Marketing Research Paper

1032 words - 4 pages

In this paper we are going to discuss Kudler Fine Foods, which is an upscale gourmet food market. Kudler Fine Foods was founded by Kathy Kudler, whose main purpose of opening a gourmet food market that would stock a wide selection of the freshest ingredients as well as all of the tools a gourmet cook could ever want. Kathy was certain that combining the convenience of one-stop shopping with reasonable prices would be a recipe for success. Kathy Kudler opened her first store in 1998 and is currently having opened an additional two stores. The three store location are in La Jolla, Del Mar, and Encinitas.Kudler Fine Foods have five current departments. They have a bakery that has its own modern European Style Bakery. They mix their own dough and create fresh breads and pastries including fruit tarts, table loaves, flat bread and the flakiest croissants in Southern California. Kudler has a meat and seafood department that is acquired from certified organic producers. The meat and seafood products are fresh and prepared in the store to your order. The butcher shop carries aged beef, variety of poultry, lamb, home made sausages, local seafood, and live lobsters. The produce department offers over 350 fresh fruits, vegetables, herbs and spices. Our stores carry a complete line of the finest dairy products including Irish butter and organic milk. We are known for our wide assortment of gourmet cheeses. We carry over 250 varieties of cheese from 21 countries. Kudlers have a wine department that brings you an extensive collection of domestic and imported wines and spirits. Whether you want to mix the quintessential martini or find the perfect wine to serve at your next dinner party, Kudler's is the place to shop. You will find that our stores carry a wide variety of spirits and at prices that will meet any budget.Now that we have discussed what Kudlers have to offer, we need to discuss justify the importance of marketing research in the development of Kudler Fine Food's marketing strategy and tactics, and identify the areas where additional market research is needed. Kudler main goal is to define the marketing problem and the opportunity to increase customer satisfaction with the products that they provide. Marketing research can be defined as the collection and analysis of information to assist in the decision making process. Costumers have become even more interested in the quality of their health, relating directly to the foods they purchase and consume. People are becoming more aware of food alternatives such as organic options they begin making changes to their current diet affecting their purchasing habits. The organic and gourmet food market in the United States is rising at an accelerating rate, providing these products conveniently at one store location would provide immediate sales opportunities.The objective of the sales organization is to successfully implement programs designed to increase revenue and decrease costs. The sales group will...

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