Marketing Research
Kudler Fine Foods was founded by Kathy Kudler. On June 18th, 1998 the first Kudler Fine Foods opened. Kathy was the Vice-President of Marketing for a large defense contractor. She was constantly on the go, and corporate life was taking its toll on her thus her gourmet cooking was her stress reliever. On a shopping trip for ingredients she realized there was an opportunity for an upscale food shop in LaJolla, California. Kathy developed a business plan, obtained financing and six months later the birth of Kudler Fine Foods.
Within nine months Kathy was able to break even and became profitable for a year. In 2000, Kathy was able to open a second store in Del Mar, California and in 2003 her third store was introduced in Encinitas, California. Kathy believed in having the best imported and domestic products such as fresh produce, meat, seafood condiments, packaged foods, specialty dairy products such as cheese and pastry products. Kathy’s mission is to “Shop the world” (University of Phoenix Virtual Organization Kudler Fine Foods, 2011). They offer the finest foods, wines and unsurpassed service.
To ensure Kathy’s business has a continual success and growth conducting marketing research is a vital aspect of her business. Obtaining information on her customers, region, and geographical location is vital to ensure she is providing the proper products to the right people. Catering to the consumers is what is important to the growth of their business and reputation. Marketers make assumptions and estimates to help determine what the consumers are looking for. Marketers use the “five-step marketing research approach” (Kerin, Hartley, & Rudelius, 2011) which does not guarantee the correct decision but does offer a systematic checklist. The checklist is used in helping to make a well informed decision whether it may be personal or business.