Kudler Fine Food’s Marketing Strategy and Tactics

Essay by lmulligan4College, UndergraduateA+, April 2010

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Kudler Fine Food's Marketing Strategy and Tactics

Kudler Fine Foods

Kudler Fine Foods is an upscale, gourmet and specialty foods store located in the San Diego metropolitan area of California and is committed to providing its customers with the finest selection of the very best foods and wines so that each customer's culinary visions can come true. The stores consist of five departments.

Fresh Bakery and Pastries

Fresh Produce

Fresh Meat & Seafood

Condiments and Packaged Foods

Cheese's and Specialty Dairy Products

The founder, Kathy Kudler is a passionate gourmet chef, who had to travel distances to find just the right ingredients for her recipes. This is one of the reasons Kathy Kudler had the initiative to open her own gourmet food shop; that would stock a wide selection of only the freshest, finest ingredients and the tools to accommodate these ingredients.

The other reason is Kudler was the Vice-President of Marketing for a large defense contractor. Tired of the travel and the pressures the corporate world can bring upon a person, Kudler envisioned an opportunity in a gourmet grocery store. This is partly because Kudler had a passion for gourmet cooking. Kudler would have to travel a distance for the ingredients for her meals and ideally, Kudler believed there would be people like herself who did not want to travel a long distance to find the foods he or she enjoyed preparing (University of Phoenix, 2010).

So Kathy Kudler developed a business plan, found the financing and opened her first store in 1998 at the La Jolla location. The gourmet food store was an immediate success. It was so successful, two years later Kudler opened a second store in Del Mar and once again, in 2003...