Marketing Research Paper – Kudler Fine Foods

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Marketing Research Paper – Kudler Fine Foods
University of Phoenix
MKT 421
Allan Hopkins

In the current retail food industry there are numerous competitors fighting for the same dollar. It is important for each company to identify their target market, identify their competitors, and then build their marketing plan. The information below will detail Kudler Fine Foods marketing strategy which includes expanding its services, improving its efficiency of operations, and increasing the customer purchase cycle. The paper will also discuss areas where Kudler Fine Foods needs to further their market research.

Kudler Fine Foods is a specialty upscale food retailer operating in the state of California. Currently they are selling their products out of locations in La Jolla, Del Mar, and Encinitas. At this time Kudler Fine Foods is focused on the higher end customers, maintaining an inventory of the best domestic and imported goods in several product categories including produce, pastries, and meat. According to Kudler’s mission statement, “our selections, coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing” (Kudler Fine Foods, 2009). At Kudler Fine Foods they would rather provide high quality products and value added service, instead of economical products in a convenience store environment.

Kudler’s current marketing strategy focuses on three key initiatives. The first initiative involves expanding their current services. Kudler marketing identified an opportunity to increase revenue by offering specialty food parties to its customers. Kudler believes that this program will increase the purchase of higher end products and also increase the word of mouth marketing involving Kudler. The second initiative identified is the frequent shopper program. This program is expected to increase revenue through repeat shopping. Kudler marketing believes that its customers would rather have...
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