Product Offering Essay

1193 words - 5 pages

Kudler Fine Foods Product
The mission of Kudler Fine Foods is to serve the customers with the different type of premium food, wine and the associated stuff in a consumer friendly environment (University of Phoenix, 2008). Strategic policy of KFF focuses on expansion of business and loyal customer base. This will be achieved through high-margin services. For these plans, UAE seems like a good option. This concise marketing plan will explain six factors; market needs and growth opportunities, SWOT analysis, market competition, service offering, service identification and justification for this specific service.
Market Needs
KFF’s gourmet brand will be provided along with a well-designed ...view middle of the document...

SWOT Analysis
SWOT analysis is the estimation of a company’s strengths, weaknesses, opportunities and threats (Kotler & Keller, 2006). This analysis forms the very basics in the development and implementations of a company’s strategic plan. Main idea behind the SWOT analysis is to capitalize the opportunities and maintain the strengths while reducing the weaknesses and keeping in mind the threats.KFF is a new player in the market and has much to put forward as they deal in organic food that requires much higher competency and therefore, needs superior advertising.
Analysis of weaknesses comes after the identification of opportunities. KFF is going to create a new trend in the catering market that can prove to be a big opportunity. Kudler is confident that their strategy will be successful and they will be able to capitalize this opportunity by luring new customers and offering reasonable prices in the United Arab Emirates. There can be two threats to Kudler; one comes in when rival companies start big marketing campaigns and second comes from the economy; customer reservations (or transactions) decrease with the decline in the economy. However, Kudler thinks it will not affect her. They are offering premium quality products along with exceptional customer services and this will help in fostering long-term relationships with their customers.
A company, when launching a new product, should keep an eye on its competitors and then create the best possible positioning strategies. Current as well as potential competitors should be considered along with the new and upcoming technologies (Kotler & Keller, 2007). Any company that ignores its current and potential competitors will definitely fail. Kudler is faced with one major competitor in the UAE, the Gourmet Catering and Hospitality Services (GCHS). GCHS is well established and is in a franchise agreement with one of the top names in France, Lenôtre Paris (Ameinfo, 2005). More competitors are expected to enter the market given the opportunities this growing market has to offer.
Service Offering/Definition
KFF is offering a catering service. The food served here will be prepared with finest ingredients procured by Kudler Fine Foods and cooked by gourmet chef Kathy Kudler herself. On receiving an order, Kudler’s catering will travel to the customer-chosen location. They will prepare the food there and serve all the items selected by the customers. It will be a complete meal including appetizers, meals and desserts.
Service Identification
Kudler Fine Foods is a name famous for catering best selection of premium foods and exclusive wines at competitive prices. People identify any specific product or service by its brand name. That...

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