July 26, 2010
Kudler Fine Foods currently has three locations-La Jolla, Del Mar, and Encinitas-throughout San Diego, with a fourth location possibly in the company’s near future. The company maintains several systems including strategic plan, legal, finance and accounting, sales and marketing, human resources, and operations. This paper is an analysis of the marketing system for Kudler Fine Foods, and touches briefly on the company’s background and strategic plan. Marketing Focus for Kudler Fine Foods Virtual Organization
Kudler Fine Foods is an “upscale specialty food store located in the San Diego metropolitan area” (Apollo Group, Inc., 2008, Intranet home, para. 1). The company, founded by Kathy Kudler in 1998, opened its first location in San Diego’s La Jolla area. With the opening of her first store, Kathy Kudler hoped “to create one store that would stock a wide selection of the freshest ingredients as well as all of the tools a gourmet cook could ever want” (Apollo Group, Inc., 2008, Internet home, para. 1). After the success of her first store, Kathy opened a second store in the Del Mar area in 2000. Inspired by her success with the first two stores, she decided to open a third store in 2003, this one located in the Encinitas area. Currently, she hopes to find a location for a fourth store. “Each store has approximately 16,000 s.f. of retail space located in a fashionable shopping center. The stores are stocked with the very best domestic and imported foodstuffs and divided into” five departments-Bakery, Meat and Seafood, Produce, Cheese and Dairy, and Wine (Apollo Group, Inc., 2008, Intranet home, para. 1). Kudler Fine Food’s mission statement states, “Kudler Fine Foods is committed to providing our customers with the finest selection of the very best foods and wines so that your culinary visions can come true” (Apollo Group, Inc.,...