The American food networking Industry has seen tremendous growth since the fist cook book was published in the late eighteen century. The number of households that have subscribed to the Food networking has increased many folds as has the viewership. Never before has this stylish food industry seen such growth. This paper tries to investigate the case of Kudler’s Marketing Plans as it looks into the ways by which the Company can improve on its Research and Competitive intelligence plan. The paper also tries to find out the newer domains where the company could look forward to go for research and there by develop its strategy and tactic.
About the Company Kudler Food was founded in the year 1998 by Kathy Kudler who started it as a hobby before converting it into a business plan. The company’s main objective is to achieve customer delight by offering them quality products at a very competitive price. It also looks after its premium customer by adding value to its offering and in turn charging a premium (Kudler Fine Foods Virtual Organization, 2010).
Marketing Strategy Kudler food had a major marketing plan based on targeting its loyal customer by increasing their purchase cycle and improving the company’s efficiency of operations. The major tactics included in its marketing plan are as follows: Offer cooking training to its customer thereby increasing their learning experience. The company took the services of well known chefs, food experts and celebrities to make its cooking class success. Kathy Kudler herself pro actively participated in such social gatherings. It started a fulfillment card program for its customers in order to understand their purchase cycle better. Through these programs the company awarded its customer. The company also took steps to reduce its cost by making its internal process more efficient. Though the above process were good enough as a part of the company’s marketing plan but
References: Chase, R. E. (2006). Operations Management for a Competitive Advantage 11e. . New York: The McGraw Hill Companies. Porter, M. E. (2009). Competitive Advantage-Creating and Sustaining Superior. New York: The Free Press. Kudler Fine Foods Virtual Organization. (2010). Retrieved January 31, 2010, from Kudler Fine Foods Virtual Organization: Kudler Fine Foods Virtual Organization -----------------------