Kudler Fine Foods - Benefits and Drivers Proposal

Topics: Customer service, Advertising, Strategic planning Pages: 5 (1108 words) Published: April 23, 2010
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Kudler Fine Foods - Benefits and Drivers Proposal

University of Phoenix

Kudler Fine Foods - Benefits and Drivers Proposal


Kudler Fine Foods is a virtual organization demonstrated in a University of Phoenix simulation. As illustrated by Team B, authors of this paper, Kudler hired Team B as consultants whose mission is to assist them in becoming more creative and innovative. This work proposes a strategy for Kudler and illustrates analyses of how innovation, design, and creativity support Kudler's organizational goals and objectives. This paper also identifies the internal and external drivers of innovation of Kudler Fine Foods.

_Mission Statement and Vision Summary_

Kathy Kudler, creator and owner, had a vision to offer customers the experience of shopping the world for fine foods in a one-stop convenience store. The store offers an extensive selection of quality-fresh ingredients and gourmet cooking tools at reasonable prices. Kudler opened its first location in La Jolla, California in 1998, and in 2000 opened the Del Mar location. Kudler's latest store is located in Encinitas and opened in 2003 (Kudler Internet/Intranet Portal, n.d.).

The mission statement for Kudler is to "provide our customers the finest in selected foodstuffs, wines, and related needs in an unparalleled consumer environment. Our selections, coupled with our experienced, helpful, and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing" (Our Mission, n.d., para. 2). Kudler provides these services by shopping the world for its products. Kudler's staff purchases only handpicked products, thus assuring Kudler is the premier supplier of gourmet delights (Our Mission, n.d.).

Within the next 12 months, Kudler's focus is to increase revenue and customer loyalty, reduce operating costs, and implement a sale system named the Frequent Shopper Program and cost reduction program (Strategic Objective, n.d.). Team 'B' mission is to compile creative and innovative ways of meeting Kudler's organizational goals and objectives.

_Creative and innovative goals and objectives_

Kudler's general concept of organizational function is an example of the company's innovative and creative objective: because they specialize in gourmet products not easily found, Kudler is ahead of competitors. In addition to providing fine foods rarely available in grocery stores, studies are done to provide the most popular items on a regular basis. In addition, Kudler Fine Foods also changes the selection routinely to offer new and exciting products. This method of product selection is a creative and innovative way to gain customer satisfaction and loyalty while appealing to new customers, (Apollo Group, Inc., 2008).

In addition to product selection, Kudler Fine Foods also uses customer promotions and advertisement to produce customers and revenues. One customer promotion program is the Frequent Shopper Program to provide discounts and with new customer referral points. Kudler also promotes sales through local newspaper advertisements. Promotional offers are available in all locations at the same time to avoid advertisements that appear incorrect. While the advertisements serve as a tool to enhance business, the company also offers a website for customers to view products. Designs of the newspaper advertisements and website promote the same type of quality as the products offered, (Apollo Group, Inc., 2008).

Although Kudler Fine Foods started as a creative and innovative company and has maintained this concept with customer satisfaction and retention programs, Team B proposes the organization develop additional strategy for growth. The growth strategy for new customers currently is social networking, minimal advertisement, and word of mouth. Although word of mouth is a persuasive tool, Kudler Fine Foods needs to do more in order to gain additional business. New...

References: Kudler Internet/Intranet Portal, (n.d.). Kudler Fine Foods. Retrieved November 10, 2008, from https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/Internet/KudlerPort.htm
Our Mission, (n.d.). Kudler Fine Foods. Retrieved November 10, 2008, from https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/KudlerHome002.htm
Strategic Objective: Increase Loyalty and Profitability of Consumers, (n.d.). Kudler Fine Foods Sales & Marketing. Retrieved November 10, 2008, from https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/Sales/KudlerSM001.htm
Apollo Group, Inc. (2008). Kudler Fine Foods. _Sales and marketing overview._ Retrieved November 11, 2008, from https://ecampus.phoenix.edu/secure/aapd/cist/vop/Business/Kudler/Sales/KudlerSM001.htm
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