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Carlsberg Leadership Academy Module –
Building Business Awareness and Acumen
A case from Carlsberg
The Client Need
With its large portfolio of beer and soft drinks brands, Carlsberg is one of the leading brewing
groups in the world. More than 30,000 people work for Carlsberg, and their products are sold in
more than 150 markets.
The Goal of the program was for the participant to understand:
  • The global beverage industry and future trends.
  • The different functional roles in the value chain and the local unit’s role in the
    Carlsberg Group.
  • The benefi t of developing and implementing best practices.
  • The consequences of Carlsberg’s strategy
    • o How to support the “Six Must Win Battles”.
    o Financial impact.
    In Order to:
  • Develop better capabilities in managing one’s own organisation the green Carlsberg way
  • Manage for growth and profit.
  • Be leaner, faster and more effi cient in implementing best practices in Carlsberg.
  • Support the Carlsberg winning culture.
    • B T S Approach
    A Highly Customized Beverages Business Simulation
    BTS designed the academy module to address the need to communicate the messages above.
    After multiple interviews with senior executives and other key managers in the organization, BTS
    designed a computer-based business simulation, a miniature of Carlsberg’s business.
    The Carlsberg business simulation
    Organized in teams of 4 or 5, participants managed a simulated brewery company that closely
    resembled Carlsberg in customer markets, operating structure and strategic challenges. Teams
    managed their companies through three simulated years in a dynamic business environment,
    refl ected in a computer-based business simulation. The goal was to maximize profi tability while
    maintaining the highest safety standards, customer satisfaction and employee satisfaction.
    Outcomes
    The Solution – An Intense Seminar Directed Towards Managers
    Six interactive presentation/discussion sessions were held during the program. One was facilitated
    jointly by BTS and Carlsberg’s Finance department; another was facilitated solely by BTS; and the
    remaining four by Carlsberg top executives (including the CEO). The subjects of these sessions
    included: European Strategy, Carlsberg Business Strategy, Marketing, and Supply Chain. These
    © 2006 BTS Group. All rights reserved
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