Kudler Fine Foods
April 10, 2013
Kudler Fine Foods
Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area that specializes in both domestic and imported foods. The mission of the store is offer each customer a delightful and pleasing shopping outing by providing quality products at appropriate prices, in comparison of the competitors. Kudler Fine Foods was established in 1998 and currently has three locations in California, La Jolla, Del Mar and Encinitas. Each store has approximately 8,000 square feet of retail space conveniently located in a fashionable shopping center. Each Kudler ...view middle of the document...
Kudler’s strategy is in expanding services, and a frequent shopper program (University of Phoenix, 2013). In order to leverage the frequent shopper program Kudler’s is collecting existing information in order to create a more intimate relationship with their customers. Kudler is currently in the process of developing a new system of tracking sales and financials, this will allow for the company to track customer purchase behavior over time.
To help Kudler accomplish these goals, the marketing department developed a couple of marketing initiatives that will assist in the improvement of sales and profits, and help reduce costs. Kudler plans to separate from the competition by offering each customer a delightful and pleasing shopping outing, by its product selection, and experienced, knowledgeable staff, as well as a wine steward for customers that may be intimidated.
Next Kudler will try to encourage its customer base and loyalty to the company by introducing a loyalty points program. This will allow for customers buying habits to be tracked and allow Kudler to target specific customers. Currently Kudlers tracking system is out dated and wants to enhance the system giving the company a better and more accurate way of tracking the demographic information and buying trends of each customer (Kudler Virtual Organization, 2013).
Importance of Marketing Research
Marketing research is of the upmost importance for any business or company to be successful in such a competitive market. Marketing research is procedures that develop and analyze new information about a market. Marketing research may involve use of questionnaires, interviews with customers, experiments, and many other approaches (Perreault, Cannon, & McCarthy, 2011). To ensure the success of Kudler Fine Foods the marketing research must be in depth in order to be or remain a successful and competitive organization. The key to Kudler’s success will be about building a long-term, profitable consumer base. Loyal consumers are usually more profitable due to frequent visits.