Marketing Research Case Study For Kudler Fine Foods

1587 words - 6 pages

IntroductionThe first cookbook published in America, titled American Cookery, was written in 1796 and was used by the serving class to cook for the gentry (O'Neill, 2003, para. 17). While the gentry of the time, particularly the men, could hardly have imagined cooking as a hobby, today's upper middle class are obsessed with it. In 2002, America produced 145 food magazines, quarterlies, and newsletters that were read by 78 million readers. The Food Network claimed 19.7 million subscribing households in 2002 (ibid, para. 12) and saw a 25% increase in viewership from Fall 2004 to Fall 2005 (Channel Canada, 2006). Never has it been so stylish to cook and entertain, or so you would think. This paper examines the marketing plan of Kudler Fine Foods, discusses the importance of research and competitive intelligence in the development of its strategy and tactics, and identifies where it needs to do additional research.Kudler Fine FoodsKudler Fine Foods operates upscale specialty food stores in three California locations. Founded by Kathy Kudler, who turned a hobby in to a business in 1998, the firm was profitable within its first year. The company's mission is to provide customers "aspiring to purchase the finest epicurean delights" with "the finest in selected foodstuffs and wines" in stores staffed by "experienced, helpful, and knowledgeable" employees (Kudler Fine Foods, 2005). The firm's business objective is to offer the highest quality products at competitive prices, attracting customers who are willing to pay more for better quality and added value.Marketing OverviewKudler Fine Foods issued a marketing overview for 2006 that states that the company plans to increase customer loyalty by focusing on "expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle" (ibid). Kudler plans to accomplish this by embarking on three tactics:1. Offer cooking classes taught by well-known chefs, celebrities, food expert and Kathy Kudler herself in an effort to make the stores more of a social gathering place for its customers.2. Institute a fulfillment card program for customers, with premium rewards, to better understand the purchasing behaviour of its individual customers.3. Improve internal processes to reduce costs and improve the delivery of product to the customer. (Kudler Fine Foods, 2005a)While these tactics seem to make sense, the writer questions whether solid market research supports the decision to implement them.Importance of Marketing ResearchThe American Marketing Association defines marketing research as,"the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process" (American Marketing Association, 2006).What could be more important to a business that...

Find Another Essay On Marketing Research Case study for Kudler Fine Foods

Marketing Research Kudler Fine Foods Essay

2654 words - 11 pages the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of their business's target market, the industry as a whole, and the particular competitors they face. (, Inc., n.d.)Kudler Fine Foods (Kudler) is an example of a company that has aligned strategic initiatives with changes requiring marketing research. Kudler is a gourmet grocery store that

Marketing Research: Kudler Fine Foods Essay

2020 words - 8 pages buyers (Kerin, 2006), while helping the seller make a profit by selling the goods, services, and ideas provided by the seller.Kudler Fine Foods' (KFF) mission is to offer the consumers who are "aspiring to purchase the finest epicurean delights" with "the finest in selected foodstuffs and wines" in stores staffed by "experienced, helpful, and knowledgeable" employees (Kudler Fine Foods). KFF' objective is to offer the highest quality products to

Marketing Research on Kudler Fine Foods

994 words - 4 pages expansion, store in Del Mar and then few years later store in Encinitas. Expansion was integral in the company's success. It was also the success of all three locations that determined the need for another location (Kudler Fine Foods, 2006). Commitment to providing the highest quality products at competitive prices helped Kudler Fine Foods to achieve solid reputation and maximize profits. As this specialty store experiences a significant growth they

Kudler Fine Foods Marketing Research Paper

1352 words - 5 pages 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

Marketing Research Paper: Kudler Fine Foods

1432 words - 6 pages vegetables, gourmet cheeses and an eclectic selection of wines and liquors. As the company has prosperously expanded it is essential for Kudler Fine Foods to remain current in their marketing strategy. An overview will be provided identifying the importance of marketing research as it aids in marketing strategy, offer recommendations regarding Kudler Fine Food in which more extensive market research may benefit the company and analyze the role in

Kudler Fine Foods-Marketing

1106 words - 4 pages exceed the customers' requirements, the business must examine customer data (Kudler Fine Foods, 2007).Kudler needs to conduct more research on the loyalty points program as the marketing plan does not state what an average past purchase amount per customer may be. In order for a customer to be able to redeem loyalty points, the points have to be valued at a high proportion of the sales. Many customers will not meet the criteria and not be able to

Kudler Fine Foods Marketing

1751 words - 7 pages Your Restaurant, pg 1). The catering service is usingthe property for extended business and customers should all know of the extra benefits offeredby the store. If an office party of home event, Kudler Fine Foods has an opportunity to becomepart of consumer's work/personal functions. Packages should be priced for all kinds ofgatherings and priced/communicated through free tasting, at store events and at check out.Successful marketing will not

Kudler Fine Foods Case Study: Personal Values

1091 words - 4 pages Fine Foods Values: Abraham Lincoln said, “Nearly all men can stand adversity, but if you want to test a man’s character, give him power.” Kathy Kudler of Kudler Fine Foods applies all the three components of ethical decision-making, Awareness, Articulation, and Application. Kathy established the day-to-day priorities for her company and led by example. Her commitment and vision to expand the business is unwavering and she clearly understands the

Marketing Assignment Kudler Fine Foods

1622 words - 6 pages Marketing: Kudler PAGE 6 Running head: Marketing: Kudler Fine FoodsMarketing AssignmentThe following paper will discuss Kudler Fine Foods interest in expanding its business of providing specialty foods in the San Diego metropolitan area to include catering services. The reader will assess Kudlers market research and learn of Kudlers marketing mix, product availability, competitive pricing for the catering service, marketing the catering

Kudler Fine Foods Market Research

1202 words - 5 pages should be a direct result of research conducted.Marketing is defined by The American Marketing Association (AMA) as "an organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" (Carpenter, 2004). Kudler Fine Foods conducted market surveys in the 2003 and 2004 using the following responses:* Very

Kudler Fine Foods: Marketing and Business Plan

891 words - 4 pages no direct competition, variety of choices, and business concept, Kudler could be placed as a gourmet grocery store leader, and has its own brand or trade mark of products symbolizing high quality. These trademarks can be distributed out of the current geographic area allowing to market the products in order to open doors for future store expansion. Besides having her own trademark, Kathy could create a franchise business of Kudler Fine Foods and

Similar Essays

Kudler Fine Foods Marketing Research Essay

1061 words - 4 pages Kudler Fine Foods 1Kudler Fine Foods Marketing ResearchIntroductionIn January 1998, Kathy Kudler, a Vice-President of Marketing for a defense contractor, got an idea. She wanted to open her own business of a food shop for people who had a taste for the finer things in life. Kathy built a business plan, received financing, and just six months later opened Kudler Fine Foods. They are a specialty food store near San Diego, California and currently

Kudler Fine Foods Marketing Research Essay

605 words - 2 pages evaluate the prerequisite for its continued growth and success. Kudler needs to identify who their target market is and what the company can do to attract those customers and preserve their loyalty.References:Apollo Group, Inc. (2008). Kudler Fine Foods. Marketing&Sales- overview.Retrieved October 4, 2008. MGT/521-Management. Marketing Association. (2008). Dictionary of Marketing Terms.Retrieved October 4, 2008, from

Marketing Research – Kudler Fine Foods

1114 words - 4 pages 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

Marketing Research: Kudler Fine Foods Essay

984 words - 4 pages Marketing Research: Kudler Fine FoodsKudler Fine Foods has continual growth and is now on the brink of making considerable in-house changes to augment revenue and consumer happiness. Kudler Fine Foods is a gourmet grocery retailer and current market surveys have revealed they have been persistant at exceeding customer's satisfaction in every area except one: the cost of merchandise. By exploring ways to decrease costs Kudler Fine Foods will