I. Introduction Carlsberg's primary focus is the production, sale and marketing of beer, with secondary activities in soft drink and water production. Carlsberg's three key markets are Western Europe, Eastern Europe and Asia. Carlsberg wants to become market leader in all markets and market segments where it operates by establishing majority shareholdings or partnerships. Carlsberg's strong portfolio of global, regional and national beer brands appeals to a broad diversity of tastes, personalities and lifestyles and …
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