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...
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...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.
Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
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
Kudler Fine Foods is also a fierce competitor in their industry, with several locations in the San Diego Metropolitan area of California. Although their competitors, including Whole Foods, a large fine food box store, and other local fresh food markets, Kudler also has to work at staying innovative and maintain their capability to cater to each individual consumers’ wants and
"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.
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.
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The principal to any successful marketing strategy is to understand the customer and their needs. The ability to satisfy customers' needs better than the competitors, will first be, as PepsiCo builds customer loyalty and increases sales (Business Link, 2007). Marketing research uses many methods to obtain results. PepsiCo will use external census data and marketing survey data collected by outside marketing research firms, as a method of understanding customer wants and needs. Computer-aided methodologies will also be used to collect data on the competitors of PepsiCo, such as Coca Cola, Jones Soda, and Mott’s Company.... ...
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Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:
When analyzing an organization’s target market, the first step is to understand the business and what they hope to achieve through their marketing strategies. Targeting and positioning strategies consist of analyzing and identifying segments within a given product-market, choosing which segment or segments to target, and developing and implementing a positioning strategy for each targeted segment (Cravens & Piercy, 2009). The company’s target market determines what customer group or groups the company wants to serve (Cravens & Piercy, 2009). Analyzing IKEA’s target market allows the company to determine if their marketing strategies have successfully targeted their intended customer group or groups. Discussing the company’s positioning strategy helps determine if the strategy is effective or if the company must make improvements strengthen their positioning strategy. The company must determine if their targeting and positioning strategies may be lacking. If the company’s targeting and positioning strategies are lacking, the company must determine what they must do to strengthen their targeting and positioning strategies.