Positioning map

Swot analysis for dossier

Strengths

-       Family owned New Zealand business, this fulfills the macro-trend of consumers wanting to support locally owned businesses and also makes it seem trustworthy

-       Location in central Wellington is easy to get to by car, foot and bus.

-       Free delivery in Wellington for wholesale customer is convenient and helps to build repeat customers.

-       Large selection of local craft beers and wines support the macro-trend of provenance.

-       Nation wide delivery is convenient for peoples busy lifestyles.

-       Knowledgeable and enthusiastic staff offer a more personalized level of service than lower end liquor stores.

-       Tasting events are a unique service that helps the customer feel connected and included in a community.

-       Beverage subscriptions are another personalized service of Regionals that help to educate and transform the customer by giving them something new and exciting each time.

-       The longevity of Regionals has helped them build up a reputation over the years, which helps build trust with the customer.

-       Selection of local craft beers on tap with which you can refill your own flagon. This reflects macro-trend of social responsibility because customers can feel good about using re-usable packaging.

-       The Wines are categorised into country of origin the largest section being NZ reflects the stores value macro-trend of provenance. 

Weaknesses

-       Décor looks as though it has been accumulated over the years, it is old fashioned and doesn’t align with the exciting, fresh and current services on offer.

-       The knowledge of the staff is very specialized and can be overwhelming for inexperienced customers.

-       The hierarchy of information on the mobile website make it hard to find opening hours and location.

-       Online store has few photos which doesn’t give the customer much confidence if they don’t know the store already.

-       Signage in store is hard to navigate and confusing.

Opportunities

-       There is an opportunity here for Regionals to expand and promote their events and tasting services more align with the economic shift from an industrial economy to an experience economy that is currently happening in contemporary retail culture.  

-       Regionals mobile website lacks the hierarchy of information that is important for those customers who want to quickly look up information about the store, there is an opportunity to improve the website to make the users experience more straight forward to quick. 

-       Regionals decor is out dated, there is an opportunity here to refresh the decor of the store, however it is important to keep some traditional aspects to recognize the longevity of the business as this supports regionals reputation as a trusted and quality retail store in Wellington. 

-       Consistency of style on and outside and inside could improve. 

-       More of an online presence. 

Threats

-       The increasing popularity of health and fitness has made popularity to training for competitions like marathons and being a yoga enthusiast mainstream. With this society is becoming more aware of the negative health effects of alcohol.

-       The increase in tax laws could effect Regionals Business last year Australia increased their tax on alcohol by 10% making a cheap $15 bottle of wine about $3.70 more expensive per bottle.

-       Change in liquor license laws.