Marketing Research-Kudler Fine Foods Virtual Organization
August 5th 2013
Kudler Fine Foods is an upscale epicurean specialty food market with three locations in California. Founder Kathy Kudler enjoyed gourmet cooking; it was her way of relieving stress. Kathy having been Vice-President of Marketing for a defense contractor, found the opportunity for this upscale epicurean food market while shopping for ingredients for a dish she wanted to prepare. Having been Vice-President of Marketing Kathy understood the importance of marketing research in her developing Kudler Fine Foods. Kudler Fine Foods has been a successful marketer of epicurean delights, successful marketing requires marketing research. Good marketers need insights to help them interpret past performance as well as plan future activities (Kotler & Keller, 2012). Due to marketing research Kudler Fine Foods is the seller of choice for customers aspiring to purchase the finest epicurean delights.
Success for new business’ or products is dependent upon the wants’ and needs of the consumer; market research helps shape the design of a product for both consumer and developer. Kudler Fine Foods must create a successful marketing strategy that includes both a target market, “a fairly homogenous (similar) group of customers to whom a company wishes to appeal” (Pereault, Cannon, & McCarthy, 2011, p. 3) and a marketing mix, “the controllable variables the company puts together to satisfy the target group” (Pereault, Cannon, & McCarthy, 2011, p. 3). Their mix must include the “Four Ps” (Pereault, Cannon, & McCarthy, 2011, p. 7) to be successful. These include: researching the market to see if they are developing the right product for the right market; the channels of distribution with which they will get their product to the marketplace, the method of promoting the...
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