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Business Case Study: Kudler Fine Foods

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Business Case Study: Kudler Fine Foods
Kudler Foods
Jon Keeler
MKT 421
May 14, 2014
Shane Akagi
Kudler Foods
Kudler Fine Foods is a food store that prides them-selves on delivering quality goods and wines to their customers. The store has three locations throughout the San Diego area to better accommodate the customers availability and experience. According to the accounting records, in 2003 the company had over a $600,000 loss. Even though this is the year that the third store was opened, it is still detrimental to a company. A well planned marketing system can increase profits year round and make a great impression on its customers (Gordon, 2006). Kudler Foods has a descent marketing system right now but it could always be better.
Surveys
A survey is used by companies to generate response from customers on their experience or what they would like to experience. Surveys can be an easy and cost effective way to perform market research (Riley, 2012). Kudler Foods performed a customer survey in 2012 and 2013. The surveys had customers rate the stores in areas like store atmosphere, goods selection, money value, and customer service. The surveys showed that customers viewed Kudler Foods as an average store to shop at. The …show more content…
Kudler Foods has even introduced a loyalty program in their stores. Loyalty programs can become very beneficial in market research, it can record the products that are most bought and others that sit on shelves. Loyalty programs do not always work in the way they are intended to; in a study most companies that are known by the general public grow at about the same rate. A program must be proficient and give back to the customer (Marie-Claud & Singer, 2014). The Kudler Foods loyalty program is a very high end program for their best customers. It can be said that the program may be too inclusive. It seems that maybe only the one percent of customers is actually loyal and this could turn away new
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