Kudler Fine Foods is a virtual organization gourmet grocery store that has experienced significant growth and is now focused on expanding its services, improving the efficiency of its operations, and increasing the consumer purchases. In this paper, Kudler Fine Food's Marketing Overview will be used as a guide to justify the importance of marketing research in the development of Kudler Fine Food's marketing strategy and tactics. Where additional market research is needed, it will be identified and the importance of competitive intelligence and analysis in regard to development of Kudler Fine Food's marketing strategy and tactics will also be addressed.
Company and Marketing OverviewThe first Kudler Fine Foods store was opened on June 18, 1998 in La Jolla, California by Kathy Kudler. Two years later a second location in Del Mar opened and in 2003, a third location opened in Encinitas. Each store is an upscale specialty food store located in a fashionable shopping center and contains approximately 16,000 square feet of retail space.
Each of the departments of Fresh Bakery and Pastries, Fresh Produce, Fresh Meat and Seafood, Condiments and Packaged Foods, Cheese's and Specialty Dairy Products are stocked with specialty domestic and imported foods and beverages (Apollo Group Inc, 2005).
In business, it is critical that companies carefully conduct research before implementing new marketing strategies. Companies will often have to conduct marketing research by defining marketing problems and opportunities, systematically collecting and analyzing information, and recommending actions (Kerin, Berkowitz, Hartley, & Rudelius, 2006). Implementing new marketing plans without conducting research first, is like driving a car a high speeds on a windy road with a blindfold on. Although new and exciting for a few seconds but sooner than later, the company will crash into a wall of unforeseen obstacles before reaching its desired destination, and even...