Strategy Assessment Kudler Fine Foods

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Strategy Assessment Kudler Fine Foods Kudler Fine Foods was established by Kathy Kudler in June 1998 with the opening of one store in La Jolla. Her plan was to offer a one stop shopping experience for those people who were in search of quality ingredients for gourmet cooking. Due to the success of the La Jolla store, two additional stores were opened in Del Mar and Encinitas. The mission of Kudler Fine Foods has been modified “to provide their customers with the finest in selected foodstuffs, wines, and related needs in an unparalleled consumer environment” (Virtual Organizations, 2008). In order to continue to meet the mission of the company Kudler Fine Foods has had to keep up with current trends in technology and will need to continue in the future. Due to the wide variety of organic offerings offered by Kudler Fine Foods (KFF) stores, changes in technology are vastly important. Improved ability to grow and transport organic produce has helped KFF to stock its stores with a vast range of products that it would not have been able to ten years ago. Knowledge of offerings of cheeses and wines manufactured by smaller companies at higher quality are available to KFF due to increased communication and advertising on the internet. Use of computers to track customer’s purchases helps to stock those items that are most popular as well as anticipate offerings that the consumer would most likely purchase later. Tracking of stock has decreased the amount of product waste that KFF has had to deal with in its stores. By ordering to meet the stores needs, based on past sales performance, the profit loss margin has decreased. Consumer tracking will also help with the establishment of the Frequent Shopper Program which is one of the current strategic objectives. KFF’s current strategic objective is to increase loyalty and profitability of customers. In order to achieve this goal they plan on pursuing the Frequent Shopper Program, mentioned previously, expanding services and increasing efficiency. These goals would fit under the generic strategy of differentiation. In differentiation strategy “firms use price, product differentiation and product innovation to improve their market position. Product differentiation can include extended warranties, “free” options, customer services, and user friendliness; product innovation involves new features that competitors don’t yet offer” (Gomez-Mejia, 2002, p.

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