Marketing Research Paper

Marketing Research Paper

Gina Ruffolo

Marketing (MKT/421)

04 Feb 2013

Kudler Fine Foods is an all-natural, preservative free; grocery store only found in Southern California. Located in the San Diego metropolitan area there are three locations that are available for fresh meat, produce, cheese, wine, and more to the public and community. Kathy Kudler founded Kudler Fine Food and opened in1998 with two stores followed by 2000, and 2003. Kudler Fine Food is in the market for expansion and diversification. Kudler was able to expand and make their services a success like in the past years.

Marketing Research

Marketing research is the collection and analysis of information to assist in the decision-making process (Kudler Intranet, 2011). Surveys in 2009 and 2010 collected data for the company on where Kudler stood in the community and to receive feedback from the customers. Customer service; product knowledge and merchandise value improved in the 2010 survey because of the 2009 survey the year before. Customer service received the highest score for worst on the survey. Acquiring the information from the survey cards has made changing issues for the customers a success. Through current surveys Kudler should keep this market of surveys open to help with the changes and needs of the consumers. Kudler wants to start catering fine foods to people in further parts in California and eventually in different states such as Scottsdale, Arizona, Naples, Florida, and Greenwich, Connecticut.

Carlsbad, California, is a superior area to open a new store chain living so close to the ocean and the time shares that tourist buy every year, Carlsbad area will have potential for an all-natural market. The company wanted people to purchase a healthy sandwich and some fruit instead of the unhealthy food. Only a few grocery stores and other places to eat in the area where the Kudler store would open but nothing offered all natural. Nothing all natural and nothing preservative...