This is expanding their customer base. However, their current offerings of food at their establishment are a bit on the pricier side, with a small snack pizza costing $14 and the previously mentioned asparagus being $10. My proposal would be to begin offering their food menu items to accommodate the budget conscious consumer. Their competitive advantage would be no-frills goods and services.
Competitive Advantage.
There are several other wineries in the same area of Minnesota that offer food pairings with their wines. They all tend to target consumers with a higher income or those who are out for special occasions. If Four Daughters can offer a $5 appetizer along with a $5 glass of wine, this would draw in the college-age crowd and the retiree's. Even offering a senior discount or a 'show your college ID special' would give them an advantage over the competition.
Strategic Direction.
The strategic direction would not only be introducing new products to existing customers, but also introducing new products to a new market. Four Daughters, like any other business, has regular customers who visit their winery and purchase their wine. These customers would probably be able to visit more frequently if they knew the food menu was more reasonably priced. According to Ansoff's Opportunity Matrix, this would be market penetration. Also if Four Daughters advertises their new food prices, they will be able to attract the twenty-something's and the older crowd. This would be diversification.
Target Market Strategy.
The target market for Four Daughters Winery is wine drinkers. But by making the experience at the winery more affordable, they are working on a concentrated targeting strategy so everyone can afford the experience. This is the younger and older wine drinkers. .
Marketing Mix Strategy.
The basic goal is to serve customers affordable food with their wine. They want to promote this menu to them so they will want to visit Four Daughters and keep coming back to not only eat but to drink wine.