Mkt 421 - Kudler Fine Foods Marketing Research

Kudler Fine Foods/Marketing Research

Iris Harris

University of Phoenix

MKT/421 Marketing

August 20, 2011

Dr. Normand Hays

Kudler Fine Foods Marketing Research

Who would think that a cookbook could bring so much joy to people, and teach so many how to cook. Most Americans have some type of cookbook or recipes in their home wrote down on a piece of paper or stuffed in a draw or book. Today there are millions of food channel on TV, and even more different kind of food magazines people order through the mail, or just pick up at a store. Cooking has become a hobby for many Americans and even more men are now cooking more in the home and for their family and friends. This paper will examine and discuss Kindler's Fine Foods marketing plan it will also evaluate the importance of marketing research in the Kudler Food Company. The paper will identify the company's marketing strategy, and tactics in the areas that need additional research on. In addition, I will analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Foods marketing strategy and tactics.

Kudler Fine Foods/Marketing research

Kudler Fine Foods has three locations in upscale California; Kathy Kudler is the founder and owner of the catering service. Kathy turned her hobby of cooking into a business and the company's mission is to provide her customers "aspiring to purchase the finest epicurean delights" with " the finest in selected foodstuff's and wines" in stores (Kudler Fine Food, 2005). Kudler Fine Foods focuses is expanding their services with the input of their customers. Having customer's feedback by filling out a surveys will gave Kathy more information on how to improve the company is marketing plan and expanding their service to all customers purchase. The results from the surveys will give the management of Kudler Fine Foods Company a better guide on how to meet the goals and concerns of the customers. The results are that more research is needed to determine what action needs to be taken to increase the company-marketing plan.

Defining the marketing problem

At this time, there is not enough information gather to pin point Kudler's marketing problem. Kudler will need to expand the company catering service and the organic food and in-store cooking events which they already have active in all their other three stores. The management of Kudler's needs a plan that will help them to track their sales of any events or decision that are made. The company goal is to increase customer loyalty the way Kudler's plan on doing so in these three tactics. First Kudler will offer more cooking classes to customers by professional chiefs, and Kathy could even make a personal appearance to bring in more customers. Secondly Kudler could start a rewards program for their customers based on a weekly purchases this will help get a better understand in how customer shop. Finally input a cost reduction for customers on products that are delivered from other sources. The American Marketing Association defines marketing research as "the function that links the consumer, customer, and public to the marketer