...Fresh Bakery and Pastries � Fresh Produce � Fresh Meat & Seafood � Condiments and Packaged Foods � Cheese's and Specialty Dairy Products Market Research Market research comprehends all the areas of marketing, right from the thought for a new product to after sales service. The information which is accumulated and examined with the help of marketing research can efficaciously be applied for internal directs or for making substantial strategic decisions. The process of market research extends a scientific platform, in contrast to traditional non-rational approach of decision making by company managers, which used to engage a large amount of resources of organization at a risk (Kotler, 2002). Significance of Marketing Research in Kudler Fine Foods The environment for marketing has become vivacious and chaotic. Without adequate grounding, it is not simple for organizations to survive in such an environment. Companies need to assemble information about their customers' likes and dislikes and the grounds for them. Peculiarly in case of a food company, it is very essential for it to distinguish the taste and orientations of its customers as tastes of consumers in respect to their food habits change often. To resolve all these market related troubles, company can make use of market research like Kudler Fine Foods. Market research alleviates it in...
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...D'Annunzio MKT/421 Marketing April 20, 2011 Judith Longmeyer, MBA Kudler Fine Foods Kudler Fine Foods is an upscale gourmet food market. Kudler specializes in fine bakery products, meats and seafood, produce, cheese and dairy, and wines. The company wants to expand with a new location. With the expansion, Kudler needs to focus on the marketing strategy and incorporate additional marketing research. Competitive intelligence and analysis helps Kudler redefine the marketing strategy. Importance of Marketing Research According Kerin, et. al. (2009), “Marketing research is the process of defining a marketing problem and opportunity, systemically collecting and analyzing information and recommending actions” (Marketing, 2009, p. 199). Marketing research helps create long-term business plans, launch new products or services, and expand into new markets. Market research determines what the consumer desires in the store and the ranking against competitors. Kudler identifies the market share through research. Marketing research involves five steps. The five steps are defining the problem, develop the research plan, collect relevant information by specifying, develop findings, and take marketing actions (Longmeyer, 2011). Using the five steps of market research identifies the weaknesses and strengths in the expansion development. Additional Market Research For Kudler to remain competitive, they need additional market research in business trend research. Business trend...
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...What are the components of a modern marketing information system? What are useful internal records? What makes up a marketing intelligence system? How can companies accurately measure and forecast demand? Marketing Information System A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 3 components of MIS Internal records Marketing intelligence Marketing research (Chapter 4) Internal Records Order-to-payment cycle Sales information Databases, data warehousing, data mining Marketing Intelligence System A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. The internal records system supplies results data, but the marketing intelligence system supplies happenings data. Steps to Quality Marketing Intelligence Train sales force to scan for new developments Motivate channel members to share intelligence Hire external experts to collect intelligence Network externally Utilize a customer advisory panel Utilize government data sources Purchase information Collect marketing intelligence on the Internet Demand Measurement The marketer’s first step to evaluate marketing opportunities is to estimate market demand and company demand. Company demand...
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...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 and plays an important part in an organization’s strategy of expansion. (Kotler, 2006)Marketing research is important to Kudler Fine Foods (Kudlers) since they are expanding their services. Marketing research will help Kudlers develop a plan for their expansion and help them identify their strengths and weaknesses. In addition, marketing research can help Kudlers identify new potential...
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...Marketing Research Kudler Fine Food’s is an upscale gourmet food store located in the San Diego metropolitan area and has three locations. Each store is stocked with the finest bakery, meats, produce, cheese and dairy products, and many domestic and imported wines (Kudler Fine Foods). This composition will discuss the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics, and will identify the areas where additional market research is needed. The author of this paper will also analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. Importance of Market Research Armstrong and Kotler (2011) stated, “Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization” (p. 106). The ultimate importance of marketing research is to determine what the consumer wants, prime location, and who the competition is. Companies that invest time in conducting a market research increase their chances of succeeding. Market research plays an important role in every aspect of an organization’s strategy of expansion and diversification. Due to Kudler Fine Foods expanding their services, they need to know more about their competition by conducting a market research. The market research will assist Kudler Fine Foods in determining the areas or location potentially weak...
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...Marketing Research MKT/421 May 21, 2012 Ron Rosalik Marketing Research Kudlers Fine Foods “Research is to see what everybody else has seen and to think what nobody else has thought” (Szent, 2012). Kudlers Fine Food’s mission is to “provide their customers with the finest selected foodstuff, wines, and related needs in an unparalleled consumer environment” (Kudlers Fine Foods, 2008, para. 2). Kathy Kudlers, the founder of Kudlers Fine Food’s is enthusiastic about gourmet cooking. Opening for business, in 1998, since that date, continues to claim success with three accompanying locations, undergoing substantial growth by offering gourmet imported and domestic products. Operations proficiency is Kudlers goal, which in turn will increase profits. In order to reach objectives, Kudlers must focus on marketing strategies, tactics to promote the company’s new services. We will examine the marketing strategies and tactics, additional areas of needed marketing research, and identify the importance of competitive intelligence. Importance of Marketing Research Kudlers fine foods must focus on marketing research to introduce new products and find out customers’ needs and wants. Kudlers fine foods create a plan, accomplishing this specific task of creating a marketing strategy in a process of six steps. These include problem definition, developing an approach to problem, research design formulation, fieldwork, data preparation and analysis, report generation and presentation....
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...Marketing Research Paper Denise Guerrero MKT/421 Monday, October 5, 2012 Sheryl Joyner Marketing Research Paper To establish a successful business in a competitive market, a company must have an effective marketing team. The marketing segment of an organization is responsible for development and execution of a strategic business plan for future business opportunities. A constant essential in the appropriate development of a marketing strategy is marketing research. Kudler Fine Foods is an organization successful in the gourmet grocery industry in California however there are some marketing research needs that can enhance the success of the business. To fully understand the needs of Kudler Fine Foods marketing needs, it is essential to understand the importance of marketing research and competitive intelligence analysis in developing Kudler Fine Foods marketing strategy and tactics as well as identifying areas where additional market research is needed that may aid in the development of strategic planning for the organization. Understanding each element is crucial to provide a concise evaluation of the marketing needs for Kudler Fine Foods. Marketing research is the ability to identify customer needs and evaluate a company's success in satisfying those needs (Perreault, Cannon, & McCarthy, 2011). The business study incorporated in marketing research allows companies to build a strategic business plan, implement a new product or service as well as improve...
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...Kudler Fine Foods Virtual Organization Marketing research is imperative for any firm to be successful in the industry in which they operate. Detailed analysis of the industry and market that a company competes in can provide the business with useful information that can help direct the company in the proper direction by fine-tuning some of the company decisions for implementing a successful marketing plan (Perreault, Cannon, & McCarthy, 2011). Developing a marketing plan will involve the market researchers and management improving or implementing a marketing mix for their customers and targeting a segment of the industry and market that want to capture. Kudler Fine Foods is an excellent example of a company that should focus on improving their company’s customer base and expanding customer awareness about the company. Marketing research is vital in this company’s success and longevity in the food industry that they compete in. With such a wide variety of chooses that the customers in the food industry have to choice from, this upscale specialty food store will need the information for marketing research to help determine the next steps that this business should take. Marketing research can also help decide what edge the firm needs to take to remain competitive in their market. This discussion will identify the areas where additional marketing research is needed for Kudler Fine Foods, analyze the importance of competitive intelligence as well as analyze information regarding...
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...Marketing Research Amy Timpanaro MKT/421 October 28, 2013 Raj Bose Marketing Research Marketing research is an essential component for an organization to achieve success. A marketing strategy along with its components is what persuades consumers to buy a particular product or service. This paper will illustrate the areas where additional market research in needed for Kudler Fine Foods (Kudler) and analyze the importance of competitive intelligence, and analysis regarding the development of Kudler’s marketing strategy and tactics. Importance of Marketing Research “Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area” (Kudler Fine Foods, 2011) that needs to enhance its marketing research in developing its marketing strategy and tactics. Marketing research is pivotal for Kudler to have a successful marketing strategy so they can remain successful and profitable within the up-scale, grocery store market. Research helps determine the demographical audience appropriate for its products because finding the proper target market is necessary in developing a company’s strategic and marketing plans. Knowing your competition and its competitive environment is essential to its marketing strategy and methods. Kudler must collect and analyze information on their competition and identify innovative ideas and various techniques that involve strong marketing tactics. Kudler’s direct competition would encompass grocery stores...
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...Differentiating Between Market Structures ECO/365 March 12, 2014 Differentiating Between Market Structures Kudler Fine Foods is a high end gourmet market for shoppers with discriminating tastes and who are searching for only the highest quality meats, cheeses and dairy, bakery products as well as a fine selection of domestic and imported wines. Kudler Fine Foods has experienced substantial growth and has set its sights on the expansion of the services it provides in an effort to improve efficiency of its daily operations with the ultimate goal of boosting consumer purchasing. With the company’s current growth, Kudler Fine Foods is committed to implement changes to increase revenue and to cut costs. This paper will highlight the importance of research to the marketing strategy and the direction in which Kudler Fine Foods heads; additionally this paper will cover competitive intelligence and analysis in order to explain the role it plays in the development of marketing strategies and tactics. Finally, should Kudler Fine Foods require additional areas of research; this paper will point out those areas as well. First a brief description of market research; Marketing research is a study of a particular type of business that compiles information and analyzes data about consumers, competitors and the market being researched. Marketing research can be used to create a business plan, launch a new product, expand or enter into new markets, or make adjustments to existing services...
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...Capturing Marketing Insights and Forecasting Demand Learning Objectives 1. What are the components of a modern marketing information system? 2. How can companies collect marketing intelligence? 3. What constitutes good marketing research? 4. How can companies accurately measure and forecast market demand? 5. What are some influential developments in the macroenvironment? Modern Marketing Information System (MIS) A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It relies on internal company records, marketing intelligence activities, and marketing research. The major responsibility for identifying market change relies on marketers but they have two advantages for the task: disciplined methods for collecting information and time spent interacting with customers and observing competitors and other outside groups. MIS relies on internal company records, marketing intelligence, activities and marketing research. Internal Records and database systems To spot important opportunities and potential problems, marketing managers rely on internal reports of orders, sales, prices, costs, inventory levels, receivables, and payables. * Order-to-payment cycle: heart of the internal records system. Sales representatives, dealers, and customers send orders to the firm. The sales department prepares...
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...meat and seafood, you can find it all at Kudler’s. What makes Kudler’s the best? Kathy Kudler, founder and owner say, "It is because we shop the world for our products" (2007, 2010, 2011). The following is an analysis of Kudler Fine Foods’ marketing strategy. This paper will seek to provide an empirical response to what areas require additional marketing, the importance of competitive intelligence, its strategy for marketing, as well as business tactics. Marketing Research Entrepreneur Media (2014) defines marketing research as the process by which information is gathered, analyzed, and interpreted as it relates to a product or services sold in the target market. Marketing firms and or departments that offer accurate and comprehensive information builds a solid foundational success because it lends itself to information about current and future consumers as well as the market competition. Armstrong and Kotler (2011) provide perhaps what may be considered a similar yet formal definition and states that “marketing research is the systematic design, collection, analysis, and reporting of data that is relevant to a specific marketing situation facing an organization” (Armstrong & Kotler, 2011, p. 106, para. 3) Marketing research exemplifies information or data that is relevant to solving problems...
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...In this paper the student will endeavor to provide information to why marketing research is important to continued development, growth, and long-term sustainability for Kudler Fine Foods. Marketing strategy and tactics will be discussed. Additional market research that is needed to move Kudler Fine Food’s forward identified. The role that competitive intelligence plays in the development of the Kudler Fine Food’s brought forth for the reader’s information. It is hoped that at the conclusion of this paper a convincing argument for additional marketing resources will be established. Importance The importance of marketing cannot be understated, epically for a small businesslike Kudler Fine Foods. Marketing is the process of getting the “word” out. For a business to continue to produce revenue it is essential that the company get their message out to the community. By getting the message out companies can establish want, and need for the products or services they offer. Creative use of carefully manages marketing strategies can permute company awareness in the local community as well as globally. If the company is unable to get the “word” out there is little hope for continues success. Marketing can also help a company to seek out new and potential customers to help increase bottom line. Profits by Marketing Once a company establishes a successful marketing strategy the potential for increased sales is limitless. There are often times that an add, on a television spot or...
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...Marketing Research MKT 421 February 24, 2014 Marketing Research Abstract This information explains the importance of marketing research to Kudler Fine Foods. They will determine the best location to open a new store to add to the three already successful stores. It will cover the marketing strategy and tactics that will best benefit the company. This is determined from the advice found from Mark Vitale, PhD, William D. Perrault and the author. The author believes that following the five steps of market research, utilizing competitive intelligence and analysis, and determining consumers’ needs and desires through research, conversation, and a survey will allow continued success for Kudler Fine Foods. An expansion is inevitable as is success when following the allowed guidelines of marketing research and analysis. Introduction Kathy Kudler, the founder of Kudler Fine Foods, loved to cook gourmet foods as a way of relieving the stress from her position with a defense contractor. When shopping for ingredients to prepare her gourmet fare, she realized a business opportunity for which she had been searching (Apollo Group, 2011). Kathy went to work developing a business plan and obtaining financing. The first Kudler Fine Food Store opened in La Jolla on June 18, 1998. The store caught on quickly, and a second store was opened in Del Mar in 2000 and still another in Encinitas, in 2003. Kudler Fine Foods offers quality gourmet foods like bakery products, meat, seafood...
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...Kudler Fine Foods: Marketing Research Julia Child adapted sophisticated French cuisine for mainstream Americans when she released her cookbook, Mastering the Art of French Cooking, in September 1961. The two-volume cookbook was groundbreaking at the time and is considered a standard guide for the culinary community. Since the publishing of her cookbook and airing of her televised cooking show, practicing one’s culinary skills has become commonplace. Kathy Kudler is no exception. She has turned her passion for gourmet cooking into a successful business venture by starting her own business; Kudler’s Fine Foods. Kudler Fine Foods Sales Strategy The first Kudler Fine Foods specialty gourmet store, located in La Jolla, California, was opened in 1998. Kudler’s first store was so successful, turning a profit in the first year that two additional stores were opened in the years following in Del Mar in 2000 and Encinitas, California, in 2003. The company sells gourmet foods in these up-scale communities to customers who are willing to pay a premium for premium quality foods and service. The theme of Kudler’s sales strategy is to “Delight our new and existing customers” (Apollo Group, 2009). With this in mind, Kudler has created three strategic sales objectives aimed at promoting their foods and services, building new relationships with potential customers, and reinforcing the same with its current customers. The first of these strategies is to create new customer focused...
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