Kudler Fine Foods Marketing Research, Strategy, and Tactics
Kudler Fine Foods is a gourmet marketplace created by Kathy Kudler. Kathy decided to develop this marketplace from her love for cooking and using unique ingredients. She realized that product for the finer ingredients were hard to find in her neighborhood and that there should be a place where fellow food enthusiasts could go to get what they needed. Karhy tapped into a niche market providing unique foods, imported ingredients, wines, spirits, cooking materials, and tools. This marketing research will justify the importance of Kathy’s team to develope a marketing strategy for Kudler Fine Foods (KFF), which currently has three-specialty gourmet supermarkets in Southern California. This research will also identify the areas where the KFF’s additional market research is needed, as well as analyze the importance of competitive intelligence and analysis regarding the development of KFF’s marketing structure and tactics. Also examined are KFF’s strengths and weaknesses indicated by marketing surveys completed by their customers. Marketing Research, Strategy, and Tactics
Kudler Fine Foods current goal is to maximize the organizations long-term profitability through revenue increase and cost reductions. KFF has many accomplishments so far, and it is projected that the company will be able to achieve their goal of increasing revenue through increasing advertising tactics as well as decreasing costs by making smarter product purchasing choices. One advantage for KFF is that it has been very successful shortly after startup. It took Kathy six months to get her first store up and running in 1998 and that store broke even after nine months and was profitable for the entire year. Kathy could gross enough to open a second store in 2000 and a third in 2003. Another advantage that KFF has, is that its buildings are leased not purchased, cutting overhead, and maintenance fees. Through researching KFF, it is...
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