Mrs. Kudler recognizes the importance of word of mouth promotion, which re-enforces the idea of in store gatherings and cooking classes. Over time, the organization will increase profitability if these events are positive and properly promoted. This is best done when attempting to increase the customer’s value chain. Catering and the Local Growers Both the catering service and direct buying from local growers will potentially increase profit for Kudler Fine Foods. Making good use of real estate (using the in store kitchen for catering cooking) and improving efficiency/lowering cost (agile inventory system) gives the organization a competitive advantage in the gourmet food industry.
Strategic planning is crucial at this stage and there are tools available to help any business perform the analysis needed to succeed. Kudler Fine Foods is an upscale food store specializing in foods and services that appeal to a niche market; gourmet chefs and gourmet chefs in training. The firm had good initial success with its first two stores, but its third store is suffering with lower than expected sales. The firm wishes to continue expansion and increase profitable growth. Before moving forward the company’s owner, Kathy Kudler, needs to understand her company fully and have accurate knowledge about the firm’s internal and external environment.
End Vision First, I think that implementing a good management plan by the upper level management is very important for KFF’s to succeed as a company. Having a replacement inventory coordinator who purchases the best possible products for all three stores, Also, having a person who controls the accounts payable, receivables, and finances that coordinate all vendors get paid on time will allow Kathy Kudler to focus more on duties that need more attention. For instance, implement a better website for the business will give better benefits to customer, therefore, sells will increase. The company needs to understand the difference between having a website and having an effective website. The website that is in place in KFF only displays the goods and services.
Kudler is a well established name in the gourmet food market, but Kathy and her marketing research team needs to use the best strategies they can to stay ahead of their competition and to provide items that they customers are in need of and that they want. Using public information is part of competitive intelligence it is legal and it helps a business identify the next move of the competitor as well what they are introducing new to the market. The competitive intelligence and analysis will let the organization determine marketing strategies and opportunities that they can take advantage of to make there business a
Castle’s Family Restaurant Business Plan: Stage I Franco Pacheco HRM-340 Prof. Ficken Devry University January 8, 2013 INTRODUCTION We have been approached by Mr. Jay Morgan, the Operation and Human Resources Manager for Castle Family Restaurants; an eight restaurant chain with approximately 300-400 employees, located in Northern California. Mr. Morgan travels each week to each of the eight restaurants to perform his functional payroll responsibilities, oversee and manage employee’s functions. Mr. Morgan would like to reduce his travel time mainly due to the gasoline increasing costs. We as a Human Resources Consultant can help Mr. Morgan to improve his HR tasks in order to eliminate some of his traveling time allowing him to do part of his HR tasks from his office. BUSINESS ASSESSMENT Mr. Morgan is the Human Resources Manager for Castle’s Family Restaurant based in Northern California, which has
Some of the problems this business is facing have caused problems with the revenue. The previous owners health started to fail them and sales/profits declined. The menu needs an update with food variety and expansion. The servers are in their late 60’s and have a habit of calling patrons “honey”. The one and only Chef intends on retirement after 25 plus years.
Kathy would like to build the company up to a point so that in the next few years she’s able to retire (Kudler strategic plan, 2003). The employees want to be able to earn a good salary and have job security by working for a profitable and growing company. The customers want a large selection of high quality products at reasonable prices. The company’s suppliers have the similar interests as the employees – steady orders from a profitable and growing company able to pay its bills in a timely manner. Problem Statement Kudler Fine Foods can become the premier gourmet food store in its marketplace by developing effective leadership that enables the company to be
Kudler Fine Foods Frequent Shopper Program Overview of Kudler Fine Foods Frequent Shopper Program The Frequent Shopper Program is an integral part of Kudler Fine Foods overall sales plan. Kudler Fine foods customers are rewarded with high value incentives via accumulated loyalty points. These loyalty points are awarded by tracking individual customer purchasing habits. This purchasing behavior data will then be used by Kudler Fine Foods to refine its product offering to best satisfy its high value customers. Price is not the primary purchase decision factor for Kudler Fine Foods customers, so instead of offering every day discounts points will be redeemable for high end gifts such as travel discounts or upgrades or other specialty foods.
There are three generic strategies which are differentiation strategy, focus strategy and cost leadership strategy. These strategies show the organizations strengths and looks at the size and composition that the organization tents to target (Porter’s Generic Strategy). There are firms that have a combination of all three strategies where organizations become successful by the way that they pursued cost leadership strategy with low market share where they focus on their market’s use but become profitable by making their customers happy and coming back for more products (Porter’s Generic Strategy). When it comes to Kudler Fine Food they show aspect of using all three generic strategies but the one that they show the most of is differentiation strategy. When an organization uses differentiation it uses the goods and services of the company to satisfy the needs of its customers with competitive advantages.
In conclusion, marketing research is an essential part of Kudler Fine Foods’ ongoing success. Research aids in the development of marketing strategies and tactics. Part of the marketing research is to conduct competitive marketing intelligence so that the big picture can be compiled and analyzed. When all the data is collected and presented in a logical manner intelligent decision can be made. Intelligent decisions save Kudler money and