How to increase the sales revenue using focus differentiation strategy

The Liquor Retail industry in New Zealand is highly fragmented and controlled by strict government rules and regulations. With the growing competition and challenges, the retailers are facing problems in retaining customers and their loyalty. From my 3 years work experience at Thirsty Liquor Raglan, I came to a conclusion that cost leader is very hard to improve the sales revenue. But the chances of growth in sales revenue with Differentiation strategy are more. Thus, the study examined the various methods by which Porter Differentiation strategy can be applied to a Liquor store to increase the sales revenue. The business external and internal environment has been analysed using SWOT (Strength, Weakness, Opportunities and Threats) and PESTLE (Political, Economic, Social, Technical and Legal tools. The social context of the business is explaining the direct, indirect and replacement competitors. The literature review covers primary research on the following topics such as Porters three generic strategies, sales revenue methods, challenges in liquor business and case study of previous similar project. The porter generic theory explained that how and why differentiation is linked to retail business. The sales revenue covers methods to calculate revenue from sales, and explains the major circumstances in a liquor business. In case study similar survey and results related to report has been discussed. Several methods like Interviews, surveys and observations are carried over as secondary research platforms. The results and key finding then aligned with primary research. The key findings from research are discussed in the report. According to the key findings and research through interviews of business expert –owner and National manager, observations of competitors and customer survey the sales of the Raglan liquor store can be improved with some of the unique features like Store layout, better deals, expansion of store, supplier support, active social media and buying an another liquor store