The International Beer Industry – Opportunities for Carlsberg

Department of Economics Author: Bachelor ThesisAnne Mette Lund Madsen Gina Helland Hauge consultant: Valdemar Smith The International Beer Industry Opportunities for Carlsberg The Aarhus School of Business 2009 Abstract In this thesis in that location has been an evaluation of the strategy followed by Carlsberg in the Western and Yankee European beer market and the objective was to find out if their reliable strategy is the right one for the company. This market was chosen because it is stagnating and dispute for Carlsberg, especially due to the financial instability in the beingness markets. When investigating this, there thrust been used internal and immaterial analyses. Due to Carlsbergs current strategy concerning growth and expansion, merger theory has been taken into account as well. The Western and blue European market is a market where Carlsberg faces great challenges and it is consequently important for them to view as market share. One objective in Carlsbergs strategy is to lower their debt and increase the cash flow in order to stabilize their share price and check up on investors that Carlsberg is a favourable investment. This seems suitable in the current market.

It similarly creates opportunities for the future where Carlsberg can be able to pursue their long-run strategy of growth and expansion through mergers and acquisitions. In the long-run, Carlsberg have many opportunities, however, there are some obstacles for achieving their goals, such as their willpower relations and their large debt. Their current debt will in the end be lowered if they choose to do this, but the ownership relations are more binding and cannot be fade out easily. The investigation and research that has been conducted shows that Carlsberg should follow their current strategy on the Western and Northern European market. Carlsbergs future depends on how they manage to utilise their opportunities as well as maintain or increase market share. Table of contents 1.... If you want to target a full essay, order it on our website: Orderessay

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