Kudler Foods Marketing Analysis

Kudler Foods Marketing Analysis

Length: 1824 words (5.2 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓
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.

How to Cite this Page

MLA Citation:
"Kudler Foods Marketing Analysis." 123HelpMe.com. 19 Aug 2019
    <https://www.123helpme.com/view.asp?id=165824>.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay about Marketing Analysis At Kudler Foods

- Marketing Analysis at Kudler Fine Foods Kudler Fine Foods, a gourmet food store was founded by Kathy Kudler in 1998 with the vision to provide customers with a variety of quality products such as bakery, meat and seafood, cheese and dairy, wine, and produce with over 350 fresh fruits, vegetables, herbs and spices from all over the world. Kudler Fine Foods opened its first store at La Jolla, California and within five years of operations expanded to Del Mar in the year 2000 and Encinitas in the year 2003 all stores located in San Diego County, California....   [tags: Business Marketing]

Free Essays
1331 words (3.8 pages)

Marketing at Kudler Fine Foods Essay

- Marketing at Kudler Fine Foods Introduction Marketing is not an option. It is a necessity (Forsyth, 2004). The definition of marketing as stated by the American Marketing Association and further described in the text by Kerin et al. is an organizational function and a set of processes for producing, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Kerin et al., pg 8, 2005). Kudler Fine Foods has decided to explore new services which they might offer to their customers....   [tags: Business Marketing Analysis Strategy]

Free Essays
1002 words (2.9 pages)

Essay about Marketing of Kudler Fine Foods

- Marketing of Kudler Fine Foods Introduction Kudler Fine Foods has experienced a 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. The American Marketing association states that "marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and collecting for managing customer relationships in ways that benefit the organization and it...   [tags: Business Marketing Analysis]

Free Essays
1695 words (4.8 pages)

Essay about Marketing At Kudler Foods

- Table of Contents i. Introduction to Marketing ii. Relative values of market value iii. Market mix in Kudler's catering service iv. Determining product and price in relation to other catering services v. Place and Promotion in relation to catering vi. Using technology in targeting customers vii. Decision to create a catering service in relation to local organic growers. viii. Conclusion ix. References. Introduction to Marketing "Marketing as the name implies is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in a way that benefit the organization and its stakeholders", according to Kerin...   [tags: Business Analysis Marketing ]

Free Essays
1609 words (4.6 pages)

Essay on Mrs. Kudler Fine Foods

- For a business to thrive well, they should invest in proper marketing. Since there is very high competition in the market, a business ought to make sure that they are well known within and beyond their market region. Many firms do survive in the market. However, “The firms that gain loyal customers by providing unique value is the essence of successful marketing” (Kerin et al., Chapter 1, pg 14). Kudler fine Foods have a well strategized plan aimed at boosting customer loyalty and gaining profitability....   [tags: marketing and business analysis]

Research Papers
1257 words (3.6 pages)

Kudler Fine Foods Project Essay

- Kudler Fine Foods Project Kudler Fine Foods Background Information 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). The stores are stocked with the very best domestic and imported foodstuffs. Kathy Kudler, working in another career was looking for other opportunities and to expand her horizons. As it happened, Kathy relieved her stress through gourmet cooking and on a shopping trip for ingredients for a gourmet repast; she suddenly realized that there was an opportunity for an upscale epicurean food shop in La Jolla....   [tags: Business Analysis Marketing]

Research Papers
1012 words (2.9 pages)

Kudler Fine Foods Essay

- Kudler Fine Foods Kudler Fine Foods is a gourmet grocery store that offers domestic and imported goods to customers at three different locations. Kudler Fine Foods has prides itself as a high-end grocery store that provides outstanding customer service, and only the highest quality of food available. Kudler Fine Foods has been growing extremely fast and they want to open new locations within their industry. Kudler Fine Foods wants to create a marketing campaign so they can try to improve their current long-term customer loyalty base....   [tags: Marketing]

Research Papers
2282 words (6.5 pages)

Essay on Kudler Fine Foods Strategic Management

- Strategic Planning Kudler Fine Foods is committed to providing its customers with the finest selection of the very best foods and wines. Kudler has enjoyed successful growth by standing behind this commitment, but would now like to expand its services, and improve the efficiency of its operation (University of Phoenix, 2006). This requires flexible market strategies that are developed based on analysis of current internal and external forces affecting the company. Proper analysis and implementation will provide a successful strategy resulting in a sustainable competitive advantage (Gomez-Mejia & Balkin, 2002)....   [tags: Kudler Fine Foods Case Study]

Free Essays
1552 words (4.4 pages)

Essay about Kudler Fine Foods Strategy Assignment

- Strategy Assignment Kathy Kudler is the creator of Kudler Fine Foods. Kathy’s primary goal in establishing KFF was to create a retail store that provides a selection of gourmet foods in order to meet the needs of the typical person all within one store. A wide variety of foods are offered at Kudler Fine Foods. The many different departments include gourmet baked goods, dairy, cheese, wine, organic and non organic produce sections, fresh meats, and seafood. Furthermore, the three different retail locations will offer cooking classes in addition to monthly cheese and wine customer appreciation classes....   [tags: Kudler Fine Foods Case Study Analysis]

Free Essays
1290 words (3.7 pages)

Marketing Research Paper: Kudler Fine Foods

- "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....   [tags: Marketing Research Paper]

Free Essays
1030 words (2.9 pages)

The survey results show that 10% fewer customers are satisfied with their interaction with the customer service representatives. This shows that almost 40% of customers are unhappy with the customer service representatives.
Satisfaction with the overall value that Kudler Foods provides continues to slide with 60% of customers now considering the merchandise purchased to be a good value. In addition, the largest drop in satisfaction was reported in the attractiveness of the stores displays. Product selection satisfaction has also dropped to 65%.
Marketing Mix
Kudler Foods should create and implement a campaign with the appropriate marketing mix to support the new catering service program. The marketing mix will be comprised of four components. The components are Product, Place, Price and Promotion and they are commonly known as the four P's of marketing (Kerin, Hartley, Berkowitz, & Rudelius, 2005).
Product is a "good, service, or idea used to satisfy the consumer's needs" (Kerin, Hartley, Berkowitz, & Rudelius, 2005). In this case, it is the service and food provided by Kudler Foods. Place is considered "A means of getting the product into the consumer's hands" (Kerin, Hartley, Berkowitz, & Rudelius, 2005). In this case, it would be the vans or trucks used to bring the product and services to the customer. Price is "What is exchanged for the product" (Kerin, Hartley, Berkowitz, & Rudelius, 2005). This would be the money paid to Kudler Foods. Promotion is "A means of communication between the seller and buyer" (Kerin, Hartley, Berkowitz, & Rudelius, 2005). In this case, the flyers, advertisement and word-of-month inform the customers about the catering service program.
Products
Kudler Foods should provide a higher-end gourmet style of food and service to its catering service customers. The customers of Kudler foods are looking for food that has the highest quality of ingredients. They are also looking for food that is expertly prepared. The presentation of the food is also an important concern, as the customers will expect an elegant and interesting presentation.
The employees that will be preparing and serving the food must be highly trained in food preparation. More importantly, they must be highly trained in etiquette and decorum. The customers that Kudler foods is targeting are looking to provide their families, friends and business associates with a dining experience rather than just food.
Pricing
The product and service that Kudler Foods is looking to provide is a cut above what is traditionally provided by catering companies. The customers are demanding a service that is out of the ordinary. It is then reasonable that the prices for this extraordinary service and food should come with a higher price. It is recommended that the pricing be set using several basic packages with the option of adding products and services ala carte. The basic packages would provide the delivery, set up and the appropriate number of servers depending of if the meal is to be served buffet or sit-down style. The pricing for the basic package should be between 3% and 5% higher than a traditional San Diego catering service's prices. This pricing will keep Kudler Foods competitive while also highlighting the higher level of service offered. The add-on ala carte products and services should be higher priced at 5% to 15% higher than the competitors. The higher prices can be justified by highlighting the quality of the service and food that is provided.
Place
The place of the Kudler Foods catering service program is an important part of the plan. For the catering service, the place is the customer's home, place of business or a ballroom. Kudler Foods must foster the impression that they are providing a dining experience rather than just food. This can be accomplished by using high quality dishes, utensils, glasses and linens. Also, the staff providing the service must be dressed in elegant clothes. Most importantly, care must be taken to present the food in an interesting and artful way. If the meal is being served buffet style, the chafing dishes and serving dishes need to be clean and shiny and table must have embellishments to disguise the fact that they are folding tables. The meals that are served sit-down style must be served as an artful display.
Promoting
Kudler Foods can use the existing relationship that it has with its customers to promote the catering service. This can be done using sign work at the three stores. In addition, flyers placed in to grocery bag of each customer can be used to make the customer aware of the program. In addition, samples of the food served by the catering program could be cooked inside the stores. In addition, the recipes for the sample would be made available. The recipes should use and highlight the ingredients used to make the food and where they can be found in the store. These methods will make the existing customers aware of the new service while also driving additional sales of the ingredients for those customers who like the recipes.
It would also be advisable for Kudler foods to sponsor a number of events at which the catering service will provide food. An event should be held where all of the wedding and party planners in San Diego County are invited to sample the service and food at an elegant location. Wedding and party planners are very important to the success of the Kudler foods catering service. Many of the clients that this service is targeting have the financial ability to hire planners to plan the events. It is important of the planners to see the level of service and the quality of the food so that they will consider recommending Kudler Foods to their clients.
It is also recommended that Kudler Foods hold several events with classical music at several of the Country Clubs around San Diego. This will allow Kudler foods to highlight the level of service and the quality and presentation of the food to the ultimate end user. This will hopefully encourage the potential client to ask their party or wedding planner specifically for Kudler Foods when planning their event.
Technology
The clientele that Kudler Foods catering service is targeting is generally has a substantial amount of disposable income. These customers are either very computer savvy or they have a personal assistant that is computer savvy. It is important for Kudler Foods to have a well designed and elegant web site that reflects the quality of the service and foods of the service. The site needs to be easy to navigate and intuitive. It should also be able to provide pricing on the basic packages and the ala carte items as they are added. It should also provide the ability to start a interactive chat with a catering specialist at Kudler foods during business hours that run into the evening. In addition, the site should allow the customer to view there order and make changes up until several days before the event. The site should be provide integration with Kudler foods' other computer systems.
Organic Produce
Kudler foods is looking to start using local growers to provide organic produce at its three stores. This effort dovetails nicely with the plan to start and upscale catering service. The catering services customers are often much picker about the quality of the ingredients used to prepare their food than the general population. The ability to provide meals cooked with locally grown organic produce will appeal to the high-end customer that the catering service is targeting.
Conclusion
Kudler foods is positioned to provide a unique and potentially profitable service. A catering service that serves customers that have discriminating tastes and the need for an elegant dining experience can be very successful in San Diego. The cooking expertise and the ingredient knowledge that Kathy Kudler possesses will allow the catering service to meet the target customers' needs. In addition, because of the volume that Kudler Foods purchases in, the catering service will enjoy lower costs than its competitors.



References
Kerin, Hartley, Berkowitz, & Rudelius. (2005). Marketing. New York: The McGraw−Hill Companies.
University of Phoenix. (2007). Kudler Foods Web Portal. Retrieved March 27, 2007, from UOP rEsource: MBA510 - Virtual Organization: https://ecampus.phoenix.edu/secure/aapd/ /CIST/VOP/Business/Kudler/Internet/KudlerPort.htm
Return to 123HelpMe.com