This marketing initiative will track the customer’s buying habits and allow Kudler to target to specific customers. Looking at the current information technologies databases, Kudler foods has a system that tracks internal sales data but wants to enhance the system so they can track the demographic information and buying trends of each customer (Kudler Virtual Organization, 2010). Strategies and Tactics The company, Kudler Fine Foods, must insure that all marketing initiatives align with the company’s mission statement. When selling gourmet foods, it is more important to have the highest quality foods and customer service than it is to have low prices. Kudler must stay focused on this aspect at all times when developing new tactic and strategies as not to succumb to the pressures of the discount shopper.
1. If we had any difficulties or dilemmas around choice of food we would help to advise the client with his or her choice. Making sure there is enough different varieties of things to be chose from or if an individual feels they have too much choice we can help narrow it down by knowing certain things the particularly like. As a support assistant it my job to assit with choices, and advise them about healthy foods and the importance. For example: A Service user cannot understand a menu when It is present in a list form , so we could help them make their choice by getting images of meals they would be presented with to eat.
Analysis within a business should serve as a vital function. Enabling Kundlers to compare along with identify various similarities and differences of marketing strategies. This should be true for their own business and their competitors. The overall goal is ultimately to design an ongoing profile that shows the competitor’s possible strategies and responses in change the industry. Viewing Kudler Fine Food site from a consumer perspective shows their site is user friendly, easy to navigate, and has no broken links on the web page.
If the company wants to be successful, the store must decide what market the product will thrive in, what the competition is and how to market the product given the retailer’s available resources (Marketing considerations for small-scale specialty food producers, 2007). With Kudler Fine Foods’ emphasis on gourmet items, they have created a niche market for their products. Niche marketing allows companies to target a very specific audience and to give them exactly what they want or need (Levinson & Lautenslager, 2005). By conducting market research, Kudler Fine Foods can narrow in on the wants and needs of its customers. Market research is not something a company should do on its own.
An automated ordering system will help with this issue, as well. Having qualified people in positions such as the baker, wine steward and butcher, are essential to the core values of Kudler Fine Foods. Having to pay them, does make the payroll higher, but it is a cost, that this business will have to pay. Having these people is one reason customers shop there, for the advice, and interaction these people provide. Qualified in store experts, is something that sets this business apart from other stores.
Kudler Fine Foods, its key stakeholders would include its employees, investors, owners, suppliers, customers and its local community. Some of these stakeholders internal and some are external but both play a very important role in the achieving the organizational goals. Kudler Fine Foods customers are mostly high-class and upper middle class customers. Kudlers customers are used to the finest quality of foods which Kudler provides. Kudlers customers seem to be very loyal and this ultimately causes the organization to succeed.
Other aspects of product are economic- customer value, functional- service at the point of sales, before sales and after the sales and the psychological aspect of the product like image of the product. Kudler Fine Foods is a gourmet ingredients shop and offers in-store parties and now going in to catering business. It is managed by Kathy Kudler. So customers know that it is going to be gourmet food experience because she notices some of the people at the catering places are regular customers at her stores. KFF should research the market to find the needs of the customers.
Healthy eating is a trend currently sweeping through the world. By determining if most of the potential and current clients eat healthy, the company will want to market products that promote healthy eating. This information is obtainable through food websites by tracking what surfers view what type of recipes and information. This way Kudler will target specific ads to specific customers. Using the Consumer Decision-Making Process The consumer decision-making process plays a major role in the purchases that consumers make.
Kudler has created a niche market. Kudler uses innovation and customer-oriented strategies aimed at the bargaining power of customers, the threat of substitute products or services and industry rivalry by offering products and services for customers that go beyond other food stores. Kudler offers foods from around the world including making available any specialty items that customers might request; they have initiated a frequent shopper awards program and offer cooking classes that persuade customers to shop with
When I look on the menu, the way they have their food displayed is great. Every time I order something, I get something that does not look like what I saw on the menu. I know that my food is not going to look exactly like the menu, but let it look at least something like the menu. When you get food that looks totally different from what you saw and the waiter is trying to convince you that it is the same order, then it is a problem. All I am saying is let the presentation on the menu look somewhat like the food that they are serving you.