Kudler Fine Foods Marketing Research

Essay by leoetUniversity, Bachelor'sA+, September 2008

download word file, 7 pages 4.2 1 reviews

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 it is 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 if the company survives, it will regret the journey (Knox, 2008). Kudler Fine Foods, an upscale specialty food store located in the San Diego metropolitan area, has experienced significant growth and is focusing on expanding its services by way of new marketing strategies. The company desires to improve the efficiency of its operations and increase the customer purchase cycle as a means to increasing the loyalty and profitability of its consumers (Kudler Fine Foods Intranet, 2004).

Without conducting careful marketing research, Kudler's marketing strategy and tactics will not yield the projected results the company hopes to achieve, but will instead lose its competitive advantage and uniqueness as it spends more money than it earns. In this paper, this author will justify the importance of marketing research in the development of the new marketing strategy and tactics of Kudler Fine Foods, identify the areas where additional research is needed, and finally, analyze the importance of competitive intelligence is strategy development.

Developing new marketing strategies and tactics can be a very exciting venture for a company. It is like molding a piece of clay from scratch and looking forward to the perceived outcome when it becomes a beautiful work of art displayed in...