Marketing Simulation

Marketing Research-Kudler Fine Foods

Petera Thomas

Marketing/MKT421

March 1, 2011

Shannon Peterson

Importance of Marketing Research

Kudler Fine Foods is an upscale specialty food store in San Diego, California. The main types of food distributed are fresh bakery and pastries, fresh produce, fresh meat and seafood, condiments and packaged foods, and cheese’s and specialty dairy products. According to University of Phoenix Kudler Fine Foods-Intranet (2009), the business is dedicated in shopping around the world for the finest food to sell to its customers. Along with the fine food selections, Kudler Fine Foods also offer the best wines found around the world to accommodate a customer best food choices.

Marketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Its designed to help create a business plan, launch a new product or service, expand into new markets, fine tune existing products and services. Businesses use market research to configure which parts of the population that will purchase their products based on variables such as age, gender, location and income level. Marketing research finds the characteristics of target markets and plays an important part in an organization’s strategy of expansion. Marketing research is important to Kudler Fine Foods since they are expanding their services; it can help Kudler Fine Foods develop a plan for their expansion and help them identify their strengths and weaknesses.

In addition, marketing research can help Kudler Fine Foods identify new potential customers, new market areas and develop new sale strategies. Loyalty and profitability of consumers is Kudler Fines Foods strategic objective. Kudler Fine Foods conducted a market survey in 2006 and 2007 to develop their strategic objective. In their market survey, Kudler Fine Foods asked detailed questions about atmosphere, staff, pricing, overall experience, and...