Free Case

J.J. Murphy's Brewery

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

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.