Kudler Fine Foods Project
Kudler Fine Foods Background Information
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). The stores are stocked with the very best domestic and imported foodstuffs. Kathy Kudler, working in another career was looking for other opportunities and to expand her horizons. As it happened, Kathy relieved her stress through gourmet cooking and on a shopping trip for ingredients for a gourmet repast; she suddenly realized that there was an opportunity for an upscale epicurean food shop in La Jolla. Thus, began the creation of Kudler Fine Foods.
Project Justification
Ms. Kudler realizes that in order to facilitate ongoing growth with her company. Kudler Fine Foods needs to find new ways to continue growing and entering new markets; they need to focus on their customer base. Based on our conversations with Ms. Kudler a key goal is to gain improved activity on promotional products and determine the effectiveness of private label coupons.
Project Objective
Utilizing the demographic data from the customer database, create a system that will generate a monthly newsletter with coupons for promotional products. The promotional products will be identified by the purchasing manager each month including the details of the coupons such as quantity, cost and expiration date. The project will also provide reporting on coupon usage and related product sales, therefore, development of a system that uses the current customer demographic database to generate coupons and a monthly...
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Stress testing the system and training the users plays a very important part in implementing our design. We will monitor the system, train IT staff and train all users on our newly implemented system. After some time has passed user satisfaction surveys will be issued to our user community for productive criticism and feedback. During this time system documentation will be created. Last but not least, a project team meeting will be conducted for review of failures and successes. A main objective of this meeting will be how to improve our team processes and take note of any tasks that can be streamlined for our next project. As closure for this project we will have one last meeting with Ms. Reynolds and management for final sign off on this project.
The company first needs to collect demographic and geographic information relevant to potential store location choices in order to segment its market. It is extremely important that the marketing
Kudler Fine Foods is a store unlike any in the grocery industry. Kudler Fine Foods represents a store that could possibly spark a new era within the grocery world. The owner of Kudler Fine Foods, Kathy Kudler, has watched her dream of owning and operating a grocery store that specializes in fine quality food grow within a short period of time. The success of Kudler Fine Foods can be attributed to the innovative ideas, effective leadership, and organizational structure. The overall mission of Kudler Fine Food's "is to provide our customers the finest in selected foodstuffs, wines, and related needs in an unparallel consumer environment. Our selections coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing" (Apollo Group, 2003). Kudler has managed to maintain its mission statement by providing its customers with the best and as a result the company has flourished. "Kathy considers one of her key responsibilities to be that of identification of new gourmet items that can be offered in her stores (Apollo Group, 2003)." Therefore, Kathy is considering plans to contract with local growers of organic produce to yet obtain the best in quality products for her consumers and take her business to the next step. If Kathy makes the decision to contract with local growers then changes could be introduced into the company's overall structural organization. Each aspect of Kudler Fine Food's organizational structure from basic business process to the supply chain and quality control process will be affected by the formation of a contractual relationship with local organic growers.
This diversity will make for a powerful word of mouth marketing campaign using social media to spread the word and the television and online advertising efforts offering a money-back guarantee, free samples and community website links. We will focus on both the “Bohemian Mix” from this geographic area that includes people from these ethnic backgrounds in households made up of a mixture of different family members from different age groups, but under age 55, many with pets, who like to try the “newest coffee brew” or product. Their median income is over $56,000 a year and they are upwardly mobile. We also chose the “Young Digeratis” who are made up of the wealthier and younger family mix ages 25 to 44. They like to stand out above others and only accept the highest quality of food and drinks. They drive the most expensive autos and spare no expense on their clothes and
Kudler Fine Foods is also a fierce competitor in their industry, with several locations in the San Diego Metropolitan area of California. Although their competitors, including Whole Foods, a large fine food box store, and other local fresh food markets, Kudler also has to work at staying innovative and maintain their capability to cater to each individual consumers’ wants and
"Kudler Fine Foods has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers" (, ). This paper will justify the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics. It will also identify the areas where additional market research is needed and analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Foods marketing strategy and tactics.
Kudler Fine Foods is a grocery food establishment that serves an upscale customer base. Kudler Fine Foods will start to focus in of how to expand upon their services and stream line the organizational process by improving the efficiency of the entire operations. The success will be measured by Kudler Fine Foods ability to integration a new system which will incorporate a database system. Kudler Fine Foods marketing should be able to easily see the most popular products purchased by customers depending on income levels, area of residence, gender, shopping location along with any other categories that marketing wants to add. The system should also automatically convert the purchases to points and add the point's totals to the customer information data base. "Analysis Phase is to understand and document the business needs and the processing requirements of the new system" (Satzinger, Jackson, Burd & Johnson 2004, p. 6)
consisted of CEO ( Kathy Kulder) ,Vice-president, and Corporate or group head of the company. Top
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via promotional stalls and kiosks to create brand awareness and allow customers to first hand taste
Marketing and Branding is essential to survival. The possibility of food specials will need to be explored, as well as discounts for students, the elderly, and veterans. The ability...