Kudler Fine Foods Market Research Essay

1202 words - 5 pages

IntroductionKudler Fine Foods is a virtual organization gourmet grocery store that has experienced significant growth and is now focused on expanding its services, improving the efficiency of its operations, and increasing the consumer purchase cycle. In this paper, Kudler Fine Food's Marketing Overview will be used as a guide to justify the importance of marketing research in the development of Kudler Fine Food's marketing strategy and tactics. The areas where additional market research is needed will be identified and the importance of competitive intelligence and analysis in regards to development of Kudler Fine Food's marketing strategy and tactics will also be addressed.Company and Marketing OverviewThe first Kudler Fine Foods store was opened on June 18, 1998 in La Jolla, California by Kathy Kudler. Two years later a second location in Del Mar opened and in 2003, a third location opened in Encinitas. Each store is an upscale specialty food store located in a fashionable shopping center and contains approximately 16,000 square feet of retail space. Each of the departments of Fresh Bakery and Pastries, Fresh Produce, Fresh Meat and Seafood, Condiments and Packaged Foods, Cheese's and Specialty Dairy Products are stocked with specialty domestic and imported foods and beverages (Apollo Group Inc, 2005).Kudler Fine Foods is embracing a strategic objective of increased loyalty and profitability by customers. They are expanding services expecting to increase revenue, introducing a frequent shopper program also to increase revenue and increasing efficiency in anticipation of a cost reduction. By implementing these new objectives, management believes they have a recipe for success. Their success may be dependent upon the marketing of these products and services which should be a direct result of research conducted.Marketing is defined by The American Marketing Association (AMA) as "an organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" (Carpenter, 2004). Kudler Fine Foods conducted market surveys in the 2003 and 2004 using the following responses:* Very Strongly Agree* Strongly Agree* Agree* Disagree* Strongly Disagree* Very Strongly DisagreeThe categories and results are as follows:Survey Results 2004 2003 2004 B/(W) 2003Store hours are convenient for my shopping needs. 70 64 6Store atmosphere and decor are appealing. 70 66 4A good selection of products was present. 68 64 4The merchandise sold is a good value for the money. 68 63 5Merchandise displays are attractive. 68 65 3I am very satisfied with the merchandise I bought. 67 64 3The customer service representatives were very courteous. 53 52 1The customer service representative was very knowledgeable 55 53 2Overall, I am very satisfied with the store. 68 65 3Grand Total 2,591 2,559 31The marketing budget includes three major categories of which...

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