28 Consolidation and Growth Consolidation and Growth The establishment of Carlsberg Breweries has created a substantial international brewing company with strong positions in both mature beer markets and markets with significant growth potential. The integration of CarlsbergGLYPH<213>s and OrklaGLYPH<213>s brewing activities into Carlsberg Breweries has made the company market leader in the four Nordic mar- kets. Carlsberg Breweries also holds market lead- er positions in a number of other markets within its geographic key areas, Western and Eastern Europe as well as Asia. Carlsberg Breweries aims at continuously strengthening its position in the in- ternational markets to ensure that the company is equipped to participate in the ongoing internatio- nal consolidation within the brewing industry. Further, an ambitious and targeted strategy will ensure progress for Carlsberg Breweries through improved market positions and profitability in existing markets and continued expansion of the Carlsberg brand, particularly in markets with po- tential for strong distribution synergies. Carlsberg BreweriesGLYPH<213> key focus area is the interna- tional beer market, but soft drinks and other beve- rages are also included in the product portfolio in a number of markets in order to achieve critical mass in the overall value chain and in marketing. This also makes it possible to offer an attractive product portfolio to the customers. Both existing and prospective markets hold considerable busi- ness potential if Carlsberg Breweries applies its key competencies to realise acquisitions, optimi- sation of synergies and local partnerships. Strategic elements