Kudler Fine Foods is a group of gourmet epicurean stores that "has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers" (Kudler Fine Foods). This can only be achieved by making appropriate business adjustments, using the marketing resources available, building a solid foundation and identifying the marketing mix.
According to the American Marketing Association marketing research is "the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process" (American Marketing Association, 2008). Kudler needs to have a clear understanding of the marketing problem which is related to gathering quality research and information in order to expand their services into areas such as catering, organic food line, adding a frequent shopper program and cooking class parties.
Currently the company lacks an organized plan to assess the effectiveness of their decisions; it is imperative that they continue to be more conscientious and attentive in determining what type of actions to initiate and how to evaluate accurately the outcomes for future results.
Kudler Fine Foods uses internal (market surveys on their intranet website) and external secondary data to collect feedback from their customers. With the knowledge about the customers' thoughts and feelings about the stores and the services offered, the company will manage to improve the areas that the clients rated the lowest in order to bring up the overall customer satisfaction and contentment. The surveys will also be beneficial in giving Kathy and company an insight about the effectiveness of the new initiatives such...