Marketing Implementation Plan
Kudler Fine Foods has designed a market research plan that includes using data collection tools to assist them in determining and improving their level of customer service. The data the company collects from the research tools will help determine a future marketing plan that appropriately positions their product and resonates and connects with the customers Kudler is trying to attract. Each of the tools selected will provide Kudler with insight into the customer behavior and opinions of Kudler’s customer base as it relates to customer satisfaction. They intend to expand on their current survey materials to help quantify the areas that they will need to focus on to improve their service levels.
Kudler Fine Foods has developed a research plan utilizing surveys, focus groups, secondary data, and observation. Out of these four marketing research tools the organization has decided to go a step further by using surveying instruments combined with two of the above tools to reach a conclusion regarding how the organizations customers perceive Kudler Fine Foods customer service. According to Aaker and Day (2007), “Scaling is the process of creating a continuum on which objects are located according to the amount of the measured characteristics they possess,” (Marketing Research, p. 287).
Competition is always a big threat looming over any business. Kudler wants to ensure they are a step above the market by providing their customers an exceptional shopping experience. The landscape has changed in terms of the competitive nature of business; quality customer experience and service can be the determining factor that keeps customers coming back and obtaining new ones. A solid marketing plan can attract new customers, but it is the level of service that will keep them loyal. Satisfying customer is critical to an organizations success, according to Fornell “satisfied customers may be the most consequential of all economic assets,” (Fornell, 2001, p120-121).
According to the U.S. Department of Agriculture, families spend 11 percent of their disposable income on food. The most recent Consumer Expenditure Survey from the Depart of Labor also indicates that 58 percent of food expenses are consumed at home (Journal of Food Products Marketing, 2005).
Kudler Fine Foods will begin the process of implementing a new plan to gather information for a new customer service survey. The marketing department will be using secondary market research to build their survey. Secondary data collection will help them with Kudler Fine Foods overall strategy in making sure that their market position and service offerings are in keeping with the profile of their customers. Secondary data will allow Kudler to gather information that has already been completed by other sources. The marketing department will use both internal and external sources, this will expedite the process and keep the costs associated with the research project at a...