Kudler Fine Foods Marketing Research Case

Marketing Research

University of Phoenix

MKT/421

Marketing Research

Kudler Fine Foods is a specialty upscale food store located in the San Diego metropolitan area. Kudler Fine Foods was founded in 1998 by Kathy Kudler in La Jolla, California. The company was such a success that in 2000 a second store opened in Del Mar and a third store opened in Encinitas. Each store offers a wide variety of quality foods imported from around the world. They offer a fine selection of bakery and pastry products, fresh produce, fresh meat and seafood, condiments and packaged foods, cheese, and specialty dairy products. Kudler Fine Foods offers only the finest of products and does so by shopping the world for the best it has to offer. Kudler Fine Foods offers a fine selection of bakery and pastry products, fresh produce, fresh meat & seafood, condiments and packaged foods, cheese and specialty dairy products, and a great selection of wine. Kudler Fine Foods has had great success since its doors opened in 1998. As a company they have grown thanks to the hard work and dedication of every Kudler employee. Marketing has been a key element in the success Kudler has had thus far but in order to continue growing the Kudler name it is imported to develop a solid marketing strategy. Extensive market research will have to be performed to establish a strong base for a marketing campaign.

Marketing research is very important in the development of Kudler Fine Food’s marketing strategy and tactics. The role of marketing research is to determine the customer’s needs and how well the company is satisfying them (Perreault, 2011). In order for a store such as Kudler to be successful it has to know what the customer wants and find a way to meet those needs. Obviously there is a demand for fine and specialty foods or Kudler would not be in business today. The goal is not only to reach that market but expand the customer base to those that may not know that such products are out there and would enjoy them. Fine foods should be for everyone to enjoy not just the rich. Quality foods should be in everyone’s diet to promote a healthy lifestyle. Marketing research will assemble the information needed to understand their current and potential customer’s tastes and preferences. Market research will also assist in predictions for respective seasons and how their customers will react to diverse products. Determining the correct pricing, distribution, and promotional strategy will also result from proper marketing research. Kudler Fine Foods needs precise and pertinent information that will result from effective marketing research, acquiring this information will allow them to project its strategies and tactics better than their competition.

Market research