MARKETING RESEARCH PAPER

Marketing Research Paper

Marketing Research Paper

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. oncurrent to these processes Kudler Fine Foods has to determine what the customer information will be used for and which employees will have access to the customer data. Kudler will need to consider security safeguards to protect the customer data.

Kudler Fine Foods can use the customer database so that physical customer mailings can be more directed. Instead of printing and mailing fliers to an entire neighborhood, the customer database can be used to target known customers. The database can also be used to map the locations of loyal customers, allowing the company to spot areas of few or no customers. These areas can then be targeted for directed marketing. Loyal customers can be sent special coupons to encourage them to shop on days when the stores might be less busy.

Kudler will also need to consider what they intend to offer customers in exchange for program participation. The most obvious benefit would be to provide customer discounts but since Kudler's believes that its customer base is more focused on service rather than price other rewards will be considered. This can be done without seriously impacting the company's bottom line by making use of special partnerships with companies that offer services that are tied to the food industry.

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 ...