Research Paper

In order to compete in a competitive market, companies must always fine tune marketing efforts. Kudler Fine Foods is a relatively small company that is currently operating three establishments. The company is looking to expand its marketing efforts to increase revenue and eventually expand to other locations. The goal of this paper is to discover effective ways to improve Kudler Fine Foods’ marketing strategy and tactics. The research will start with identifying areas where additional market research is needed. It will follow with analyzing the importance of competitive intelligence analysis regarding Kudler Fine Foods’ marketing strategy and tactics.

Kudler Fine Foods (KFF) is an upscale food store located in California. With three locations, KFF stores are located in shopping centers compromised of approximately 8000 square feet. The company is well known for its bakery products, produce, meat and seafood, condiments, cheese, and wine. The goal of KFF is to offer an upscale variety of fresh foods that large grocery store chains cannot offer. Founder, Kathy Kudler, is the former vice-president of marketing for a large defense contractor. Kudler placed a lot of emphasis in marketing when starting KFF. This paid off as the company was showing profits after the first nine months of operation. However, she believes its time to revisit the marking plan as things are getting more complicated with the opening of more locations.

According to Business Dictionary (2012) “The main objective in marketing research is to find a real need and fulfill it in a most cost effective and timely manner”. The first step most companies take in marketing research is finding out the customers that the products most interest. Creating surveys for customers with questions that involve specific and personal questions would give a good snapshot of the customers that are attracted to KFF. The second step is to evaluate the competition. Large chain grocery stores and local wine and sprits...