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Marketing Research Essay

1466 words - 6 pages

It is important for any business to consider their positioning before moving forward with plans to change their marketing strategy or tactics. Innovation will not pay off for a company that has not found a successful positioning within its market. "Consumers are overloaded with information about products and services. They can not reevaluate products every time they make a buying decision," (Armstrong & Kotler, 2005, p.208). Positioning enables a company to establish their brand in a customer's mind, and build loyalty for the product not just the pricing. Loyalty prompts people to pay more for a familiar brand. Market research provides a company with the data necessary to make this ...view middle of the document...

Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions (Kerin, Hartley, Berkowitz, & Rudelius, 2006, p. 205). Kudler will need to perform marketing research to develop the company's marketing strategy and tactics. Kudler's strategic objectives are to expand services, improve the efficiency of operations and increase the consumer purchase cycle. The ultimate goal of the 2006 plan is to increase customer loyalty and profitability of each shopping visit.Data obtained through the 2003 and 2004 customer survey reports, does not address the future needs of its customers instead the data is representative of past performance. Although the past performance measures are helpful, Kudler Foods did not appear to use this data in developing the marketing strategies for 2006. Kudler Food's objective for 2006 is to increase the loyalty and profitability of its consumers, in order to do so, it is important that Kudler Foods utilize the data already obtained before initiating new services. Simultaneously, Kudler Foods can gather necessary data related to the programs it plans to initiate. Focusing on the primary positioning, i.e. increased loyalty, and then initiating new programs over time will increase the chances of successful implementation and growth (Kudler Fine Foods, 2005).The following data from the Kudler Foods surveys integrates the ratings of disagree, strongly disagree, and very strongly disagree and shows the increase in dissatisfaction from 2003 to 2004: (1) Store hours are convenient; 2003-9.38% and 2004-11.43% (2) Store atmosphere and décor are appealing; 2003-15.15% and 2004-9.72% (3) Happy with selection of products; 2003- 28.13% and 2004-34.29% (4) Merchandise is good value for the money; 2003-52.38% and 2004-58.83% (5) Merchandise displays are attractive; 2003-12.31% and 2004-22.39% (6) Satisfied with merchandise bought; 2003-19.04% and 2004-28.99% (7) Courteous salespeople; 2003-27.78% and 2004- 38.48% (8) Knowledgeable salespeople: 2003-22.22% and 2004- 22.81% (9) Overall, very satisfied with store: 2003-19.40%% and 2004-24.64% (Kudler Fine Foods, 2005).Samples taken from past surveys show a rise in dissatisfaction in several key factors that customers use to differentiate one supplier from another as well as determine the price they are willing to pay--"Product quality is not always a life or death matter, but a firm that provides customers with superior customer value is likely to have a competitive advantage" (Perreault & McCarthy, 2005, p. 243).It is apparent that all categories within survey have shown an increase of dissatisfaction from 2003 to 2004. It is evident that the plan of expanding services and adding a frequent shopper program may not provide the increase in loyalty and profitability of its consumers that Kudler Foods expects. On the other hand, the initiative for tracking purchasing behaviors would be...

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