Marketing Research: Kudler Fine Foods Virtual Organization

A French author named Charles Pierre Monselet (n.d.) once said "Enchant, stay beautiful and graceful, but do this, eat well. Bring the same consideration to the preparation of your food as you devote to your appearance. Let your dinner be a poem, like your dress" Experienced cooks know that the best and freshest ingredients make the dish they are preparing not just a meal, but an experience. Kudler Fine Foods provides exotic gourmet items in one convenient location. The store was the idea of Kathy Kudler. She found the inspiration to open Kudler Fine Foods because she was passionate about gourmet cooking and was tired of driving around the city to find the different ingredients she needed. Kathy opened her first store in 1998 in La Jolla and given its success, has opened stores in Del Mar and Encinitas. The stores are in the southern California area. Currently, the company is seeking a new location for the fourth store. Kudler Fine Foods offers the ingredients for the gourmet cook in one convenient place. The Kudler stores have European style bakeries, organic meat and seafood departments, produce department, dairy and cheese departments, and an abundant wine selection.

Kudler seeks to increase the number of stores and customers who currently use Kudler Fine foods as their grocer. To accomplish this, they must complete market research to determine how to reach more of the population, and determine what the consumers desire in a grocery chain. Market research will inform Kudler of the different markets in which it can tap into and how to accomplish this. Executing the proper steps in this plan can allow Kudler to grow to be an even larger force in the grocery market. Kudler must do this in a timely manner because of the planning to open a new store in a fourth location. Kudler must first establish an excellent marketing campaign. In doing so it accomplishes two things. It informs potential customers to the quality of the products sold and it exposes the store to...