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As the fourth largest brewer in a market where all the forces were combining to fast erode the industry profit pool, Carlsberg needed to determine its optimum business model for the UK.

Various business model configurations were evaluated to determine the optimum configuration and to understand the complex financial inter-relationships between the various individual constituent components.

The findings and recommendations enabled Carlsberg’s UK board to take a quick informed decision as to how best focus its efforts to turn around its short term performance and optimise long term enterprise value.

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