Kudler Foods Marketing Analysis

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Kudler Foods Marketing Analysis

Kudler Foods is a small independent grocer with three stores in northern San Diego County. Kudler Foods specializes in providing unique and high quality ingredients for the gourmet chef. In an effort to increase profits, the company is interested in adding catering to its service offerings. The success of the catering service offering is dependent on the creation of an appropriate and effective marketing campaign. The marketing campaign must be carefully designed and implemented to provide the expected increase in profits.

Analysis

This paper will analyze the Kudler Foods' sales and marketing efforts required to implement a successful catering service program. The overall goal of the program is to provide a service to Kudler Foods' customers that will introduce the high quality products and services that Kudler Foods provides to new customers. The program will also work to improve the reputation of Kudler foods within the gourmet foods and services industry.

Marketing research review

Kudler Foods commissioned a customer satisfaction survey in 2005 and 2006 (University of Phoenix, 2007). The results of the 2005 survey show that Kudler Foods is providing stores with appropriate atmosphere, décor and hours. However, 22% of respondents found the customer service representatives lacked the appropriate knowledge of the stores' products. In addition, nearly 30% of the respondents found the customer service representatives to be discourteous. This is a grave concern because the clientele that Kudler Foods serves is more concerned about receiving superior and courteous customer service from very knowledgeable employee than product price.

The survey respondents also would like to see a greater variety of products than is currently offered. The greatest concern expressed on the customer service surveys is regarding the perceived value of the merchandise bought at Kudler Foods. Almost 55% of respondents disagreed or strongly disagreed that the merchandise purchased at Kudler Foods was a good value for the money. This is a very important issue considering the higher-end product line that Kudler Foods sells. It is important that the customers feel that even though they are paying a premium price, that they quality of the product justifies the price.

The 2006 customer satisfaction survey is very disappointing. Every question on the survey indicated that Kudler Foods' customers are less pleased with their shopping experience than in previous year. Customers are much more dissatisfied with the customer service they are receiving than in 2005.

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