Isaac Sheps, currently CEO ofCarlsberg UK, who was chairman of Tuborg Romania in the past, saysany manager in the beer industry needs to go to pubs and talk topeople because in this way you can find out about consumptiontrends that can influence business decisions.
"Market surveys are veryimportant, one cannot do without them, but they are statisticalinformation. If you want to understand the market, you have to goout there and talk to the people. All that is said about a brand ispart of how it's perceived," Sheps said.
The manager was chairman of thelocal Tuborg and Carlsberg bottler for five years until 2004, thenmoved on to the helm of Carlsberg's operations in Bulgaria, andlater ran the Serbian subsidiary and the South-East Europe regionthat includes seven countries. Currently he is CEO of Carlsberg UK,which accounts for 40% of Carlsberg's worldwide sales, as well asbeing a member of the board of directors of URBB (United RomaniaBreweries Bereprod - bottler of Tuborg and Carlsberg).
Born in Banat (Western Romania)and speaking perfect Romanian, Sheps has noticed the Romanianmarket has significantly changed compared with the period when hetook over at the helm of the Romanian company.
"The market is much bigger now(compared with the end of the '90s i.e.) but the structure ofplayers has changed as well. Eleven years ago there were more smallplayers, which have either been bought or closed down. Customershave changed, too, there are more store chains. The market is notyet as developed as the Danish market, for instance, though," Shepsadded.
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