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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. Expanded services and a frequent shopper program are to help increase revenues, while increased efficiency is to help reduce costs.
Expanded Services
Kudler plans to increase revenues by expanding services. Kudler is now offering in store parties educating customers how to prepare specialty foods. Kathy Kudler, famous chefs, local celebrities, and other food experts are the main attraction

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