This study develops a new marketing strategy to combat the action of the threats associated with the market and making the business diversified within the market. The main aim of the research is enhancing profit by reducing competition of a liquor store. The Porter five forces model suggests looking beyond the competitors of the market and learning about their impact. This can be used as a tool for performing analysis of the external as well as the internal environment of the liquor store, which is small retail outlet. This creates firm impact on the overall performance of the activity of the organisation. In the research both quantitative and qualitative approaches are used. The liquor store can enhance their market share by way of diversification of their operation in less competitive markets in New Zealand. It is also concluded that the analysis of suppliers must be performed by the organisation in order to find the best supplier for their required products, at reliable and affordable prices. The buyers or customers create an important part of the business of a liquor store. This study makes an effort to develop a new and effective marketing strategy to combat the action of several threats associated with the market and diversifying the business within the market. This strategy would also help the brand with new store openings.