Kudler Fine Foods Marketing Research Paper

1352 words - 5 pages

IntroductionKudler Fine Foods is a premiere gourmet grocery store for shoppers who are searching for the finest bakery products, meats, produce, cheese and dairy, as well domestic and imported wines. Kudler Fine Foods has experienced significant growth and is currently focused on expanding the services, improving the efficiency of its operations, and increasing the consumer purchase cycle. (Kudler Fine Foods) Kudler Fine Foods continues to grow and gain popularity. With their current growth, Kudler Fine Foods is ready to develop changes to increase revenue and lower costs. This paper will justify the importance of research to the marketing strategy and tactics of Kudler Fine Foods. This paper will also cover competitive intelligence and analysis and explain how it plays an important role in the development of the marketing strategy and tactics. In addition, if Kudler Fine Foods needs any additional areas of research, this paper will identify those as well.Marketing ResearchMarketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, fine tune existing products and services. Businesses use market research to configure which parts of the population will purchase their products based on variables such as age, gender, location and income level. Marketing research finds the characteristics of target markets and plays an important part in an organization's strategy of expansion. (Kotler, 2006)Marketing research is important to Kudler Fine Foods (Kudlers) since they are expanding their services. Marketing research will help Kudlers develop a plan for their expansion and help them identify their strengths and weaknesses. In addition, marketing research can help Kudlers identify new potential customers, new market areas and develop new sale strategies.Marketing Research JustificationIncreased loyalty and profitability of consumers is Kudler Fines Foods strategic objective. Kudlers conducted a market survey in 2006 and 2007 to develop their strategic objective. In their market survey, Kudlers asked detailed questions about atmosphere, staff, pricing, overall experience, and merchandise. The opinions of Kudlers current target market provided the best research for the company. This type of marketing research provided critical information for Kudlers to help them correct their weaknesses.In 2006 and 2007 when Kudlers conducted surveys, they found that their customer service representatives were increasingly becoming un-courteous and it was resulting in customer dissatisfied. Kudlers found that in 2006, 15 out of 50 people marked disagree, or 30% were dissatisfied with the service they received. In the following year 2007, Kudlers found an increase of people 20 out of 55 people, or 36.36% were dissatisfied with the service they received. The marketing research obtained by these...

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