Therefore, its impact on communities is significant and these companies comprising the fast food industry should demonstrate Corporate Responsibility, Governance, Citizenship and Sustainability. The concept behind these ethical practices is the welfare of society; if a company helps society through their business as a main goal, then they will reap success. The focus should consider each stakeholder the company impacts: the employees, management, customers and the community. Ethics within the fast food industry have not always been a priority. It has been and continues in some sectors to be very much about mass production and maximizing profits turned.
Kudler is a well established name in the gourmet food market, but Kathy and her marketing research team needs to use the best strategies they can to stay ahead of their competition and to provide items that they customers are in need of and that they want. Using public information is part of competitive intelligence it is legal and it helps a business identify the next move of the competitor as well what they are introducing new to the market. The competitive intelligence and analysis will let the organization determine marketing strategies and opportunities that they can take advantage of to make there business a
“Competitive Intelligence is the ethical gathering and analysis of competitor and market information from open sources. This analysis is used by organizations to make better strategic decisions.” (Cipher, 2012). Competitive intelligence and analysis is important because it provides a method that Kudler Fine Foods can use to assess and evaluate the marketing tactics that are successful for their competitors. By employing competitive intelligence Kudler Fine Foods can gather information concerning their competitors marketing strategies and then use that information for their own advantage by incorporating certain strategies that will fit into their marketing plan. Competitive intelligence will also allow Kudler Fine Foods to gain knowledge concerning certain trends, such as legal, environmental, industry, international, regulatory, and economic, which they can use to further develop successful marketing strategies and
Mrs. Kudler recognizes the importance of word of mouth promotion, which re-enforces the idea of in store gatherings and cooking classes. Over time, the organization will increase profitability if these events are positive and properly promoted. This is best done when attempting to increase the customer’s value chain. Catering and the Local Growers Both the catering service and direct buying from local growers will potentially increase profit for Kudler Fine Foods. Making good use of real estate (using the in store kitchen for catering cooking) and improving efficiency/lowering cost (agile inventory system) gives the organization a competitive advantage in the gourmet food industry.
Chapter 4 Case Study TWO MODELS OF CORPORATE RESPONSIBILITY WALMART AND STARBUCKS XXXXXXXX XXXXXX Professor XXXXXX Seminar in Advertising and Promotion Week 4, Individual Assignment January 29, 2014 TWO MODELS OF CORPORATE RESPONSIBILITY WALMART AND STARBUCKS BACKGROUND Sustainability is a critical issue for businesses, customers and individuals. Global corporations are concerned about their competition, strong earnings, and consumer perception. Corporate sustainability practices often have taken center stage in the eyes of the global consumer. This work examines the publicized mission statements of two icons of environmental activism and compares the effectiveness of their respective media positions. I will analyze and critique their advertising and sustainability promotion efforts, both internally and externally.
Companies do this by gathering information about other similar companies, customers, and products. Competitive intelligence information is used in the decision making of managers and executives to support strategic decision making for the company. It is important for Kudler Fine Foods to know what their competitor is doing for several reasons. First, if their competitor is offering a promotion to the public that is attracting more business, then Kudler Fine Foods will want to offer something along the same lines so more business will sway in their direction. Second, although the company may feel that they offer the best product, if the public feels that the competitor is offering a better product, they may want to consider changing their supplier of certain food products.
The Importance of Marketing Research Paper MKT/441 January 28, 2012 Cyndie Shadow * Introduction Marketing research is a key element of the business planning process and when intelligently used is key to business achievement. The function provides a competitive edge to organizations that are able to accumulate, analyze, and use the information versus those that don't. The more an organization’s marketing team understands about their target audiences and the ways in which they wish to receive and respond to information, the better they become at putting together successful marketing programs to reach that audience. This paper will define marketing research as well as discuss the different types of research McDonald’s Restaurants uses to understand its customer base and tailor products, marketing programs, and communication to the needs of specific groups. Define Market Research Marketing research is the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this
Many people claimed the programs were socialistic and were worried about having a welfare state funded by the government. Roosevelt's social welfare blueprint created federal deficits The United States had never seen before. One of the most famous oppositions of the New Deal was a Senator from Louisiana by the name of Huey Long. Long criticized Roosevelt for not helping the poor enough. His alternative to the New Deal was called "Share Our Wealth".
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
The innovation strategy best aligns with Kudler’s vision in creating a competitive advantage over other gourmet food stores. From a BTM perspective the chosen strategy will allow the company to expand its catering business, introduce marketing tactics, open new locations, reduce inventory turnover, and create customer