Kudler Fine Foods- Marketing

Kudler Fine Foods is an upscale gourmet food market. With three locations, Kathy Kudler, the founder of Kudler Fine Foods, offers each customer a delightful and pleasing shopping outing. Since the company has grown over the years, they are revisiting marketing ideas and focus on expanding their services and improving the efficiency of their operations. Kudler wants to expand their business to achieve goals of meeting the customer’s needs and also becoming more successful as an organization.

Kudler lacks an organized plan to determine the effectiveness of their decision, but they have created and followed strategic objectives. These three strategic objectives are: expanding services, frequent shopper program and increased efficiency. Kudler has and needs to continue to be more diligent in detailing the type of actions they plan to initiate and the expected outcomes for potential results.

Kudler’s goal is to increase awareness to existing and new customers while offering advertisement on its new customer frequent shopper programs and possible catering service. First Kudler will need to analyze their strategic sales objectives and marketing mix of all their locations to determine the Four P’s for their potential business expansion into the catering service. Kudler’s marketing mix, also known as the Four P’s: Product, Price, Promotion and Place.

To determine if catering is where Kudler wants to expand to they need to conduct a competitive benchmark of similar catering services, to see what other gourmet food stores are offering. An important factor for staying on top is being aware of the competition factor. Kudler will need to determine the most popular food items and recipes for their catering services by tracking items used for their on-site events and their top purchased items. A great place to start would be taking customer surveys at on-site events to get an idea of what foods and recipies are more popular to the customers.

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