Marketing Research Mkt.421

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Marketing Research

In the area of marketing and research development it is important to understand what goes into the process. “Companies today recognize that they cannot appeal to all buyers in the marketplace or at least not to all buyers in the same way (Armstrong and Kotler, 2009)”. Every buyer has there own specific needs and buying practices, so it is important to try to reach them all. In this essay Kudler Fine Foods will be discussed, their marketing strategy and tactics, identifying the area where additional market research is needed, analyze the importance of competitive intelligence and analysis in regards to the development of Kudler’s marketing strategy and tactics.

Kudler Fine Foods was founded in 1998 by Kathy Kudler (owner), the store carters to local specialty foods. The first store is located in San Diego metropolitan are and currently have three other locations in La Jolla, Del Mar, and Encinitas (all in California). Kudler’s mission is “Our selections, coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing (Kudler Foods, 2011).” This is part of the mission from Kudler’s which it goes on to say they purchase the finest of products and are selective, so that the customer can receive the finest epicurean delights.

The current marketing strategy that Kudler Fine Foods uses is currently through the internet and word of mouth. The website currently has a survey that customers can take about shopping hours, store astrosphere and décor, selection, merchandise and customer service representatives. This is a good way to keep up with the current opinions of what people think of this establishment. The internet allows the customer to explore the bakery, meat and seafood, produce, cheese and dairy, and wine. Each of these sections gives a brief description of what the store has to offer and the benefits of shopping at Kudler.

“Markets consist of buyers, and...
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