Beer industry | Analyse

Indholdsfortegnelse
Exercise 1
Exercise 2
Exercise 3
- Quality
- Packaging
- Brand and range
Exercise 4
Exercise 5
- Threat of substitution
- Buyer power
- Supplier power
- Threat of new entry
- Competitive rivalry

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Uddrag
The Danish beer market is dominated by 3 corporations. These corporations are Carlsberg, Royal Unibrew and Coop Danmark.

The 2 leading beer-brands on the Danish market are Tuborg, which has 36.6% of the shares and Carlsberg, which has 14.5% of the shares.

Both of these brands are owned by Carlsberg. Carlsberg owns other brands as well, and this is why it is the leading corporation on the Danish beer market.

There is a lot of breweries on the Danish beer market, and especially a lot of new breweries. In 2018, there were a total of 197 breweries on the market.

Thirty of those were created in 2017, and 16 were created in 2016. This might show an increasing trend; however, it is only 2 years, and thus hard to conclude.

But it isn’t only new breweries that is entering the beer market. New kind of beers are created on a large scale. In 2017, 1622 new beers were introduced; and even more were introduced in the year after.

It is the 2 brands with the highest market share, Tuborg and Carlsberg, that has created the most. These 2 brands are really focusing on special beers, and with good reasoning.

In 6 years, from 2012 to 2017, has the market share of special beers increased with 100%, from 5% to 10%. This shows an increasing trend for interest in special beers

and thus creating a bigger market for special beers. But the increasing trend for special beers leaves a decreasing trend for ‘standard’ beers, such as pilsners.

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One factor that effects the Danish beer market is the development in technology. Over the years, the technology has developed rapidly, and it is getting better and better, faster and faster.

The new technology can make it possible for the companies to produce more beer. It can help the companies create more kind of beers; this could be one of the reasons why so many new kinds of beers have been introduced.

Furthermore, one of the reasons why technology is an important factor for the Danish companies, because it can help them create even better alcohol-free beers.

Until now, it has helped them to some degree. Alcohol-free beers are beginning to taste more and more like ‘normal’ beer.

For instance, this has helped Carlsberg introduce the Carlsberg Nordic beer, which has 0% alcohol in it, and taste almost identically like a beer with alcohol.

Royal and Tuborg have also introduced alcohol-free beers and there are 20 alcohol-free beers in total.