Preview

Murphys Brewery

Better Essays
Open Document
Open Document
935 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Murphys Brewery
MURPHY BREWERY IRELAND

SYNOPSIS

This case examines the marketing of Murphy’s Irish Stout at the time of the merger between Guinness and Grand Metropolitan. Murphy Brewery is owned by Heineken International and has expanded its scope beyond Ireland in recent years. However, the brand is a distant second internationally to Guinness in the stout category. Furthermore, the company has launched a new brand—Murphy’s Irish Amber.

This case discusses the Murphy’s situation in Ireland, the UK, and Europe, as well as the United States. One of the issues to be examined is whether the company should have similar positioning worldwide.

Key Issues

Marketing Strategy Questions—This case is intended to address the marketing strategy questions facing Murphy’s. For example, what target market should the company focus on? Is its product line broad enough? Is the pricing strategy accurate? How can the channels of distribution be deepened for the brand? How should the brand be positioned and promoted?

Divisional versus Corporate Objectives—How extensively is Heineken willing to promote Murphy’s brand worldwide? Should Heineken concentrate its efforts only on the more “affluent” segments throughout the world, given the high status and price of the brand? How should Heineken address the impending production shortage at Murphy Brewery located in Cork?

Ethical Issues—Can Murphy’s promote these brands as “authentically” Irish if they are not manufactured in Ireland? What responsibilities do Heineken and other breweries have for promoting responsible consumption, especially if they are targeting young adults?

ANALYSIS

The case concludes with a number of questions that the Murphy’s executives are considering.

1. Should Murphy’s employ a global rather than a local marketing strategy worldwide? In your opinion, what is the best positioning? What theme(s) and message(s) should Murphy’s communicate? Will Guinness’s (then) current ad campaign (Exhibit 7)

You May Also Find These Documents Helpful

  • Best Essays

    Upon entering into the alcoholic beverage industry in South Africa, Heineken encountered several key issues including legal concerns regarding a contract with SAB Miller, a struggling subsidiary, outdated infrastructure, fragmented retail landscape, ever-changing government laws and regulations, and limited access to a skilled work pool. Since Brandhouse, Heineken’s subsidiary, has been able to establish a local production facility, it has been able to grasp 12.8% of the South African beer market. Strategies and business practices attributing to their success are strategic joint ventures (most notably the DHN JV) with industry giants, re-evaluation and realignment of business practices and organizational goals, innovation, rapid response, and strong CSR practices. Heineken’s entry into South African through the Brandhouse joint venture provides a successful entrance example for adult beverage companies to consider when planning to access to the market. It is highly advised that entry is not done alone. The market is established and highly competitive, leaving little chance of new companies succeeding. Pooling resources is the best strategy in this situation.…

    • 3447 Words
    • 11 Pages
    Best Essays
  • Powerful Essays

    South Delaware Coors

    • 1201 Words
    • 5 Pages

    The purpose of this case is to analyze Larry Brownlow’s decision to invest and operate a Coors Distributor in south Delaware. Coors Beer is located in Golden, Colorado and has many distributors that are monitored closely throughout the country. Coors is known for its dedication to quality by suppliers, wholesalers, and its customers. Not only does Coors monitor wholesalers and distributors, the company also requires that the wholesaler and distributor us recycling equipment. Mr. Brownlow had $15,000 to research the decision and decide if he should own the South Delaware Distribution Center. $800,000 is needed for initial investment of the distributor. Since Coors will enter this area for the first time, it is believed that market share will continue to grow as the brand becomes established over time.…

    • 1201 Words
    • 5 Pages
    Powerful Essays
  • Best Essays

    * Herve R, (2004). The past, present and future of Starbucks corporation. Available: http://www.calarosbay.com/files/StarbucksCaseStudy.pdf. Last accessed 30 September 2011.…

    • 4211 Words
    • 17 Pages
    Best Essays
  • Powerful Essays

    Mountain Man

    • 2754 Words
    • 7 Pages

    With recent declining sales for Mountain Man Beer Company (MMBC), Chris Prangel is considering launching Mountain Man Light as a brand extension aligned with changes in beer drinkers’ preferences. He is seeking to maximize market coverage while minimizing brand overlap, and at the same time avoiding any brand equity damage, as MMBC’s core consumer segment is significantly different from the new targeted segment. Chris expects to negate declining sales of Mountain Man Lager and capture market share in the fast-growing light beer category, which accounted for 50.4% of all beer sales by volume in 2005 in the East Central Region (Exhibit 1). More specifically, Chris wants to capitalize on Mountain Man’s brand recognition in the region and capture a meaningful share of the local light beer market, a market in which MMBC currently has no presence. In addition, he is hoping a successful launch of Mountain Man Light in the local on-premise locations will boost the lagging sales of Mountain Man Lager.…

    • 2754 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Papa Murphys

    • 826 Words
    • 3 Pages

    Papa Murphy’s is the largest Take-n-Bake pizza chain in the world with over 1,150 stores open and $580 million in system wide sales. U.S. consumers have voted Papa Murphy’s the number one Pizza Chain* the last seven straight years. We offer our customers the unique experience of watching their pizza being made fresh before their eyes and then taken home to bake to perfection - hot out of the oven when they want it. Complete with a distinctive and mouthwatering aroma that brings families and friends together.…

    • 826 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Anytime expansion is desired and a new marketing strategy is needed there are necessary fundamental procedures and concerns that must be addressed. McBride must evaluate and design their mission to explain what the vision of the company is within each demographical location. The company’s mission must improve regarding customer service and customer…

    • 879 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Bob's Supermarkets

    • 566 Words
    • 3 Pages

    The essential facts are that a strategic plan needs to be established by the owners or Bob’s Supermarket to help find differentiators to compete. Understanding the needs and demographics of the communities around Bob’s Supermarket in an effort to retain and also gain new share to grow Bob’s Supermarkets business. It appears establishing a strategic plan for this organization has not been a priority. The Thompson brothers should consider having an executable plan with strategic control (Parnell, 2014).…

    • 566 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Coopers Brewery

    • 1137 Words
    • 4 Pages

    To analyze the competitive structure of this industry, we can apply Porter's Five Forces. This model of industry analysis uncovers the following aspects of the Australian brewing industry:…

    • 1137 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Expansion into emerging markets forced Heineken to deal with many new challenges. Heineken began losing control over advertising and pricing when it licensed foreign brewers to produce Heineken beer. Also, the landscape of the beer industry was quite different in emerging markets when compared with the European beer industry. Variables such as per capita consumption, consumer preferences and behaviors changed considerably depending upon the country and its stage on the beer market evolution scale. Simultaneously, the European market was also changing as sluggish growth created increased price competition and margin pressures. As a result of all these pressures, the Heineken brand was being inconsistently communicated through fragmented marketing strategies to its worldwide base of customers. Heineken executives viewed this as a potential problem that needed to be addressed if the company was to continue as a leader in the beer industry. (See Exhibit 1)…

    • 2157 Words
    • 9 Pages
    Powerful Essays
  • Better Essays

    Cooley Distillery

    • 2701 Words
    • 7 Pages

    Cooley Distillery, found in Dundalk, Co. Louth, was the first new whiskey distillery to be set up in Ireland in over 100 years and it is Ireland’s youngest, smallest and only independent whiskey distillery (“The Cooley Distillery”). John Teeling, a successful business enthusiast, investor, and Harvard Business school scholar, who found great interest and opportunity in Irish whiskey, established it in 1987. Cooley began distilling in 1989. The origins of Irish whiskey dates back to around 600 A.D., when Irish monks brought the alembic and the secret of distillation from the Middle East, according to the history of Irish Distillers. The Irish name “uisce beatha” translates to “water of life” (Kennelly, 3). There are four types of Irish whiskey: single malt, single grain, “peated” malts, which are grains dried with Irish peat for a smoky taste, and blended, which contains a variation of malt and grain. The production of each is different by distillation process. Irish whiskey is also aged in oak casks, where the whiskey will gradually take on the flavor and character of the wood cask it is stored in which creates variations in taste, smell, and color.…

    • 2701 Words
    • 7 Pages
    Better Essays
  • Good Essays

    Stella Artois Case

    • 882 Words
    • 3 Pages

    1)The international beer market is a large and growing one with consumption levels at 1.3 billion hectoliters (hls) annually. Surprisingly, the top 4 breweries account for only 22 percent of the total beer market. This means that the profit margin for these breweries is significantly smaller than that of top companies in the tobacco, soft drink, and spirits industry which are far less fragmented. With this in mind there is great potential if Interbrew were to establish a global brand that could reach outside its borders to a larger consumer base. Interbrew has already expanded into 23 countries on four continents with its various products and this could be used as a platform to expand one global brand as an ambassador for Interbrew. Although the international beer markets are fragmented there have been many analysts that have suggested that this is due to change so that beer companies could achieve economies of scale like tobacco, soft drink, and spirits companies have done. With today's world shrinking by advancements in technology, many markets are no longer as isolated as they were in the past. This means that a single beer brand has the potential to be successful globally like that of Coca-Cola or Marlboro. By shifting attention to a single brand across the world it would cut down on advertising and manufacturing costs and increase profits. In addition, the premium beer market is expanding tremendously which is where Interbrew's products are placed. Having a globally recognized beer that is produced in this growing field would be very profitable.…

    • 882 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    From reviewing the book case study and researching the Brown-Forman Corporation, there are several key strategic concepts and issues that characterize the company. The issues addressed in this strategy analysis include the strength of their product and brand reputation, international strategy, and future sustainability of Brown-Forman’s successful wine and spirits products.…

    • 6704 Words
    • 27 Pages
    Powerful Essays
  • Better Essays

    Profile the Market

    • 1035 Words
    • 5 Pages

    For the purpose of this essay, I have taken into consider two organizations from the fast food industry. I chose McDonald 's as it is primary operator in this market and holds the highest market share. I chose Hungry Jack 's as the product they offer is similar to McDonald 's and I thought it would be interesting to compare marketing strategies of two organisations which offer a fairly similar product.…

    • 1035 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Grolsch Global Strategy

    • 1520 Words
    • 7 Pages

    Grolsch, a company with a strong history and a highly rated product, has just been purchased by SABMiller. The company is evaluating its global strategy in light of the acquisition and determining how to position and sell its beer going forward. Grolsch has positioned itself well to compete internationally and has leveraged several tools (e.g. the MABA framework, strategic analysis) to effectively expand abroad. However, they must assess whether or not the MABA framework is still useful, what type of international strategy they should pursue (i.e. developed vs. developing markets), and if their adaptation strategies will continue to be an asset in their business development. The initial conclusion, detailed below, is that Grolsch should expand the MABA framework while also leveraging and recognizing the value of SABMiller’s distribution network. They need to maintain focus on international markets, looking at both developed and developing markets to diversify growth opportunities. Success for Grolsch depends on how well they can identify markets where their high-end, premium product will be desirable. But, it will also depend on their ability to adapt the brand image and marketing approach based on the cultural differences of the foreign markets they enter. The subsequent presentation contains exhibits and analysis that support and further develop these conclusions.…

    • 1520 Words
    • 7 Pages
    Good Essays
  • Powerful Essays

    Coopers Business Case

    • 1631 Words
    • 7 Pages

    Coopers mission statement for its beer as stated in the case study was “to provide natural beverages and food ingredients which satisfy tastes and nutritional needs, and create enjoyment” (Hubbard 2008, pg7)…

    • 1631 Words
    • 7 Pages
    Powerful Essays