University Of Phoenix
Kudler Fine Foods
Market research is a critical component needed for good decision making. In this paper, I will justify the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics. I will also identify the areas where additional market research is needed. I will analyze the importance of competition intelligence in regards to Kudler Fine Food’s marketing strategy and tactics. Kudler fine Food’s
Kudler Fine Foods is a gourmet grocery store located in San Diego, ca. Kudlers carries a variety of fine meats, fresh seafood, baked goods, fine wine a variety of cheese and more. Kudlers sells the absolute best domestic and imported foods. The owner, Kathy Kudler, opened the first of three stores in 1998. In 2000, Kathy opened a second store with a third store opening in 2003 (Kudler Virtual Organization, 2006). Marketing Objectives
Kudler Fine Food’s have decided to expand its services, improve efficiency of operations, and also increase customer purchase cycle. The overall goal would be to increase customer loyalty as well as profit with each visit. Kudlers marketing department has developed three different marketing initiatives to improve profit and sales while reducing costs. Kudlers first plan of action is to host parties in each store to show their customers how to prepare gourmet specialty foods. To ensure customer participation, each customer will be entered in a contest and be eligible to win high ticket items (Kudler Virtual Organization, 2006). Kudlers second plan of action is to begin a customer loyalty program. The loyalty program is intended to encourage customers to shop as well as improve constancy. The loyalty programs track what customer purchase regularly therefore Kudlers is able to target specific customers. Looking at the current information technologies databases, Kudler foods has a system that tracks internal sales data but wants to enhance the system...