Helping Others

Marketing Research

Donte Thorne

MKT/421

March 29. 2012

Ms. Fulton

Marketing Research

In order for a business to become a successful organization in today’s business world an organization must understand the importance of marketing research. Marketing research is defined as “a process of defining a market problem and opportunity, systematically collecting and analyzing information and recommend actions” (Armstrong & Kotler,p. 199, 2009). The purpose of marketing research is to decrease the amount of risk and uncertainty of an organization. Marketing research is used by many organizations to determine what is needed, what the consumer wants, what will sale, and knowing competitive intelligence. By conducting productive marketing research it gives an organization a great opportunity to develop breakthrough products or services and also gives them an edge over the competition. Kudler Fine Foods is a quite successful organization that is now focusing their attention on expanding their business. This paper is intended to define the importance of marketing research as it relates to the development and expansion of Kudler Fine Foods as well as analyze the significance of competitive intelligence in relation to the development of Kudler Fine Foods.

Kudler Fine Foods was established in the early summer of the year 1998. Kudler Fine Foods is a premium specialty stores that primarily sales seafood, meat, bakery, dairy, and wine products. The organizations store locations are based in the San Diego California metropolitan area. The organization’s mission is to provide their customers with the finest selected foodstuff, wines, and related needs in an unparallel led consumer environment” (Kudler, Mission Statement, p. 2, 2008). By conducting effective marketing research it allows the organization to implement an effective marketing mix that contains the four P’s of marketing. The organization provides a large selection of foods from Asian specialty produce as...