Marketing Project – Kitchen Supplies Store
Marketing Environment
Competitive Forces
Everything For Your Kitchen is in a unique position in Evansville. The store has very little direct competition and operates in an oligopoly. The most dominant competitor is Kitchen Affairs which, coincidentally, is located across the street from Great Mall. Kitchen Affairs is owned and operated by Mike and Shelly Sackett, who started the business in 1986 (Kaufman & Lloyd, 2006, p. 6). Their motto is “Kitchen Affairs – for the serious cook.” At that time, they were the first to offer high quality kitchen supplies in Evansville (Kaufman & Lloyd, 2006, p. 7). Even though both stores sell similar items, there are distinctive differences between the two. Kitchen Affairs has a much more limited selection of cooking accessories. They have entered the age of technology by instituting a web page. The primary objective in doing so was to protect the name of Kitchen Affairs and to introduce the store to those moving to the Evansville area. They do little media advertising; 80% of their advertising budget is spent on direct mail catalogs. They have a mailing list with over 6600 addresses. Occasionally they place ads on radio, television, or in the programs of cultural events. Additionally, Kitchen Affairs has two prominent strengths: the owners Mike and Shelly Sackett are extremely knowledgeable about their products, and the store offers a full schedule of cooking classes, which are held in a large, customized kitchen inside the store.
There are a few other competitors in the tri-state area, but they only compete on a very limited basis. Within the mall, Famous Barr and Macy’s sell some cooking accessories, but these are primarily the high quality cookware, some of the same small appliances, chef quality knives and name brand bakeware. The department stores also have a limited selection.
Pampered Chef is a kitchen accessory company that markets their products... [continues]
Marketing Environment
Competitive Forces
Everything For Your Kitchen is in a unique position in Evansville. The store has very little direct competition and operates in an oligopoly. The most dominant competitor is Kitchen Affairs which, coincidentally, is located across the street from Great Mall. Kitchen Affairs is owned and operated by Mike and Shelly Sackett, who started the business in 1986 (Kaufman & Lloyd, 2006, p. 6). Their motto is “Kitchen Affairs – for the serious cook.” At that time, they were the first to offer high quality kitchen supplies in Evansville (Kaufman & Lloyd, 2006, p. 7). Even though both stores sell similar items, there are distinctive differences between the two. Kitchen Affairs has a much more limited selection of cooking accessories. They have entered the age of technology by instituting a web page. The primary objective in doing so was to protect the name of Kitchen Affairs and to introduce the store to those moving to the Evansville area. They do little media advertising; 80% of their advertising budget is spent on direct mail catalogs. They have a mailing list with over 6600 addresses. Occasionally they place ads on radio, television, or in the programs of cultural events. Additionally, Kitchen Affairs has two prominent strengths: the owners Mike and Shelly Sackett are extremely knowledgeable about their products, and the store offers a full schedule of cooking classes, which are held in a large, customized kitchen inside the store.
There are a few other competitors in the tri-state area, but they only compete on a very limited basis. Within the mall, Famous Barr and Macy’s sell some cooking accessories, but these are primarily the high quality cookware, some of the same small appliances, chef quality knives and name brand bakeware. The department stores also have a limited selection.
Pampered Chef is a kitchen accessory company that markets their products... [continues]
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