Management Centre Europe | MCE | Organizational and Management Development - Strategy Execution

Carlsberg

When Carlsberg needed to prepare international managers to solve local business challenges at their operations around the world, they contacted MCE for an external point of view.

Large Carlsberge Truck 

Carlsberg is one of the world’s largest brewery groups. Its broad portfolio of beer brands includes Carlsberg Pilsner, known as “Probably the best beer in the world”. It also has strong regional brands such as Tuborg, Baltika and Holsten, and a wide range of leading brands in local markets.

Carlsberg’s Strategy

Carlsberg’s strategy focuses on value creation and expansion by growing business in existing markets and by entering new markets. In order to achieve its strategy, Carlsberg has introduced a range of targets and action plans in all areas of its business to help shape the Carlsberg of tomorrow. 

 

Why did Carlsberg contact MCE?

In line with their slogan “Probably the best beer in the world”, Carlsberg wants to have the best people in the world. They need to attract and develop these people whatever their level. Carlsberg puts special emphasis on developing its International Graduates to support local business needs to grow talent. To support this, Carlsberg wanted them to have an external viewpoint on key business topics including strategy. With this in mind, they approached MCE to see if MCE could provide the external viewpoint that they were looking for. 

 

How did MCE work with Carlsberg?

Understanding the Situation at Carlsberg

The MCE Associate had a number of meetings and discussions with senior management at the company to understand the business situation at Carlsberg.

 

Results and Benefits for Carlsberg

In line with their slogan, ‘Probably the best beer in the world’, Carlsberg wants to have the best people in the world. They need to attract and develop these people whatever their level.
 

At the end of the workshop, each group presented and defended its analysis and business plan to an executive committee consisting of the VP Western Europe, the CEO of Carlsberg Poland, the Group Supply Development Manager and the MCE Associate who had led the solution.

The International Graduates took the role of Vice President of their designated region. In preparing their case studies, presenting their analyses and business plans and defending their arguments, they had a realistic experience of what it would truly be like to manage and lead Carlsberg in the field. All of this was excellent preparation for future roles in a real business environment.

The teams were evaluated by the committee, and a prize was given to the most compelling entry.

In preparing their case studies, presenting their analyses and business plans and defending their arguments, they had a realistic experience of what it would really be like to manage and lead Carlsberg in the field. All of this was excellent preparation for future roles in a real business environment.

To make the case study match Carlsberg’s real business environment and challenges, the MCE Associate spent one day interviewing key senior executives at Carlsberg.
 

 

About Carlsberg

Carlsberg is the undisputed market leader in Northern Europe with No. 1 positions in Denmark, Sweden, Norway, Finland and the three Baltic States. Western Europe—with markets such as UK, Germany, France, Switzerland, Poland, etc.—accounts for a large part of Carlsberg’s annual revenue. Beer markets are generally mature and characterised by a well-established retail structure, a strong tradition of beer consumption in most of the region, and consumers who are receptive to innovation.

In 2010 Northern and Western Europe accounted for 43% of Carlsberg's total volume and 46% of operating profit.
 

www.carlsberggroup.com