Marketing Research – Kudler Fine Foods

1114 words - 4 pages

Kudler Fine Foods is a local upscale specialty food store located in California. The three stores located in La Jolla, Del Mar and Encinitas and are approximately 16,000 square feet each. The stores are stocked with the very best domestic and imported foods. Every is stocked and carries upscale fresh meats and seafood, baked goods, produce, deli, and dairy departments. Getting the most out of each square foot of the three stores will be the focus of Kudler's marketing campaign. The current plan is focusing on several areas; Research, development, and rollout of new programs, Cooking Classes, Frequent buyer points program, Supplier relations program. Before beginning this plan, Kudler will need to perform research.Marketing ObjectivesKudler Fine Foods has experienced significant growth and wants to expand it's services, improve efficiency of operations, and increase the consumer purchase cycle. The ultimate goal is to increase customer loyalty and profitability of each shopping visit.Increase ServicesTo accomplish these goals, the Kudler marketing department has developed three marketing initiatives that will improve sales and profits as well as reduce costs. First, Kudler plans to increase revenue in each store by holding parties to show people how to prepare specialty foods. To increase customer participation at these parties, the customers will be entered into a contest that allows them to win high-ticket prizes (Kudler Virtual Organization, 2006).Introduce Frequent Shopping ProgramSecond, Kudler will encourage customer shopping trips and improve loyalty by introducing a loyalty points program. This marketing initiative will track the customer's buying habits and allow Kudler to target to specific customers. Looking at the current information technologies databases, Kudler foods has a system that tracks internal sales data but wants to enhance the system so they can track the demographic information and buying trends of each customer (Kudler Virtual Organization, 2006).In addition to the aforementioned initiatives, Kudler is planning to integrate a new catering service as a part of their strategic plan. In the process of making this decision, Kudler devised a market survey geared towards understanding their strengths and weaknesses from the customer perspective. To produce an effective market research tool, the information collected must consist of both primary and secondary data. "Primary data are facts and figures that are newly collected for the project while secondary data are internal and external data that have already been collected and exist inside the organization and published data from outside the organization" (Perreault, W.D. & McCarthy, E.J., 2005).Kudler's management team decided to use a questionnaire approach to collecting internal data for their marketing survey. It does not appear that these questionnaires were of much value in regards to developing a catering service, primarily because the questionnaire asked general...

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