Murphy's Brewery Swot

Murphy Brewery Ireland, Limited

SITUATION ANALYSIS:

* Murphy’s is one of the oldest alcohol names in Ireland.

* Murphy’s has a steep tradition in the Irish stout market.

* During a recession in 1982 Murphy’s went into receivership and was purchased by the Heineken company in 1983.

* Heineken saved Murphy’s existence and increased its export sales by almost 200% in 4 years.

* Murphy’s has grown their offerings by introducing Irish red ale, creating a way to sell stout in cans and beer without loss of quality, and introducing a line of low-alcohol beer.

* Murphy’s is struggling with balancing their international marketing scheme with the need to have a strong Irish (“homeland”) presence.

* Murphy’s is trying to break out of their niche label and gain 20% of the stout beer market in 4 years.

* Murphy’s is also trying to decide what they can offload, if anything, as their current facility is at near capacity.

SWOT Analysis:

STRENGTHS * A long standing company with a name that’s synonymous with Irish Stout * Ability to survive difficult periods * Have the backing of the Heineken Company * Seen positive results in the various new products introduced * Huge increase in international sales * Excellent advertising with PGA tournament sponsorship | WEAKNESSES * Advertising scheme is not well researched for international sales * Not all products are available domestically * Current facility is at capacity * Don’t have a big pub presence * Second highest product price * Seen as a “niche” brewery |

OPPORTUNITIES * Chance to increase international sales of Murphy’s products * The positive view of Irish pubs could aid in the companies growth if they decide to buy more * Guinness’ merger could leave them without the ability to focus their marketing strategy * Could introduce their well accepted Irish Ale to Ireland | THREATS * Guinness merger * Always competing with Beamish for second largest stout...