Running head: KUDDLER’S NEW PRODUCT
Kuddler’s New Product
Kudler’s New Product
Kathy Kudler has shown to be a strong business woman in the face of the gourmet grocer industry. To maintain that reputation Kathy has decided to expand services by both location and offerings. Kathy has researched the growing gourmet grocer market and has found a need in Canada. By researching the market Kathy found the one key product lacking is gourmet coffee. Ms. Kudler as well as other stakeholders of Kudler Fine Foods must enlist the marketing department for the expansion to Canada with new gourmet coffee product to be successful. The marketing department will show the market needs, product description, growth potential and competition in Canada. Market Needs
Kudler Fine Foods has primarily been a meats, cheese and wines business. The consumer is satisfied but must also make another stop at the conventional grocer on the way home. That additional stop is lost revenue for Kudler. The market needs the addition of the gourmet coffee to make Kudler a one stop shop for all needs. While looking into the product expansion it became apparent the growing market in Canada for gourmet grocers. Canada is a country on a campaign for quality products. Kudler Fine Foods can meet the demands of the Canadian market especially with the internal product expansion under way. Market Growth
Market growth for KFF in the Canadian market looks favorable. According to the Coffee Association of Canada, “81% of Canadians drink coffee occasionally and over 63% of Canadians over the age of 18 drink coffee on a daily basis making coffee the # 1 beverage choice of adult Canadians. Coffee is a more popular beverage in Canada than the United States with just 49% of Americans drinking coffee on a daily basis” (retrieved from the internet on June 6, 2009, at http://www.coffeeassoc.com/coffeeincanada.htm). This data along with other data indicate that there will continue to be...
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