University of Phoenix
Carlene Szostak (Instructor)
Kudler Fine Foods Week 3
This paper gives a justification of the importance for Kudler Fine Food’s development of its marketing tactics and strategy, and identifies other areas where additional research is needed. An analysis is done to understand the importance of competitive intelligence in regard to the development of Kudler Fine Foods marketing strategy and tactics.
Justifying the Importance of Market Research in the Development of Kudler Fine Foods Marketing Strategy and Tactics
Kudler Fine Foods finds it important to do market research to ensure its organization is providing the best service possible for its consumers. Kudler Fine Foods keeps a survey for consumers on its website for customers to easily access and fill out at anytime the customer visits the website. The survey consists of questions ranging from convenient store hours, store atmosphere, product selection, merchandise value, satisfaction, and employee courtesy (Kudler Fine Foods, 2010). Kudler reached out, pinpointed, and receive feedback from its consumers so the company can improve its marketing tactics to better accommodate its customers. To make sure customers are not intimidated by its wide selection of wine and spirits, Kudler hired Wine Stewards to assist employees in making selections. “Marketing research is the process of defining a market problem and opportunity, systematically collecting and analyzing information, and recommending actions,” (Kerin, Hartley, & Rudelius, 2009). Kudler knew suspected consumer issues, and judging by its survey plans to research and develop new strategies to better accommodate its consumers. (Kudler Fine Foods, 2010).
Kudler Fine Foods knows its target consumer and works to improve its strategy and tactics to make sure customers are satisfied. Kudler understands that consumers want healthy options, and at budgeted prices so
References: Business Marketing Plan.net. (2011). Importance of Competitive Intelligence. Retrieved from http://www.businessmarketingplan.net/market-research/importance-of-competitive-intelligence.html Aware. (1995-2011). The Basic Principles of Competitive Intelligence. Retrieved from http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm Entreperneur. (2011). Competitive Intelligence. Retrieved from http://www.entrepreneur.com/encyclopedia/term/82080.html Kudler Fine Foods. (2010). Shopping the World For The Finest Food. Retrieved from https://ecampus.phoenix.edu/secure/aapd/cist/vop/Business/Kudler2/index.htm Kerin, R. A., Hartley, S. W., & Rudelius, W. (2009). Marketing Research: From Customer Insights to Actions [University of Phoenix Custom Edition eBook]. : McGraw Hill. Retrieved from , FIN/421 website. Armstrong, G., & Kotler, P. (2009). Custom-Driven Marketing Strategy: Creating Valie for Target Customer [University of Phoenix Custom Edition eBook]. : Prentice Hill, Inc. A Pearson Education Company. Retrieved from University of Phoenix, MKT/421 website.