Marketing Research

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As it encompasses all aspects of business, marketing is defined as "the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual (customer) and organizational objectives" (more business.com, 2009, para. 2). For a company or organization to be successful it is vital that it is known if the products and services offered are meeting their customers’ needs and objectives, and this is known through market research. 

“Market research can identify market trends, demographics, economic shifts, customer's buying habits, and important information on competition” (South Central Michigan Regional Entrepreneurial Collaborative, 2013, para. 1). This paper intends on justifying the importance of marketing research in the development of Kudler Fine Food’s marketing strategy and tactics, and identifies areas where additional marketing research is needed. It will furthermore analyze the importance of competitive intelligence and analysis in regards to the Kudler Fine Food’s marketing strategy and tactics.

Kudler Fine Foods

Kudler Fine Foods is an upscale specialty epicurean foods store that offers bakery and pastry products, fresh produce, meat, and seafood, packaged foods, cheese, and specialty dairy products. Kudler Fine Foods is located in the San Diego area with three branch locations in La Jolla, Del Mar, and Encinitas. Kathy Kudler founded the first Kudler Fine Foods in 1988 through her passion for cooking gourmet meals, savvy business sense, and her awareness of the opportunity to bring the finest foods available to the area.

Marketing Research

Kudler Fine Foods conducts market research to ensure the stores are meeting or exceeding customers’ needs, to identify potential target markets, and to determine advertising techniques to reach those target markets. Through market research Kudler’s will learn about potential and existing customers alike; about...