...Communications Plan Danisha Howard, LaMeka Calhoun, Amy Saal, Jameka Styles, Dareth Stover MKT/571 April 29, 2013 Dr. Armando Salas-Amaro Team C is looking to implement a communications plan for our product launch. We plan to include both your domestic and international markets information to back our decision for the plan. In this paper we will discuss the following: factors involved in developing and managing an effective marketing communications plan, advertising and promotion programs for the new products, technology trends, and finally compare and contrast the marketing communication strategies for both your domestic and international markets. Developing and Managing an Effective Marketing Communications Plan Kudler Fine Foods is attempting to enter the international customer market in China and United Kingdom and an effective integrated marketing communication plan is essential for the success of the company. Because of globalization and increased competition in the international market, it is vital that Kudler Fine Foods concentrate their efforts on the targeted consumers’ satisfaction with their product. The integrated marketing communication plan will have to inform, communicate, entice, grow, and retain their customer base in the United States, China, and the United Kingdom. Marketing communications allow companies the ability to inform, persuade, and remind consumers about the products and brands that they sell. The voice of the brand can establish...
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...Functional Area Interrelationships This paper will state the primary reasons for our organization, Kudler Fine Food’s existence as it relates to their mission, vision, values, and goals. We will examine the organizational structure employed by Kudler Fine Foods, and identify the key positions that supports their structure. Identify and explain the steps of the collaboration process among the functional areas that must be employed to achieve organizational goals, and prepare an action plan to implement the collaboration process. Also, we will identify and provide an example of the use of lateral collaboration and vertical collaboration within Kudler, and prepare an action plan to use lateral and vertical collaboration. As well as recognize the key stakeholders and their roles needed to achieve the organizational goals, and recommend the collaborative interactions among the key stakeholders to facilitate the organization’s success. Kudler Fine Foods is an upscale specialty food store located in the San Diego metropolitan area. Because of the pressure on Kathy Kudler due to much traveling and the corporate life, Kathy decided to seek out other opportunities. Kathy found that cooking gourmet meals was a way that she would relieve stress, this sparked and opportunity that lead to the opening of the first Kudler Fine Foods 1998. Because of Kathy Kudler’s vision Kudler Fine Foods now operates out of three locations; Del Mar, La Jolla, and Encinitas. Kudler’s mission, “We will...
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...Kudler Fine Foods’ Information Needs Kudler Fine Foods’ have a significant starting platform for their key business and information needs. With three stores and the profitability to increase their numbers in the future, it is necessary to evaluate Kudler Fine Foods in order to facilitate any technology changes needed to decrease the chances of growing pains in the foreseeable future. Keeping Kudler Fine Foods in a competitive position through technological growth will allow the company to expand and persevere in hard economic times. Kudler Fine Foods has three stores that are all connected through a T3 dedicated line. This allows all stores to remain in proper communication with the other stores and helps each store assist the others when needed. Strengths Kudler Fine Foods has many strengths in their information systems. The Retail Enterprise Management System (REMS) that Kudler Fine Foods received from Smith Systems Consulting laid the groundwork for an effective information system however; there are areas of needed improvement. The REM system came with a General Ledger module, Accounts Payable module, Point of Sale module, Bank Reconciliation module, and installed backup generators to assist in times of power failure. Kudler Fine Foods also has a dedicated T3 line that connects all 3 of their stores together. This line allows to effortless communication between administration and their stores so that information is ready quickly and easily when needed. Weaknesses...
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...Communication Plan--TSimmons University of Phoenix – MKT571 December 20, 2010 Over the past 10 years computers and the Internet have become a major component in our everyday lives. This is especially true in the business environment, allowing companies to conduct business all across the world from a desk in the United States. The Internet allows for fast communication and transmission of business documents via email and companies can conduct video conferences with other office locations in a foreign country. The use of the Internet allows companies to reduce travel expenses and allows access to many individuals in the same day, thus allowing companies to be more productive. The Internet has become a useful tool for marketing a company’s products or service to a broader number of people and take advantage of the Internet’s popularity not only here in the United States but also all over the world. It is for this reason that Kudler Fine Foods has incorporate the Internet as part of their communications and marketing plan for the catering services they have opened in France and Italy. Evaluating Factors for Marketing Communications To develop and manage an effective marketing and communications plan for France and Italy, Kudler Fine Foods will need to evaluate numerous factors. The primary challenge will be addressing the language differences between the countries; although their European cultures are similar, Kudler Fine Foods must address any cultural differences...
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...Kudler Fine Foods Product Launch Kudler Fine Foods Product Launch Plan Introduction Kudler Fine Foods offers a variety of gourmet products including fine cheese, wines, and spirits. Kudler believes adding a premium gourmet chocolate line is beneficial to Kudler’s well-established theme; offering different types of chocolate, made with organic and nonorganic ingredients. This new product has an attractive price range for the customer’s demand. Kudler’s domestic and international expansion is highlighted in this product launch plan identifying the product description and positioning. It also provides information on targeting, market needs, and market potential and market growth. A domestic and international SWOT analysis is provided and market research indentifying the competition, the marketing objectives and strategies, pricing, marketing communication, and distribution strategies. For this launch plan, a budget and the marketing research strategy is also included. Product Description Chocolate is a luxurious treat. For many decades, it has been given as gifts to express love and affection for another person. Kudler enters the moderate market of fine gourmet chocolates. This new product is comprised of dark chocolate, milk chocolate, and white chocolates, assorted truffles and biscuits. The types of chocolate Kudler offers include: • Handmade chocolate: chocolates using spices, herbs, fruit flavors, coffees and tea flavorings including nuts and dried...
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...Product Launch Plan Kudler Fine Foods stores are approximately 8,000 square feet of retail space, which carries the very best domestic and imported fare at every location (Kudler Fine Foods, 2013). Kudler Fine Foods offers the finest selection of bakery and pastry products, fresh produce, fresh meats and seafood, condiments and packaged foods, and cheese and specialty dairy products (Kudler Fine Foods, 2013). Kudler Fine Foods is creating a product launch plan to open two new stores in two different countries. Kudler Fine Foods is planning to opening new businesses in St. Lucas and Australia. Creating a product launch plan several things need to be kept in mind. First set of topics to identify would be the product description, product positioning, targeting, and market needs. The second set of topics would be market potential and growth, company SWOT analysis for both countries, the competition, marketing objectives, marketing strategy, and pricing. The third set of topics would be marketing communication (including public relations), distribution strategy for both domestic and international market entry, financial information, and marketing research conducted for the plan. Product Description Kudler Fine Foods is recognized worldwide as simply the leader of producing quality gourmet foods. More companies are competing with and striving to be like the Kudler Fine Foods daily. Kudler Fine Foods brings a new experience to areas he or she will not be able to purchase at a local...
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...PR Campaign-Kudler Fine Foods Bill Hussey MKT/438 October 31, 2011 Tammy Fernandez PR Campaign-Kudler Fine Foods As an organization Kudler Fine Foods is experiencing security issues associated with operating on the Internet. Learning Team A will act as the public relations team and will create and identify ways to address the issue. This paper will focus on the target audience for the public relations campaign, discuss ethical implications related to the public relation issues, develop a market research plan to support our PR campaign, analyze how the public relation campaign will affect the marketing function, and analyze the similarities and differences between proactive and reactive public relation. Organization’s Public Relations Issues Kudler Fine Foods is experiencing security issues associated with operating on the Internet. One Public Relations issue that Kudler’s is going to face is reassuring consumers the safety of their credit card information. Another issue is consumer privacy. The consumers will need reassuring that their home addresses were not accessed, keeping their privacy. When Kudler’s Internet was accessed, some of their accounts were gotten into. Kudler Fine Foods will have to reassure the company’s product providers that the information of the provider’s other consumers were not accessed because of to Kudler’s security issues. Both the consumers and the product providers will have to be reassured that safety has been taken to insure...
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...Overview of Management: Kudler Fine Foods University of Phoenix MMPBL502 Introduction Kudler Fine Foods (KFF) is an upscale gourmet food store for shoppers with discriminating tastes. Kudler’s store stocks an array of gourmet items that vary from produce, meat, seafood, baked goods, cheese and dairy and wine. Kudler purchases organic products to the extent that is feasible. Currently, Kudler has three locations in California: La Jolla, Del Mar, and Encinitas. Each store is staffed with a manager and assistant manager. The brainchild behind this gourmet store was established by Kathy Kudler. Kudler Fine Foods has been so successful that Kathy is looking for additional sites to further expand the Gourmet Food chain. As matters stand, KFF has flourished; however, to continue success, Kathy will need an excellent management team to make certain the stores continue to provide the best gourmet products possible. Primary Functions of Management According to Gomez-Mejia & Balkin, “successful organizations know how to manage people and resources efficiently to accomplish organizational goals and to keep those goals in tune with changes in the external environment, such as those brought about by technology, legislation, and competitors.” The four primary functions of management are needed for Kudler’s continued success and the functions are: Planning/Strategizing, Organizing, Leading and Controlling. Planning and Strategizing A significant...
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...process among the functional areas that needs to be employed to achieve organizational goals, and prepare an action plan to implement the collaboration process. o Identify and provide an example of the use of lateral collaboration and vertical collaboration within the organization, and prepare an action plan to use lateral and vertical collaboration. Nick o Identify the key stakeholders and their roles needed to achieve the organizational goals, and recommend the collaborative interactions among the key stakeholders to facilitate the organization’s success. Organization Analysis Kudler Fine Foods was founded by Kathy Kudler. She was an executive living a fast paced life which required extensive travel and put her under a lot of stress, which had finally started to take its toll. Kathy enjoyed cooking gourmet meals to ease the stress of her busy lifestyle; the idea for Kudler Fine Foods grew from this passion. When shopping, Kathy noticed that to get the finest products for her meals that she had to travel to several different stores around the San Diego area. The need for a gourmet food store that offered a wide selection was apparent to Kathy and she believed that by filling this need she could create a profitable business. Kathy’s idea was to provide a store that focused solely on the gourmet food...
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...Frequent Shopper Program Overview Kudler Fine Foods is a thriving business specializing in bakery and pastry products, fresh meat & seafood, and cheese and specialty dairy products. Recently, KFF has decided to start a frequent shopper program in order to increase revenue. Kudler is planning to track purchase behavior at the individual customer level and provide high value incentives through a partnership with a loyalty points program. By partnering with a loyalty points program company, customers will be able to redeem points for high end gifts, first-class airfare upgrades, and/or other specialty foods. Using customer data, KFF plans to compile customer purchase behavior patterns which will help them refine company processes and offerings to best satisfy their valued customers (Apollo, 2009). With all of this in mind, there are several issues that must be considered prior to executing any plans. Information security concerns like keeping their newly acquired customer information confidential and protected from unauthorized access, legal concerns regarding complying with privacy rights, and ethical concerns such as ensuring Kudler does not irritate their customers with offers, especially by email or phone communication. Information Security Concerns KFF needs to understand a few critical data security techniques. It is essential Kudler has a secure information system established. When collecting data from customers, there should be an authentication method used such as...
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...Memo To: Kudler Fine Foods Attention: Management Team From: XXXX Date: 11/18/2015 Re: Integrated Marketing Communication Plan (IMC) Integrated Marketing Communications Plan The objective of this memo is to increase the customer base of Kudler Fine Foods by developing a positioning strategy and incorporating various advertising media in a marketing campaign to create a brand recognition that reflects continuous growth and success for the company. An imperative part of the IMC plan is to determine when to use market segmentation of demographic, psychographic, geographic, and behavioral in making marketing decisions. According to NetMBA (2010), “Market segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers.” Additionally, this memo will discuss in detail the importance of each segment and develop a positioning strategy for Kudler Fine Foods against competitors. As a consultant hired to conduct marketing research for Kudler Fine Foods and to implement an Integrated Marketing Communications plan, my findings and recommendations are outlined in this memo. Marketing research consist of various aspects such as customer surveys, acquiring an understanding of market segmentation and its variables, collecting data from primary research, assessing the data and applying the outcome to the current marketing strategy. Additionally, marketing research...
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...Running head: PRODUCT LAUNCH PLAN Communications Plan MKT571/Marketing June 26th, 2011 Dr. Shirley McLaughlin A marketing plan helps make marketing efforts easier for a product launch. A successful plan incorporates important elements. Kudler Fine Foods (KFF) latest product, organic olive is available domestically and internationally. The success of KFF’s product launch relies on many substantial parts. Therefore, team A will develop a product launch plan for both domestic and international markets addressing factors such as: product description, product positioning, targeting, market needs, market growth, SWOT analysis, competition, marketing objectives/ strategies, pricing, marketing communication, distribution strategies, financial information, and marketing research. Product Description Organic Olive Oil is defined as oil which is made from the fruit of an olive tree. There are various versions of the oil that was created. Some of the versions of olive oil are extra virgin, virgin, ordinary virgin, and refined just to name a few. There are a lot of different countries where the oil is created, marketed and sold. Each oil is given a harvest date. The harvest date is created because with some of the oils are created; the oil sits for years prior to it being bottled for distribution to be sold. In a lot of cases, the oil is actually old, even though it is being marketed as a new one. Organic Olive Oil is produced from Olive crops that have been grown naturally without...
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...Overview of Management Sharvon Jackson MMPBL/502 – Managing the Business Enterprise December 20, 2010 Micheal Barker Overview of Management Kudler Fine Foods is a gourmet specialty store that originally started in La Jolla, California and has added two other locations in the Southern California and San Diego area. It is apparent that Kudler was managed efficiently in the beginning to the success of the opening of new stores. They are an example of an organization which is made up of different departments who work together to ensure the success of the organization. To get a better understanding of Kudler Fine foods, an analysis of their management structure will be completed, how technology and internet is made useful in the organization and how the Porter’s Five Forces Model can be applied to Kudler’s operations. Management functions and responsibilities As president of the organization of Kudler Fine Foods, Kathy Kudler has a critical role to perform in the company. As Kathy has started the company and is the president, she has the responsibility of creating a vision for the company to follow and to set goals company wide for all employees to follow and uphold. To assure that the goals are evident for all to see, the Mission Statement for Kudler is posted on their website. The second tier of management at Kudler consists of three directors that have various duties to the organization. These three tactical managers are in charge of translating the vision and...
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...Kudler Fine Foods- Strategy Sabrina L. Cox University of Phoenix MMPBL-502 Nema Hussein June 25, 2011 Kudler Fine Foods- Strategy Over the last 5 weeks, Kudler Fine Foods has made some decisions in expansion and, and the life of the business. As the life of the business is identified as the overview of management, the organizational behavior, operations management, marketing and regulatory environment, and now to review the strategy of Kudler . As an organization, Kudler has made some important steps to the success of the business, and doing so there has to be a strategic plan that will continue to build on the success of Kudler. Kathy Kudler has been the lead in all aspects of Kudlers success in offering the one stop shop scenario. The quality of products and services along with superior customer service is how the organization is successful. As a specialty store, the identified area of opportunity is continued growth. Kudler has started to provide organic produce, by partnering with local growers, and with the current offering of specialty items such as cheese, wine and meats. Being able to meet the need of the customer has proven to be a successful strategy for the business. The customer loyalty program and frequent shopper programs have served the business and customer extremely well and in order to enhance Kudler current desire to expand, a strategy will have to be implemented. Being able to assess how the change in technology for Kudler in creating business...
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...Marketing Research for Kudler Fine Foods Joyce Liupaogo MKT/421 - Marketing April 9, 2012 Gregory Rankin Marketing Research for Kudler Fine Foods 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, or 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 organization’s strategy of expansion (Kotler & Keller, 2012).” Kudler Fine Foods is an upscale specialty food store. Its mission is to provide customers the finest in selected foodstuffs, wines, and related needs in an unparallel consumer environment. “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 (Apollo Group Inc., 2011).” Marketing research is important to Kudler Fine Foods since they are expanding their services. Marketing research will help develop a plan for Kudler Fine Foods’ expansion and help them identify their strengths and weaknesses. In addition,...
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