Marketing Research Case study for Kudler Fine Foods

Essay by cainemutinyUniversity, Master'sA+, October 2006

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The first cookbook published in America, titled American Cookery, was written in 1796 and was used by the serving class to cook for the gentry (O'Neill, 2003, para. 17). While the gentry of the time, particularly the men, could hardly have imagined cooking as a hobby, today's upper middle class are obsessed with it. In 2002, America produced 145 food magazines, quarterlies, and newsletters that were read by 78 million readers. The Food Network claimed 19.7 million subscribing households in 2002 (ibid, para. 12) and saw a 25% increase in viewership from Fall 2004 to Fall 2005 (Channel Canada, 2006). Never has it been so stylish to cook and entertain, or so you would think. This paper examines the marketing plan of Kudler Fine Foods, discusses the importance of research and competitive intelligence in the development of its strategy and tactics, and identifies where it needs to do additional research.

Kudler Fine Foods

Kudler Fine Foods operates upscale specialty food stores in three California locations. Founded by Kathy Kudler, who turned a hobby in to a business in 1998, the firm was profitable within its first year. The company's mission is to provide customers "aspiring to purchase the finest epicurean delights" with "the finest in selected foodstuffs and wines" in stores staffed by "experienced, helpful, and knowledgeable" employees (Kudler Fine Foods, 2005). The firm's business objective is to offer the highest quality products at competitive prices, attracting customers who are willing to pay more for better quality and added value.

Marketing Overview

Kudler Fine Foods issued a marketing overview for 2006 that states that the company plans to increase customer loyalty by focusing on "expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle" (ibid). Kudler plans to accomplish this by embarking on three...