategy for Carlsberg
Carlsberg develops its internet marketing strategy
Carlsberg invests £1 million in Holsten in the UK
5.5 DISTRIBUTION STRATEGIES
Carlsberg and InBev in a UK on-trade distribution agreement
Carlsberg terminates Labatt USA alliance in the US
6. CARLSBERG A/S BEER BRAND ASSESSMENT
6.1 BRAND PORTFOLIO
Carlsberg is the flagship brand for the Danish brewer
National beer brands form and integral part of Carlsberg’s portfolio
6.2 NEW PRODUCT DEVELOPMENT
Tetley’s portfolio is extended in the UK, whilst Carlsberg Export goes Extra Cold
Packaging development
6.3 CORE BRANDS
Carlsberg
Table 6 Carlsberg A/S: Carlsberg Brand Shares in Beer 2000-2004
Table 7 Carlsberg A/S: Carlsberg Regional Shares by Sector 2004
Holsten
Table 8 Carlsberg A/S: Holsten Brand Shares in Beer 2000-2004
Table 9 Carlsberg A/S: Holsten Regional Shares by Sector 2004
Tetley’s
Table 10 Carlsberg A/S: Tetley’s Brand Shares in Beer 2000-2004
Table 11 Carlsberg A/S: Tetley’s Regional Shares by Sector 2004
Tuborg
Table 12 Carlsberg A/S: Tuborg Brand Shares in Beer 2000-2004
Table 13 Carlsberg A/S: Tuborg Regional Shares by Sector 2004
7. CARLSBERG A/S PERFORMANCE IN FABS
7.1 FABS BUSINESS DEVELOPMENT
Carlsberg’s FABs activity is focused on Scandinavia; BBH enjoys exposure in Russia
Holsten acquisition catapults Carlsberg into the top 20 global rankings in FABs
7.2 COMPETITIVE CONTEXT
Diageo sits atop global sales of FABs; Carlsberg occupies 20th position
Multinationals are Carlsberg’s main rivals in its key Scandinavian markets
Carlsberg competes with a mixture of local players and multinationals in Russia
7.3 COMPANY WORLD MARKET SHARES
Holsten acquisition catapults Carlsberg into the top 20 in global FABs
Table 14 Carlsberg A/S: World Shares & Rankings by Sector 2000-2004
7.4 COMPANY SHARES BY REGION AND SECTOR
Carlsberg’s FABs spread does not reach beyond Western Europe
Table 15 Carlsberg A/S: Regional Shares by Sector 2004
7.5 FABS NEW PRODUCT DEVELOPMENT
New product activity limited in declining FABS but Carlsberg targets the Finnish market
7.6 CORE FABS BRAND
Kurko is Carlsberg’s number two FABs brand following the Holsten buy out
Brand extension in 2005 to generate further growth for Kurko in Finland
Table 16 Carlsberg A/S: Kurko Brand Shares in FABs 2000-2004
Table 17 Carlsberg A/S: Kurko Regional Shares by Sector 2004
7.7 CARLSBERG A/S SECTOR POTENTIAL
Carlsberg relies on lager for global beer status
Western Europe offers scant potential and many challenges
Outlook for Eastern European beer robust; stellar growth expected in Russia
Much expected of the Chinese market; Vietnam and India also set to thrive
Other emerging regions hold potential, but the company will tread very carefully in North America
Table 18 Carlsberg A/S: World Sales Performance of Key Sectors of Involvement 2004
7.8 SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
7.9 FUTURE PROSPECTS FOR BEER BUSINESS
Carlsberg entering critical phase in terms of its global beer status
Carlsberg is well placed in emerging beer markets
but its position in developed beer markets looks less assured
Could the costs of growth in Western Europe and US be too much for Carlsberg?
A 3-way merger is a possibility as second-tier players want to remain in the game
8. APPENDICES
8.1 APPENDIX 1 – CARLSBERG A/S BRAND PORTFOLIO
Summary 3 Carlsberg A/S: Beer Brands 2004
8.2 APPENDIX 2 – SUBSIDIARIES AND AFFILIATES OF CARLSBERG A/S
Summary 4 Carlsberg A/S: Subsidiaries 2004
8.3 APPENDIX 3 – WEBSITES OF CARLSBERG A/S
Summary 5 Carlsberg A/S: Websites
8.4 APPENDIX 4 – HISTORY AND CORPORATE DEVELOPMENT
Summary 6 Carlsberg A/S: Historical Development
8.5 APPENDIX 5 – COMPANY LOCATIONS
Summary 7 Carlsberg A/S: Company Locations