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Kudler Fine Foods Essay

1308 words - 6 pages

Marketing Kudler Fine Foods

Angela Bush

MKT/421

February 19, 2012
Judith C. Allen

Marketing Kudler Fine Foods

Kudler fine foods is a store that markets fine foods but needs to bring some focus toward expanding their goods to the public. Improving their business operations will increase store efficiencies and the demand of its customers at a higher volume of purchases. The growth of this organization is significant and growth will coincide with strategic marketing that will expand Kudler Fine foods locally and internationally. Kudler’s current marketing strategy and tactics have limited the company from targeting the right group of areas of consumers to promote goods ...view middle of the document...

Differentiation gives the consumer options and the store can provide alternatives to consumers who want the similar goods and services. Researching consumers needs and demands give Kudler Fine Foods a higher level of competitive intelligence.
Important marketing research issues
Kudler’s gross sales were over $10 million but researching costs becomes an issue when the net income available is only $700,000 because of operating costs. If Kudler does not have the resources to launch promotions for the business problems arise from lack of exposure to the target market. Kudler needs to perform market research to accurately target consumers who have a needs for the good and needs to know its competitors for survival in the grocery store market. Results from the research can position Kudler’s grocery stores and make them a notable factor in the market. Lack of traffic or customers will affect the growth of the company because sales are not increasing.
Research will help Kudler view consumer behaviors but with no funding to perform the research the company can not target the right consumers, which is an issue. Executives can assume that they know a consumers needs or demands but buyers may have a slight difference of opinion on certain goods. The development and implementation of an integrated system of tracking customer purchases and preferences using customer relationship management (CRM) software helps Kudler’s business personalize loyalty programs, marketing campaigns and other services, which begins a loyal consumer base (Kudler, 2007).
Three areas in need of marketing research
Kudler’s growth will slow down or stop if advertising is not done adequately. Social networking and word-of-mouth are growth strategies that will obtain continuous growth. The company would have to perform online surveys or monitor face to face promotions to evaluate the needs and demands of consumers. Kudler store locations are in upscale areas so the consumer base is different from Walmart or Winn-Dixie. Those stores appeal to consumers from rich to poor because it is not the status but the bargains that attract consumers.
Kudler needs additional market research in the control, monitoring, feedback to evaluate the plan. The marketing strategy will prove success if the company finds new ways for consumers to think of Kudler first when it comes to gourmet and fine foods. Kudler’s products have to stand apart from its competitors to appeal to people. The right price, placement and promotions for the gourmet grocery store will give the stores an advantage over its competition.
Kudler’s competitive environment
Kudler’s Fine Foods has competitors, such as Corti Brothers, Whole Foods, and other major grocery store chains that have loyal consumer bases. Each company has dealing in the grocery store industry, but target different markets. Chains like Walmart Supercenters or Winn-Dixie have different goods and service made available to new consumers, which have...

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