Dan Murphy's

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Dan Murphy's is an Australian liquor supermarket, with many locations across Australia. It is owned by Woolworths Limited, as well as its other liquor outlet, BWS.

Dan Murphy's is known for its low prices. Because of its high volume of purchases and sales, Dan Murphy's acquires goods at a cheaper cost and can sell them at a lower Gross Margin, meaning that they often sell goods at the prices cheaper than other chains buy them.

Still, Dan murphy's has been a business breakthrough for Woolworths LTD, causing an oligopoly in the Liquor market, competing only with Coles Myer's First Choice stores, who are unwilling to engage in a price war.

[edit] Advertising

One motto of the company is "Nobody Beats Dan Murphy's", the company goes on to claim that "You'd be mad buying liquor elsewhere^[1]. By 2007, the latter slogan had changed to read: "You would be mad buying liquor elsewhere"^[2]. In addition, the company regularly lowers their prices according to competitor activity, to honour their price policy.

[edit] Criticisms

Dan Murphy's low prices sparked an anti-competition problem in 2003, with industry analysts claiming that Woolworths and Coles were seeking to bankrupt rival liquor retailers, mostly by lowering prices of wine^{[citation needed]}.

[edit] External links

• Dan Murphy's - Official Site

[edit] References