Marketing Research
Rebecca Schoenfeld
MKT/421
8-28-11
Elizabeth Hartsig

Market Research Paper

Kudler Fine Foods is a food establishment that offers a variety of different items such as, baked goods, meats, seafood’s, produce, cheese, dairy, etc. Kudler’s food establishment always sells their food fresh to better please their customer’s daily. Kudler’s main objective is to “improve the efficiency of its operation and increase customer service.” (Shaikh, 2009). Marketing research is a vital part of the business world. The marketing research for Kudler Fine Foods will be discussing the tactics and strategies they use and try to find areas that might need additional market research as well. The marketing operations for Kulder Fine Foods has had their flaws but, they wanted to focus on increasing their revenue and services to better improve the company. Kudler needed to increase the business so, the company needed to start small and work their way up. Kudler first started by hosting house parties for the purpose of allowing a wide variety of people to taste Kudler’s variations of foods as well as allowing the customers to be hands on and learning how to prepare the foods. This will allow Kudler’s to have a personal bond with the customer to make them feel more comfortable with what they are eating as well as broaden Kudler’s customer intake. Kudler’s would like to go a step further and move up on the scale to bring in well-qualified cooks/chiefs and guest celebrities to help boost sales at their stores. The guest appearances will help with the promotion aspect of the business, which will inevitably draw new customers to the stores. The end result will allow the customers to try a variation of different foods that Kudler’s is selling due to the fact that celebrities have vested their time and energy into the healthy food products they have to offer. The end result of the promotion would be that all the “regulars” would come into the store more often and also new customers as well will enjoy the different products Kudler has to offer. The increase in profit would be based on the outcome of the popularity of the store. The marketing research implemented that Kudler’s will give the customers an incentive for purchasing the foods, as well as bringing new customers into the store too. They will be raffling off tickets weekly to show the customers their appreciation. In addition the promotion will also offer customers to receive a bonus card, which is good for discounts on items as well as adding points onto the card. The more items you purchase in the store the more likely the customers will be increasing their points on the card for fantastic prizes. The prizes consist off airline tickets, land packages, or gift certificates to retail department stores. Kindler Fine Foods have been prioritizing there time with configuring out an efficient sales strategy to better assist their management team over the years. They are paying close attention to the customers wants and needs such as the items that are purchase quite frequently vs. items that are not purchased as often or not at all. Kudler’s wants to please their customers as well as make a profit and not loose money that might be caused by the lack of certain items not selling. If items do not sell as often Kudler’s will have to dispose of the wasted food. Inevitably it is a waste of the company’s time preparing the food, energy, and money. Kudler’s wants management to be aware of these issues and try to target the problems before it becomes threatening for Kudler’s operation. Management has come up with a solution to better accommodate their customers and that is giving out surveys. Excessive research has been made on how Kudler’s would find out specifically what customers like and dislike about the store, service, and food. They are now implementing surveys that customers can fill out in order to specify their individual needs to please them better. The negative aspect of the marketing research, is the outcome of the surveys that customers fill out which showed that they do not feel that the merchandise sold is a good value for the money. Even though the customers are pleased with the products, they are not thrilled with the price they are paying for. Kudler’s wants to please the customers by making sure the quantity and quality of the products are priced reasonably for them so, the customers will come back for more and spread a good word about the store, which will bring new customers in. Analyzing the purchase behavior patterns of their customers will allow Kudler’s to see what products are sold the most vs. the least. That way Kudler’s is not wasting excess food and money preparing items that are not sold on a daily basis. Kudler’s goal is to center themselves on preparing top of the line food as well as having their customers enjoy the meals they make for them. When Kudlers’ have “regulars” come in they know that the customer service and food is up to pare. Kudler wants to dig deep in pleasing their customers and improve on the value of the food, quality, quantity, and how it is presented to the customers. The reason for improvement is to allow our customers to try different types of food that Kudler’s has on the menu but customers may not be willing to buy because they are skeptical. Allowing the customers to receive golden treatment while being in the establishment might make them want to broaden their variety of foods they are willing to try. In enhancing their service Kudler’s is willing to develop an employee-training program to better assist the customers. “Further more, marketing has encouraged the purchasing department to find ways to reduce costs of ordering foods and minimize the amount of food to be stored” (Shaikh, 2009). Kudler’s wants to make every ones lives run as easy and smoothly as possible (co-workers and customers) they have come up with a solution to keep all the transactions that are made in a given day in order. This system Kudler’s can track information when dealing with each persons purchase value and the profit the company is receiving by the item number.
The new processes will reduce the inventory enormously, while allowing the customer to receive the freshest and most enjoyable products Kudler has to offer. Kudler’s goal is to keep the customer happy and coming back for more. Occurring with the new initiatives of purchase behavior pattern tracking, this should give the purchasing department help in determining what items to buy and the quantity of those items. In conclusion, the new initiatives and processes that are planning to go into effect at Kudler Fine Foods should increase the profit margin along with expanding their consumer base. If Kulder Fine Foods does not implement the proper usage of marketing research, the management team will be unable to properly pursue the new market strategies and measures it will take for the business to succeed.

Reference

Shaikh, S. (2009). Marketing Research. Received on August 19, 2011, from,

http://safeshaikh.com/business/marketing/marketing-research.

Armstrong, G & Kotler P. (2009). Marketing: An Introduction. (9th ed.). Upper Saddle River, NJ: Pearson Education. Retrieved from the University of Phoenix eBook Collection Database.