Intro Fifth-largest brewery in the world by volume produced• Producer of beer alcoholic and non-alcoholic

Carlsberg’s focused on • Mature beer markets of Western Europe• Improved profitability though innovation and streamlining

• Growth markets of Eastern Europe and Asian markets• Growth by creating new market segments and building brands

Market Share

0.2

0.097

0.091

0.061

0.06

0.047

0.0320.028 0.023 0.012

Global Market Share of Leading Beer Companies Based on Volume Sales (2014)

SABMiller Plc

Heinekin NV

Carlsberg A/S

China Resources En-terprise

Tsingtao Brewery Co

Molson Coors Brewing Co

Beijing Yanjing Brewing Co

Kirin Holding Co

Asashi Group

Placement

35%

35%

18%

12%

Beer sales pro rata %

Western Europe Russia Eastern Europe Asia

Russia Eastern Europe Asia Western Europe $-

$5.0

$10.0

$15.0

$20.0

$25.0

$30.0

Carlsberg beer sales pro rata (millions)2005 2006 2007

Placement

Strengths

• Control of Russian brewery• Fourth largest brewery• Lowering the Carlsberg

Foundation to owning only 25% allowing room for new capital

Weaknesses

• Competition, Global and Local • Issues with mergers• Debt• Cannibalization of other brands• Understanding cultural aspects

of new markets

Opportunities

• Growth of Western China• Capitalization of

emerging markets• Expansion in Russia with

the taxes on liquor

Threats

• Could be viewed as a target for takeover• Rising prices of inputs• Shareholders Patience• Anheuser-Busch InBev

Problem

Carlsberg has been effective in increasing market share in

multiple regions globally, the question is how to keep

creating and capitalizing on new emerging markets

successfully.

Options

• Continue expansion into Russia and western China.• Buy smaller brewers in North

and South America to enter new Geographical Markets.• Drop out of western China.

Moving Forward

Expand into North and South America• Market Carlsberg beer

aggressively in the USA• Buy up smaller brewery's

with decent market share