Marketing: Kudler Fine Foods

Marketing: Kudler Fine Foods

MMPBL/502

September 5, 2011

Marketing: Kudler Fine Foods

Kudler Fine Foods was founded in 1998 by Kathy Kudler who had a vision to introduce her town to a grocery store that offered the finest foods, meats, cheeses, wine and produce. Kathy plans to increase her profits by offering fresh organic produce from local farmers and increase marketing efforts for her catering service. Further, she strategically plans to increase marketing efforts by offering customer focused programs and have increased her sales and marketing budget to $368,200 for the upcoming year. The philosophy behind the marketing concept is for companies to analyze the needs of their consumers before decisions are made to satisfy customer’s in a highly competitive marketplace. Kathy wants to take advantage of this opportunity as eating habits of many customers focuses on fresh organic produce.

“The American Marketing Association which represents professions in marketing states that “marketing is an organizational function and a set of processes for creating, communicating, ad delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (Gomez-Mejia & Balkin, 2002). If a firm can assess the correct marketing mix and increase customer loyalty, the business can enjoy the benefits of successfully bringing together the right product to the customers. Competition can come from any direction and at any time so Kathy plans to stay ahead of competitors and is planning to increase her marketing efforts and feature the biggest sellers in local community events. Before Kathy can begin to provide the new organic produce and catering sections of the stores, she must perform marketing research prior to making the decisions on what to offer customers.

Marketing research "is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and...