Kudler Fine Foods (KFF) mission is to provide customers the best produce, wines, and associated needs in an unparalleled customer setting. Kudler brings its customers the finest products from around the world. Kudler Fine Foods wants to improve the functionality of their current website to be more competitive and to offer their unique products to customers everywhere. History
The founder of Kudler Fine Foods is Kathy Kudler; she brings knowledge from a previous career as a vice president of marketing. As Kathy relieved her stress by gourmet cooking, she found it hard to find all ingredients in one place. Kathy recognizing a need for an upscale gourmet store in La Jolla, CA, she sought financing with a business plan in hand, and opened her first business June 18, 1998. To Kathy’s surprise, the store was profitable within the first nine months. In 2000, Del Mar became the location for the second store and a third store in Encinitas was in operation in 2003. Kudler Fine Foods is now ready to offer these great products to customers around the world with a new e-commerce website. Sales and Marketing
Kudler Fine Foods is experiencing growth in the gourmet market, the time has come to grow in the service area, improve upon the effectiveness of its business and increase loyalty and profitability by increasing the purchasing power of its consumers. If the opportunity is favorable, Kudler Fine Foods will launch stores in Florida and Connecticut. Kudler Fine Foods focus has been on the development of services to the customer and adding a frequent shopper program to help increase profits. Now the business will incorporate the frequent shopping program and sales into the new web design that will take Kudler Fine Foods to the next level of business opportunities. Point of Sale
The current Point of Sale (POS) module is NCR RealPOS 30; it gathers customer files and details of items purchased. The POS system permits growth with ecommerce; it can capture the same information online as well as in-store purchases. The new website will interface with the current POS system. Gathering customer information brings on the responsibility to guard personal information. Modern businesses deal with an elaborate system of laws and regulations. Business owners cannot survive without basic knowledge of these laws and regulations. KFF’s business has superior ethics that inspiring to do what is best for the customer, not just try to make a profit. Frequent Shopper Program
Kudler Fine Food’s tracks the purchase behavior of the customer at the individual level. KFF provides incentives from joint ventures with companies with a program based on points accumulated from purchases. Kudler customers are not focusing on price; they want quality and variety of gourmet foods. The web is a great place to offer such merchandise to customers by using pictures and videos to offer how- to on using gourmet foods. The firm’s relational attitude often comes to life by the articulation of frontline employees whose characteristics and behaviors’ can apply considerable impact on the results of interactions with the customers according to Arbore, Guenzi, and Ordanini (2007). The same is true with service level for a website; the site must also meet all the needs of the customer. Focus Group
The focus group for the development of an e-commerce website will be Kathy Kudler, the Director of store operations, sales staff, accounting clerk, computer support specialist, purchasing manager and IT staff. According to Woodward (2008), a website can expand a company’s geographical reach and its ability to provide customer service at a low cost. Current System
The current system is a Norvell 4.11 server with four POS windows PC’s at each location with a 56k modem connected to the Internet and each store has a standalone UPS modem. La Jolla and Del Mar each have a PC with PII NT server with built-in modem and cd-rom reader and a PC with PC 64 mg ram with windows and office 97 using...
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