...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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...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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...Running head: KUDLER FINE FOODS Kudler Fine Foods Marketing Research Justin Nelzen MKT/421 May 01, 2014 Earnest Broussard Jr. Kudler Fine Foods Marketing Research Advertising exploration is the social event, recording and investigating of all information about issues identifying with the showcasing of merchandise and administrations. An organization utilizes this capacity to connection the buyer, client, and open to the business sector. An advertising exploration is a paramount piece of business, and without it, organizations won't have the capacity to stay in contact with patterns, requests and inclination of their purchasers. Although directing showcasing exploration might be drawn out and exorbitant, it is valuable in the long run and the expense of the examination needs to be adjusted against the criticalness of guaranteeing that the business wandering into new items is conceivably going to be fruitful. The four components of marketing mix, price, product, place and promotion structure the foundation of any great statistical surveying. Using these components will direct the organization's examination and center the address that required to be asked. Whether you need to blend the quintessential martini or discover the ideal wine to compliment your next supper party, Kudler is the spot for it. They convey a wide mixture of wine and gourmet food. Kudler Fine Foods is a gourmet market, placed in the San Diego metropolitan area with three areas to serve their...
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...Marketing Research Kudler Fine Foods is a gourmet grocery store that caters to savvy shoppers seeking the finest produce, meats, cheeses, and wines. Kudler Fine Foods was established by Kathy Kudler in 1998. Currently, Kudler Fine Foods has two locations in California, La Jolla and their newest location in Del Mar. Kudler Fine Foods prides itself on providing fine quality products to savvy customers seeking high quality as well as a new shopping experience. Kudler Fine Foods has become successful because of their strategic location catering to consumers with a unique taste and who are willing to pay the price. As Kudler Fine Foods develops their marketing strategy and tactics additional market research is required in specific areas before proceeding. Those three areas are new locations, catering services, and acquisition opportunities. New Locations Kudler Fine Foods is currently operating two stores in California, one in La Jolla and the other in Del Mar. As a growth opportunity, Kudler Fine Foods is considering geographic expansion throughout California. Kudler Fine Foods is considering expanding by opening new locations in San Diego, Palm Springs, San Francisco, Santa Barbara, and Carlsbad. Before proceeding with opening new locations additional market research must be conducted to determine if this locations have a demand for the types of products Kudler Fine Foods has to offer, and if the consumers are willing to pay the price. Kudler Fine Foods research team...
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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...
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...Marketing Shelley Weaver MMPBL/502 Managing the Business Enterprise December 7, 2009 Uwa Irving Marketing Kudler Fine Foods is always looking for ways to expand business. With confidence in gourmet food products, adding catering services, in addition to in-store parties currently offered, is under consideration as a new market item. Market research, marketing mix, place, products, pricing, technology, and local organic growers all play a role in the decision to move forward with catering services by Kudler Fine Foods. Market Research Kerin, Berkowitz, Hartley, & Rudelius (2006) define market research as “the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions” (p. 205). Kudler Fine Foods is entertaining the possibility of moving into the catering business. In order for Kudler Fine Foods to expand to include catering services, marketing researches is necessary to determine as well as confirm, market readiness, ascertain consumers’ interests, and evaluate existing and future customer demand for purchasing catering services. If marketing research, through collecting and analyzing demographic information, confirms the public will embrace gourmet catering services, Kathy is willing to take the recommendation to expand and move Kudler Fine Foods on this new venture. Marketing research is helping Kudler Fine Foods understand surrounding area interest in gourmet catering services and helping...
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...Marketing Research MKT 421 February 24, 2014 Marketing Research Abstract This information explains the importance of marketing research to Kudler Fine Foods. They will determine the best location to open a new store to add to the three already successful stores. It will cover the marketing strategy and tactics that will best benefit the company. This is determined from the advice found from Mark Vitale, PhD, William D. Perrault and the author. The author believes that following the five steps of market research, utilizing competitive intelligence and analysis, and determining consumers’ needs and desires through research, conversation, and a survey will allow continued success for Kudler Fine Foods. An expansion is inevitable as is success when following the allowed guidelines of marketing research and analysis. Introduction Kathy Kudler, the founder of Kudler Fine Foods, loved to cook gourmet foods as a way of relieving the stress from her position with a defense contractor. When shopping for ingredients to prepare her gourmet fare, she realized a business opportunity for which she had been searching (Apollo Group, 2011). Kathy went to work developing a business plan and obtaining financing. The first Kudler Fine Food Store opened in La Jolla on June 18, 1998. The store caught on quickly, and a second store was opened in Del Mar in 2000 and still another in Encinitas, in 2003. Kudler Fine Foods offers quality gourmet foods like bakery products, meat, seafood...
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...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...
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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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...Marketing Research - Kudler Fine Foods Valerie Geiger University of Phoenix August 12, 2012 Christina Martin People with a passion for cooking often turn to gourmet foods for the exquisite taste and product quality. Kudler Fine Foods is just the place to find exceptional quality products at a competitive price. Founded in 1998 by Kathy Kudler, she has a passion for fine food and a vision to share that passion along with the ability to find everything a person would need to fulfill culinary delight under one roof. With the company in full operating swing, marketing research in different areas of the company will be essential to fine tune the marketing strategy and tactics of Kudler Fine Foods. Marketing Strategy Kudler Fine Foods virtual organization portal states "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" (University of Phoenix, 2011). The goal is to increase profits and reduce costs and remain true to loyal customers. Through different tactics such as in store events, frequent shopper programs, increased operating efficiency, and additional market research Kudler Fine Foods should be able to meet the goal. Kudler Fine Food will need to utilize the marketing research process to gather information needed to make informed business decisions. The marketing...
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...Marketing Research Paper Marketing Research Paper Kudlers Fine Foods is an upscale specialty grocery store located in California. The products they serve range from dairy products and cheese to meats, baked goods, and wines. Kudlers Fine Foods was established in 1998 and in less than a year the store began earning a profit. The store has now expanded to a chain of stores located in two other locations in California. Kudlers Fine Foods has selections to fit the needs of the customer, offering organic, local foods and the best imported and domestic wine available. Kudlers Fine Foods has expanded and needs to develop a marketing strategy that will earn a profit through revenue for the stores in all three locations, especially the Del Mar location. Kudler Fine Foods is focused on developing a good customer relationship by expanding the services they provide to the customer and increasing revenue to all of their stores. Importance of Marketing Research Marketing research is important for any company if they are to be successful. Marketing research is the gathering of information that marketers use to help them make good decisions. According to the American Marketing Association (2012), marketing research is “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...
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...Marketing Kudler Fine Foods Angela Bush MKT/421 February 19, 2012 Judith C. Allen Marketing Kudler Fine Foods Kudler fine foods is a store that markets fine foods but needs to bring some focus toward expanding their goods to the public. Improving their business operations will increase store efficiencies and the demand of its customers at a higher volume of purchases. The growth of this organization is significant and growth will coincide with strategic marketing that will expand Kudler Fine foods locally and internationally. Kudler’s current marketing strategy and tactics have limited the company from targeting the right group of areas of consumers to promote goods too. Examining demographics and consumer behaviors competition is an aspect to consider when marketing depicting whether or not a business is promoting the benefits from the product. Importance of marketing research Marketing research allows the company to promote goods and services. Strategic marketing will place Kudler Fine foods in a good position to remain dominant in the grocery store circuit and raises their sales volumes in different locations. When evaluating consumers, a business needs to perform studies on customer behaviors demographically to decide on the appropriate items to market. The correct target market will drive consumers in to stores to shop more. This helps the business marketing decisions and strategic planning to promote their store publicly. Kudler Fine Foods provide...
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...Kudler Fine Foods Marketing Research Marketing MKT/421 Introduction This paper is a marketing research on Kudler Fine Foods. I will justify the importance of marketing research in developing Kudler Fine Foods’ marketing strategy and tactics. Next, I will identify the areas where additional market research is needed. Afterwards, I will analyze the importance of competitive intelligence and analysis regarding the development of Kudler Fine Foods’ marketing strategy and tactics. Kudler Fine Foods Marketing Research Kudler Fine Foods were founded in 1998 by Kathy Kudler in San Diego, CA. Kudler has since grown to three locations. The importance of marketing research in developing Kudler Fine Foods is focusing on expanding to more locations; making sure that their operations efficiency is top of the line and increasing the customer purchasing cycle. With Kudler Fine Foods, there are several areas where additional marketing research is needed. Although it is a great idea to increase revenue in the store, but training customers to prepare specialty foods is not only a waste of time, but a waste of money. Kudler is bringing world-renowed chefs to train the customers. It costs a lot of money to get very famous chefs to work for companies and they will be training customers free of charge at Kudler Fine Foods hoping to increase customer’s social network. Kudler will also offer classes at customer’s homes for a premium fee. But, why would a customer want to pay for such...
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...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...
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...Differentiating Between Market Structures Kudler Fine Foods is a high end gourmet market for shoppers with discriminating tastes and who are searching for only the highest quality meats, cheeses and dairy, bakery products as well as a fine selection of domestic and imported wines. Kudler Fine Foods has experienced substantial growth and has set its sights on the expansion of the services it provides in an effort to improve efficiency of its daily operations with the ultimate goal of boosting consumer purchasing. With the company’s current growth, Kudler Fine Foods is committed to implement changes to increase revenue and to cut costs. This paper will highlight the importance of research to the marketing strategy and the direction in which Kudler Fine Foods heads; additionally this paper will cover competitive intelligence and analysis in order to explain the role it plays in the development of marketing strategies and tactics. Finally, should Kudler Fine Foods require additional areas of research; this paper will point out those areas as well. First a brief description of market research; Marketing research is a study of a particular type of business that compiles information and analyzes data about consumers, competitors and the market being researched. Marketing research can be used to create a business plan, launch a new product, expand or enter into new markets, or make adjustments to existing services and or products. Companies utilize market research to determine which parts of the...
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