As a result, Kudler's marketing research department has a new task ahead of them and that is to gather data from other competitive organic food stores as well as analyzing organic market trends to identify the most efficient approach to achieve Kudler's new goal. Product Selection Many companies are achieving significant competitive advantage by the way they configure and manage their supply chain operations. The first step in implementing the new supply chain begins with researching on the types of organic produce offered by local growers that meet specific demand of targeted customers.
Kudler Fine Foods is an organization that wants to evolve and mature as a company and implement practices that illustrate their growth as a company. One particular practice that Kudler Foods wants to implement is reaching out and contracting to local farmers to gain access to organic foods for sell within all three branches of Kudler Foods (UOP,2008). By implementing such a new system changes will have to be made primarily within the company’s operations management. This paper will discuss the needed changes and alterations that need to occur in order to maintain their efficiency as a company. In addition to the operations management changes, supply chain, quality control tools and performance standards will also be accessed in regards to how they are impacted by the introduction of the sale of organic foods.
(Kudler Fine Foods Survey2006). To provide organic produce and ultimately make a profit, Kathy Kudler needs to identify if organic produce are going to replace the entire produce inventory or if the produce inventory will be a combination of both organic and chemically altered fruits and vegetables. Once a decision is made the following business operations are going to need to altered; Purchasing, Merchandise Selection, Forecasting, and Facilities. To properly benefit from the Kathy Kudler initiative, the Purchasing department will need to identify how Inventory, Suppliers, Supplier Relations, Quality are to going to make this initiative successful. To provide organic produce to the customer, decisions on inventory have to be made.
Within five years Kudler Fine Foods company had expanded to three branches (University of Phoenix, 2008). Recently, Kudler plans to start contracting with local growers of organic produce. This paper identifies the business processes at Kudler that could be affected by this decision and it also describes how the supply chain would be affected.Then,it explains the different quality control tools and performance standards that kudler need to implement to ensure the effectiveness of its operations. Business processes at Kudler A process is any part of an organization that takes inputs and converts them into outputs that, it is anticipated, are of superior value to the organization than the original inputs (Chase, Jacobs, Aquilano, 2005). Understanding how processes work is essential to the competitiveness of a company (Chase, Jacobs & Aquilano, 2005).
Marketing Assignment Kathy Kudler opened the first Kudler Fine Foods (KFF) store in 1998. After shopping for fine food ingredients, store to store, Kathy realized she could combine her love of gourmet cooking in a one-stop shopping experience with her marketing expertise to target other people’s culinary passions. Three store locations now operate in California and Kathy recently contracted with organic growers to provide her customers with locally grown organic produce, and has decided to expand KFF further by adding a catering business. KFF's rapid growth over the last 10 years and the catering opportunities will affect KFF immensely. Kathy will need to evaluate carefully the marketing methods to launch the new catering business, assess the relative value of the market research, and identify the components of the marketing mix for KFF’s new catering service (product, place, price, promotion).
Kudler is able to increase their profitability by using operational strategies such as establishing contracts with local producers of organic produce, creating a purchasing department, and through the use of marketing tools. The purpose of this paper is to identify the business opportunities created due to the changes in the use of technology. Additionally this paper will show the generic strategy of Kudler Fine Foods, how to implement it, and the role the management team will have in keeping Kudler Fine Foods competitive in the fine foods industry. Changes in technology In today’s world technology never seems to stop changing. This technology can be beneficial to Kudler Fine Foods and it can help elevate their company to the next level.
Wal- Mart’s strategy to forego “super center” banner and invest in “fresh” brand name to take on Loblaw is successful (Business Financial Post, 2013). Wal-Mart emphasized food, while Target asserted stronger price positions in health and beauty aids and non-edible grocery items (business.financialpost.com 2013). 6. Wal-Mart’s private fleet strategy of delivery of goods from suppliers to its distribution ... ... middle of paper ... ... and credit providing service to its customers and suppliers. This could be leveraged by making proper use of customer and supplier data an identifying proper market segment for these services.
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).
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. Operations Business Process/Structure Each department within Kudler Fine Food's organization implements certain business process with which they conduct their daily business functions. Therefore, some departments within Kudler may experience some process changes if a contractual relationship with local growers were to occur.
However, in contracting with local farmers to use organic produce the company will need to go through some organizational changes. The affects of the supply chain from this decision may also have their impact on Kudler's. The company will also need to enact new quality control standards to maintain the company's commitment to supplying quality foodstuffs at an affordable price. Business process that could be affected The decision to contract with local vendors will change the company's process of obtaining produce for their stores. As Kudler's Fine Foods converts to the local vendors, the company will need to be aware of the vendors ordering and shipping process.