They also ask customers about what they would like to see in their stores or any other items that the company can improve on to make their business more enjoyable. In order for Kudler Fine Foods to keep a competitive edge they need to strengthen their marketing research. The company knows what consumers want know and what they like about their company at the current moment, but the company needs to do some research on business trends and forecasting. Kudler Fine Foods need to use secondary data in order to find this information out. The company needs to see how other companies similar to Kudler Fine Foods did throughout the years.
Marketing Research Shonethia Perkins MKT 421 May 14, 2012 University of Phoenix Marketing Research Kudler Fine Foods was introduced to the market by Kathy Kudler a career women who had the vision of releasing stress through shopping and cooking gourmet meals. Throughout the introduction years to growth Kudler was successful in opening 3 store locations specializing in a variety of products. The bakery section of Kudler offers fresh breads and pastries with no preservatives (Bakery, 2011). Kudler also has a quality section on meats and poultry that are organic and a variety of seafood (Meat & Seafood, 2011). Kudler Fine Foods has a large selection of fruits and vegetables producing also a selection of spices.
“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.
Then there are other smaller markets that are comparable such as Sprouts, Trade Joes, and other community markets that can be competitors to Kudler. By researching this it will help to divide in a different class of markets. Differentiation strategy will give the consumer a choice an integrated set of action that the company can designed to produce or deliver goods or services that customers perceive as being different in ways that are important to them. In researching customers needs and what they want gives Kudler Fine Foods an upper quality for
The company wants customers to feel no matter what type of day they have they can come to enjoy organic bake goods and a relaxing atmosphere at Delight Bakery Café. Delight Bakery Café SWOTT analysis report will need to focus on questions pertaining to the company’s strengths, advantages, resources, market strength, and what makes them stand out from their competition. The SWOTT report will gather internal and external information on the company from surveys on customer’s opinions along with the competition this will help to identify the company strength. The next step will be to identify the company weakness by asking questions like what can we improve on or what changes would you like to see in the future. The company needs to identify what is the contributing factor in loss sales and revenue.
Marketing for Kudler Fine Foods Introduction Kudler Fine Foods started as one-stop shop for gourmet ingredients and was quite successful and was followed by opening of two other stores. Now it is planning to branch out to other ventures like catering. This paper discusses in detail the marketing side of catering business, its targeted customers and marketing plan for implementation and how it fits with the overall mission and objective of Kudler Fine Foods. Kudler has been doing some marketing and advertising but it does not have marketing department. Kathy writes the advertisement material for printing.
Kudler provides surveys for the consumer’s on their shopping experience which is not nearly enough. They need to conduct surveys in English as well as in Asian languages to gather as much data needed. They can also promote brand awareness by offering some samples of the gourmet foods and fine wines offered. Sponsoring certain events will also help promote business and promote their products. FJR has discussed the research with management and highly recommends that they do not open any new locations until further research has been done in other areas.
Marketing research will uncover for Kudler not only the products desired but [For parallel construction, "not only" must be followed by "but also" later in the sentence] the price consumers are willing to pay for each item. A product may be desired [Passive voice ] but if consumers aren’t [Write out contractions] willing to pay a price high enough to provide Kudler a profit it must be taken [Passive voice ] off the shelves. However, Kudler may find through market research that offering consumers the ability to order specialty items may increase
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
In today’s business, it is more important than ever before for company to maintain customer’s loyalty due to the aggressive nature of the competition in the industry in general. Most companies invest heavily in research and development to combat this aggression and they are able to offer innovative product and services that differentiate them in the marketplace. Kudler Fine Food leverages BTM framework, to enable it to create a bridge between its business and technology. Kudler Fine Food’s business innovation includes the application of appropriate technologies to communicate it offering to its existing and potential customers. The technology innovation also enables Kudler Fine Foods to advertise its product line to the public so that they can know its products and services without necessarily visiting any of its store locations.