So a delivery service will have to be setup if an online shop is implemented. The internet can be used to email new and existing customers information about the new services. A control panel of customers could be setup to evaluate new services and food items trough online questionnaire as a reward for filling in the form a complimentary food item can be send to the customer (Kerin et al, 2006). New ways of preserving food and keeping the freshness longer will give Kudler more possibilities in catering and prepared meals (Hume, 2001). The development of new packaging materials and conservatives will also have consequences for the shelf life of food.
There are many areas to be considered before taking on this next venture in the company’s future. Market research is one of the first items necessary to expand at Kudler Fine Foods. This is a tool that all businesses should use to establish the viability of business decisions. The sales plan for 2007 includes interesting new ideas to help promote awareness of the type of food Kudler offers and a chance to gain some valuable data as to the effectiveness of the plan and promotions. The company plans on offering cooking class socials.
It is a requirement for organisation to change their business strategies to follow the current trends, customer needs and requirement (Kim et al., 2001). When a management follows the service quality model from Parasuraman et al. (1985) to modifying their products according to the customer requirements, they will be more likely to be successful in the era of intense competition (Cater and Cater, 2009). This is one of the reasons that the companies are more interested in identifying the requirements of their target customers so that they can ensure that the organisation’s products are developed exactly according the client needs and requirements (Howard, 2006). This section can clearly shows the consumer expectation in fast food industry in Manchester.
Shopping trips begin online or at in-store kiosks, and price comparisons and coupon searches are increasingly commonplace. Customers are looking for trust relationships with retailers. They are guarding their resources, and have changed their shopping paradigm to be more selective and targeted. While it is generally the “brand” that brings retail consumers to the shopping environment, it is the retail “experience” that builds loyalty and keeps them coming back. Social media and mobile shopping initiatives may lure consumers into a retail environment.
This is because customer can experience the convenient and searching products or services by browsing the website. Next, trust is a crucial factor in marketing for successful business trades and maintaining online customer relationships (Rios & Riquelme, 2008, p. 733). Trust can increase the level of customer’s confidence towards the online retailing. Last but not least, perceived enjoyment is also one of the key factors that affect customer purchase intention. Testing the impact of perceived enjoyment can help retailers to more understand the customer behavior.
This marketing initiative will track the customer's buying habits and allow Kudler to target to specific customers. Looking at the current information technologies databases, Kudler foods has a system that tracks internal sales data but wants to enhance the system so they can track the demographic information and buying trends of each customer (Kudler Virtual Organization, 2006). However, when I read this I was a bit skeptical as I feel it is an invasion of one's privacy. Improve Service Kudler Fine Foods has decided to use Nordstrom's Department Stores as a benchmark. To help with this initiative, management is developing training programs and developing software that will facilitate the needed customer service training of employees.
The customers can redeem the points for specialty food or other gifts that Kudler or with another company, they will contract to provide the service for them. Kudler Fine Food will purchase new software for their company that will allow the customer to receive the rewards for every item that they buy. There will be training and support for everyone from the cashier to the president of the company. The main objective of the project is to the company's revenue and to show their appreciation to their customers. Another objective of the this project also is to keep track of what the customers buy the most of so that they can make sure they have enough of what the customers buy so they do not run out and the new system will be able to refine its process of buying their products.
Marketing Implementation Plan Kudler Fine Foods has designed a market research plan that includes using data collection tools to assist them in determining and improving their level of customer service. The data the company collects from the research tools will help determine a future marketing plan that appropriately positions their product and resonates and connects with the customers Kudler is trying to attract. Each of the tools selected will provide Kudler with insight into the customer behavior and opinions of Kudler’s customer base as it relates to customer satisfaction. They intend to expand on their current survey materials to help quantify the areas that they will need to focus on to improve their service levels. Kudler Fine Foods has developed a research plan utilizing surveys, focus groups, secondary data, and observation.
While the firm’s preference is to have the events in-store, guests can have Kudler cooking classes at their home for a price premium. Programs such as this encourage consumer loyalty and word-of mouth marketing” (, ). As Kudler aims towards higher scale consumers using institutional advertising techniques, the draw of consumers would have to be analyzed due to day to day schedules of its consumers. Would consumers take time out of their busy lives to watch Kathy Kudler prepare dishes or would you have to have a high profile chef or celebrity present to actually draw the consumers in? Is Kudler the only establishment providing this feature?
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.