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International Marketing Between Carlsberg and Heineken in Malaysia

In: Business and Management

Submitted By bhchuang
Words 2379
Pages 10
International Marketing

Assignment 1

1. Executive Summary
We would like to apply Porter’s 5 forces of competitiveness to analyze in details the business environment faced by Carlsberg and Heineken in Malaysia.

Detail of how Carlsberg and Heineken had done a good choice to take the risk of marketing in Malaysia is discussed below. The advantages and disadvantages of such decision are highlighted below as well.

We then identify the generic strategies adapted by Carlsberg and Heineken successfully and describe the different generic strategies for different products of different segments in Malaysia.

2. Introduction of Beer
Beer is one of the oldest human-produced beverages, possibly dating back to at least the 7th millennium BC (perhaps prior even to bread), and recorded in the written history of Ancient Egypt and Mesopotamia. Earliest known chemical evidence of beer dates to circa 3500-3100 BC. As almost any substance containing carbohydrates, namely sugar or starch, can naturally undergo fermentation, it is likely that beer-like beverages were independently invented among various cultures throughout the world.

Today, the brewing industry is a huge global business, consisting of several multinational companies and many thousands of smaller producers ranging from brewpubs to regional breweries to increasingly popular home brewing and is selling more than 133 billion litres (35 billion gallons) per year - producing total global revenues of $331.8 billion in 2004.

1. Carlsberg Introduction 1. History of Carlsberg
Carlsberg was founded in 1847 by the visionary brewer J.C. Jacobsen. His new brewery located just outside the city ramparts of Copenhagen, Denmark, pioneered steam brewing, refrigeration techniques and, greatest of all, the propagation of a single yeast strain. J.C. Jacobsen demanded quality above all else and his innovations in

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