Kudler Fine Foods: Strategies And Tactics

Marketing Research Paper
By;
University of Phoenix
Instructor: MKT421

This paper will talk about Kudler Fine Foods and how important it is to have marketing research as it deals with strategies and tactics. I will also identify where additional market research is needed. Finally, I will discuss the importance of competitive intelligence and analysis in regards to the creation of Kudler Fine Foods.
Kudler Fine Foods is a local high class of specialty food store located San Diego, California. The company has three locations (La Jolla, Del Mar and Encinitas). All stores has about 16,000 square feet of retail space located in a shopping center. The stores are stocked with the best domestic and imported foods. All stores are stocked and…show more content…
To develop a IMC plan, the company 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. For example, Our family use to own unique high end shoe stores in Southern California. They were run by two different family members with two very distinct management styles. Eventually, by one of the owners not aligning themselves to their Mission and trying to compete with discount stores the shoes store chain folded. In hindsight, management should have stuck to their mission by providing exceptional service and the finest quality shoes without going to a department…show more content…
However much of this will be repetitious, out of date, wrong or inaccurate, misleading, or incomplete. However like a jigsaw, each piece can help build up the complete picture. And even if some pieces are missing, you can often get a good idea of what the real picture actually is - even if other pieces are damaged and not all remaining pieces fit perfectly. For example, the company report can give an idea of a company's health - which will be enhanced by information from trade suppliers, trade press articles, and credit information agencies such as D&B Patents give an idea of R&D activity, while the trade press also gives an idea of marketing activity. All this information needs to be collated - with any links and commonalities highlighted. The information will need to be indexed and catalogued - so that when new information comes along, it can be quickly linked to similar information that had previously been found. It may be stored in a custom-built or dedicated competitor database accessible via the company Intranet - although it can also be stored in much less sophisticated