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Marketing Research Paper: Kudler Fine Foods

1432 words - 6 pages

IntroductionKudler Fine Foods is a gourmet food shop opened by Kathy Kudler in the elite area of La Jolla, San Diego in 1998. Two years later another Kudler Fine Foods store was open in Del Mar and a third store opening in Encinitas in 2003. (Apollo Group, Inc., para. 2, 2007) The company offers a variety of fine foods from European breads and pastries, sensational meats and seafood such as live lobsters to home made sausages, fresh fruit and 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 which competitive intelligence and analysis impacts the company's marketing strategy.Marketing ResearchMarketing Research is a five step process that is defined as "the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending action." (Kerin, Hartley, Berkowitz, and Rudelius, pg. 205, 2006) The five steps involved are:Step 1 - Problem DefinitionIt is essential for Kudler Fine Foods to identify their research objectives clearly by composing detailed specific questions that address and further define the problem. By placing themselves in the customers' position and experiencing the gourmet grocer by drafting possible customer scenarios. Kudler Fine Foods research objective is how to gain customer loyalty while expanding profitability, research questions may include:•What does the customer like about gourmet food shop? Selection, location, staff, décor and layout, costs and so fourth.•How is the customer experience when interacting with the staff? Is the staff knowledgeable and friendly?•Is the selection adequate to the customers' needs and where are the concentrate sales?•What is the common interest of the customers who shop there, i.e. amateur gourmet cookers, organic and fresh food seekers, wine connoisseurs, et cetera?•How frequently does the customer visit the store in a week? Month? Six months? Year?•How much time does the customer spend in the store and where is their concentrated area of focus?•Could the check out or search inventory, inventory stocking process be stream lined?•What are the customer demographics?Once an extensive series of questions and scenarios have been compiled, selecting the type of research is next - exploratory, descriptive or casual researches are the three types. Based on the objectives of Kudler Fine Foods, the company should opt to pursue a mix of exploratory and descriptive research based on the area of the research objective being explored. Then the marketing research team can identify a series of possible outcomes...

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