how can carlsberg legally prevent violating the

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How can Carlsberg legally prevent violating the competition law during its expansion in European Market

By Group 4

Class 2010 International Finance

Members: Qian Chen

Sun Zhifeng

Wu Han

Xu Junjie

Counselor: Bai Shiyan

Hand in date: 2013-4-12

Niels Brock Copenhagen Business Joint Program

College of Humanities & Sciences of Northeast Normal University

Content

1.0 Introduction ..........................................................................................................................................................1 1.1 Background ...................................................................................................................................................1 1.2 Problem statement ........................................................................................................................................1 1.3 Demarcations ................................................................................................................................................1

2.0 Methodology .........................................................................................................................................................1 2.1 Data sources ..................................................................................................................................................1 2.2 Theories ........................................................................................................................................................2 2.3 Limitation of the report .................................................................................................................................2

3.0 Situation analysis ..................................................................................................................................................2 3.1 European market analysis .............................................................................................................................2

3.1.1 Competitive analysis ..........................................................................................................................2 3.1.2 Relationship with government ...........................................................................................................5 3.1.3 PEST analysis ....................................................................................................................................6 3.1.4 Present marketing strategies ..............................................................................................................8 3.1.5 Financial analysis ...............................................................................................................................9

3.2 Relevant cases ............................................................................................................................................. 11 3.2.1 Case one ........................................................................................................................................... 11 3.2.2 Case two...........................................................................................................................................13

4.0 Recommendations and evaluations .....................................................................................................................15 4.1 Recommendations.......................................................................................................................................15

4.1.1 Continue to invest more in innovation .............................................................................................15 4.1.2 Choosing their partners carefully .....................................................................................................15 4.1.3 Maintaining a stable growth rate......................................................................................................16

5.0 Conclusion ..........................................................................................................................................................16 6.0 Bibliography .......................................................................................................................................................17 7.0 Appendix .............................................................................................................................................................18 8.0 Assignments .....................................................................................................................................................21 9.0 Log Book Regarding the Group Processk ..........................................................................................................21 10.0 Things we learnt from the project work ............................................................................................................21

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1.0 Introduction

1.1 Background

The aim of writing this paper is to illustrate the present situations facing Carlsberg in European

market and give solutions to those competition law issues they would face in the future. As we all

know, European Union is now undergoing a credit crisis and most companies sales have decreased

in European in recent years. Therefore, the competition between big companies will become fierce.

Besides, the poor economies in Spain, Italy and Greece have also brought a lot pressure to these

companies. Under such severe condition, there exist some risks that giant company like Carlsberg

would violate some laws, especially against competition law in dominating the market illegally.

During the 21st century, some big companies like Microsoft and Google have suffered lose of

violating the competition law, they have paid a large amount of money for these cases. Thus, such

big companies like Carlsberg will face a risk of violating the competition law in Europe; they

should learn some experience from those failed cases.

1.2 Problem statement

How could Carlsberg legally prevent violating the competition law during its expansion in

European market?

1.3 Demarcations

Why choose European market

■ Good culture foundation in Europe, they have a stable absolute demand in beer.

■ Recovery sign of European Union, Carlsberg has increased its sales in 2012.

■ European Union is a open free market and the government will not allow the actions of

destroying the competition balance to happen.

2.0 Methodology

2.1 Data sources

The secondary data is used in this project work because it’s hard to collect all primary data we need

in such a short time. We have searched marketing information about Carlsberg on the Internet,

newspaper, magazines, books, such as google.com, wikipedia.com Carlsberg.com. About financial

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information is found on its annual report.

2.2 Theories

Marketing mix model: This model is mainly used to analyze Carlsberg internal environment from

product, price, place and promotion parts. Carlsberg is the second largest beer company in Europe

and they have very high quality products to prevent some other companies to copy from. As a high

end brand, they will not violate the competition law by dumping or even sell it below its cost.

Pest model: This model consists of political, economic, social cultural and technological

environment factors, which is used to analyze what challenges and opportunities they may face.

Like will the credit crisis in Europe affect customers’ consumptions about beer or will the

government issues some policies to limit the development of this industry.

2.3 Limitation of the report

Secondary data is collected from other organizations so that the accuracy of these data sources can

not be ensured. What’s more, these organizations collected these data are for their own purposes.

Thus, this may not be suitable for this independent study.

3.0 Situation analysis

3.1 European market analysis

3.1.1 Competitive analysis

● Competitive structure:

The beer brewing market is composed of several very large brewing companies, such as Heineken,

Carlsberg, SABMiller, AB InBev and many smaller companies. We consider that the competitive

structure of beer brewing market is Oligopoly market.

■ Western Europe:

Carlsberg: Carlsberg is the second largest brewer in Western Europe. The positive market share

trend from 2010 and 2011 in Western Europe continued in 2012, and we gained approximately 40dp

market share for the region with particularly good performances achieved in Finland, Sweden,

Norway, Poland, Portugal, the UK, Greece and Serbia.

Heineken: It is the same as Carlsberg, Heineken is also Europe’s leading brewer. In 2012, Group

beer volume declined organically by 2 per cent. Beer markets in the region were adversely impacted

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by challenging economic conditions, rising VAT and beer excise rates in several markets and

declining consumer spending in on-premise channels.

AB InBev: AB InBev only focus on 7.3% in Western Europe and 1.6% in Eastern Europe. They

pay their most attention on North America market and Latin America market.

■ Eastern Europe:

Carlsberg: Carlsberg hold a strong no.1 position in the region’s main market, Russia, which owns

38.2% market share, and the other markets in the region. And Ukraine is the second largest market

and Carlsberg holds a strong no.2 position.

Heineken: Heineken has a rich product portfolio of leading brands in central and Eastern Europe.

The group beer volume grew 3.8 per cent organically led by solid gains most markets in the region.

Conclusion: As a oligarchic enterprise in its market, Carlsberg made a improvement of their market

share in 2012. But it still has strong competitors and the competition is still continuing. So

Carlsberg must know how to avoid breaking the law to win the competition. Undertakings should

allow the EU competition law and use the legal strategies.

■ Carlsberg and Heineken are both big brewers in Europe’s market. They can’t collude with each

other and carve up the market to avoid the direct competition.

■ If the big brewers have same suppliers, Carlsberg should not ask lower price from them. It is

illegally to use this way to cut the cost and compete with others.

■ When proceeding the strategies, Carlsberg should influence the structure of market.

● Market share comparison

The Carlsberg beer portfolio includes more than 500 brands. They vary significantly in volume,

price, target audience and geographic penetration. The brand portfolio includes the well-known

international brands: Carlsberg, Tuborg, Baltika, Kronenbourg 1664, and some local brands.

The strength of the Group’s brand portfolio is highlighted by the fact that Baltika, Carlsberg and

Tuborg are among the six biggest brands in Europe, with Baltika ranked as number one. Carlsberg

French brand, Kronenbourg, holds a tenth position in Europe.

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The market share of Carlsberg in Europe

Carlsberg is the second largest beer brewery in Europe markets, the main Countries it operates

conclude Demark, Germany, Unit Kingdom, and Russia. The following figures are the market

share of Carlsberg beer in each Country.

Figure 1 market share comparision

Data Source: http://www.shujuhui.com

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Conclusions:

From the figures we can known that the biggest competitor in Europe market of Carlsberg is

Heineken, the second one is Miller, the third one is Beck’s.

If Carlsberg want continues to expand the market, it must be combined with other company. But the

Carlsberg is the second largest beer brewery in Europe market, it is easy to become the market

monopoly when any one of the main competitors combined with Carlsberg, it will violate the

European competition law. So Carlsberg can choose some local companies with good potential to

cooperate with, or to mergers or acquire. They can take advantages of the local enterprises to

exploit market.

3.1.2 Relationship with government

Local government (Denmark or European zone)

1) Motivators

In 2008, Europe zone suffered serious crisis, nearly all of the European countries thought about

how to improve their economy, including Denmark. Because of bad economy in local market, the

Denmark government encouraged the companies which have potential to seek the opportunity in

global market. So the government provided some resources to help Carlsberg acquired Scottsh &

Newcastleplc, such as subsidy.

2) Regulator in Denmark Market

Denmark is the member of European Union, so both Denmark government and European Union

were worried about whether Carlsberg broken the competition law when the company purchased

Scottsh & Newcastleplc. Sometime, in order to let them know that the acquisition plan was not

betrayed the competition law and would done it by the legal way, Carlsberg negotiated with the

government.

Foreign government (British government)

Regulator in British Market

In this case, Scottsh & Newcastleplc is a British company. So the relationship between British

government and Carlsberg is also very important. The company must let the British government to

believe that this acquisition did not violate the competition law and let them know how much

benefit British can get from it, for instance, getting more tax, helping Scottsh & Newcastleplc to be

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more success.

3.1.3 PEST analysis

Political and law environment

1) Tax: In Europe, because of health issues, many countries’ governments gave the alcohol

industry very high taxes. Taxes were increased year by year since 2008 and in 2012.

2) Competition law: Even in some countries like Norway whose law commands against beer and

alcohol industry’s growth. According to the competition law in the beer market, it can prohibit

Carlsberg to practice monopolies. Subsequently, it can hit the Carlsberg growth in the future.

3) Environment law: Recent years, environment issue is becoming more and more important.

Most countries make some laws to restrict the development of alcohol. The environmental strategy

adopted by Carlsberg can keep it in one of the best positions because of energy consumption and

efficiency of water.

Economic environment in Europe

a b

The macro economy performed still not well.

The unemployment is still in high level. Some

people worried about their jobs. But compared

with last two year, there exist some positive signal,

for instance people’s disposable income has

increased and last few years, positive monetary

policy is adopted by the European zoom, such as Figure4

Data source:www.shujuhui.com

Figure2


Figure3


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the M1 has increased year by year in last five years. Some economists indicated that now European

zone is in the recovery period. So the Europe market is still a potential market. And the

government will continue to perform some policy to stimulate the economy.

But on the other hand, higher tax is another economic factor in the Western and Northern region,

which may hit the consumption.

Social-cultural environment

1) Drinking hobby: Europe is the one market which Carlsberg has a lot market share there. The

statistics suggests that, although suffering from the crisis, there still has the demand of alcoholic

beverage, 76% of the people reply that they continue to drink alcoholic beverages during the crisis.

2) Market Change: Beer consumption has decreased in Western and Northern Europe and

increased in Eastern Europe in recent year. It’s a good chance to the company make more market

share in Eastern Europe. But before the company making some action, they’d better to analyze the

Social relationships, because Eastern Europe and Western Europe have different alcohol

consumption pattern and different cultures.

3) Corporate social responsibility: Last decade, The Carlsberg did a good job on this aspect. The

company has an innovative corporate social responsibility strategy, including Efficiency, Step

change innovation, people, commercial execution and winning behavior. They should maintain the

innovation spirit. Usually, it’s not an easy thing for such a big multi-national company.

Technological environment

In Europe, Carlsberg is the leading company in beer industries. So it can be said that the

company’s technology is represented the whole industry’s technology. Because of this reason, the

company should focus on innovation if it wants to make growth in the future. In this aspect, the

company also did a good job in last several years.

Using Jacobsen lager beer as an example, Jacobsen lager beer is the innovative product from

Carlsberg, this kind beer is designed for women. By innovation, they expand their market.

Conclusion

Faced with the financial crisis, Carlsberg has been successfully gaining more market share in the

beer market recent year. The company has this good performance depends on a series of factors,

including a great strategy by Carlsberg and the strong position they had. Carlsberg should think

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highly of the innovation of new products, maybe they can invent a series of products that only have

a small amount of alcohol and can be a substitution of beer. Thus, the government will not take such

high taxes on them. And it’s a good chance to the company make more market share in Eastern

Europe.

3.1.4 Present marketing strategies

● Market coverage

Carlsberg has three main markets, including Western Europe, Eastern Europe and Asian. They have

covered a wide range of market in the world. Besides, they rank 1st in market position in 14 out of

its 28 global markets, which means Carlsberg has taken a lot of market share and is at a dominant

position in many countries. In order to expand its market share in Europe, they should mainly focus

on United Kingdom, Italy, Poland, South East Europe, Ukraine and Kazakhstan market. At the

mean time, they should also be careful to not to violate the competition law because they have been

at a very strong market position.

● Target customers

Carlsberg target customers are adult who like beer, they have developed over 290 kinds of beers in

European market, which can cater to almost every different types of customers’ flavors. Customers

are the most important source to drive a company’s sales. Based on a superior understanding of

their customers, Carlsberg will be able to build a better relationship with their customers. Thus, it

can clear out some barriers of entry when they enter into other markets in Europe.

● Product

Carlsberg has its own research and development center and they have invested 17million ¢ to build

a new research and development in France in order to focus on the new technology of producing

beer and improvement of storability. Besides, according to its annual report, Carlsberg has turned its

focus of research and development to the improvement of taste and longer storability. Such an

advance of these technology will help them to be more efficient, environmental-friendly and

material and energy saving.

The new direction of its research and development is to develop new raw material resistant to vary

weather condition. Furthermore, they start to work with its suppliers to meet the CSR standards.

With such advanced technology, they don’t have to copy other brands’ products while it’s very hard

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for those small companies to make some copycats products from Carlsberg. Then, a relatively fair

competition environment will be created.

● Packaging

Figure 3

A good packaging can affect consumers’ buying behavior and Carlsberg also think that packaging is

a very important brand identity. Therefore, Carlsberg is now using a more sustainable package

which includes reduced weight to package, increase reuse of glass bottle packaging materials,

increase of the amount of new package and change of package of material into other products.

With such a environmental friendly packing, Carlsberg can not only improve its public image, but

also will save more raw materials and drive more people to be their loyalty customers. They also

have implemented a ECO-ACTION project to recycle more bottles and cans in Poland, which has

already reduced several hundred tons of wasted package. This is a good packaging strategy that

other companies can’t copy from.

3.1.5 Financial analysis

● Profitability analysis

Net profit margin= Net profit for the period x 100/ Revenue

Table 2

2009 2010 2011 2012

Net profit

margin

0.07 0.099 0.09 0.093

Data source:http://www.carlsberggroup.com/investor/downloadcentre/Pages/CarlsbergGroupReport2012.aspx

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A high net profit margin means that a company can get more money from its sales and Carlsberg

has a high net profit margin since 2010. This is very good for them and they should maintain this

good condition.

ROE (return on equity) = Net profit for the period x 100/ Average equity

Table 3

2009 2010 2011 2012

Return on equity 0.07 0.086 0.079 0.085


This curve goes very similar as the net profit curve and a high return on equity means that this

company can get more profit from the same amount of equity. Carlsberg has also a very good figure

in this and they can attract more investors to invest in their business.

● Liquidity

Current Ratio= Total current assets/ Total current liabilities


Current ratio shows the ability to pay its current debts with its current assets. A higher current ratio

means a company has more current assets. This figure has shown that Carlsberg’s current asset is

increasing from 2009 to 2012, which has also depict that Carlsberg has a good operating condition

and they are strong enough to survive this credit crisis and capable to expand its market in Euro.

Acid-Test Ratio= (Cash+ Short-term investments + Net current receivables)/ Total current

liabilities

Table 5

2009 2010 2011 2012

Acid-test

Ratio

0.45 0.42 0.54 0.6


It is clearly shown that there is an up warding sloping trend in this curve, increased from 0.45 to 0.6,

only declined a little in 2010. This ratio is used to measure the current debts with most-liquid

2009 2010 2011 2012

Current Ratio 0.59 0.57 0.71 0.77

Table 4

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current assets, cause it has eliminated the influence of inventory. This figure illustrates that

Carlsberg’s current asset is increasing and they can easily pay its current debts. Such a good figure

reflects that Carlsberg can not only survive this credit crisis, but also improve its operations.

Debt ratio=Total liabilities/ Total assets

Table 6

2009 2010 2011 2012

Debt-to-total-

assets Ratio

0.558 0.517 0.515 0.522


Debt ratio indicates the proportion of company’s debt out of its total asset. From this figure we can

clearly found that Carlsberg’s debt is decreasing in these four years, only increased a little in 2012.

It also reflects that Carlsberg has made good use of all its money.

● Activity analysis

Inventory turnover=Cost of goods sold/ Average inventory

Table 7

2009 2010 2011 2012

Inventory

turnover

8.386 6.915 7.308 7.45


The inventory turnover is a measure of how many inventories a company can sell annually and the

higher of this figure, more inventories are sold. Carlsberg has undergone a declining period from

2009 to 2010, but start to rise since 2010, which means that their sales turnover is becoming larger.

It’s good for Carlsberg to gain more profit.

Conclusion

Totally speaking, Carlsberg has a good financial condition, including good ability in earning profit,

paying its current liability, dividing more money to its stockholders. Besides, their sales turnover

shows an increasing tendency since 2010 and its inventory turnover is also raising. Thus, they are

able to continuously increase its market share in Europe and survive this credit crisis.

3.2 Relevant cases

3.2.1 Case one

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Carlsberg Provisions

EU COMMON RULES ON COMPETITION Article 82

Any abuse by one or more undertakings of a dominant position within the common market or in a

substantial part of it shall be prohibited as incompatible with the common market in so far as it may

affect trade between Member States. Such abuse may, in particular, consist in:

(a).directly or indirectly fix purchase or selling prices or any other trading conditions;

(b).limit or control production, markets, technical development, or investment;

(c).share markets or sources of supply;

(d).making the conclusion of contracts subject to acceptance by the other parties of supplementary

obligations which, by their nature or according to commercial usage, have no connection with the

subject of such contracts.

Background

In United Kingdom, Carlsberg set an agreement with Courage that granted this British company the

right to sell some of its beers, a ten years trademark license and an exclusive distribution rights for

other beers in UK. Courage is a company that already has its own distribution channels and it is also

one of Carlsberg competitors in UK. Under such agreement, it will be harder for other beer

companies to compete with those giants and it will reduce the competition in UK. Thus, according

to some relative laws, the Commission objected this agreement because it will not promote the

competition of the whole industry.

Analysis

As we all know, Carlsberg is the second largest brewer company in Europe and its market can cover

almost every corner in European countries. Furthermore, they are also famous for its good quality

beer and people really enjoy their products.

From the case, we can know that Courage is a big beer company, and they are one of Carlsberg’s

competitors and they have their own sales network. If these two big companies work together under

such agreement, the beer market will be dominated by them and restrict the competition. What’s

worse, this cooperation will do harm to the competitive structure of the market. Courage will gain

more market share by this agreement and mislead the open free competition to a monopoly. This

action violated the EU Common Rules on Competition Article 82(b),

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The infringing party attempt to gain its market share by illegally controlling the market and

strengthen its dominant position.

Recommendations

◆ Carlsberg should choose its wholesaler carefully, they should not always choose those big

giant in the same market to cooperate with.

◆ Find some of its potential competitors and cooperate with them or acquire them at the right

time to expand its market share without violating the competition law.

◆ Do more promotion to improve its public image, they can’t always show their customers

that they want to dominate the whole industry and do whatever they want to do. A good public

image is important for them to continue their business.

3.2.2 Case two

Carlsberg provisions

COMMON RULES ON COMPETITION Article 81

The following shall be prohibited as incompatible with the common market: all agreements

between undertakings, decisions by associations of undertakings and concerted practices which may

affect trade between Member States and which have as their object or effect the prevention,

restriction or distortion of competition within the common market, and in particular those which:

(a).directly or indirectly fix purchase or selling prices or any other trading conditions;

(b).limit or control production, markets, technical development, or investment;

(c).share markets or sources of supply

(d).apply dissimilar conditions to equivalent transactions with other trading parties, thereby

placing them at a competitive disadvantage;

(e).make the conclusion of contracts subject to acceptance by the other parties of

supplementary obligations which, by their nature or according to commercial usage, have no

connection with the subject of such contracts.

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Background

In 2000, Finland, Carlsberg acquired Pripps Ringnes Ab and its subsidiaries, as well as the shares of

Baltic Beverages Holding Ab (BBH) owned by Pripps Ringnes. One of Carlsberg’s subsidiaries is

Oy Sinebrychoff Ab. Orkla, and BBH is a joint venture also owned by Hartwall. Sinebrychoff and

hartwall are the two biggest beer companies in Finland. Such an acquisition will endanger the

adequate level of competition in Finnish beer market. The Finnish Competition Authority cancelled

this transaction but Carlsberg appeal to the higher court to repeal and moderate certain conditions

imposed on the acquisition.

Analysis

In this case, it seems like Carlsberg was doing a legal transaction to acquire a small company and

formed a joint venture. However, the Finnish Competition Authority has found that the beer market

will be significantly changed by this acquisition. It will either create or strengthen a dominant

position in Finnish beer, soft-drink market. What’s worse, it will influence the structure and

transparency of the brewery industry and the development of the whole industry as well as entry

barriers to small competitors. Anyhow, the two leading brewery companies will gradually dominate

the market. This evidence is so obvious that the acquisition implemented by Carlsberg will impair

the competition environment in Finland.

According to Article 81(b) and (c), the respondent has illegally dominated the market and shared the

supply channels.

Recommendations

● Make a thorough marketing research to find out what kind of relationship do each company has

and what kind of business do they do.

● Be cautions about the consequences each acquisition they are going to make, list the advantages

and disadvantages of each of their decision and evaluate them carefully.

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● Try to acquire some companies with good potential. This can help Carlsberg to develop a good

competitor in foreign market to compete with other giants.

4.0 Recommendations and evaluations

4.1 Recommendations

4.1.1 Continue to invest more in innovation

Carlsberg should still make innovation as their first goal, because we all know that if there is no

innovation, company and the whole industry will die. Since most government in Europe are taking

higher alcohol taxes. Carlsberg and others beer companies will suffer this policy, but they can

develop more products and maybe some substitutions of beer to increase its sales. For instance, they

can launch a new soft drink with very low alcohol to cater to this kind of demand. They can also

develop more products to meet the demand of each kind of age groups. Different age group may

have different appetite to beers, and they may have some nostalgic mood against some classic beers,

Carlsberg could choose to hold a big theme party to remind their customers’ feelings about these

beers and sell some limited edition souvenirs. Then, Carlsberg can express their care to customers

more directly and expand the influence of beer culture.

4.1.2 Choosing their partners carefully

Carlsberg has violated competition law several times in Europe, which will not only be punished by

local government, but will also create a bad public image. This will cause a lot of trouble to them in

the long term. It is likely that they would loose some of its loyalty customers, and other competitors

may take the advantages of competition law issues to drive them out of the local market. Thus,

Carlsberg have to have think carefully about their partners in other market in order not to violate the

competition laws by strengthening their dominant position, reducing the competition and limiting

the development of other competitors. The competition law cases Carlsberg had before have

somehow influence their sales and public image. They should try their best to avoid such legal

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issues to focus more on their business and bring more benefit to their customers.

4.1.3 Maintaining a stable growth rate

Carlsberg has shown a good operating and financial conditions in finance analysis, their sales

turnover is increasing year by year, they have more current asset, their ability in earning profit

remain strong since 2010, their total debt is decreasing and they have more current assets to pay its

current debts. Under such a good condition, Carlsberg could concentrate more on its sales budget

and they can attract more investors to invest in their business by surviving the credit crisis in

Europe. A stable growth rate in sales can ensure that they can maintain or appreciate shareholders’

stock value.

5.0 Conclusion

In order to solve the problem “how can Carlsberg illegally prevent violating the competition law

during its expansion in European market?” we have analyzed the internal and external environment

Carlsberg may face in the future, including marketing mix, pest and Porter’s Five Forces. What’s

more, we have also used finance, accounting, and competition law to give recommendations to

improve their operating situations, such as continuing to invest more in innovation, choose their

partners carefully and maintain a stable growth rate. Carlsberg has maintained a good financial

condition and they can continuously operate well in Europe.

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6.0 Bibliography

Websites: 1)http://www.carlsberg.com.cn/ 2)http://www.carlsberggroup.com/Pages/Default.aspx 3)http://www.global-competition.com/global_b/REDUNDANT/finland.htm 4)http://www.oikeus.fi/markkinaoikeus/34769.htm 5)http://www.amazon.co.uk/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=carlsberg 6)http://www.beerbrewing.com/US-beer-maret/beer-demographics.htm 7)http://www.census.gov 8)http://www.dted.state.mn.us/PDFs/beer.pdf 9)http://finance.sina.com.cn/roll/20050929/0337333907.shtml 10)http://finance.cnyes.com/Content/20120912/KFMPRHWY2KFKI.shtml 11)http://www.yul8.com/a/jiuba/Highqu/2012/1116/96565.html 12)http://www.foods1.com/content/1876540/ 13)http://money.163.com/12/0821/01/89D5HNRJ00253B0H.html 14)http://product.ch.gongchang.com/d27747920.html

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7.0 Appendix

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8.0 Assignments

Group members Assignments

Qian Chen Market share comparison analysis

Su Zhifeng PEST analysis and the relationship with the

government

Wu Han Competitive structure analysis

Xu Junjie Introduction, Methodology, Present marketing strategy,

Financial analysis, Relevant cases, Recommendations,

Conclusions, Appendix and Assignment

9.0 Log Book Regarding the Group Process

Task Date in March and April Work on collecting information 16th ~19th Work on discussing the problem statement 20th ~ 22nd Work on discussing the introduction and methodology

23rd ~24th

Work on analysis 25th ~31st Work on the first draft 1st ~3rd Hand in the final draft 4th ~12th

10.0 Things we learnt from the project work

■ Team work is very important, we should help each other when somebody else in our group was in

trouble.

■ We should learn from each other, everyone has its advantages.

■ We can handle this kind of problems well when we meet it next time.

how can carlsberg legally prevent violating the

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