International Marketing | Case Study Report | New

Running head: INTERNATIONAL MARKETING
International Marketing
Name of the Student
Name of the University
Author Note

CHANGE MANAGEMENT1
Table of Contents
Introduction................................................................................................................................3
SWOT analysis of Dan Murphy.................................................................................................4
Strength..................................................................................................................................4
Weakness................................................................................................................................4
Opportunity............................................................................................................................4
Threats....................................................................................................................................4
PESTEL analysis of Hong Kong................................................................................................5
Political..................................................................................................................................5
Economical.............................................................................................................................5
Social......................................................................................................................................5
Technological.........................................................................................................................6
Environmental........................................................................................................................6
Legal.......................................................................................................................................6
Porter’s five force model............................................................................................................7
Power of Suppliers.................................................................................................................7
Power of consumers...............................................................................................................7
Threat of substitute products..................................................................................................8
Potential of the new entrants in the country...........................................................................8
Competition in the industry....................................................................................................8
Creation of the customer value through Porter’s value chain:...................................................9
STP:..........................................................................................................................................10

CHANGE MANAGEMENT2
Marketing mix at the product life cycle stages:.......................................................................11
Conclusion:..............................................................................................................................12
References:...............................................................................................................................13

CHANGE MANAGEMENT3
Introduction
Dan Murphy’s is a supermarket liquor chain stores which is owned by Woolworths
Limited. The company intends to introduce a new product in Hong Kong. Being one of the
most reputed brand in Australia the company can easily expand its business in different
countries. The company has a total of 226 stores all around Australia (Livingston 2014). The
company is best known for its good quality products at lower price than its competitors. Dan
Murphy was the first person to open a wine club in Australia and he learned the trade from
his father’s liquor store. Murphy was greatly associated with the liquor companies and the
various wine industries of Australia. In 1988 Murphy sold his company to Woolworths
(Livingston 2014). Since then the name of Dan murphy’s has been very familiar across the
country and people were aware of the existence of the company. The company is so well
established in the country that small liquor stores around the country rarely get the chance to
compete with the company.
In addition to the retailing stores the company also has an online site which has a lot
of sale every year. The online site contributes to fifty percent of the liquor sale in the country
which is huge in numbers. In 2016 Woolworths opened Dan Murphy’s Cellar in which the
company sells premium quality liquors to its customers (Livingston 2014). There are a lot of
reasons which favors the growth of the company in Hong Kong which will be explained in
the following report. The various products of the company are liked by the customers of
Australia and there are a lot of good reviews for the company. This ensures that the company
will be very successful in establishing itself in Hong Kong and introduce products like
Maverick Twins Barossa Barrel Select GSM 2018 in the market.