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
“The primary objective of scanning is to identify early signs of emerging trends and changes in the environment that may result in an opportunity or a treat” (Gomez-Mejia & Balkin, 2002, p. 159). Scanning is essential to a company’s success and survival. A key concept of scanning the industry in which a company is in would be to do a SWOT analysis. First, Kudler Fine Foods should examine its strengths. Currently, Kudler Fine Foods is growing, and they have developed a good niche in the specialized gourmet grocery industry.
It doesn’t appear that there is many other upscale specialty food stores in the areas, Kudler would have to look in other regions. Kudler Fine Foods will need to invest more time in researching what products or ideas will make the company successful compared to other specialty food stores outside of the country. Conclusion Kudler Fine Foods has shown it can be successful. Business has been going and appears to be doing well. Marketing is the most important key to business success.
“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
I am a culinary arts student so it only seems natural that I would find some way to include food. I found both food and architecture to be quite enlightening and poverty to be quite depressing. I will discuss some innovative ways in which we might, as a global world, try to address this problem. 2.0 The Ways 2.1 Way One - Food I selected food because I am a culinary arts major. I quickly realized what I suspected was in fact true.
They would do this through marketing research. This paper will show why marketing research is so important to the development of Kudler Fine Foods, where the company could better themselves by doing additional research and by using competitive intelligence. Importance of Research
In conclusion, marketing research is an essential part of Kudler Fine Foods’ ongoing success. Research aids in the development of marketing strategies and tactics. Part of the marketing research is to conduct competitive marketing intelligence so that the big picture can be compiled and analyzed. When all the data is collected and presented in a logical manner intelligent decision can be made. Intelligent decisions save Kudler money and
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
They prefer spicy more than others. However, Chinese food is hard to cook and needs a long time to prepare, also you need to use fresh vegetables, meet to cook the best dish. Sometimes Chinese people care more about the flavor rather than nutrition. Conversely, food in Canada's mainly it is humdrum, such as: pasta, salad, steak, and burgers, but Canada they have their special food, suck like Canadian bacon and some invent by their self. That kind of food is easy to cook and prepare, but it is a little bit single, sugary and unhealthy sometimes, so they need to eat more vegetables and do more
Understanding the Localization of Ethnic Food Using Thai Cuisine as a Lens The recent proliferation of ethnic restaurants shows how unfamiliar foods are introduced or “localized” to meet the particular tastes of American consumers. I will focus on Thai ethnic cuisine and will analyze the significance of hybridization and local adaptation in shaping our perceptions about the authenticity and exoticness of Thai cuisine. I will use my ethnographic experience at Spice Thai Restaurant in Harvard Square as a lens. I seek to answer the following questions: Does the way in which certain foods are included and the décor of the restaurant appear as marks of a particular ethnic group and do they show a degree of hybridization or local