Market And Research Paper

901 words - 4 pages

Market Research and Mix PaperMarketing and the management of marketing focus on the planning and strategies used by marketers in today's business world. Marketing strategies focus on the target audience and are directly related to what is called the Marketing Mix. The purpose of this paper is to define and describe what the elements of the marketing mix are. This paper will also examine what the impacts of marketing on Kudler Fine Foods 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. 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 to development in Kudler's Fine Food's marketing strategy and tactics will also be addressed.Company OverviewKudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. The company has three locations (La Jolla, Del Mar and Encinitas). Each store has approximately 16,000 s.f. of retail space located in a fashionable shopping center. The stores are stocked with the very best domestic and imported foodstuffs and divided into the following departments:Fresh Bakery and PastriesFresh ProduceFresh Meat and SeafoodCondiments and Packaged FoodsCheese's and Specialty Dairy ProductsKudler's business objective is to maximize profits by offering the highest quality products at competitive prices. Kathy Kudler was a Vice-President of marketing for a large defense contractor. She relieved her stress through gourmet cooking and was looking for opportunities other than her current job. Kathy then realized there was an opportunity for an upscale food shop in La Jolla. She developed a business plan and six months later she opened her fist store on June 18, 1998. Within nine months the store was at break-even. In 2000 she opened her second store in Del Mar. In 2003 her third store was opened in Encinitas.Kudler Fine Foods offers many social interactions that bring revenue increase; such as the parties they offer to set examples of how specialty foods are prepared. Having the parties in the store brings success in the business as well more time in the store leads up to more time they will spend shopping or discovering the products. Consumers can have the parties in the Kudler store or at there homes for a considerable pricing amount.Frequent Shopper ProgramIndividually customers are kept track through the loyalty points program. Rather than customers getting an everyday discount the Individual points is what counts. The consumers are alert on the quality and finding the specialized items not so much of worry about the prices. With Kudler having the loyalty points...

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