...Kudler Fine Foods Marketing Research Marketing MKT/421 Introduction This paper is a marketing research on Kudler Fine Foods. I will justify the importance of marketing research in developing Kudler Fine Foods’ marketing strategy and tactics. Next, I will identify the areas where additional market research is needed. Afterwards, I will analyze the importance of competitive intelligence and analysis regarding the development of Kudler Fine Foods’ marketing strategy and tactics. Kudler Fine Foods Marketing Research Kudler Fine Foods were founded in 1998 by Kathy Kudler in San Diego, CA. Kudler has since grown to three locations. The importance of marketing research in developing Kudler Fine Foods is focusing on expanding to more locations; making sure that their operations efficiency is top of the line and increasing the customer purchasing cycle. With Kudler Fine Foods, there are several areas where additional marketing research is needed. Although it is a great idea to increase revenue in the store, but training customers to prepare specialty foods is not only a waste of time, but a waste of money. Kudler is bringing world-renowed chefs to train the customers. It costs a lot of money to get very famous chefs to work for companies and they will be training customers free of charge at Kudler Fine Foods hoping to increase customer’s social network. Kudler will also offer classes at customer’s homes for a premium fee. But, why would a customer want to pay for such...
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...Marketing Research - Kudler Fine Foods Valerie Geiger University of Phoenix August 12, 2012 Christina Martin People with a passion for cooking often turn to gourmet foods for the exquisite taste and product quality. Kudler Fine Foods is just the place to find exceptional quality products at a competitive price. Founded in 1998 by Kathy Kudler, she has a passion for fine food and a vision to share that passion along with the ability to find everything a person would need to fulfill culinary delight under one roof. With the company in full operating swing, marketing research in different areas of the company will be essential to fine tune the marketing strategy and tactics of Kudler Fine Foods. Marketing Strategy Kudler Fine Foods virtual organization portal states "Kudler Fine Foods has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers" (University of Phoenix, 2011). The goal is to increase profits and reduce costs and remain true to loyal customers. Through different tactics such as in store events, frequent shopper programs, increased operating efficiency, and additional market research Kudler Fine Foods should be able to meet the goal. Kudler Fine Food will need to utilize the marketing research process to gather information needed to make informed business decisions. The marketing...
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...paper will examine the importance of marketing research in the development of Kudler Fine Food’s marketing strategy and tactics. It will identify the areas where additional market research is needed and analyze the importance of competitive intelligence. Lastly, it will provide an analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. The Kudler Fine Foods stores began with a vision by owner Kathy Kudler. She envisioned the convenience of gourmet shopping in one location instead of purchasing many ingredients from a variety of stores throughout the area. Kudler Fine Foods has a bakery products, fresh produce, fresh meat, seafood, cheese products, and wine. Kathy Kudler decided to open her first store in 1998. This store is located in La Jolla, California. After two years, Kathy Kudler opened a second store in Del Mar, CA. Finally, in 2003, Kathy Kudler opened her third Kudler’s Fine Foods in Encinitas, California. Kathy Kudler’s goal is to “provide customers with the finest selection of the very best foods and wines so that customers’ culinary visions can come true” (Kudler, 2011). To achieve this goal, Kudler Fine Foods must provide to their customers the finest selection of goods and products for her customers to purchase. An effective business marketing plan can guide an organization in their business venture. An essential component of a marketing plan is marketing research. Whether Kudler Fine Foods is a single local neighborhood store...
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...Kudler Fine Foods Thomas Gilbert MKT 421 May 8, 2012 L. Denise Lozano Abstract This paper is a discussion of Kudler Fine Foods and the importance of marketing research in relation to the organizations marketing strategy and tactics. The paper will identify areas where additional market research is needed, and analyze the importance of competitive intelligence and analysis regarding the development of Kudler Fine Foods’ marketing strategy and tactics. Kudler Fine Foods Kudler Fine Foods is located in San Diego, and is a local upscale specialty food store. Kudler provides products and services at three locations (La Jolla, Del Mar, and Encinitas). These stores are located in fashionable shopping outlets with the stores occupying about 8,000 square feet of sales space. Kudler offers a variety of domestic and imported products at each location. Product variety includes: Baker and Pastry Products, Fresh Produce, Fresh Meat and Seafood, Condiments and Packaged Foods, and Cheese and Specialty Dairy Products. Kathy Kudler is the founder of Kudler Fine Foods. Kathy opened her first store in 1998 and was followed by two additional store openings in 2000 and 2003 (University of Phoenix, 2011). Strategic Objective Kudler Fine Foods strategic objective is to increase loyalty and profitability of their consumer. The objective is to be achieved through three initiatives. These initiatives include: expanded services, a frequent shopper program, and increased efficiency....
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...Kudler Fine Foods Service Request SR-kf-013 BSA375 Business Systems Development Abstract Kudler Fine Foods, an upscale specialty gourmet foods shop with three locations (La Jolla, Del Mar and Encinitas), has an expressed interest in the development of a Frequent Shopper Program to enable enhanced information management by tracking customer-purchasing practices. The information collected regarding customer purchase behaviors through the Frequent Shopper Program will improve the quality of Kudler Fine Foods’ product lines and reduce the quantities of perishables discarded. To increase revenue and customer loyalty, and as an alternative to providing discounts, Kudler Fine Foods has partnered with a loyalty points program to offer incentives for customer loyalty in the form of high-end rewards for shopping at Kudler Fine Foods. Customers will earn points with every purchase, redeemable for high-value gift items such as first-class airline upgrades, and other specialty items (Apollo Group, Inc., 2007). Facilitating this effort will require systems planning and selection as well as current and proposed systems analysis and design, in conjunction with systems implementation and integration, training, operations, and maintenance. Kudler Fine Foods Service Request SR-kf-013 Initiatives Outline Kathy Kudler, the founder of Kudler Fine Foods, opened her first gourmet food shop in 2003. Since that time, two additional stores have opened, and other locations in Carlsbad...
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...Kudler Fine Foods Service Request SR-kf-013 BSA375 Business Systems Development Abstract Kudler Fine Foods, an upscale specialty gourmet foods shop with three locations (La Jolla, Del Mar and Encinitas), has an expressed interest in the development of a Frequent Shopper Program to enable enhanced information management by tracking customer-purchasing practices. The information collected regarding customer purchase behaviors through the Frequent Shopper Program will improve the quality of Kudler Fine Foods’ product lines and reduce the quantities of perishables discarded. To increase revenue and customer loyalty, and as an alternative to providing discounts, Kudler Fine Foods has partnered with a loyalty points program to offer incentives for customer loyalty in the form of high-end rewards for shopping at Kudler Fine Foods. Customers will earn points with every purchase, redeemable for high-value gift items such as first-class airline upgrades, and other specialty items (Apollo Group, Inc., 2007). Facilitating this effort will require systems planning and selection as well as current and proposed systems analysis and design, in conjunction with systems implementation and integration, training, operations, and maintenance. Kudler Fine Foods Service Request SR-kf-013 Initiatives Outline Kathy Kudler, the founder of Kudler Fine Foods, opened her first gourmet food shop in 2003. Since that time, two additional stores have opened, and other locations in Carlsbad...
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...Head: KUDLER STRATEGY Week 6 Kudler Strategy Yong Zhou University of Phoenix/ MBA Program STR/581 Strategic Planning & Implementation Professor Doug Gilbert August 11, 2009 Executive Summary Kathy Kudler is the creator of Kudler Fine Foods. Kathy’s primary goal in establishing KFF was to create a retail store that provides a selection of gourmet foods in order to meet the needs of the typical person all within one store. A wide variety of foods are offered at Kudler Fine Foods. The many different departments include gourmet baked goods, dairy, cheese, wine, organic and non organic produce sections, fresh meats, and seafood. Furthermore, the three different retail locations will offer cooking classes in addition to monthly cheese and wine customer appreciation classes. Some of these services will be expanded into the private residence sector. Adding to their list of offered services, KFF has just added a new catering service in an attempt to attract new customers as well as increasing revenue from their existing customer base. There have been some recent operational changes at Kudler that will be advantageous to the success of their stores. Kudler is able to increase their profitability by using operational strategies such as establishing contracts with local producers of organic produce, creating a purchasing department, and through the use of marketing tools. The right strategies will keep Kudler Fine...
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...Marketing Research Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. They sell almost anything such as bakery and pastry products, fresh produce, seafood, meats and cheese and specialty dairy products. Their mission is offer a delightful and pleasing shopping outing to their customers coupled with their experienced, helpful staff. In this paper we will discuss the importance of marketing strategy and tactics while identifying the areas where additional market research is needed. Also, analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. The Importance of Marketing Research Marketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, fine tune existing products and services. Businesses use market research to configure which parts of the population will purchase their products based on variables such as age, gender, location and income level. Marketing research finds the characteristics of target markets and plays an important part in an organizations strategy of expansion. Marketing research is important Kudler Fine Foods. Since the founder, Kathy Kudler, was the Vice President of Marketing for a large defense contractor, she is aware of the importance...
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...After all customers focus more on quality and customer service more than anything else including price. In this paper, I will discuss Kudler’s quality strategies and strategic plan as well as identify and examine the process of improvement. Furthermore I will also talk about Kudler’s tools and techniques along with the significance of competitive intelligence as it relates to their organization. The History of the Company Kudler Fine Foods is an upscale specialty food store founded by Kathy Kudler in June 1998. The business offers their customers a wide selection of both imported and domestic products from bakery, meat and seafood, to produce, cheese and dairy products, not to mention their extensive assortment of wines. Presently, Kudler Fine Foods has store locations in La Jolla, Del Mar, and Encinitas, California. “Kudler’s mission is to provide their customers with the finest selected foodstuff, wines, and related needs in an unparalleled consumer environment” (Apollo Group 2008). A few years after opening, Kudler Fine Foods quickly began to experience substantial growth. Therefore, the company is currently concentrating their efforts on expansion of their services, improving the efficiency of their operations, and increasing their consumer buying cycle. In order to accomplish these plans, they must first identify the type of strategic plan, strategies and tactics that are required to achieve a successful launch of the company’s new services. Strategic...
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...Kudler Fine Foods Shopper Awards Program Kudler Fine Foods is an elite specialty grocery retailer shopping the world providing customers with the finest products available. June 18, 1998 Kathy Kudler opened the first Kudler Fine Foods store in Southern California. Kudler Fine Foods mission: “Our selections, coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing.” The rapid growth and working to always improve efficiency in its operations founder, Kathy Kudler, looking to always improve the customers shopping experience decided to add a marketing awards program. A marketing awards program helps organizations track customer behavior by giving various incentives to shoppers increasing annual purchasing of customers (JPS, 2009). This will help Kudler Fine Foods analyze shopping habits, change product mix at an individual store level, and fine – tune their marketing programs. To maintain their market share and implement an efficient frequent awards program the organization will need to evaluate the following issues: • Legal Aspects • Ethical and Social Responsibility • Security Issues • Financial Analysis Legal Aspects Frequent awards programs gather information based on consumers buying behavior. In the process of implementing a rewards program Kudler Fine Foods will need to address issues to protect the company and public interest. Customers will need to have complete confidence in the...
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...Kudler Fine Foods Frequent Shopper Program Kudler Fine Foods is an upscale store which specializes in the highest quality specialty food items both imported and domestic. There are three stores in the San Diego area, they are in La Jolla, Del Mar and Encinitas. The departments within each store are: • Fresh Bakery and Pastries • Fresh Produce • Fresh Meat and seafood • Condiments and packaged Foods • Cheeses and Specialty Dairy Products The founder and owner Kathy Kudler put in a service request to develop a system that tracks customer purchases. This system will award loyalty points in a frequent shopper program. Before they implement the program Kudler Fine Foods will need to research several business considerations to ensure they keep their customer’s information safe and secure. These considerations include legal, security and ethical implications. In this paper I will detail the legal, security and ethical considerations of e-commerce. The paper will also detail a point-of-sale system that will be used to track Kudler’s customer’s purchases and award points. In conclusion a description of the financial analysis that will show why the expenditure or this program is justified for use at Kudler Fine Foods. Frequent Shopper Program Kudler Fine Foods would like to develop a frequent shopper program. A program such as this will track a customer’s purchases at the point of sale and reward them with points. The customer can use accumulated points to be redeemed later for...
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...Kudler Fine Foods Business Analysis Karen D Glover BSA 310 April 15, 2012 Joseph Rezendes Kudler Fine Foods Business Analysis Kathy Kudler, the founder of Kudler Fine Foods (KFF) has a primary goal in establishing a retail food store that provides a selection of gourmet foods in order to meet the needs of the typical consumer, all within one store. Kudler’s mission statement is clear;”provide our customers the finest in selected foodstuffs, wines and related needs in the unparalleled consumer environment.”(Kudler Fine Foods Mission Statement, University of Phoenix Virtual Organization Portals, 2008) With the wide variety of foods is offered at Kudler Fine Foods, the different departments include gourmet baked goods, dairy, gourmet cheese, and wine, organic, non-organic produce sections, fresh meats, and seafood. In addition, within the three retail locations, KFF offers cooking classes along with monthly cheese and wine customer appreciation classes. Some of these services will be expanded into the private residence sector. Adding to their list of offered services, KFF has just added a new catering service in an attempt to attract new customers, as well as, increasing revenue from their existing customer base. There have been some recent operational changes at Kudler that will be advantageous to the success of their stores. Kudler is able to increase their profitability by using operational strategies, such as, establishing contracts with local producers of organic produce...
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...for Kudler’s Fine Foods Frequent Shopper Program Daniel W. Burgess, Richard Rives, Darrell Crosson, Warren Johnson, and Antoin Jenkins Axia College University of Phoenix Requirements for Kudler’s Find Foods Frequent Shopper Program Introduction In an effort to maintain a competitive edge in the gourmet food industry, Kudler Find Foods will implement changes to the company’s infrastructure and overall networking capabilities to create a shopping program for our dedicated customers. A system analysis team has been created to meet this challenge led by Daniel W. Burgess, Vice President of Operations, Richard Rives, Director of Information Technology, Darrell Crosson, Director of Human Resources, Warren Johnson, IT Specialist, and Antoin Jenkins, Program Coordinator. The goal of the project is to provide our customers with the best processing methodology to complete error free transactions; generate feedback from users; and address any issues from customers by upgrading our customer service operations. The scope of the Frequent Flyer Program (Service Request Form, SR-kf-013) will entail low-level processes that focus on the business aspects of our IT department and the processes that involve a RAD (Rapid Application Development) system. The program will be able to operate on a global scale with operations in Asia, China, Japan, and South America. Upgrades to our systems will represent different approaches that streamline and improve the system and design processes...
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...Individual Marketing Research Paper MKT-421 Individual Marketing Research Paper Kudler Fine Foods While developing the Kudler Fine Foods marketing campaign strategy it is critical to identify areas which will need additional marketing research. By identifying areas for needed additional market research, Kudler Fine Foods can better target its marketing strategy and tactics. By analyzing competitive intelligence, Kudler Fine Foods can better assess opportunities within its current marketing strategy. Background Kudler Fine Foods was founded in 1998 when its first store was built by Kathy Kudler. The company maintains its main base in San Diego, California and services the neighborhoods of La Jolla, Del Mar, and Encinitas. Each store has more than 16,000ft of modernized groceries and fresh organic specialty foods. Kudler Fine Foods prides itself on offering high quality foods, both domestic and imported. The company maintains specific strategic practices to introduce planning unrealistic goals and objectives. Although the company services a niche market in a minimal geographic area, the grocery industry is inherently competitive. The success of the company is attributed to its high standards in human resources and inventory control. By identifying additional areas for marketing research and analyzing competitive intelligence, Kudler Fine Foods will be able to expand its operations and establish more locations. ...
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...IntroductionKudler Fine Foods is a premiere gourmet grocery store for shoppers who are searching for the finest bakery products, meats, produce, cheese and dairy, as well domestic and imported wines. Kudler Fine Foods has experienced significant growth and is currently focused on expanding the services, improving the efficiency of its operations, and increasing the consumer purchase cycle. (Kudler Fine Foods) Kudler Fine Foods continues to grow and gain popularity. With their current growth, Kudler Fine Foods is ready to develop changes to increase revenue and lower costs. This paper will justify the importance of research to the marketing strategy and tactics of Kudler Fine Foods. This paper will also cover competitive intelligence and analysis and explain how it plays an important role in the development of the marketing strategy and tactics. In addition, if Kudler Fine Foods needs any additional areas of research, this paper will identify those as well. Marketing ResearchMarketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, fine tune existing products and services. Businesses use market research to configure which parts of the population will purchase their products based on variables such as age, gender, location and income level. Marketing research finds the characteristics of target markets...
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