Essay on Module G Beer

Submitted By Kitty88888
Words: 3713
Pages: 15

CENTRAL COLLEGE LONDON
Assessment Submission Sheet
Student ID Number
01495
Student Name
Ping Zhang
Title of Course
Business management
Title of Module
International Aspects of Business
Name of Module Teacher
FarzamBonabi
Date of Submission
25/7/2014
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Global Expansion of a Brewing (Beer) Company

Table of contents
Introduction......................................................................................................4
Carlsberg back ground……………………………………………………………4
The impact of relative and moral theories………………………………….…...5
Carlsberg organisational structure and culture ………………………….….....6
Recruitment and selection strategies…………………………………………....7
The impact of social and cultural environments……………………………..…8
Assess various location decisions………………………………………….……9
The global market segmentation strategy……………………………......…….10
Conclusion………………………………………………………………….….....12
Bibliography………………………………………………….……………….......13
Reflective Review……………………………………………………………..….14

Introduction
With the rise of Globalization, import and export of products and services have also grown steadily. The market also faced major upliftment, as many reputed organizations are aiming to establish their brands to other prospective parts of the world. However marketing a product to a new land involves various cross-cultural marketing factors and moreover it is not an easy process to establish a foreign brand in another country, unless the customer are given proper benefit or lured to purchase a product. This Module will aim to explore the key strategies that have been taken by Danish beer company Carlsberg to market their product in China.
Carlsberg back ground
Carlsberg is one of the first international brewers who exported beer to China one and a half centuries ago. In the mid 19th century, the first batch of Carlsberg beer travelled halfway around the world to China. Like other commodities representing the westernized lifestyle, Carlsberg began to accumulate fame in this ancient empire. At that time, Carlsberg was seen as a kind of special “wine” and served in Chinese bars. Carlsberg officially began its business in Greater China in 1978. The company inaugurated the Carlsberg Brewery in Hong Kong in 1981, which became the base for Carlsberg’s expansion into mainland China. In 1995, Carlsberg acquired a major shareholding in a brewery in Huizhou, Guangdong.From that time on, Carlsberg’s presence in the mainland was assured. In 1999, all production was moved from Hong Kong to Huizhou. The Carlsberg Brewery Guangdong in Huizhou now supplies products to mainland…