Mkt 421 Week 2

Marketing Research Paper

Tanisha Harrison

MKG/421

Mr. Clark

June 12, 2012

“Kudler Fine Foods is a small gourmet grocery store for customers who are seeking the finest bakery products, meats, produce, cheese and dairy, as well domestic and imported wines. Kudler Fine Foods has experienced substantial growth and is currently focused on expanding their services, improving the efficiency of its operations, and increasing the consumer purchase cycle (Kudler Fine Foods)”. Kudler Fine Foods is growing and gaining reputation on a daily. Looking at Kudler’s current growth, the company is prepared to generate modifications which will raise profits and decrease expenses. In this paper the reader will learn the importance of research to the marketing strategy and tactics of Kudler Fine Foods. This paper will also discuss the competitive intelligence and analysis and explain how it plays an important role in the development of the marketing strategy and tactics for Kudler Fine Foods. Additionally, if Kudler Fine Foods needs any additional areas of research, this paper will identify those as well.

"Marketing research is the process of defining a marketing problem and opportunity systematically collecting and analyzing information, and recommending actions" (Kerin, et. al., 2006, p. 205).” According to the clearly business website, a company can have the best merchandise in the world, but without general data on their buyers and the way they conduct themselves, their outcome of becoming successful may be small. This is the purpose for familiarity of the market in which the company products or services retailed is very important. “And one of the best ways to gather that information is through rigorous market research (2004).”

Market research has a significant role in every part of a business strategy of growth and modification. Now that Kudler Fine Foods is increasing their services,...