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Kudler Fine Foods Marketing Essay

1106 words - 4 pages

Kudler Fine Foods-MarketingIntroductionIn 1998, Kathy Kudler turned a hobby into a business and opened the first Kudler Fine Foods store in La Jolla CA. Kudler Fine Foods is an upscale neighborhood food store that offers fresh gourmet ingredients, European style bakery, meat, and seafood, produce department, gourmet cheeses, wine, and an assortment of tools to the epicurean. Kudler Fine Foods soon expanded after the success of the first store, to Del Mar and Encinitas with a plan to open a fourth store soon. With this newfound growth, the business is focusing on increasing services through new marketing strategies (Kudler Fine Foods, 2007).Marketing ObjectivesIn addition to expanding store locations, Kudler Fine Foods wants to increase its services, develop greater organization of operations, and improve the customer's purchase practice. The eventual goal for the company is to strengthen customer loyalty and profitability of all shopping visits (Kudler Fine Foods, 2007). When a business is planning new marketing strategies, company objectives will point the way as the company searches for and calculates opportunities. Company objectives and marketing objectives should be in partnership. Both objectives need to be rational and accessible (Perreault, Cannon, & McCarthy, 2009, p. 63). Before implementing new marketing strategies, it is essential that businesses meticulously conduct research. This means researching marketing problems, opportunities, and systematically collecting and analyzing information, before executing any action. Marketing research may involve the use of surveys, competitive intelligence, and talks with customers, tests, and other methods (Perreault, et al., 2009, p. 202).Many companies open extremely widespread websites that allow consumers to purchase their items online. Kudler Fine Foods should plan to upgrade their site, not only for sales, but also to let their local customers know about their plans for increasing services and store expansions. Informing the customers and perhaps asking for their feedback using surveys that focus on their future intentions, will aid them in their decision-making.Expanded ServicesKudler Fine Foods developed three marketing initiatives geared to pick up sales, improve profits, and trim down costs. To begin, the company has plans to reach new customers through social network marketing and word of mouth. The idea is to have in-store cooking parties by invitation, with well-known chefs, local celebrities, and other food experts. This step will increase store traffic therefore customer purchases and have the consumer 'make an evening at Kudler Fine Foods part of their social network' (Kudler Fine Foods, 2007, para. 1). Kudler customers will also be given multiple entries in high-end item contests at the parties just for bringing a friend. For a price, a catering service has been opened and in-home cooking classes will be offered to customers as well (Kudler Fine Foods, 2007).Conducting...

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