Case Study

Carlsberg: Thirsting for greatness

20 pages
December 2013
Reference: IMD-7-1496

The case examines the beer industry, and its rapid globalization and consolidation. Carlsberg, one of the largest companies in the industry, has not kept pace with the very largest, nor has it developed as broad a geographic position as its biggest rivals. As it looks forward, the company has many options for future success – but no easy choices.

Learning Objective

Industry analysis, using an industry that is not complex to understand but nevertheless raises several useful questions. From there, to explore the sorts of choices a company may make, and to debate the relative merits of each.

Beer, Industry Analysis, Global Competitive Analysis
Carlsberg, Consumer Goods, Beer
Published Sources
© 2013
Available Languages
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