Marketing Research Kudler Food's Paper

Essay by HYPERSDTUniversity, Bachelor'sA+, June 2008

download word file, 6 pages 5.0

Kudler Fine Foods is a gourmet food shop opened by Kathy Kudler in the elite area of La Jolla, San Diego in 1998. Two years later another Kudler Fine Foods store was open in Del Mar and a third store opening in Encinitas in 2003. (Apollo Group, Inc., 2007) The company offers a variety of fine foods from European breads and pastries, sensational meats and seafood such as live lobsters to homemade sausages, fresh fruit and vegetables, gourmet cheeses and an eclectic selection of wines and liquors. As the company has prosperously expanded, it is essential for Kudler Fine Foods to remain current in their marketing strategy. An overview will be provided identifying the importance of marketing research as it aids in marketing strategy, offer recommendations regarding Kudler Fine Food in which more market research that is extensive may benefit the company and analyze the role in which competitive intelligence and analysis impacts the company's marketing strategy.

Marketing Research is a five-step process that defines as "the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending action." (Kerin, Hartley, Berkowitz, and Rudelius, 2006) The five steps involved are: Step 1 Problem Definition: It is essential for Kudler Fine Foods to identify their research objectives clearly by composing detailed specific questions that address and further define the problem. By placing themselves in the customers' position and experiencing the gourmet grocer by drafting possible customer scenarios. Kudler Fine Foods research objective is how to gain customer loyalty while expanding profitability, research questions may include:•What does the customer like about gourmet food shop? The answer is selection, location, staff, décor and layout, costs, etc.

•How is the customer experience when interacting with the staff? Is the staff knowledgeable and friendly?•Is the selection adequate to the...