Kudler Fine Foods Marketing Research

Kudler Fine Foods

Introduction

Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area that specializes in both domestic and imported foods. The mission of the store is offer each customer a delightful and pleasing shopping outing by providing quality products at appropriate prices, in comparison of the competitors. Kudler Fine Foods was established in 1998 and currently has three locations in California, La Jolla, Del Mar and Encinitas. Each store has approximately 8,000 square feet of retail space conveniently located in a fashionable shopping center. Each Kudler location offers the very best of the following selections Fresh Bakery and Pastry products, Fresh Produce, Fresh Meat and Seafood, Condiments and Packaged Foods, and Cheese and Specialty Dairy Products (University of Phoenix, 2013). Focusing on the Food marketing strategy and tactics is important for all companies. A company has to ensure that all areas chosen for expansion must be researched and ensure they can be successful in that area. Marketing research will provide what product a company can and cannot sell in a certain area. Marketing research can also provide what type of consumers or customers are in the area as well as what competitors. Companies with great marketing research will get one foot closer to being successful. This paper will address the importance of marketing research, areas where additional marketing research is needed, and analyze the importance of competitive intelligence and analysis all in regards to the development of Kudler Fine Foods’ market strategy and tactics.

Marketing Objective

Kudler Fine Foods have developed a strategic growth objective to increase loyalty and profitability of consumers. Kudler will need to perform marketing research to develop the company's marketing strategy and tactics. Kudler’s strategy is in expanding services, and a frequent shopper program (University of Phoenix, 2013). In order to leverage the frequent shopper program Kudler’s is collecting existing information in order to create a more intimate relationship with their customers. Kudler is currently in the process of developing a new system of tracking sales and financials, this will allow for the company to track customer purchase behavior over time.

To help Kudler accomplish these goals, the marketing department developed a couple of marketing initiatives that will assist in the improvement of sales and profits, and help reduce costs. Kudler plans to separate from the competition by offering each customer a delightful and pleasing shopping outing, by its product selection, and experienced,