beat every advertised price type subsidiary industry retail founded 1952 woolworths in 1998 headquarters alphington victoria australia number of locations 200 key people bradford banducci ceo martin smith director woolworths liquor group . campbell stott general manager dan murphy s number of employees 4250 approx parent woolworths limited website www.danmurphys.com.au dan murphy s is an australian liquor supermarket chain owned by woolworths limited with 200 stores across the country . woolworths also owns bws another liquor chain with smaller stores . dan murphy s competes principally with wesfarmers brands 1st choice liquor superstore and liquorland . as of november 2015 they have 200 stores in australia . since 2012 dan murphy s has introduced online home delivery and free click & collect modes of sales . dan murphy s holds more than 50 % of online sales of alcohol in australia . citation needed contents 1 history 2 advertising 3 criticism 4 references 5 external links history edit daniel francis murphy a winemaker journalist and founder of the first wine club in australia learned the trade working in a liquor store owned by his father timothy . in 1952 murphy set up his first liquor store just a few hundred metres away from his father s store . 1 woolworths limited took over the five victorian retail outlets in 1998 with the intention of national expansion . 2 while a success for woolworths the business has contributed to the formation of an oligopoly in the australian liquor market with concerns about the ability of smaller liquor retailers to compete . advertising edit dan murphy s regularly advertises in leading newspapers and online . the business offers a lowest liquor price guarantee 1 and a main slogan of the company is we beat every advertised price . criticism edit dan murphy s pricing strategy 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 . 3 the business has admitted to selling liquor at times below cost to aggressively drive sales . 4 furthermore the original dan murphy had a similar strategy with his below cost marketing being cross subsidised by fraudulent avoidance of sales tax to the detriment of his competitors who could not match his prices . 5 another major concern amongst rival liquor retailers has been woolworths aggressive acquisition strategy buying up small independent stores to increase market share against main rival coles group 6 7 8 or opening up new stores placing pressure on existing retailers by taking away sales . 9 in woolworths 2006 annual report the company reported 15 new dan murphy s stores had opened in the reported financial year taking the total to 56 and that the company had the sites and licences to have more than 100 stores open within the next two to three years . 10 references edit a b dan murphy s the dan murphy story . dan murphy s. retrieved 2016 06 27 . how woolworths started & grew pdf . woolworths limited . 2000 11 12 . archived from the original pdf on 2007 09 25 . retrieved 2007 09 20 . ashford karen april 2004 . wine producers on the rack . the adelaide review . retrieved 2007 09 20 . greg hoy 2003 07 13 . inside business . power of coles woolies under scrutiny . australian broadcasting corporation . canberra times the law judge told jail is a death sentence . 29 october 1991 . oriel morrison 2005 06 05 . business sunday . bottle shop blues . channel nine . mcmahon stephen 2005 10 27 . woolies swallows taverner hotels whole . business . the age . retrieved 2007 09 20 . james chessell justin norrie 2004 10 27 . woolies beats coles in big pub race . business . the sydney morning herald . retrieved 2007 09 20 . cs1 maint uses authors parameter link dianne bain 2006 04 21 . stateline western australia . supermarket giants taking over hotels and pubs in wa . australian broadcasting corporation . access date requires url help woolworths limited 2006 . woolworths limited annual report 2006 pdf . archived from the original pdf on august 31 2007 . retrieved 2007 09 20 . external links edit dan murphy s v t e woolworths limited supermarkets progressive enterprises nz countdown freshchoice supervalue thomas dux grocer woolworths supermarkets liquor bws cellarmasters dan murphy s langton s woolworths safeway liquor hospitality australian leisure and hospitality group petrol caltex woolworths caltex safeway general merchandise big w home improvement danks home timber and hardware plants plus thrifty link hardware masters home improvement former divisions big fresh dick smith flemings food for less foodtown georgie pie price chopper new zealand rockmans safeway australia tandy australia woolworths new zealand related 2006 progressive enterprises dispute langton s classification of australian wine list of woolworths limited companies woolworths rewards retrieved from https en.wikipedia.org w index.php title dan murphy % 27s & oldid 743484363 categories retail companies of australiacompanies based in melbournecompanies established in 1878woolworths limited1878 establishments in australiaalcohol distribution retailershidden categories cs1 maint uses authors parameterpages using citations with accessdate and no urlall articles with unsourced statementsarticles with unsourced statements from december 2015 navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 9 october 2016 at 21 34 . text is available under 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