Marketing Paper

Critical Information Systems Paper

Johnathan Green

BSA/310

1/31/2011

Professor Joseph Duer


Kathy Kudler was like any other gourmet food lover became frustrated at having to travel all over town to gather the ingredients for one simple meal. In 1998, she decided to do something about it. She opened her own gourmet food shop in La Jolla. Her vision was simple, “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.” (Kudler Foods) Kathy would soon find enough success in her concept to open a second and then a third store in 2003. Kathy’s ambitions are to supply her products on a global scale, and she has accomplished this task by implementing an online ordering system into her business model. Now we will look at how this online ordering system impacts Kuldler Foods future growth.
When Kathy Kudler started opened the doors on her first Kudler Foods store, her vision was simple, “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.” However, she knew that she wanted to expand her consumer base, and to achieve this, she had to start to think outside of the box. In 2003, Kathy had a total of 3 stores around the California area. Kathy’s ultimate goal was to be able to reach out to not just the local areas of California, but to all the United States and other countries. The way Kathy achieved the expansion of her consumer base was by taking her business online, and developing an online ordering system. Now Kathy has been able to broaden her consumer base and take her business global. Online ordering for Kudler Foods is a critical business system in Kathy’s organization simply because consumers do not have time anymore to go to three different grocers to find the quality ingredients that they need to make a gourmet dinner. Kathy also understands that sometimes even consumers do not have... [continues]

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