MARKETING CLASS PAPER 3

marketing class Paper 3

marketing class Paper 3

Kudler Fine Foods is a gourmet grocery store that has been experiencing significant growth. The owner, Kathy Kudler, is now focused on expanding its services, and increasing the consumer purchase cycle. She is also looking to improve the efficiency of the company. By using this organization I will show the importance of marketing research and the development of Kudler Fine Food's marketing strategy and tactics. I will identify the areas where additional market research is needed and the importance of competitive intelligence and analysis as it relates to the marketing strategy and tactics.

The first Kudler Fine Foods store was opened on June 18, 1998, in La Jolla, California, by Kathy Kudler. Two years later a second location opened in Del Mar, and in 2003, a third location opened in Encinitas.

Each store is an upscale specialty food store located in a fashionable shopping center. The stores each have a modern European Style Bakery. The meat and seafood departments have only the best from certified organic producers. In each store, the produce department stocks over 350 different fresh fruits, vegetables, herbs and spices. The cheese and dairy departments carry only the best dairy products. Kudler's wine departments have an extensive collection from around the world, as well an excellent domestic wine selection.

Kudler Fine Foods has developed a strategy to increase loyalty and profitability from their current customer base. They have created several new services which they expect to increase revenue. First, they are looking to start offering parties and cooking classes with world renowned chefs, local celebrities, and other experts. The idea is that people will be drawn to the stores as part of their social activity and, while attending the classes and parties, will increase customer awareness and loyalty. The second is a frequent shopper program also designed to increase revenue. The third area is increasing efficiency through new employee training, improved software systems, and better purchasing power. This will result in a more efficient operation and better cost savings. By implementing these new programs, management feels they have a system for success. Their success may be dependent upon the marketing of these products and services which should be a direct result of research conducted.

Marketing is defined by Merriam Webster's as "the process or technique of promoting, selling, and distributing a product or service an aggregate of functions involved in moving goods from producer to consumer."(Merriam Webster's)Kudler Fine Foods conducted extensive market surveys in 2005 and 2006 and obtained the following responses:•Store hours are convenient for my shopping needs. Over 87% agreed, strongly agreed or very strongly agreed.

Store atmosphere and decor are appealing. Over 81% agreed, strongly agreed or very strongly agreed.

A good selection of products was present. Over 64% agreed, strongly agreed or very strongly agreed.

The merchandise sold is a good value for the money. Over 41% agreed, strongly agreed or very strongly agreed.

Merchandise displays are attractive. Over 76% agreed, strongly agreed or very strongly ...