Running Head: MARKETING Marketing Raven Harvis University of Phoenix MM/PBL502 November 28, 2011 Abstract Kudler Fine Foods is interested in expanding its service offerings to add a catering service in addition to the in-store parties that it currently offers. This paper will discuss eight areas related to this decision. First it will assess the relative value of the three pieces of market research. Second it will explain the components of the marketing mix of Kudler’s new catering service. Third it will explain how Kudler Fine Foods should determine the products it wants tooffer.
This is so any extra funds that are accumulated can go towards a new marketing strategy so that customers may be rewarded for being loyal to Kudler Fine Foods. A second action plan that may be needed to increase revenue is to increase the efficiency program. Here is where Yvonne Reynolds along with the inventory manger will have to find out how to decrease the amount of food that is being kept therefore; the company can save funds to create better and improved marketing strategies Lateral Collaboration and Vertical Collaboration Kudler’s management team has worked to develop a plan for transforming the stores and its employees to align with the mission and vision statements. The purpose of this strategic direction is to clearly state the major areas of focus for the organization. In order to achieve its objectives it is of utmost importance that Kudler have reliable lateral and vertical collaboration.
Integrated Marketing Communications Plan An integrated marketing communications plan is useful for Kudler Foods because it will provide the company with a cost-effective way to address the needs of consumers and reduce the price of marketing. This plan provides a Kudler with a newly refined marketing plan that will help during the implementation of the before mentioned plan to suit the needs and wants of the current/future consumers. To develop an effective integrated marketing communications plan, I will define the strengths and weaknesses of the company based on the results of the existing consumer research and make suggestions on marketing strategies/tactics that will assist in improving the before-mentioned weaknesses. I
KUDLER FINE FOODS Table of Contents Marketing Research of Kudler Fine Foods 3 Competitive Intelligence 4 References 6 Marketing Research of Kudler Fine Foods Gourmet grocery shops are run by Kudler Fine Foods Company at three locations in California, namely Del Mar, La Jolla and Encinitas (“About Kudler”). It needs improvement in its operational activities and expansion of its services because of the recent upsurge in the growth of the company. Marketing research can prove to be the ideal tool in order to develop the marketing strategy of the company. Various areas which require marketing research includes methods of advertising, buying behaviors of consumers, branding strategies, demographics and competition
Frosted Flakes Kellogg’s 6. Uncle Sam Attune Foods 7. Golden Grahams General Mills According to research conducted by our devoted team, we have seen that General Mill’s Brands (three out of seven) are top most choices category in the market. As we have tough competition in the market, we have reviewed the external factors that have both positive and negative impact on our business plan. According to our findings, we have some important recommendations in addition to our existing marketing plan.
Kaizen is another form of quality management that Kudler Fine Foods can use. Kaizen is focused on the idea of continuous improvement within the organization. This method also focuses on ways to eliminate waste in materials and inventory. Kudler Fine Foods should continue to work on improvements in purchasing and with inventory. Performance standards are the results that are expected for performance to be satisfactory or successful.
Strategic Plan Update Version 1 Kudler Fine Foods will need to make changes to their internal and external environment, to remain successful in a competitive food industry. Through a revised and revamped mission statement, vision statement and value statement that can help Kudler Fine Foods a competitive national corporation. An important facet for Kudler Fine Foods will be the implementation of a pro-active management team to accommodate unknown and known variables for the company, while performing environmental scans. According to McEwen (2008), “Environmental scanning is also more than gathering information. It is the process of using environmental information in decision making.
Kudler Fine Foods Purchasing System Analysis Chris Martin University of Phoenix BSA/502 BUSINESS SYSTEMS II Rocky Riviera 01/10/2010 Abstract This paper will review the current business requirements of the Kudler Fine Foods Purchasing System and make recommendations for potential technology solutions to support their objectives to refocus their purchasing system to from a loosely connected internal purchase order system to a centralized internet based order processing and procurement system that will improve the accuracy, processing time, and inventory levels, while reducing the cost of the overall process of accounting, verifying and processing the orders. Scope Statement This purpose of this document is to provide a
Kundler Fine Foods The purpose of this paper is to display and justify the importance given to marketing by an investigation in the development of Kudler Fine Foods marketing tactics and strategy. Elements will be identified for additional areas where an increase in market research is needed. By looking at competitive intelligence and analysis to carefully consider the development of Kudler Fine Foods marketing strategy and tactics. The development of the marketing strategy and tactics and how important each of them relates to the company, the analysis and overall competitive intelligence. Also how these areas will play an important role and if any additional area of research is needed.
First, consider whether or not the data collected will pose legal ramifications for Kudler. Are we as an organization going to implement security controls to protect the consumer’s credit information, such as, credit card numbers, customer name and billing address? Are we going to utilize the purchase cycle data to analyze the habits of our consumers to market more products? Are we going to sell any of this information to marketing companies to help us to conduct ad campaigns for Kudler Fine Foods? Second, how do we deal with the ethical challenges that come with a Frequent Shopper Program, such as, Kickbacks?