Kudler Essay

772 WordsAug 1, 20114 Pages
Kudler Fine Foods Marketing Research Kudler Fine Foods is an upscale specialty food store with three locations in the San Diego Metropolitan area. The stores are stocked with a broad selection of only the finest products including produce, pastry, meat, seafood, and many other products not commonly found at your local supermarket. Founded in 1998 by a gourmet cook enthusiast that had difficulty in locating and purchasing the needed ingredients for a gourmet meal, Kathy Kudler has seen great success in a short period of time. Kudler Fine Foods is currently developing a marketing strategy and tactics to help identify areas of improvement and continued growth. This paper will discuss the importance of market research that includes a competitive intelligence and analysis, and identifies areas that need additional research in order to develop a sound marketing strategy for Kudler Fine Foods. Marketing research contains “procedures that develop and analyze new information about a market. It may involve the use of questionnaires, interviews with customers, experiments, and many other approaches (Perreault, Cannon, & McCarthy, 2009, p. 202).” Kudler Fine Foods must perform quality marketing research if they hope to remain successful with their current stores given the local competition from other stores in the area. Market research also includes the process of systematically gathering, recording and analyzing data and information about clients, rivals and the market. Its uses include helping create long term business plans, launching new products or services, fine tuning existing products and services, and expanding into new markets. Market research can be used to determine which additional areas of research are needed for Kudler in the areas of customer satisfaction, and a need based analysis to determine if expansion of a new store is necessary or continued

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