The organizational structure match with the strategies of the business. Nonetheless it can be better to bring maximum benefits to the company.
For market strategies, Carlsberg Brewery (M) Berhad provides a variety of beer types, from light to mid and full strength beers. Besides superior beers, Carlsberg Brewery (M) Berhad also produces lower-priced beers so it can be affordable by more customers and raises their method of the market. The strategic business device, Carlsberg Green Label is applying a multi-market way in its market strategies which means the company will not only concentrate on on specific market portion. For example, the business is targeting from group of young consumers to old consumers and also both gender of consumers.
For product strategies, Carlsberg Green Label is currently employing product-positioning strategies are the following:
Sponsoring of neon-light banners for business outlets throughout Malaysia. Sponsoring the Maybank Malaysian Golfing Start 2012
Sponsoring the UEFA EURO 2012competition at Trophy Sunway Pyramid Shopping Centre on 7 Apr.
In marketing, Carlsberg Brewery (M) Berhad is promoting the grade of Carlsberg Green Label more effectively to the Malaysian market, hence it is improving and maintaining the existing quality of the brewed beer. Research & development is completed on the existing taste desire to assess the quality expectations of ale in the Malaysian market. Furthermore, due to the ban of advertising alcoholic refreshments in the multimedia, Carlsberg Green Label has been relying greatly on other varieties of indirect promotion. The built-in marketing communication strategies presently utilized by Carlsberg Green Label include advertising through company logo placements such as, sponsorship of sport occasions and sponsoring banners and signage at espresso shops.
In costing, Carlsberg Brewery (M) Berhad is using one-price strategy. Carlsberg Green label can be purchased at the same price to every customers who purchase them under the same conditions and in the same quantities. This makes the costs process easier and is also administrative convenience. In addition, customers will not feel unfairness and bias over another customer because of different pricing issue. Besides, Carlsberg Brewery (M) Berhad is preserving its price because the beverage price in Malaysia is relatively high and the instances for smuggled ale. Furthermore, price change may have an effect on the trustworthiness of the company, which may lead to outflow of customers to the competition.
On the other hands, Carlsberg Green Label is distributed to every convenient shops in Malaysia. For example, supermarkets, coffee outlets, sundry retailers, convenient stores like 7-11. Carlsberg Green Label is also a qualified product for circulation in every single night entertainment retailers in Malaysia. Example: Pubs, discos, karaoke lounges, and golf clubs.
The above strategies evidently demonstrates, there are varies of responsibilities to be perform by different team of the company. As a suggestion, Carlsberg Brewery (M) Berhad shouldn't totally organize their organizational composition to be efficient. Although each team has different responsibilities and functions consequently, but they show the same missions and visions of the company. Departments can show thoughts and cooperate in some details of projects, communication between departments is essential and helpful in reaching missions and visions of the company.
In Carlsberg Brewery (M) Berhad, employees is the greatest asset and their health insurance and security is paramount. The company recognize the importance of good health and safety tactics on overall business performance and are focused on making continuous improvements to occupational health insurance and safety measures at our place of work. There is a Carlsberg's Health insurance and Safety Insurance plan, which stated the company are focused on taking reasonable, enough and sensible steps to avoid and control potential hazards that may have an impact on medical and safe practices of employees or may cause damage to property, products and also to the environment. The Group's Central Occupational Health insurance and Safe practices (OHS) Committee is the organization to ensure the objectives of medical and Safety Insurance plan are achieved. The policy stimulates an environment of security as well as creates knowing of the need for safety investigations and drills to be honored consistent with local and Group OHS specifications. The policy also advocates that constant improvements be produced to methods and systems to enhance the Group's overall OHS standards.
In Carlsberg Brewery (M) Berhad there's a Learning & Development (L&D) programs. L&D initiatives focusing on train up leaders leadership training training workshops. There can be an external trainer was employed to provide one-on-one training sessions for managers over an interval of half a year to sharpen the leadership skill of the management team. A mentoring system was presented for more capable managers to mentor much younger managers to help build team support and relationship. The Carlsberg Sales Academy (CSA) was launched with the aim of creating more set up training and development opportunities and a profession map for new sales hires.
Besides, Carlsberg Brewery (M) Berhad initiatives to help expand build great people. The "highpotentials" (HiPos) persisted with the Carlsberg Accelerated Control Development Program (ALDP). These HiPos are people with leadership functions earmarked to move into key management positions as part of the Company's succession planning strategy. The ALDP is a worldwide Carlsberg initiative targeted at pooling and grooming HiPos to move into international control positions within the Group.
Carlsberg Brewery (M) Berhad provides system to develop the relationship between employees. For instance Thirst for Great Carlsberg Hour was created in 2011, contribution of employees help to inculcate the culture of the business among the list of employees. C-day an event of Carlsberg was organised to recognize and encourage employees. Activities are prepared in helping to reinforce employer-employee relationships and drive up the performances of employees.
Furthermore, Carlsberg Brewery (M) Berhad also giving out rewards for great shows. Example: In acceptance of the fantastic achievements of Obligation Free and East Malaysia Sales teams and the strong performance they provided in 2010 2010, the senior management team had taken our Sales teams of 31 employees over a sales motivation and team-building visit to Macau. There were more great team-building moments Supply Chain Division had taken a day-off in June 2011. Great exhilaration and many surprises were in store for the Supply Chain team during a day of great fun and great teamwork at Sunway Lagoon Theme Park.
Continuous Improvement and Trim (CI-LEAN) of Carlsberg Brewery (M) Berhad stimulates ideas from the shop oor which donate to increased productivity, cost benefits and efciency. It will involve all parties making continuous improvements and ensuring the smooth execution of effective and sustainable systems. Carlsberg Brewery (M) Berhad provides opportunities for exchanging experience across country. In 2011, Carlsberg Malaysia initiated an exchange to Holsten Brewery in Hamburg Germany, which is a area of the Carlsberg Group. Six participants of the Source Chain Department observed rst-hand the CI-LEAN procedures undertaken in Europe.
In overall Carlsberg Brewery (M) Berhad,
Offer a competitive and versatile oppurtunities to draw in and retain the right people
Provide a wide range of career and personal development opportunities
Reward short-term financial performance
Provide incentives to advance long-term business goals
Reward individual effort that performs excellently
