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Should The Market For Benziger Wine And Their Expansion Into The UK?

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In this report, I will be looking at Benziger Wine and their expansion into the UK, focusing on three areas: the target market segments for Benziger wine, a selection of the market entry options Benziger should consider; and a new marketing mix strategy that Benziger may wish to use for the new UK market.

Comparison of USA and UK target market segments

Benziger is an American wine company selling quality wines with organic and sustainable products and processes as their USP (Stebe and Dowding, 2011). The majority of the products Benziger produce are premium products with a premium price, with the average price of the wines being $76.58, and the most expensive wine costing $225.

Thach and Olsen (2015) have concluded that consumers who buy premium wines in the US have specific traits. Whilst this is only one report it can be used to estimate Benziger’s US target segment. Consumers are usually male with an average age of 38 years. There seems to be little evidence that higher education levels impact on consumer spending in this area, however due to the premium nature of the product it is likely that the consumer will be in a professional occupation with an above average income. These consumers are the most involved in the purchase process and have the most knowledge about wine. They are most likely to purchase through a variety of channels, particularly through wine and liquor shops, winery tasting venues and online. …show more content…

Consequently, their target market includes customers who value this (Stebe and Dowding, 2011) and are therefore happy to pay a premium for such products (Forbes et al,

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