Kudler Marketing

Kudler Fine Foods is a three-store gourmet grocer in Southern California. Kudler Fine Foods specializes in providing unique and high quality ingredients for the savvy shoppers in search of the finest meats, produce, cheeses and wine (University of Phoenix, 2008). One of the opportunities stated in the Kudler’s strategic plan include offering an expanded catering service. Currently, Kathy Kudler has been providing some catering services through special requests, with very good results both in customer satisfaction and product profit margin. The following market analysis will review Kudler’s existing market research, and present opportunities based on the marketing mix for the expanding catering services.

Market Research

Kudler Fine Foods possesses three pieces of market research. “Market research is the process of defining a marketing problem and opportunity, collecting and analyzing information, and recommending actions” (Kerin, Hartley, Berkowitz, & Rudelius, 2006, p. 205). The catering service opportunity has been defined, and the collected data requires analysis.

Internal Secondary Data

Having done two consecutive years of customer comments and suggestions surveys, Kudler maintains history containing internal secondary data, which is data collected prior to the current project (Kerin et al, 2006) being researched. The survey results do not have relative value to the marketing research needed to assess the growth of the catering service. The questions posed to the customer were geared more toward the experience of shopping at one of Kudler’s stores. The target market for the catering service are those included in the “customer managed relationships” (Wind, 2008, p. 24). Along with managing the relationship the company has w...

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Kerin, R.A., Hartley, S.W., & Berkowitz, E.N., Rudelius, W. (2006). Marketing (8th ed.). New York: McGraw-Hill Companies.

University of Phoenix. (2007). Virtual Organization Portal: Kudler. Retrieved August 2, 2008, from University of Phoenix, rEsource course module, MBA/502 Managing Enterprise Website.

Wind, Y. (2008). A Plan to Invent the Marketing We Need Today. MIT Sloan Management Review, 49(4), 21-28. Retrieved August 3, 2008, from ABI/INFORM Global database. (Document ID: 1520405531).

Yudelson, J. (1999). Adapting Mccarthy’s Four P’s for the Twenty-First Century. Journal of Marketing Education, 21, p. 60-67. Retrieved August 3, 2008, from EBSCOhost database. (Document ID: 10.1177/0273475399211008).