Danmurphys COmpany.. 1 background of the company _ some intersting facts and figures & origion of the company _ 400 words. 2 :PESTEL - 600 words 3, five force -400 4 SWOT - 400 5 Three generic...

Dan Murphy Analysis 1
Dan Murphy Analysis
Dan Murphy Analysis 2
Introduction:
“Dan Murphy’s was founded not only to enable you to obtain your liquor more cheaply
but also to help you enjoy life in an atmosphere mainly concerned with wine, to instruct, to
advise and to co-operate with you” Dan Murphy, September, 1998
Dan Murphy came into existence in 1952. The company had a strong focus on selling
liquor differently, the company had a strong focus on selling wines to the target market. Dan
Murphy the owner of the company initially focused on buying the wine directly from overseas
with a focus on bulk purchasing. He focused on socializing and expressed his experience of
getting wine from different nations across the world. Dan Murphy strongly focused on selling
wide range of products with lowest possible costs. Dan Murphy also focused on creating high
passion and enthusiasm for what is being sold in your retail outlet. Dan Murphy holds biggest
range of liquor in Australia with a focus on selling more than 4000 different wines which caters
to different needs and tastes of the target market. Apart from wines the company has also
focused on selling wide range of beer and spirits. The company also focuses on selling its
products online, the company offers more than 5000 different products of spirits, beer and wines.
The company focused on having all the varieties of liquor. Apart from this the company has a
strong focus on customer service; the company focuses on making every shopping experience an
undying experience for its customers. All the employees of the company are well versed with the
wide range of liquor that is available in the store. The company has a strong focus on hiring the
employees who have wide knowledge about different liquors. The company hires people who
have professional wine making experience and have a strong passion for wine making and
expertise.
Comment [PS1]: Possible source: PlagScan
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Comment [PS2]: Possible source: PlagScan
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Comment [PS3]: Possible source: PlagScan
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Comment [PS4]: Possible source: PlagScan
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Dan Murphy Analysis 3
Market Analysis:
The spirits and liquor market generally consists of the sale of brandy, gin & genever,
liqueurs, rum, specialty spirits, tequila, wine & mezcal,vodka and whisky. The Australian spirits
and liquor market generated total revenues of$10 billion in 2011, representing a compound
annual growth rate (CAGR) of 5.5% for the period spanning 2005-2010. Whiskysales proved
the most lucrative for theAustralian spiritsmarket in 2009, generating total revenues of$1.5
billion, equivalent to 50.8% of the market's overall value.
The performance of the market is forecast to decelerate, with an anticipated CAGR of
5.1% for the five-year period 2011-2016, which is expected to lead the market to a value of $12
billion by the end of 2014.
The Australian spirits market grew at a steady rate between 2005 and 2009, owing to the
robust sales growth in the whisky and vodka categories. The growth in this market is expected to
follow similar trend, albeit with a slight deceleration, in the forthcoming five years.
The Australian spirits market generated total revenues of $3 billion in 2009, representing
a compound annual growth rate (CAGR) of 3.9% for the period spanning 2005-2009. In
comparison, the Chinese market increased with a CAGR of 7%, and the Japanese market
declined with a compound annual rate of change (CARC) of -1.1%, over the same period, to
reach respective values of $13.5 billion and $10.5 billion in 2009. Market consumption volumes
increased with a CAGR of 2.3% between 2005 and 2009, to reach a total of 65.3 million liters in
2009. The market's volume is expected to rise to 71.6 million liters by the end of 2014,
representing a CAGR of 1.9% for the 2009-2014 period.
Whisky sales proved the most lucrative for the Australian spirits market in 2009,
generating total revenues of $1.5 billion, equivalent to 50.8% of the market's overall value. In
Comment [PS5]: Possible source:
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_Liquor_Market
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Dan Murphy Analysis 4
comparison, sales of vodka generated revenues of $481 million in 2009, equating to 16% of the
market's aggregate revenues. The performance of the market is forecast to decelerate, with an
anticipated CAGR of 3.6% for the five year period 2009-2014, which is expected to lead the
market to a value of $3.6 billion by the end of 2014.
Comparatively, the Chinese and Japanese markets will grow with CAGRs of 5.4% and
0.1%respectively, over the same period, to reach respective values of$17.6 billion and $10.6
billion in 2014.
PESTLE Analysis:
PESTLE is the analysis which is used for environmental scanning through the analysis of
different external environment factors which affects the working of the organization, these are
political, economic, social, technological, legal and environmental threats and opportunities
which affects the business.
Political – Legal Analysis:
The food industry is highly governed by different laws and political constraints. There are
different laws and regulations that has been levied by the government, which needs to be
followed by the brewing companies. There are comprehensive regulation and declining liquor
consumption in the Australian market.
In Australia, as in several other countries including the USA, liquor licensing laws are a
matter for state regulation. Boards within state and territory governments are responsible for
formulating and monitoring liquor control legislation. They design legislation, which has dual,
and near incompatible functions: raising government revenue and promoting positive health
outcomes through the regulation of responsible supply and sale of liquor. The revenue-raising
exercise has changed somewhat in the last few years. Liquor licensing fees included in the price
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