Environmental Factors

Monica Telles

Kudler Fine Foods

February 28, 2010

Based on the information that is posted on the Kudler Fine Foods internet site it is apparent that it has done a very good job in identifying its target market and providing gourmet and organic products. However, it is my opinion as part of Kudler Fine Foods part of that growth should include the type of product that it offers so that it is not only focusing on one type of customer but on several. Perhaps a multiple target market approach would be appropriate for Kudler Fine Foods to look into and by default it would actually be improving the marketing mix for existing customers.

Product

The marketing research that was initially conducted by Kudler Fine Foods appears to have covered all the aspects of implementing a business that catered and focused on a consumer that is more conscientious of healthier eating habits. As Perreault, W. D., Cannon, J. P., & McCarthy, E. J. Jr. (2009) p. 232 states “Product quality should also be determined by how customers view the product. From a marketing perspective, quality means a product’s ability to satisfy a customer’s needs or requirements.” Having said that, the first area that Kudler Fine Foods should focus on is not only providing its gourmet and organic merchandise but merchandise that other consumers are looking for that also provides the same “healthy” reaction that organic foods do. By this, I mean that when a person hears the word “organic” they automatically assume that the product they are purchasing is “healthy” or that the store they are purchasing these items from is a type of health food store. I don’t necessarily think that that is the case, but Kudler Fine Foods can utilize that perspective to their advantage and capitalize it by offering other lines of products that have that same type of influence on consumers.

Pricing

The second area that I believe that Kudler Fine Foods should focus on is the pricing of their products. The best...