Carlsberg A/S: Konkurrence, økonomi og strategiske muligheder

Kristian Kruse

N31

Martin bjerg

3gn3118

Morsø Handelsgymnasie

Kristian Kruse

N31

Martin

3gn3118

Morsø handelsgymnasium

Abstract

The report is about Carlsberg A/S. Who is Carlsberg? How is the competitive conditions on the beer market? Where are they on the Danish beer market? How is their financial account? How does Carlsberg’s future opportunities look? All these questions will be answered in this report. The report is based on websites and articles from the internet and the annual report 2017 from Carlsberg. There is also some insider information from a sales representative from Carlsberg. The beer industry has dropped a bit in the last few years one of the reasons to that is due to new substituent products like alcohol cider. Carlsberg is a Danish beer production company, which were formed in 1847 in Valby just outside of Copenhagen. Carlsberg has the biggest market share in Denmark, and Is the third biggest beer production company in the world. Carlsberg’s nearest concurrent in Denmark is Royal Unibrew.

Indholdsfortegnelse

Abstract3

1.Indledning6

2. Konkurrenceforholdene på ølmarkedet7

2.1 Porters Five Forces; Carlsberg7

2.1.1 Truslen fra nye udbydere8

2.1.2 Truslen fra købere8

2.1.3 Truslen fra udbydere af substituerende produkter8

2.1.4Truslen fra leverandører8

2.1.5 Konkurrencesituationen for etablerede virksomheder9