Angela D. Nicol
University of Phoenix
Kudler Fine Foods is an upscale specialty food store and was founded June 18, 1998 by Kathy Kudler. Kudler has three different locations in the San Diego area and they are; La Jolla, Del Mar and Encinitas. The stores offer their consumers both imported and domestic products from any of the following departments; bakery, packaged foods, meats, produce, and dairy products. “Kudler’s mission is to provide their customers with the finest selected foodstuff, wines, and related needs in an unparalleled consumer environment” (Kudler, Mission Statement, 2008, ¶2).
Over the past few years Kudler Fine Foods has experienced significate growth and has become focused on expanding the services offered, improving the efficiency of their operations, and increasing the consumers purchasing cycle. In order for the company to do this Kudler must first recognize the type of marketing strategies and tactics needed to promote the company’s successful launch of this new service. In this paper the marketing strategies and tactics will be outlined and discussed. Additonal areas of needed marketing research will be identified and the importantce of competitive intelligence will be discussed as it relates to their marketing strategy and tactics.
Marketing research is very important to a company when creating a marketing business plan for a new product or service. Marketing research can be view and defined as the process of gathering and recording information on consumers, competitors, and the market. Once all the infromation is gathered and recorded it must be analyzed inorder to get an accurate and successful marketing plan developed. The information is important because it determines what segment of the population will purchase the service that Krudler had in mind for its expansion. The information also determines the companies overall target markets... [continues]
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