Kudler Fine Foods is an upscale specialty food store and was founded June 18, 1998 by Kathy Kudler. Kudler has three different locations in the San Diego area and they are; La Jolla, Del Mar and Encinitas. The stores offer their consumers both imported and domestic products from any of the following departments; bakery, packaged foods, meats, produce, and dairy products. “Kudler’s mission is to provide their customers with the finest selected foodstuff, wines, and related needs in an unparalleled consumer environment” (Kudler, Mission Statement, 2008, ¶2).
Over the past few years Kudler Fine Foods has experienced significate growth and has become focused on expanding the services offered, improving the efficiency of their operations, and increasing the consumers purchasing cycle. In order for the company to do this Kudler must first recognize the type of marketing strategies and tactics needed to promote the company’s successful launch of this new service. In this paper the marketing strategies and tactics will be outlined and discussed. Additonal areas of needed marketing research will be identified and the importantce of competitive intelligence will be discussed as it relates to their marketing strategy and tactics.
Market Research
Marketing research is very important to a company when creating a marketing business plan for a new product or service. Marketing research can be view and defined as the process of gathering and recording information on consumers, competitors, and the market. Once all the infromation is gathered and recorded it must be analyzed inorder to get an accurate and successful marketing plan developed. The information is important because it determines what segment of the population will purchase th...
... middle of paper ...
...d tactics. Marketing research needs to be conducted at different intervals during the introduction of Kudler’s new services to its customers. Reconducting the marketing research needs done to maintain their loyalty and to obtain infromation about the market to make sure that they are continuing to meet their customers needs. If this store continues to meet and exceed its customer’s expectations it will remain one of the most successful stores in this San Diego area.
Reference
Kudler (2008). Kudler, Mission Statement. Retrieved September 14, 2010, from University of Phoenix Web site: http://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/KudlerHome002.htm
Kudler (2008). Kudler, Sales & Marketing. Retrieved September 14, 2010, from University of Phoenix Web site: http://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/Sales/KudlerSM001.htm
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.
Burns, A. C., & Bush, R. F. (2007). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
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.
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)
Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area with three locations a) La Jolla, b) Del Mar, and c) Encinitas. The stores are stocked with the best domestic and imported foodstuffs and have within each five different departments: a) bakery, b) produce, c) meat & seafood, d) condiments and packaged foods, and e) cheeses and specialty diary products. The mission for each store is stated on the company's Internet website as, "The mission is to provide our customers the finest in selected foodstuffs, wines, and related needs in an unparalleled consumer environment" (University of Phoenix, 2007, para. 1).
Companies use marketing research to identify problems or opportunities that they might encounter. Organizations may also use marketing research to identify their strengths and weaknesses, and certain trends that are forming in their market. H&R Block is a tax service company that prepares state and federal taxes for individual customers and small to mid-size companies (H&R Block, 2010). This company has defined their marketing research and has different types of marketing research techniques it uses. Furthermore, there are other types of H&R Block’s marketing research techniques that would be beneficial to if they were implemented correctly.
Marketing research is invaluable to an organization. The information that is gathered from marketing research allows the management team to make educated decisions. Market research tools are chosen for various reasons, it may be a financially feasible choice for the organization or the organization may be graced with the capability to use many different tools. This paper discusses market research and lists a few tools used by one of the world's largest retailers of natural and organic foods, Whole Foods.
Market research provides information to help unravel marketing obstacles that businesses face in today’s business climate, an essential part of the business planning process. As shown in the example certain strategies such as segmentation or differentiation are almost unattainable without relevant market research.
Marketing research has become a very important part of small businesses and large corporations gaining information about their customers and how they feel about their products and services. According to Philip Kotler, "Marketing research is systematic problem analysis, model building and fact-finding for the purpose of improved decision-king and control in the marketing of goods and services (Kotler & Keller, 2012)”. The initial step in the marketing process is to identify the problem the company is having and then decide the way the marketing team would like to conduct the research. The marketing team will devise a plan on how to gather the information and set a budget for the research project. In the planning of how they will conduct the
The marketing research planning process is defining the” problem and research objectives consist of find out everything need to define the real problem and the research objectives are give information on the problem, give solutions or give new ideas. Develop the research plan deals with data sources, research approaches, research instruments, sampling plan, and contact methods. Collect the information is to conduct surveys in homes, surveys over the phone, or surveys on the internet. Analyze the information deals with testing different hypotheses, applying sensitivity analysis to test assumptions and the strength of the conclusion. Present the findings present findings relevant to the major marketing decisions. Make the proper decision is the findings and support information, such as deciding to study the issues further and do more research” (Kotler & Seller, 2012 a).
Burns, A. C., & Bush, R. F. (2006). Marketing research:Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Armed with the results, Kellogg’s can effectively assess the problem that they are trying to solve and the most effective course of action to solve those issues. Additionally, data collected through marketing the marketing research process will reveal the necessary goals with which to monitor the plan against. Insights gained through the process of defining objectives, designing research, data collection, analyzing data, and the implementation provide a roadmap for the entire plan and a basis from which to make sound decisions.
Marketing research is a very vital part of any marketing intelligence system and helps improve the management decision making by providing information that is relevant, accurate, precise and timely. Every decision that poses unique needs for information and related strategies can be developed based on information gathered through marketing research in action. Too often, marketing research is considered narrow for the collection and analysis of data for others to use but still they come in very handy. Firms can achieve and maintain a competitive advantage through the creative use of this market information. Thus marketing research can be defined as the decisions made on the basis of input information and not just evaluation of these decisions. This research alone, however, does not guarantee success. The decisions made for marketing involves issues ranging from the fundamental changes in the business to the decision to enter new markets and expand plus to bridge the tactical question of the best ways to keep retail shelves and occupy most of the visibility. Context of these decisions is market process of planning, acting successively through four stages, analysis of the situation, strategy development, marketing program development and implementation. It serves as an input to the assessment of the situation. As observed, the intelligent use of market research is the key to business performance and hence at each stage, it has made significant contributions to the growth of the company and help to sustain in the ever changing market.
When starting a small business, in the food and beverage industry, there are always several trends and conditions that will affect your business, including consumer choice. Consumers want to be able to chose their personal preferences, which have been focused on natural culinary ingredients, that are sourced locally, and that possess natural and sustainable factors; becoming a healthier lifestyle, for most. Kudler Fine Foods provides consumers with specialty food, beverages, cuisines, and culinary themes that will have an influence on the trends for 2015, (Food Trends, 2015).