Kudler Fine Foods Case

Marketing Research Paper

MKT/421

February 25, 2013

Introduction

Kudler Fine Foods is an upscale specialty food store located in San Diego. They have three store that sell everything from bakery and pastry products to fresh meat and seafood to domestic and imported wines and spirits. Kudler was founded in 1998 by Kathy Kudler, who relieved her stress by cooking gourmet meals. After less than year after opening the store was already profitable. With the success of the first location she decided to open her second location in the year 2000 in Del Mar and the third store was opened in 2003 in Encinitas. Whatever she is doing she needs to keep it up, because she was able to open 3 locations in less than ten years. But can there be more for her? She can expand her business without opening another physical location, if she just do some more market research.

Internet Sales

"Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization"(Armstrong & Kotler, 2011, 106). Kathy Kudler should consider taking her business to the internet and ship her products across the country. She could do a test of the internet for about six months to see if it is successful. She might have a loyal following in San Diego and surrounding communities but potential consumers might know about her. This is where market research comes into play to figure out the best way to expand her business into surrounding companies. One thing she can do is connect with social media. She can reach a lot of people with Facebook and Twitter accounts. She can always send news letters to the people that become "friends" on each site and keep them up-to-date with sales and promotions. Kathy will also figure if she wants to sale all her products online and ship them to different states. She could also think about setting this online sales up for placing orders in the local stores. It could be similar to what Wingstop and White Castle does. You can place an order and within 20 minutes pick it up.

Marketing Strategy

Kathy has a great marketing strategy. Sell high quality, great foods at reasonable prices. Kudler Foods understands that everyone wants to eat healthy or try new foods and wines, but do not have the high dollar money. In every store they have a Wine Steward to help people make a great wine choice. Everyone really do not know all there is to know about wine but would like to find out and drink great tasting wine that they can afford. That is why every month Kudler Foods holds wine appreciation classes. This will help