...Kudler Fine Foods Virtual Organization Marketing research is imperative for any firm to be successful in the industry in which they operate. Detailed analysis of the industry and market that a company competes in can provide the business with useful information that can help direct the company in the proper direction by fine-tuning some of the company decisions for implementing a successful marketing plan (Perreault, Cannon, & McCarthy, 2011). Developing a marketing plan will involve the market researchers and management improving or implementing a marketing mix for their customers and targeting a segment of the industry and market that want to capture. Kudler Fine Foods is an excellent example of a company that should focus on improving their company’s customer base and expanding customer awareness about the company. Marketing research is vital in this company’s success and longevity in the food industry that they compete in. With such a wide variety of chooses that the customers in the food industry have to choice from, this upscale specialty food store will need the information for marketing research to help determine the next steps that this business should take. Marketing research can also help decide what edge the firm needs to take to remain competitive in their market. This discussion will identify the areas where additional marketing research is needed for Kudler Fine Foods, analyze the importance of competitive intelligence as well as analyze information regarding...
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...Introduction to Kudler’s Fine Foods Established in San Diego, California by founder and owner Kathy Kudler, Kudler Fine Foods is one of San Diego’s upscale specialty food stores. Kudler Fine Foods have experienced exponential growth. From its humble beginnings in 1998 when the first store opened, Kudler Fine Foods has expanded to meet the demand of its customers. With three stores in San Diego’s most distinguished localities, Kudler Fine Foods offer the "very best domestic and imported fare at every location." From fresh bakery and pastry products to fresh meat and seafood, you can find it all at Kudler’s. What makes Kudler’s the best? Kathy Kudler, founder and owner say, "It is because we shop the world for our products" (2007, 2010, 2011). The following is an analysis of Kudler Fine Foods’ marketing strategy. This paper will seek to provide an empirical response to what areas require additional marketing, the importance of competitive intelligence, its strategy for marketing, as well as business tactics. Marketing Research Entrepreneur Media (2014) defines marketing research as the process by which information is gathered, analyzed, and interpreted as it relates to a product or services sold in the target market. Marketing firms and or departments that offer accurate and comprehensive information builds a solid foundational success because it lends itself to information about current and future consumers as well as the market competition. Armstrong and Kotler...
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...Differentiating Between Market Structures - Kudler Fine Foods ECO/365 November 25, 2013 Differentiating Between Market Structures - Kudler Fine Foods Kudler Fine Foods is dedicated to providing quality products and services to its customers. The company operates three local upscale specialty food stores in the San Diego area. The company’s “vision is to be the premiere gourmet grocery store for those selective shoppers searching for the best meats, produce, cheeses, and wine” (Apollo, 2013, Strategic Plan, p. 3). Kudler has three stores in Southern California, and the owner Kathy Kudler considers the company as operating in an industry without direct competition (Apollo, 2013, Strategic Plan). This paper will attempt to address Kudler Fine Foods market structures, its competitive strategies, strengths, and weaknesses as well as provide some strategic competitive recommendations. Market Structure The monopolistic competitive market structure according to (Colander, 2010) includes several firms selling slightly different products. Kudler Fine Foods falls within this market structure. There is an easy entry into the market for new firms in the long-run, and these firms are large enough to influence total supply. The benefits of a monopolistic competitive market structure is the ability to act independently, and adapt to economic changes while meeting customer preferences, which differentiates the firm from its competitors. In other...
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...Marketing Research Amy Timpanaro MKT/421 October 28, 2013 Raj Bose Marketing Research Marketing research is an essential component for an organization to achieve success. A marketing strategy along with its components is what persuades consumers to buy a particular product or service. This paper will illustrate the areas where additional market research in needed for Kudler Fine Foods (Kudler) and analyze the importance of competitive intelligence, and analysis regarding the development of Kudler’s marketing strategy and tactics. Importance of Marketing Research “Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area” (Kudler Fine Foods, 2011) that needs to enhance its marketing research in developing its marketing strategy and tactics. Marketing research is pivotal for Kudler to have a successful marketing strategy so they can remain successful and profitable within the up-scale, grocery store market. Research helps determine the demographical audience appropriate for its products because finding the proper target market is necessary in developing a company’s strategic and marketing plans. Knowing your competition and its competitive environment is essential to its marketing strategy and methods. Kudler must collect and analyze information on their competition and identify innovative ideas and various techniques that involve strong marketing tactics. Kudler’s direct competition would encompass grocery stores...
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...A look back at the history of the firm reveals a strong commitment to product development. It all began back in the mid-1860s when Nestlé created a new baby formula to offer to the market. This very early development within Nestlé soon developed to include an expansion of products within the firm with chocolate being added to milk products to reach a larger target market. Crunch bars were launched in 1965 and since then have been offering a delicious combination of chocolate with crisped cereals. Crunch contains no artificial colours, flavours or preservatives. The Crunch range consists of: * Crunch Milk Bar * Crunch White Bar * Crunch Milk Sharing Block * Crunch Hazelnut Sharing Bloc Nestlé’s mission statement is supported by the expression ‘good food, good life’ (Nestlé, 2014, p. 1). Meaning more than the nutritional values of the food they produce, Nestlé support the need to show a commitment to quality, safety and ultimately convenience for the consumer to enhance enjoyment. The notion of the creation of ‘shared value’ is a main focus of the firm and is an area which is supported by the firm’s ability to ‘go beyond compliance and sustainability and create new and greater value for our people, our shareholders and society as a whole’ (Nestlé , 2014, p.1). This statement supports the integrated approach Nestlé adopt through their commitment to recognising the responsibility the firm has to the wider external environment, which moves beyond a simple aspiration...
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...Differentiating Between Market Structure in Kudler Kudler Fine Foods is a strong competitive force in the marketplace. Kudler Fine Foods are a unique and have exclusive selection of fine foods and wine they offer. One of the main focuses is the gourmet experience offers, which is specific with the type of marketplace where Kudler competes. Kudler Fine Foods also have unique characteristics, such as providing a high-end selection of gourmet and organic products that cannot be found in other grocery stores. The products are reasonable prices therefore postulates a barrier currently and the future for companies to challenge. Kudler could improve their company by collecting customer surveys and evaluate to determine how Kudler’s products could be successful and how the gourmet experience was coming along. The strengths that resulted in the survey were that Kudler were higher than their competitors with their customer service. Kudler’s customers also resulted with the money that was spent and the quality of the food that satisfied and was appreciated. The strengths will allow the company to sustain itself in the marketplace. Some of the weaknesses from the surveys were how the marketing material used to display the food selections and the customer service. Kudler can resolve the issue by making the displays more attractive this will show as a high-end and appealing to customers. Customer service was a primary concern to Kudler and at the...
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...become Fred's partner, reached a business relationship will change the landscape of the fast food industry. Connecticut Bridgeport first store opened in August this year, 1965. Then, they set a goal of 32 stores open for 10 years. Fred quickly learned the basics of doing business, as well as a producer of the importance of excellent service, high quality products and provide excellent customer service, maintaining low operating costs and looking for a great location. These early lessons from around the world continue to serve as the basis of a successful restaurant Subway. SUBWAY, the Franchise By 1974, he owned and operated 16 submarine sandwich shops in Connecticut. Realize they will not achieve the target time of 32 shops, they began franchising, subway ® brand to launch a period of significant growth and continues to this day. A Fresh Future Today, the subway ® brand is the world's largest submarine sandwich chain with more than 37,000 worldwide locations. We have become the main choice of people looking for a quick, nutritious food, the whole family can enjoy. From the beginning, Fred has a clear vision of the future metro ® brand. We continue to grow, for customer service, he guided us warm fresh delicious, custom-made sandwiches. 2.2 Market Situation of the Company The Analysis Strategy The main objective of the consumer chain Metro is ranked first restaurant and in every market, subway services. In...
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...An Investigation of Competition within the UK Food Retail Industry Abstract This dissertation set out to explore the nature of competition within the UK Food Retail Industry as well as to evaluate the competitive strategies undertaken by firms in the market. This task has been undertaken through a critical analysis of a range of literature focussed on establishing the current state of play in the UK supermarket industry, examining general theory on competition and competitive strategy, as well as a review of literature that specifically addresses competition between supermarkets in the UK. Looking first at the nature of competition in the UK food retail industry, it was clear from the literature review that while the industry has many characteristics of an oligopoly as it is dominated by a small number of major firms, it is undoubtedly highly competitive. The evaluation of the competitive strategies undertaken by firms in the industry showed that between the leading firms in the market that Tesco had the best balance between price and customer perceived value but there was clear evidence to suggest that the other leading firms were positioning themselves around Tesco in order to reduce its apparent competitive advantages. While the analysis showed similar competitive strategies for the big four, it revealed different strategies being adopted by other firms in the industry who look to operate in niche markets within the food retail industry, such as Lidl and Aldi, who compete...
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...IntroductionKudler Fine Foods is a premiere gourmet grocery store for shoppers who are searching for the finest bakery products, meats, produce, cheese and dairy, as well 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...
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...attaining the pre-set objectives. External Forces & Trend Consideration In the ‘External Forces Analysis’ organic and natural health food shops the major forces included are the legal & regulatory forces, economic forces, competitive analysis and social factors. Legal and Regulatory Factors The legal and regulatory forces are very important for the business of organic food and natural health products. Human health is a highly sensitive issue for the company, so the legal regulation regarding this business is the license of human health administration to sale the food product (Wheelan & Hunger, 2004). It is necessary for the shop to get a certification and license of the nutrition available in the products (Bradford & Duncan, 2000). The legal and regulatory framework would enhance the capability of the strategy formation of the company with the inclusion of the varied legal and regulatory aspects of food and health products (Brown, 2009). Economic Factors The economies of the countries have frequent fluctuations in them due to changing economic environment (Wheelan & Hunger, 2004). This will have a great impact on the business of health and food products. Due to the changes in the economies condition of consumers, the firm would have a rapid growth in such kinds of organic food product (Pierce & Robinson, 2004). Competitive factors Due to the preference...
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...1.1Target market analysis 2.1.2 Primary target market 2.2 SWOT Analysis 2.2.1Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4Threats 2.4 Competition Analysis 2.5 Keys to success 2.6 Macro environment analysis 2.6.1 Economy 2.6.2 Culture 2.6.3 Politics, Rules and Regulations 2.6.4 Technology 2.7 Marketing objectives 2.7.1 Financial objectives 2.8 Positioning strategy 2.9 Marketing mix strategies 2.9.1 Product strategy 2.9.2 Pricing strategy 2.9.3 Promotion strategy 2.9.4 Distribution strategy 2.1 Situation Analysis 2.1.1Target market analysis According to Hitt, Ireland and Hoskisson, market targeting plays a vital role in a firm’s effort to penetrate a new market (81). In its operation, Subways provides a wide range of fast-food products such as salads and sandwiches. Within the Japanese market, Subways intends to position itself as a healthy fast-food firm. The firm targets individual customers who have a high level of disposable income. The firm targets customers who have appreciated consumption of fast-foods. In its internationalization process, the management team conducts a comprehensive market analysis in an effort to determine the feasibility of the success. Some of the elements which the firm considers include political and economic stability. 2.1.2 Primary target market In its operation, Subways have appreciated the importance of understanding the consumers’ behavior. Through a market research,...
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...Kudler Fine Foods: Marketing Research Julia Child adapted sophisticated French cuisine for mainstream Americans when she released her cookbook, Mastering the Art of French Cooking, in September 1961. The two-volume cookbook was groundbreaking at the time and is considered a standard guide for the culinary community. Since the publishing of her cookbook and airing of her televised cooking show, practicing one’s culinary skills has become commonplace. Kathy Kudler is no exception. She has turned her passion for gourmet cooking into a successful business venture by starting her own business; Kudler’s Fine Foods. Kudler Fine Foods Sales Strategy The first Kudler Fine Foods specialty gourmet store, located in La Jolla, California, was opened in 1998. Kudler’s first store was so successful, turning a profit in the first year that two additional stores were opened in the years following in Del Mar in 2000 and Encinitas, California, in 2003. The company sells gourmet foods in these up-scale communities to customers who are willing to pay a premium for premium quality foods and service. The theme of Kudler’s sales strategy is to “Delight our new and existing customers” (Apollo Group, 2009). With this in mind, Kudler has created three strategic sales objectives aimed at promoting their foods and services, building new relationships with potential customers, and reinforcing the same with its current customers. The first of these strategies is to create new customer focused...
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...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,...
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...MM522: Marketing Management Marketing Plan: Third Draft Professor: Randall Livingston Eric Bediako Lokko (D03320168) Springfield, Virginia ebediakolokko@my.keller.edu 703-677-5847 December 2nd, 2011 1.0 Executive Summary EBL to Go is a new medium size restaurant eatery that will be located in the busy neighborhood of Fairfax and Midtown area of Fairfax, Virginia. EBL to Go emphasis will be on preparing freshly made meals on a daily basis using naturally grown to organically produce products. The décor will be an upscale restaurant with distinct menus that will include authentic, freshly produce ingredients coming straight from the farm. These facilities will include a fifty people capacity eating area, deli/kitchen with a counter for take out, pick up, and check-out; also public restrooms will be available. These areas are in need of a warm and friendly place giving a home like feeling with the quality of foods we are planning to offer. The place where people are confident they will be getting nothing but the best. EBL to Go will be the answer to an increasing demand for a healthier eating lifestyle. The deli will serve freshly prepared salads, sandwiches, specialty fruit drinks and picnic lunches when ordered. All the recipes used in the deli and the eatery will be prepared daily by our on staff dietician in different categories of caloric measurements starting from 1,000 to a high of 1,600 to fit the customer’s needs. Our menus will be of...
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...INDUSTRIES 7 2.5 FIRM STRATEGY, STRUCTURE & RIVALRY 7 3.0CONTEMPORARY MANAGEMENT ISSUES 8 3.1 CORPORATE SOCIAL RESPONSIBILITY 8 3.2 CORPORATE GOVERNANCE 10 4.0 MARKET ENTRY STRATEGIES 11 4.1 JOINT-VENTURE 11 4.2 DISTRIBUTION SYSTEM 12 5.0 CONCLUSIONS 13 6.0 REFERENCES 14 1.0 INTRODUCTION The purpose of this paper is to discuss and evaluate the attractiveness of the food retail industry in India. Research on the Indian food retail industry will be executed to construct an analysis of the overall competitiveness and investment attractiveness. In Part 1, the researcher will apply the extended version of Porter’s National Diamond (PND) model to the Indian food retail industry. In Part 2, two key management issues will be taken into account and analysed before developing any further operations into the Indian food retail industry. In Part 3, two market entry strategies will be selected, compared, and discuss the advantages and limitations of each to determine the optimal strategy to be implemented in regards to the Indian food retail industry. 2.0 Part 1: PORTER’S NATIONAL DIAMOND ANALYSIS India has experienced significant social and economic change as of late, enabling a solid consumer market for foreign retailers. According to UNICEF, the Indian economy has been booming, with an average GDP growth rate of 4.5% from 1997 to 2007 (Mann & Byun, 2011), and is anticipated to be the world's third greatest economy after the USA and China by 2050. When market size, development...
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