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95 <br />SWOT <br />Threat <br />• Competition is expected to increase during 2012 and poses a <br />potential threat to the industry <br />• Deregulation is leading to increasing consolidation, market <br />saturation and competition <br />• The growth rate is expected to slow as revenue is channeled out to <br />other stores that sell alcoholic beverages <br />Marketing Plan/Objectives <br />Primary Objective: To increase awareness by utilizing social <br />media and digital marketing efforts. <br />Platforms: <br />• Strong customer base <br />• Customer service <br />• Monthly events and specials <br />• Large wine and microbrew beer selection <br />