Kudler Fine Foods: Strategic Marketing And Implementation

3230 Words13 Pages
Kudler Fine Foods Strategic Plan Jonathan Graves University of Phoenix STR 581 Strategic Marketing and Implementation Dr. Joseph Walkowicz July 5, 2010 Executive Summary The management team of KFF have undertaken a goal of developing a new strategic plan to capture the new direction of the company. The strategic plan will include a new mission statement, a new vision statement, and a new value statement. One of the steps to be taken to redefine the direction of the company is to perform an environmental scan. An internal and an external environmental scan will be performed to understand the important information necessary to move the company in the correct direction. For a project as large and important as redefining…show more content…
KFF is a small chain of gourmet food stores serving several cities in Southern California. The stores provide a single place to purchase fine wines, foods, meats, vegetables, and fruits. A single person owns the stores, so the strategic implementation necessary to update the direction of the company is the responsibility of the owner, and not a number of shareholders. The owner and management team have undertaken to revise the strategic plan to stress modernization and growth. This paper will propose the new KFF strategic plan (Kudler Fine Foods Scenario, 2007). Kudler Fine Foods Mission Statement Stone (1996) explains that a mission statement should provide the company a direction, a focus, and unity. The KFF mission statement needs a revision to reflect the current direction and focus of the company. The proposed new KFF mission statement is as follows: Kudler Fine Foods is committed to expanding the company by opening new stores in ideal locations while continuing to provide the very best fresh foods and fine wines at affordable prices with friendly expert service to the…show more content…
Kudler Fine Foods Vision Statement According to Lucas (1998), a vision statement must be the driving force of a company. The proposed new vision statement for KFF is as follows: Kudler Fine Foods will provide fresh, gourmet foods and fine wines at reasonable prices to discriminating customers. Kudler Fine Foods Values Statement The company values statement should impose a set of fundamental and strategically sound beliefs on a broad group of people, according to Lencioni (2002). The proposed new values statement for KFF is as follows: Kudler Fine Foods will only use the finest organic ingredients purchased from local farmers whenever possible. We will use only the freshest products without unnecessary additives in our products. We will donate stock in good condition to local shelters. We will provide the best service and information to customers, and we will be friendly while providing help. We will be the best choice for high quality foods and wines for our customers. Environmental

More about Kudler Fine Foods: Strategic Marketing And Implementation

Open Document