Kudler Fine Foods Case Study

Kudler Fine Foods (KFF) is a personally own and run company by Kathy Kudler. Kathy originated the culture of the market and oversees everything from the hiring and firing of employees, the orders being placed, and paying the bills. Through the 2003 Strategic Plan for KFF, it is clear that store expansion out of the current local area (La Jolla, Del Mar, and Encinitas) are in the making. Because KFFs has been built around the culture of providing the finest, highest quality, gourmet foods, it is important the proper marketing research is done in order to determine the best way to expand into new areas.
Kathy Kudler has been the sole proprietor of KFF store since its inception. KFF has specialty bakers and employees that require a high pay-roll and a small management that has many responsibilities on his or her
Since KFF plans to offer these in store parties to the consumer with world-renowned chefs, it must be understood that this will come at a high cost for the company in hopes to boost its customer base. This is an area that needs further market research to see if there will be an interest in this and how it is going to boost sales when it is offering a premium service for free.
KFF is also offering these classes to its customers to be done in his or her home at a premium cost. This is something that the company is spending resources in marketing and advertising, while offering the same service in its store at no cost. To think that its customers would prefer to pay a premium fee for a service the customer can get for free appears to be a waste of resource and time. A solution to this would be to either drop the costly free in-store classes, or offer them at a premium fee in the store to offset the cost of the chefs it plans to have run the