Market Structures in Kudler
Gerard A. Brady
ECO/365
November 7, 2013
PH.D. Sol Dresher

Market Structures in Kudler
Currently, KFF has minimal competition and owns a substantial portion of its market share. From the 2010 and 2011 customer marketing surveys, strengths and weaknesses of KFF strongly identify with the consumers view. The 2010 market survey shows KFF’s strengths to be convenient store hours, appealing atmosphere/décor, attractive displays, merchandise satisfaction, and the overall satisfaction of the store. Each category listed as strengths from the 2010 survey shows that less than 20% of the customers shopping at KFF express dissatisfaction in these areas. This analysis leads to the weaknesses shown in 2010. The weaknesses would be any category that has a customer dissatisfaction rate above 20%. Listed from weakest to weak; good value, good selection, courteous, and knowledgeable staff categories show red flags. These four categories alone define Kathy Kudler’s mission for creating an upscale gourmet shopping experience.
The areas KFF most wants to prevail are the areas given the most dissatisfaction by customers. Looking into the 2011 market survey, it shows that dissatisfaction is rising in other categories. KFF strengths in 2011 according to its consumers are, store hours and the atmosphere/décor. Of the nine categories, customers show satisfaction with only two of the nine survey categories. This is a significant decline from the five satisfied categories customers had in 2010. The surveys lay the groundwork for competition in the marketplace because its basis is from the customer’s point of view and how KFF fits into their lives. KFF strives to offer variety and knowledgeable custom care for any customer’s request or concerns. KFF’s market structure has characteristics of a monopolistic competition. This market structure is chosen because