...In this paper the student will endeavor to provide information to why marketing research is important to continued development, growth, and long-term sustainability for Kudler Fine Foods. Marketing strategy and tactics will be discussed. Additional market research that is needed to move Kudler Fine Food’s forward identified. The role that competitive intelligence plays in the development of the Kudler Fine Food’s brought forth for the reader’s information. It is hoped that at the conclusion of this paper a convincing argument for additional marketing resources will be established. Importance The importance of marketing cannot be understated, epically for a small businesslike Kudler Fine Foods. Marketing is the process of getting the “word” out. For a business to continue to produce revenue it is essential that the company get their message out to the community. By getting the message out companies can establish want, and need for the products or services they offer. Creative use of carefully manages marketing strategies can permute company awareness in the local community as well as globally. If the company is unable to get the “word” out there is little hope for continues success. Marketing can also help a company to seek out new and potential customers to help increase bottom line. Profits by Marketing Once a company establishes a successful marketing strategy the potential for increased sales is limitless. There are often times that an add, on a television spot or...
Words: 1071 - Pages: 5
...Data Table Analysis University of Phoenix Accounting Information Systems ACC/542 Anita Rodriguez April 2, 2012 Data Table Analysis Kudler Fine Foods was founded by Kathy Kudler in La Jolla in 1998. In the beginning, Kudler Fine Foods had only one store, causing Kathy Kudler to make the decision to use the Microsoft Access database to monitor and maintain sales, employees, inventory, customers, and orders. Because Kudler Fine Foods inventory was perishable, it was imperative to track properly these items. Possessing too much inventory was always a concern of Kudler Fine Foods, if the inventory information was inaccurate, outdated, or incomplete the information would be of no use to the company. This paper will present suggestions for enhancement, evaluate database tables from an accounting point of view, and generate a pivot table to assist the management of Kudler Fine Foods with preparing improved reports in accounting and enhance the decision-making process. Evaluate the design elements of the data tables from an accounting perspective The inventory tables allow the users to establish when to order additional inventory and what inventory is on hand. The use of data table analysis is of the essence for this process. The data table is intended to categorize the data into departments, financial codes, items, and it adds the total amount for the transaction codes. It also adds the amount of items in the inventory during a specified period. The data table design...
Words: 903 - Pages: 4
...Career Development Plan Summary University of Phoenix Today’s economy demands that employers face the challenges that are associated with the economy, internal budget pressures, and a highly competitive business environment. Kudler Fine Foods is owned and operated by Kathy Kudler. She currently manages the business by herself which includes staffing, ordering of merchandise, marketing, and personalized customer service. With visions of growing the business, Kathy is stretched to the extreme and needs assistance with the leadership roles necessary to successfully operate and mature the business. Even though Kathy has managers and assistant managers in each store, she needs a team that can not only relieve her of some of her duties, but also assist Kathy in creating a roadmap for the envisioned future state of Kudler Fine Foods. Business Development and Excellence The proposed reorganization in the chart below will give Kudler Fine Foods the leverage and capabilities to offer not only additional products but a full range of new catering services. This proposal strives to reorganize our current staff to best draw from their talents as well as evaluate new employees for the best appointment. Proper department organization and placement of employees is critical to the success of this new endeavor. A new department has been created within the organization and is identified as Business Excellence and Development. The department will consist of five new positions to include a purchasing...
Words: 2278 - Pages: 10
...the importance of marketing research in the development of Kudler Fine Food’s marketing strategy and tactics. It will identify the areas where additional market research is needed and analyze the importance of competitive intelligence. Lastly, it will provide an analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. The Kudler Fine Foods stores began with a vision by owner Kathy Kudler. She envisioned the convenience of gourmet shopping in one location instead of purchasing many ingredients from a variety of stores throughout the area. Kudler Fine Foods has a bakery products, fresh produce, fresh meat, seafood, cheese products, and wine. Kathy Kudler decided to open her first store in 1998. This store is located in La Jolla, California. After two years, Kathy Kudler opened a second store in Del Mar, CA. Finally, in 2003, Kathy Kudler opened her third Kudler’s Fine Foods in Encinitas, California. Kathy Kudler’s goal is to “provide customers with the finest selection of the very best foods and wines so that customers’ culinary visions can come true” (Kudler, 2011). To achieve this goal, Kudler Fine Foods must provide to their customers the finest selection of goods and products for her customers to purchase. An effective business marketing plan can guide an organization in their business venture. An essential component of a marketing plan is marketing research. Whether Kudler Fine Foods is a single local neighborhood store, or a national...
Words: 1389 - Pages: 6
...Marketing Research for Kudler Fine Foods Joyce Liupaogo MKT/421 - Marketing April 9, 2012 Gregory Rankin Marketing Research for Kudler Fine Foods Marketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, or fine tune existing products and services. Businesses use market research to configure which parts of the population will 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 & Keller, 2012).” Kudler Fine Foods is an upscale specialty food store. Its mission is to provide customers the finest in selected foodstuffs, wines, and related needs in an unparallel consumer environment. “Kudler Fine Foods has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers (Apollo Group Inc., 2011).” Marketing research is important to Kudler Fine Foods since they are expanding their services. Marketing research will help develop a plan for Kudler Fine Foods’ expansion and help them identify their strengths and weaknesses. In addition,...
Words: 1090 - Pages: 5
...MKT/421 May 21, 2012 Ron Rosalik Marketing Research Kudlers Fine Foods “Research is to see what everybody else has seen and to think what nobody else has thought” (Szent, 2012). Kudlers Fine Food’s mission is to “provide their customers with the finest selected foodstuff, wines, and related needs in an unparalleled consumer environment” (Kudlers Fine Foods, 2008, para. 2). Kathy Kudlers, the founder of Kudlers Fine Food’s is enthusiastic about gourmet cooking. Opening for business, in 1998, since that date, continues to claim success with three accompanying locations, undergoing substantial growth by offering gourmet imported and domestic products. Operations proficiency is Kudlers goal, which in turn will increase profits. In order to reach objectives, Kudlers must focus on marketing strategies, tactics to promote the company’s new services. We will examine the marketing strategies and tactics, additional areas of needed marketing research, and identify the importance of competitive intelligence. Importance of Marketing Research Kudlers fine foods must focus on marketing research to introduce new products and find out customers’ needs and wants. Kudlers fine foods create a plan, accomplishing this specific task of creating a marketing strategy in a process of six steps. These include problem definition, developing an approach to problem, research design formulation, fieldwork, data preparation and analysis, report generation and presentation. This marketing process...
Words: 738 - Pages: 3
...Kudler Fine Food's Frequent Shopper Program Rey Dela Cruz BSA310 March 19, 2011 Morris Polston Kudler Fine Food's Frequent Shopper Program Kudler Fine Foods is a specialty food store located in the San Diego metropolitan area. Currently, they have three locations (La Jolla, Del Mar, and Encinitas). Kudler offers a wide variety of baked goods, fresh produce, meat, seafood, condiments, packaged foods, cheese, specialty dairy products, and fine wines. Kathy Kudler, the owner of Kudler Fine Foods has requested that we create a frequent shopper program to reward customer loyalty. Kathy Kudler is always looking for new ways to expand and market her company. She believes that the frequent shopper program would be a great way to meet those goals. There are many potential legal, ethical, and information security concerns related to the development of the Kudler Fine Foods Frequent Shopper Program. Description of the Frequent Shopper Program The main objective of the frequent shopper program is to track purchasing behavior at the customer level and provide customer incentives through a loyalty points program. Other stores provide store discounts to customers based on their purchases, but Kudler Fine Foods has partnered with an existing loyalty points program that will allow customers to redeem their points for higher-end gifts, airline upgrades, and other specialty foods. The frequent shopper program will allow Kudler to refine its ordering and inventory processes, provide better...
Words: 858 - Pages: 4
...and gives value to the products. Marketing is a way for a organization to represent the company in a good image and give develop good relationships with the consumer to win them over. Kudler Fine Foods is an upscale specialty food store in the metropolitan are of San Diego with tree locations in La Jolla, Del Mar and Encinitas. Kudler Fine Foods prides themselves with supplying their consumers with the very best in domestic and imported produce. Kudler Fine Foods wants to explore new options for their customers and needs to justify the importance of marketing research. This paper will analyze the marketing strategy and tactics Kruger Fine Foods must implement to be successful as well as identify the areas where additional market research is needed. This paper will also analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. Each store has a large amount of retail space located in a stylish shopping center. The stores are stocked with the very best domestic and imported produce (phoenix.edu, 2008). Kudler Fine Foods has decided to explore new options to which they might offer to their customers. This paper will first justify the importance ofmarketing research in the development of Kudler Fine Food’s marketing strategy and tactics. Next the paper will explain Identify the areas where additional market researchis needed. Market Research...
Words: 513 - Pages: 3
...Research Paper for Kudler Fine Foods Kathy Kudler would relieve her stress by using gourmet cooking. In the journey of finding the ingredients she learned she needed to travel to different locations. Kathy chooses to open her own area of expertise, a convenient food store to purchase products needed for gourmet cooking all in one place and at a reasonable price. In this paper will identify areas in which there is need for additional research and analyze the importance of competitive information and analysis in regard to the development of Kudler Fine Food’s marketing plan and tactics. According to Kudler fine Food’s Vision Statement,(Strategic Plan, 2003 “p1”) “Kudler Fine Foods will be the premiere gourmet grocery store for those savvy shoppers who are searching for the finest meats, produce, cheeses, and wines” Kudler Fine Foods strives to provide its customers with the freshest baked goods, produce, meats, seafood, cheese, specialty dairy products, and wines. Kathy Kudlers goal is to be the specialty food store gourmet cooks look to when shopping for the ingredients for their culinary creations. The opening of her first store in 1998 proved to be an immediate success. Kathy has opened two other locations since. A prominent goal of marketing research is the identification and definition of marketing problems and opportunities. This goal also includes the improvement and development of marketing actions. Kudler Fine Foods performed a SWOT Analysis to identify its strengths...
Words: 1074 - Pages: 5
...Marketing Research Kudler Fine Food’s is an upscale gourmet food store located in the San Diego metropolitan area and has three locations. Each store is stocked with the finest bakery, meats, produce, cheese and dairy products, and many domestic and imported wines (Kudler Fine Foods). This composition will discuss the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics, and will identify the areas where additional market research is needed. The author of this paper will also analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. Importance of Market Research Armstrong and Kotler (2011) stated, “Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization” (p. 106). The ultimate importance of marketing research is to determine what the consumer wants, prime location, and who the competition is. Companies that invest time in conducting a market research increase their chances of succeeding. Market research plays an important role in every aspect of an organization’s strategy of expansion and diversification. Due to Kudler Fine Foods expanding their services, they need to know more about their competition by conducting a market research. The market research will assist Kudler Fine Foods in determining the areas or location potentially weak...
Words: 1138 - Pages: 5
...domestic and imported wines. Kudler Fine Foods has experienced significant growth and is currently focused on expanding the services, improving the efficiency of its operations, and increasing the consumer purchase cycle. (Kudler Fine Foods) Kudler Fine Foods continues to grow and gain popularity. With their current growth, Kudler Fine Foods is ready to develop changes to increase revenue and lower costs. This paper will justify the importance of research to the marketing strategy and tactics of Kudler Fine Foods. This paper will also cover competitive intelligence and analysis and explain how it plays an important role in the development of the marketing strategy and tactics. In addition, if Kudler Fine Foods needs any additional areas of research, this paper will identify those as well. Marketing ResearchMarketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, fine tune existing products and services. Businesses use market research to configure which parts of the population will 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...
Words: 2579 - Pages: 11
...Kudler Fine Food's Frequent Shopper Program BSA310 Kudler Fine Food's Frequent Shopper Program Kudler Fine Foods, a “fine” grocery store based in San Diego, is looking to implement a frequent shopper program. This program is to enhance their current database that tracks sales and performs low-level data analysis, the kind most current stores use to keep inventory current. The program is set to provide a more detailed analysis of shopper’s spending habits at an individual level, which brings in a number of ethical, legal, and information security concerns. This paper is to discuss these concerns, what the company can do to protect such sensitive information, and what potential legal issues that may be faced implementing this system. Ethical Concerns This, above all else, should be the first consideration when implementing a system like this. For a system like this to work, customers will have many attributes of their lives revealed through deep analysis of their spending habits. Most people will be uncomfortable with such a notion, so the program cannot be mandatory. This must be left to the customer to choose to participate or not. If customers do opt in to the program, everything the company plans to do with their info should be laid out for them to know right up front. Especially when it comes to sharing sensitive information with other companies, customers may trust Kudler, more than likely they will not trust other companies that do business with Kudler. A good way to...
Words: 968 - Pages: 4
...Kudler Fine Foods Marketing Research University of Phoenix Christy Holley Kudler Fine Foods Marketing Research Kudler Fine Foods, a gourmet grocery store, needs to expand its services, improve operations efficiency and increase its consumer purchase cycle due to its recent significant growth. Marketing research in developing Kudler’s marketing strategy and tactics is important. Areas where marketing research is needed and other issues affecting such research at Kudler’s include advertising methods, consumer buying behaviors and demographics, funding, branding strategies and competition aspects. Knowing Kudler’s competition and the competitive environment is essential to their marketing strategy and methods of how Kudler should gather and analyze information about their competition will be reviewed. Importance of marketing research Marketing research is important for Kudler Fine Foods to have a successful marketing strategy and for the company to remain strategically successful in the grocery store market. Research helps determine what demographical audience is appropriate for its products. Finding the right target market is essential in developing a company’s strategic and marketing plans, especially for a gourmet grocery store like Kudler’s. Research will be the backbone that makes those plans grow. Market research will also let Kudler know who its direct competitors are and what advantages the company may have over them. Whole Foods, Trader Joes, small...
Words: 2345 - Pages: 10
...Kudler fine foods frequent shopper program Abstract The topic discussed below addresses the frequent shopper program that Kudler Fine Foods is currently in the process of developing. The use of this type of program can cause potential legal, ethical, and information security concerns. These concerns, if not addressed, will cause cost impacts to the company as a result of developing and implementing this program. The frequent shopper program is a customer point system that allows customers to cash in their accumulated points for incentives which will increase product sales and customer satisfaction. Introduction Kudler Fine Foods is an upscale specialty food store located in the San Diego metropolitan area. They specialize in traveling the world and purchasing the finest epicurean delights to sell to their customers. In an effort to increase revenue and customer satisfaction Kudler Fine Foods has begun development of a frequent shopper program. This program will track the purchase behavior of their individual customers and provide incentives through a partnership with a loyalty points program. This program will help identify a customer’s purchase behavior to allow Kudler to better satisfy their customers. According to Kudler Fine Food’s sales and marketing website, price is not the primary differentiation factor for Kudler consumers; these consumers are focused on quality and finding specialized items. Therefore rather than providing everyday discounts to the customers for...
Words: 1052 - Pages: 5
...Kudler Fine Foods Marketing Research University of Phoenix Christy Holley Kudler Fine Foods Marketing Research Kudler Fine Foods, a gourmet grocery store, needs to expand its services, improve operations efficiency and increase its consumer purchase cycle due to its recent significant growth. Marketing research in developing Kudler’s marketing strategy and tactics is important. Areas where marketing research is needed and other issues affecting such research at Kudler’s include advertising methods, consumer buying behaviors and demographics, funding, branding strategies and competition aspects. Knowing Kudler’s competition and the competitive environment is essential to their marketing strategy and methods of how Kudler should gather and analyze information about their competition will be reviewed. Importance of marketing research Marketing research is important for Kudler Fine Foods to have a successful marketing strategy and for the company to remain strategically successful in the grocery store market. Research helps determine what demographical audience is appropriate for its products. Finding the right target market is essential in developing a company’s strategic and marketing plans, especially for a gourmet grocery store like Kudler’s. Research will be the backbone that makes those plans grow. Market research will also let Kudler know who its direct competitors are and what advantages the company may have over them. Whole Foods, Trader Joes, small...
Words: 2345 - Pages: 10
