...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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...Marketing Research Kudler Fine Food’s Velva Godinez MKT/421 August 14, 2012 Instructor: Jamal Ibrahim Marketing Research Kudler Fine Foods marketing strategy is simple they simply “offer the highest quality and largest variety for the most reasonable price. Kudler is a Fine Foods store, so their focus needs to be on the quality of their products and less about how inexpensive they are. Shoppers of this high-end target market are more concerned with quality and rarity of the products and less with price” (L.R. & Balkin, D. B. (2002). Their marketing strategy,” incorporates classes and information to introduce their customers, who may not be so familiar with fine foods, to the world of specialty foods and wine. This is a brilliant idea offering classes boost the stores image of being more friendly to customers of all walks of life and take the skepticism out of the minds of their customers, current and potential alike” (L.R. & Balkin, D. B. (2002). This company success is stirred in the right direction for growth with their plans to initiate a frequent shopper program, and wine appreciation classes. A frequent shopper program is a good start because it will reward current customers and draw in a whole new customer base. It offers customers a chance to earn while they shop and receive a discount as a member. Kathy’s idea of the wine appreciation classes is great ways to bring in customers who are not familiar with wines as well as further...
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...Marketing Research of Kudler's Fine Foods Jerrel Jones MKT/421 February 14, 2011 Lee Melancon, III Marketing Research of Kudler's Fine Foods In today’s business world, companies are constantly trying to create new products in order to boost sales for the shareholders and the company. Ideas are being brought to the table daily to ensure the survival of a company. Before a product can be looked at as a finished good, it must first go through a rigorous process that we call marketing research. Careful research, planning, and implementation take place during this critical process. Here we will explore the importance of marketing research and why it is the fundamentals of marketing. What is marketing research? Marketing research can be defined as the process of gathering, recording, and analyzing the data that relates to a certain product. The sole purpose of this extensive research is to determine the needs and wants of the target audience. Once these needs are met a company can and will surpass the competition in that particular market. The company that we will be discussing and helping to try and figure out what new marketing strategies they can approve upon is Kudler’s Fine Foods. (Management, 2010 Kudler’s Fine Foods is a local upscale specialty food store located in San Diego, California. The store sells bakery and pastry products along with fresh fruits and vegetables. Their mission is to bring a high-style quality food to a high-style quality people...
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...The American Marketing Association defines marketing as an “organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”. Marketing in an important part of the success of an organization as it enables the organization to communicate with the consumer and represent its products or services and gives value to the products. Marketing is a way for a organization to represent the company in a good image and give develop good relationships with the consumer to win them over. Kudler Fine Foods is an upscale specialty food store in the metropolitan are of San Diego with tree locations in La Jolla, Del Mar and Encinitas. Kudler Fine Foods prides themselves with supplying their consumers with the very best in domestic and imported produce. Kudler Fine Foods wants to explore new options for their customers and needs to justify the importance of marketing research. This paper will analyze the marketing strategy and tactics Kruger Fine Foods must implement to be successful as well as identify the areas where additional market research is needed. 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. Each store has a large amount of retail space located in a stylish shopping center. The stores are stocked with the very best domestic...
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...Marketing Research Laketta C Brown MKT421 September 12, 2011 Ron Rosalik Marketing Research The marketing research allows the organization to build a profitable satisfaction business. Kudler Fine Food was found in 1988. The gourmet store was a vision of Kathy. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Through a variety of sales and marketing strategies, Kudler Fine Foods plans to increase customer loyalty and profitability Marketing affects Kudler Fine Food. Marketing research is imperative to develop an effective marketing plan. This paper will explain the marketing strategy and tactics. In addition the writer will discuss identify the area reach is needed, and analyze the importance of competitive intelligence. Marketing Strategy and Tactics Marketing research is an important part of understanding the market. The product and service will have to be targeted to the right people who are in need of the service. The market research allows Kudler to determine the current market. Kathy set goals to expand her business. First Kathy identifies problems and opportunities. Marketing strategy plans is importance. It includes promoting, protection, and enhancing the product. The information will provide Kudler team knowledge which allows...
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...Differentiating Between Market Structures Kudler Fine Food “The stores are stocked with the very best domestic and imported foodstuffs and divided into the following departments: Fresh Bakery and Pastries; Fresh Produce; Fresh Meat & Seafood; Condiments and Packaged Foods; Cheese’s and Specialty Dairy Products We have a marketing strategy to increase loyalty and profitability of our consumers(Apollo Group 2012)”. Marketing Overview and strategic plan Kudler fine foods prides themselves on the best quality of shopping a customer can experience, the quality is reinforced in the company’s mission statement, vision, values, and goals. A close analysis of these four characteristics of the company, show a direct link to the existence and success of the company. “Kudler Fine Food's mission is to provide our customers the finest in selected foodstuffs, wines, and related needs in an un-parallel consumer environment”. According to the mission statement on the company website, their mission is to bring the finest food and wine products from all around the world to one location. The prices are high than most grocery stores; however, the selection is equal to none. Kudler Fine Foods have created a vision, which gives the customers hands on experience while shopping. Kudler’s vision brings celebrity chefs, and famous people who love gourmet cooking into the stores to interact with everyday shoppers. The customers get to shop for the finest foods in the world, and try their hand at learning...
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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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...SYSTEMS February 18, 2013 Jeffrey Doolin Kudler Fine Foods is a renowned food store, located in different areas of California. The main focus of the store is to maximize profits by providing quality products at appropriate prices. The firm also wants to satisfy its customers. The company’s latest idea to increase its revenue is to implement a customer rewards program that will track customer purchases and help identify trends that will allow Kudler Fine Foods to tailor its offerings to better satisfy their customers. In regard to the electronic commerce, the Kudler Fine Foods Sales and Marketing Department is initiating a Frequent Shopper Program to track customer purchase patterns and offer shopper incentives through a loyalty point programs. The beginning of this program will assist the Kudler Fine Food in inspiring customer loyalty and react to customer shopping orientations. For the customers of Kudler Fine Foods, speciality items are more vital than the price of the items they are intended to purchase, so in this case rather than offering daily discounts for purchase frequency, the company has united with a loyalty points program to reward customers with redeemable points for high-value gift items, airline advances or other specialty foods. The prominent goals of the Kudler Fine Foods Frequent Shopper program is to encourage customer loyalty, to better react to customer's buying demands and to augment food governing skillfulness. A successful implementation...
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...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 in their business and communication practices so the promotion of their products and services can be effectively delivered to each country. Using the Internet to develop a website and send and received emails will allow Kudler to effective run their new locations. A company website will allow the contents to be translated into different languages, in our case English, French, and...
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...Investigación De Mercadeo MKT/421 Mercadeo April 25, 2013 Investigación De Mercadeo El propósito de este documento es justificar la importancia de la investigación de mercados en el desarrollo de estrategias y tácticas del mercadeo de Kudler Fine Foods. Se incluirá lo siguiente: identificar las áreas donde se necesita investigación de mercado adicional. Igualmente, se analizara la importancia de la inteligencia competitiva y el análisis sobre el desarrollo de la estrategia y las tácticas del mercadeo de Kudler Fine Foods. Su fundadora, Kathy Kudler, fue la Vicepresidente de Mercadeo para un contratista de defensa de gran escala. Cansada de los constantes viajes y las presiones de la vida empresarial, Kathy fue en busca de otras oportunidades. Kathy, aliviaba su estrés a través de la cocina gourmet y en un viaje de compras para los ingredientes para una comida gourmet, de repente se dio cuenta de que había una oportunidad para una tienda de comida epicúrea de lujo en La Jolla. Kathy desarrollo un plan de negocios, obtuvo financiamiento y seis meses después, el 18 de junio de 1998, el primer Kudler Fine Foods abrió. Tienen tres locales: La Jolla, Del Mar y Encinitas. Cada tienda tiene aproximadamente 8,000 pies cuadrados de espacio comercial ubicado en un centro comercial de moda. Tienen la mejor comida nacional e importada en cada ubicación, las cuales ofrecen una selección de: Productos de panadería y Pastelería, productos frescos, carne fresca y marisco, Condimentos...
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...Requirements 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...
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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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...SERVICE REQUEST SR-KF-013 - KUDLER FINE FOODS Service Request SR-kf-013 – Kudler Fine Foods Kent Alexander, Tracy Duncan, Elvis Rocha Jr, Eliseo Perez, Todd Ruggles University of Phoenix BSA375 Fundamentals of Business Systems Development May 10, 2010 System Development Phase I Kudler Fine Foods is committed on providing customer satisfaction to all customers that purchase products from all of affiliated stores. To better serve the customers, Kudler is interested in developing a system to track customer purchases through a Frequent Shopper Program to award loyalty points for redemption (Kudler Fine Foods). Scope To develop a Frequent Shopper Program (FSP) that will improve customer’s satisfaction, track purchasing activities from the customers, and offer high end product for redemption as a reward for shopping at their stores. Goal Under the new program, each customers purchase transactions will be recorded and reward points will be earned base on dollar amount spent per transaction. Once points are accumulated, the points can be redeemed for high end gifts, products, specialty foods (Kudler), or partnership services from vendor companies. With the new system implementation, Kudler Fine Foods will be able to add new value to customers; improve customer satisfaction, increase margin profits, customer loyalty, and have adequate management system to track customer’s spending habits at Kudler Fine Foods. The main key stakeholders...
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...Whether a company’s goal is to expand into new markets, introduce a new product or service, or gauge customer reactions, even the smallest of small businesses can benefit from a simple but well-planned market-research study. Market research will help Kudler Fine Foods understand their market, their customers, their competitors, and larger industry trends. Good research will reveal details about their current customers, and help them target new customers. For example, before opening a gourmet food shop, find out if there's a demand for the very best foods and wine and if customers will pay for it. In addition to giving insight into customer needs, market-research studies can help avoid costly mistakes, such as introducing unpopular goods or developing a service that no one really wants. By performing a study beforehand, and asking people what they thought of the new vision, the company could have an idea of the publics’ reaction and avoid potential public-relations headaches. When you set up a market-research study for your business, follow these basic guidelines: Use the right sample. The research sample — the study’s group of participants — has to be just the right size. Too large a sample costs too much, and too small a sample offers inaccurate results. Also make sure to have the right samples from the overall population, a sample as small as one percent of a market or group will work as long as the sample truly reflects the overall geographic area or...
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