Kudler Fine Foods And Market Research


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Kudler Fine Foods and Market Research
Introduction
The definition of marketing as stated by the American Marketing Association is that: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (marketingpower.com, 2008) Marketing is not a choice but yet an essential part of any business. Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. The company has three locations (La Jolla, Del Mar and Encinitas). Each store has a large amount of retail space located in a stylish shopping center. The stores are stocked with the very best domestic and imported produce (phoenix.edu, 2008). Kudler Fine Foods has decided to explore new options to which they might offer to their customers. This paper will first justify the importance of marketing research in the development of Kudler Fine Food’s marketing strategy and tactics. Next the paper will explain Identify the areas where additional market research is needed.
Market Research
Market research is very similar to the nine-step problem solving model. Market research in most cases will always lead to some type of change. Market research helps to study the marketing changes an organization needs to accomplish. According Perreault and McCarthy (2005) marketing research is defined as “procedures to develop and analyze new information to help marketing managers make decisions.” Market research is the process of systematically gathering, recording and analyzing data and information about clients, rivals and the market. Its uses include helping create long term business plans, launching new products or services, fine tune existing products and services, and expanding into new markets. Market research can be used to determine which portion of the population will purchase a product/service, based on variables like age, gender, location and income level (wikipedia.com, 2008). Based on these definitions, understanding a market research plan is essential to Kudler Fine Foods to promote any types of special promotions they may run, and to reach out to their public the authenticity and quality value of their merchandise and produce.
Some of the marketing campaigns Kudler Fine Foods have already run will be described below. One of the most popular marketing operations was directed towards expanding services and increasing revenue. Kudler decided to start throwing in-house parties to teach customers how to prepare specific international foods.

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Kudler further promoted this by bringing in world renowned chefs and celebrity guests to be a part of this promotion. It was advertised as an exclusive, upscale event. The outcome of this event is to potentially push buyers into more selective and high quality foods, which would cost much more as well. Marketing researchers at Kudler also feel that the consumers increased time in the store will also increase the amount of times they visit the store. In addition, customers will also receive raffle tickets of sorts for each additional guest they bring into the store with them.
Another promotional program is to offer coupons for frequent buyers. These coupons would work on a point system and the more points a customer racks up per the amount of purchases they make, these points can then be redeemed for items such as airline tickets, gift certificates to retail department stores or benefits at the gas station.
In 2007 Kudler Fine Foods introduced a sales plan to assist Kudler’s managers to prioritize and focus their resources in a way which reached the organizations objectives (phoenix.edu, 2008). These objectives being to introduce new customer focused programs, promote better information management, target awareness building, and also to increase behind the scenes efficiency and cost containment (phoenix.edu, 2008).
Below is presented the marketing survey conducted in 2007.
Survey Results 2007

Store hours are convenient for my shopping needs.
Very Strongly Agree 17 23.94%
Strongly Agree 11 15.49%
Agree 34 47.89%
Disagree 8 11.27%
Strongly Disagree 0 0.00%
Very Strongly Disagree 1 1.41%
Total 71
Store atmosphere and decor are appealing.
Very Strongly Agree 10 14.08%
Strongly Agree 10 14.08%
Agree 37 52.11%
Disagree 12 16.90%
Strongly Disagree 1 1.41%
Very Strongly Disagree 1 1.41%
Total 71
A good selection of products was present.
Very Strongly Agree 11 15.94%
Strongly Agree 14 20.29%
Agree 19 27.54%
Disagree 16 23.19%
Strongly Disagree 8 11.59%
Very Strongly Disagree 1 1.45%
Total 69
The merchandise sold is a good value for the money.
Very Strongly Agree 9 13.24%
Strongly Agree 8 11.76%
Agree 11 16.18%
Disagree 26 38.24%
Strongly Disagree 11 16.18%
Very Strongly Disagree 3 4.41%
Total 68
Merchandise displays are attractive.
Very Strongly Agree 15 22.39%
Strongly Agree 9 13.43%
Agree 27 40.30%
Disagree 12 17.91%
Strongly Disagree 3 4.48%
Very Strongly Disagree 1 1.49%
Total 67
I am very satisfied with the merchandise I bought.
Very Strongly Agree 14 20.90%
Strongly Agree 9 13.43%
Agree 25 37.31%
Disagree 14 20.90%
Strongly Disagree 4 5.97%
Very Strongly Disagree 1 1.49%
Total 67
The customer service representatives were very courteous.
Very Strongly Agree 10 18.18%
Strongly Agree 6 10.91%
Agree 18 32.73%
Disagree 16 29.09%
Strongly Disagree 4 7.27%
Very Strongly Disagree 1 1.82%
Total 55
The customer service representative was very knowledgeable
Very Strongly Agree 10 18.18%
Strongly Agree 12 21.82%
Agree 20 36.36%
Disagree 8 14.55%
Strongly Disagree 4 7.27%
Very Strongly Disagree 1 1.82%
Total 55
Overall, I am very satisfied with the store.
Very Strongly Agree 12 17.65%
Strongly Agree 13 19.12%
Agree 26 38.24%
Disagree 11 16.18%
Strongly Disagree 4 5.88%
Very Strongly Disagree 2 2.94%
Total 68
(phoenix.edu, 2008)
Per these reports it is simple to see that although the customers are very satisfied with the store hours, the store atmosphere and décor, the selection of products presented friendliness and knowledge ability of the staff and the attractiveness of the displays. But this market research also shows that consumers do not feel that the merchandise sold is good values for the money, in fact over a third of their consumers agree that they may be paying too much for their goods at Kudler Fine Foods. Although satisfied with the products, consumers are still not happy with what they are paying.
To increase their customers and profits Kudler needs to present more beneficial programs for their consumers to save money at their particular stores. Perhaps double day coupon days, half off Monday’s for certain products will help the consumers realize what a vital part of the Kudler Fine Food organization they truly are.
Conclusion
A marketing analysis would help Kudler Fine Foods determine place. The analysis would gather information, determine promotions, determine how to contact the costumer, fit or match the service to the right customer, determine price and terms, physical distribution methods, budget, and determine the risk. Without proper market research Kudler Fine Foods is flying blind. The management will be unable to properly implement new market strategies and measure the success or failure of them.



References:
American Marketing Association, Marketing power (2008) Dictionary retrieved electronically on July 9, 2008 from http://www.marketingpower.com/_ layouts/Dictionary.aspx? Letter=M
Kudler Intranet (2008). Retrieved electronically on July 9, 2008 from https://ecampus.phoenix.edu/secure/aapd/CIST /VOP/Business/Kudler/KudlerHome002.htm
Perreault, William D.; McCarthy, Jerome E. (2005) Basic Marketing A Global- Managerial Approach, McGraw Hill & Irwin
Market Research, (2008) Retrieved electronically on June 9, 2008 from http://en.wikipedia.org/wiki/Market_research


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