Kudler Fine Foods

Essay by ajschaeferUniversity, Bachelor'sA, May 2007

download word file, 5 pages 1.5

Kudler Fine Foods is a gourmet grocery store that has been experiencing significant growth. The owner, Kathy Kudler, is now focused on expanding its services, and increasing the consumer purchase cycle. She is also looking to improve the efficiency of the company. By using this organization I will show the importance of marketing research and the development of Kudler Fine Food's marketing strategy and tactics. I will identify the areas where additional market research is needed and the importance of competitive intelligence and analysis as it relates to the marketing strategy and tactics.

The first Kudler Fine Foods store was opened on June 18, 1998, in La Jolla, California, by Kathy Kudler. Two years later a second location opened in Del Mar, and in 2003, a third location opened in Encinitas. Each store is an upscale specialty food store located in a fashionable shopping center. The stores each have a modern European Style Bakery.

The meat and seafood departments have only the best from certified organic producers. In each store, the produce department stocks over 350 different fresh fruits, vegetables, herbs and spices. The cheese and dairy departments carry only the best dairy products. Kudler's wine departments have an extensive collection from around the world, as well an excellent domestic wine selection.

Kudler Fine Foods has developed a strategy to increase loyalty and profitability from their current customer base. They have created several new services which they expect to increase revenue. First, they are looking to start offering parties and cooking classes with world renowned chefs, local celebrities, and other experts. The idea is that people will be drawn to the stores as part of their social activity and, while attending the classes and parties, will increase customer awareness and loyalty. The second is a frequent shopper program also designed...