The aim of the research is to analyse the wine market at Budget Liquor 2009 Limited to develop customer segmentation profiles, as the organisation wants to grow its wine market. It is a limited company, which is a SME. It is an off-license retail liquor business which offers alcoholic and non-alcoholic drinks to customers above the legal age of 18 and follows the rules and regulations of the Sale and Supply of Alcohol Act 2012.
In this research, a SWOT Analysis of Budget Liquor 2009 Limited is done to identify the business strategies and challenges faced by it, internally and externally. As the alcohol business is a vast growing one, it has extended from liquor stores to pubs and super markets (Direct and Indirect competitors). In this research the literature review is done on various categories, such as small business in New Zealand, importance of a business plan, market segmentation, alcohol and wine industry. This research was conducted using mixed methods (qualitative and quantitative). Qualitative method involved a semi structured face to face interview of 30 to 40 minutes with the store owner and the store manager. Quantitative method involved a customer survey, conducted on a sample of 30 customers by placing the questionnaire in the form of a hard copy. The data obtained from these methods is helpful for the strategies to be followed in increasing the wine market.
The findings from the customer survey and interviews about the wine market were helpful in analysing the problems related to product ranges, staff knowledge, and competitors. By analysing the problems there are certain recommendations given to the organisation to improve its wine market. Therefore, these recommendations must be implemented by the organisation immediately to increase its wine market.