Kudler Fine Foods 1
Kudler Fine Foods Marketing Research
In January 1998, Kathy Kudler, a Vice-President of Marketing for a defense contractor, got an idea. She wanted to open her own business of a food shop for people who had a taste for the finer things in life. Kathy built a business plan, received financing, and just six months later opened Kudler Fine Foods. They are a specialty food store near San Diego, California and currently has three locations in the area. She has located all her stores in fashionable shopping centers to cater to upscale patrons who enjoy imported and the best domestic foods. They carry foods in several categories like fresh produce, meat and seafood, cheese and specialty dairy items, condiments and packaged foods, and lastly, bakery and pastry products. The mission of Kudler Fine Foods is to be the provider of choice for consumers wanting to buy the finest epicurean delights (Kudler Fine Foods, 2011).
To be successful Kathy Kudler had to do her homework and rely on marketing research to develop her marketing strategy. With the use of competitive intelligence and analysis she has quickly started a successful business that has been able to break even and show a profit in only nine months from the startup of the company.
Importance of marketing research
Marketing research is an important part of any successful business. It is the process of defining a marketing opportunity and problem, gathering information to analyze and recommend actions in the hopes of lowering risk and improving marketing decisions (Kerin, Hartley, & Rudelius, 2011). The information gathered will include data on competitors, customers, and the product market. When Kathy Kudler created her new store she probably used data like this to help identify the characteristics of their target markets such as gender,