Free Case

J.J. Murphy's Brewery

Published 01 Jan 1984
Reference 495
Topic Strategy
Region Global
Length 16 page(s)
Language English

The beer market in Ireland was dominated by Guiness with 90% total market share. Heineken’s licensee, J.J. Murphy & Co, held only 4% and in July 1982 went into bankruptcy. Heineken had to decide what action to take.

Teaching objectives

The emphasis is on the local dimensions of managing a global corporation.