Sales Plan of Carlsber

TEAM 2 – CASE 1

Bùi Việt Hoàng
HS140721

Nguy ễn Thùy Linh
HS140112

Đồng Thị Thanh Loan
HS140599

Nguy ễn Thị Hương

Lê Thăng Long

HS140531

HS140132


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

INTRODUCTION

Some have to dig deep to find their purpose. For us, it
has always been there.
Carlsberg is a famous beer brand founded by Jacob Christian Jacobsen in Copenhagen,
Denmark. The early years of the 19th century.

Over the years, these values have evolved to form our purpose: brewing for a better
today and tomorrow.

Carlsberg was the first investment in Vietnam in 1993.

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

INTRODUCTION

02

ENVIRONMENT OVERVIEW

SALES STRATEGY

Environment
Carlsberg
environment overview

overview


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

Environment overview

External – Five Forces analysis

Internal – SWOT analysis

SALES STRATEGY


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY

Five forces analysis
1. Bargaining power of Buyers
2. Competition of existing competitors in the industry

3. Threat of substitute products
4. Bargaining power of suppliers
5. Threats of New Entrants


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY

1
BARGANING 

POWER OF

BUYERS
=> Detailed customers are mainly some large customers, due to the consolidation of supermarkets.
Therefore, they have a strong bargaining position.


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY

2
COMPETITION OF

COMPERTIORS

IN THE INSDUSTRY
=> This was partly achieved through organic growth but mainly through mergers and acquisitions
as well as joint ventures between breweries.


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY

3
THREAT

OF

SUBSTITUTES
=>  In many parts of the world, alcohol is a direct substitute for beer, so increased demand for
alcohol will directly affect demand for beer.


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY

4
BARGAINING 

POWER OF

SUPPLIERS
=> Carlsberg has chosen to secure the supply of their most important ingredients for beer
production through the 100% owned Danish Malting Group. This strategy significantly reduces
the bargaining power of suppliers for Carlsberg.


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY

5

 

THREATS OF

NEW

ENTRANTS
=>  Carlsberg responded to this growing niche threat by founding his own microbrewery, Jacobsen.
Jacobsen is a separate unit within the Carlsberg Group.


TEAM 2

ENVIRONMENT OVERVIEW

INTRODUCTION

SALES STRATEGY

SWOT analysis

STRENGTH

WEAKNESS

OPPORTUNITY

THREATS

•

Financial

•

Small capacity

•

Low carb product

•

Competition advantages

•

Variety of products

•

Some product

•

Merge and Acquisition

•

Price of ingredients

•

Divestment of capital by the

•

Tax

      Saturated

•
•

High Technology

•

Market share

•

Location of factory

state

High quality 

      ingredients 

•

Potential customer


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY

03
Sales strategy


TEAM 2

3.1

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY

Synthesize and evaluate the effectiveness of the implemented sales plan


TEAM 2

Achievements in Vietnam

•

#4 in the market

•

8% national market share

•

1 brewery

•

Main brands: Huda, Halida, Carlsberg

•

Consumption per capita: 42 liters

•

Trading share in total market: 43%

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

ENVIRONMENT OVERVIEW

INTRODUCTION

SALES STRATEGY

Reasons for success and failure

•

Success: Make a strong impression and bring home many awards with
2 beer lines Huda and Halida.

•

Failure: Focusing too much on foreign beer, but revenue mainly comes
from domestic beer.


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

INTRODUCTION

Problems and causes of problems
●

Before many famous beer brands in the Central market such as Saigon Beer, Heineken, Tiger and recently
Sapporo of Japan, Huda's ambition to expand market share has stalled.

●

There is no small pressure when consumers in the Central region are classifying this brand as... foreign
beer

●

Spending a lot of money on foreign beer lines such as: Tuborg, but the main brand Carlsberg did not
achieve high results, but the main activity was based on Hue Beer.

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

INTRODUCTION

Problems and causes of problems

•

Select the segment that coincides with a very heavy competitor - Heineken (25% market share)

•

Select the region with the least beer consumption

•

Market share is not high: 8%

•

Customers are not impressed

•

The problem of distribution, Carlsberg is only distributing to small grocery stores, not at large
supermarkets or convenience stores, commercial centers.

ENVIRONMENT OVERVIEW

SALES STRATEGY

TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

INTRODUCTION

Solutions and results obtained

Carlsberg has made a difference by creating future sustainability goals. But
because the goal cannot be achieved at the present time, but is a
commitment in the future (2022, 2030, ...) so it has not yet affected
consumers.

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

INTRODUCTION

Lesson learned

•

Help customers realize that even though it is a foreign beer, Carlsberg has no difference in
price and is inferior in quality

•

It takes a special thing to make customers choose C instead of products of other competitors:
distribution, environment protection, cleanliness, taste, service,...

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

3.2
Sales objective

INTRODUCTION

ENVIRONMENT OVERVIEW

SALES STRATEGY


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

Assess the current situation of Carlsberg in Vietnam

SALES STRATEGY


TEAM 2

INTRODUCTION

ENVIRONMENT OVERVIEW

Assess the current situation of Carlsberg in Vietnam

SALES STRATEGY