Business strategy of Kudler Fine Foods
Businesses are often preoccupied with the day to day operations of the organization that they lose perspective of the company's goals. Developing a sound strategic plan gives the company a direction for the present and future. The Kudler Company would need to choose a strategy that that is compatible to the company's size, mission and values. The company strategies will need to be flexible to accommodate changes in the market place. Such changes can come from many different forces such as technology, external and internal factors. The Kudler Company also needs to develop specific tactics that help accomplish their goals. Finally the company would need to continually scan the market and see how the company is progressing. Scanning the market would also help the company identify problems and changes that may need to be made.
Pursuing focus strategy
Kudler's is perusing a focus strategy by selecting a narrow-scope segment or niche market in attempts to achieve differentiation strategy, being unique in the industry. This concept is discussed in the Kudler's web site Internet page. It quotes that Kathy was "Passionate about gourmet cooking and frustrated at having to travel all over town to gather the ingredients for one simple meal, Kathy Kudler decided to open her own gourmet food shop. Her vision was to create one store that would stock a wide selection of the freshest ingredients as well as all of the tools a gourmet cook could ever want. Kathy was certain that combining the convenience of one-stop shopping with reasonable prices would be a recipe for success (Kudler Fine Foods, 2006)." The key is that Kathy could not find an organization that housed the ingredients for gourmet cooking. Using the focus strategy allows the Kudler's Company to focus in the fine foods and develop customer loyalty with those who share Kathy's culinary desires.
Tactics to implement focus strategy
Some of the tactics that the Kudler Fine Food organization is implementing for their focus strategies includes:
· Growth strategy Kudler's is in the process of developing and promoting the Internet website. The customers would be able to view the products available, make comments or suggestions and order online. Other growth strategy includes the use of radio, newspaper and television advertising. Another growth strategy would include sponsorships of local events also charity events.
My organization, Trader Joe’s, is not an international business. Their stores are all located in the United States; therefore, I chose Whole Foods, who is a main competitor of Trader Joe’s for this assignment.
The marketing strategy we will focus on, will be the strengths of both the company and the products themselves. Hampton Creek Foods will continue positioning as an innovative company that supplies the market with new, high-quality products. Hampton Creek Foods will use the principle that the best marketing is a satisfied customer. While the industries Hampton Creek Foods operates in are large, reputation is an important part which will push Hampton to provide high quality products that the customers will be highly satisfied
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.
Kudler Fine Foods was started by a women, owner Kathy Kudler, who had a passion for cooking and a love for shopping for unique and creative culinary options. Kudler’s entire business plan focuses on the consumer, their needs and their wants, as well as what will provide them with the best customer service available in the San Diego, Metropolitan area. Kudler is constantly receiving new products, offers catering services and online options for shopping, as well as a staff that is educated about the products sold at Kudler Fine Foods locations. The trends at Kudler revolve around healthier living, and healthier eating. Since food trends come and go, Kudler must employ a knowledgeable staff that remains on top of the latest, emerging
"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.
The first step will be to address the need and scalability that Kathy Kudler is looking for in the company. There is a growing need it increase and standardize their network structure in the way of wired and wireless network. The network infrastructure has become a global on demand in all business. Technological advances require a responsive network infrastructure that is designed to control costs and reduce risks to a business, while enabling new business opportunities. The first Kudler's operations will have to be centrally linked tighter one server that can be accessed at all location. This will elevate the database which is presently used and has to be updated continuously at each store. The new system will accomplish the need to the entire operations. The heads of each location will be called upon for a meeting, the CEO, Kathy Kudler will have be aware of the global changes that will take place and effect the organization. Establishing a central database management system will keep track information from each facility and there location. Being able to access this information from any location can support the supply chain management system that Kudler is also looking for. The information in a database that can be linked to all three stores, this way the information of gathering these resources can be deploy and optimize the network infrastructure with proper management. With a system that can be integrated between these facilities can be all run virtually regardless of the complex organization's size, achieving business viability and maintain a competitive edge will be a paramount concern at Kindler's.
problem to next level. Besides Kudler Fine Foods top managers are responsible for communicating the vision
A strategic plan is a tool that delivers guidance in achieving a mission or goal with maximum proficiency and control for an organization. Strategic planning is used to transform and revitalize organizations. The plan helps provide an inclusive understanding of opportunities and challenges both internally and externally for the organization. The plan delivers an assessment of the strengths and limitations that are realistic within the company. A well-developed strategic plan will offer a comprehensive approach and empowerment for the stakeholders involved. It is an opportunity for learning and understanding priorities that will drive the business to succeed. Jones (2010), describes how in health care organizations, strategic plans characteristically concentrate on operational and organizational goals such as when to obtain new technology, how to meet competitive challenges, and what staffing, tools, or facilities are needed to ensure organizational survival. The mission and value statements are significant in determining the quality of a strategic initiative. Forcing the organization to look toward the future creates proactive objectives in which both short-term and long-terms plans and goals are necessary in order to succeed.
This strategy will potentially gain new markets, new customers and new segments. The Market Development Strategy is used when an organisation has excess capacity. It involves using different distribution outlets and changing the advertising. This also determines the firms’ ability to adapt to new markets to evaluate their success. This strategy consists of four forms, Exporting, Licensing, Joint Venture and Direct Investment. Doyle’s could use the Joint Venture strategy, teaming up with a nearby grocery store or supermarket so they can get discounts on resources they need to prepare the food at their restaurant. Doyle’s may gain access to new geographic markets and knowledge they offer. Doing this will also increase their advertising to a larger audience which enables Doyle’s to reach more customer with their
Numerous definitions of strategy exist, in most circumstances strategy can loosely be explained as an overall plan of deployment of resources to ascertain a favourable position within a market (Zablah, Bellenger and Johnston 2004; Grant 1994, p 14). Further, imbedded in many successful organisations are strategies, the importance of which is to remain relevant in the market, and successful in the various attributes of business; profiteering, employee motivation, maintaining sustainable core competencies, effectiveness in operation, or efficiency in the conduction of operations. Therefore challenges involved in the formulation and implementation of a strategy can revolve around the overall external market, as well as internal
Strategic management is the ongoing process of ensuring a competitively superior fit between the organization and its ever-changing environment (Kreitner, G13). Strategic management serves as the competitive edge for the entire management process. It effectively blends strategic planning, implementation, and control. Organizations that are guided by a coherent strategic framework tend to execute even the smallest details of their mission in a coordinated fashion. The strategic management process includes the formulation of a strategy/strategic plans, implementation of the strategy, and strategic control. A clear statement of the organizational mission serves as the focal point for the entire planning process. People inside and outside the organization are given a general idea of why the organization exists and where it is headed. Working from the mission statement, management formulates the organization's strategy, a general explanation of how the organization's mission is to be accomplished. Then general intentions are translated into more concrete and measurable plans, policies, and budget allocations. Implementation is the most important part of the strategy. Strategic plans must be filtered down to lower levels to be success. Strategic plans can go astray, but a formal control system helps keep strategic plans on track. In the strategic management process general managers who adopt a strategic management perspective appreciate that strategic plans require updating and fine-tuning as conditions change. Given today's competitive pressures, management cannot afford to let strategic plans sit as is. A strategic orientation encourages farsightedness. Sun Microsystems Inc. is one company that developed a strategy to become the competitive leader and become the most reliable in the net business. I will explain how Sun's strategy integrates their marketing, management, technology, and service functions into one effective strategy. First I'll discuss who Sun is and what encouraged them to develop their strategy.
A key part of an organizational strategy is to identify market opportunities by finding a niche or a gap in the marketplace that they can pursue to take their company ahead of all their competitors. An organiz...
On the Ansoff matrix below is shown what growth strategies for new and existing products and markets can be used from the company.
The key role in solving strategic tasks belongs to strategic planning, which is the process of developing and maintaining strategic balance between organization’s goals and resources in the changing market environment. The purpose of the strategic planning is to determine the most promising fields of activity providing its growth and prosperity. Strategic planning is a component of a broader concept “strategic management”. All four management functions (planning, organizing, leading and controlling), when talking about strategic management include strategic orientation. When viewing strategic planning from the highest level possible within a company, the planning function is the area that stands out as the most important area which involves a great deal of development and focus.
The four steps that lead managers and the firm through the strategic planning process are first defining the company’s mission, then setting objectives and goals, next designing a business portfolio and lastly developing functional plans. The first step involves focusing on consumers’ needs and wants. Setting forth a market oriented mission that organizations want to reach based on consumers of the environment. After finding the mission, organizations then proceed to put together supportive objectives for every level of management to help achieve its mission. Next the company has to design a business portfolio evaluating all of its current business and future business by coming up with