Annual Report 2001 - Carlsberg Group

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Consolidation and Growth
Consolidation and Growth
The establishment of Carlsberg Breweries has created a substantial
international brewing company with strong positions in both mature
beer markets and markets with significant growth potential.
The integration of Carlsberg’s and Orkla’s brewing
activities into Carlsberg Breweries has made the
company market leader in the four Nordic markets.
Carlsberg Breweries also holds market leader
positions in a number of other markets within
its geographic key areas, Western and Eastern
Europe as well as Asia. Carlsberg Breweries aims
at continuously strengthening its position in the international
markets to ensure that the company is
equipped to participate in the ongoing international
consolidation within the brewing industry.
Further, an ambitious and targeted strategy will
ensure progress for Carlsberg Breweries through
improved market positions and profitability in
existing markets and continued expansion of the
Carlsberg brand, particularly in markets with potential
for strong distribution synergies.
Strategic elements
Carlsberg Breweries’ key focus area is the international
beer market, but soft drinks and other beverages
are also included in the product portfolio in
a number of markets in order to achieve critical
mass in the overall value chain and in marketing.
This also makes it possible to offer an attractive
product portfolio to the customers. Both existing
and prospective markets hold considerable business
potential if Carlsberg Breweries applies its
key competencies to realise acquisitions, optimisation
of synergies and local partnerships.