Dan Murphy’s Strategic Management Process: Overview, Analysis and Recommendations

DAN MURPHY’S
An overview of the organization’s
strategic management process

INTRODUCTION
 As opined by Madsen and Walker (2015),
strategies have gained a substantial amount
of prominence within the framework of
contemporary business world.
 Hill, Jones and Schilling (2015) are of the
viewpoint that the effective usage of
strategies enables the organizations to earn
a higher amount of profitability also to gain
competitive advantage as well.
 According to Rothaermel (2015), the
strategies needs to be in synchronicity with
the demands of the customers and should
enable the organizations to accommodate
the changing needs of the business
environment itself.

LIQUOR INDUSTRY
 Pettigrew et al. (2015) have stated that
the liquor industry or the Big Alcohol is
the industry which is concerned with the
large-scale manufacture, distribution as
well as the sale of alcoholic beverages.
 The net revenue generated by the global
alcohol industry for the year 2017 was
more than 71.69 billion U.S. dollars
(Freeman, MacKenzie and Daube 2017).
 The contribution made by the Australian
alcohol industry in for the same year was
$7.8 billion (Noel et al. 2017).

OVERVIEW OF DAN
MURPHY’S
 Dan Murphy’s, a subsidiary of Woolworths
Limited, is an Australian liquor
supermarket chain which was established
in 1952 by Daniel Francis Murphy
(Danmurphys.com.au 2019).
 Some of the most important alcoholic
beverages offered by the organization
under discussion here are James Squire,
A.Bergere, Absolut, Smirnoff Black Label,
Belvedere and others
 The organization caters to the needs of
more than 1.7 million customers and has
more than 4900 employees for offering
effective services to the customers
(Danmurphys.com.au 2019).