Submitted by: Submitted by darlynn
Views: 141
Words: 1421
Pages: 6
Category: Business and Industry
Date Submitted: 06/06/2013 09:50 PM
This paper will examine the importance of marketing research in the development of Kudler Fine Food’s marketing strategy and tactics. It will identify the areas where additional market research is needed and analyze the importance of competitive intelligence. Lastly, it will provide an analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics.
Kathy Kudler had a dream. She envisioned the convenience of shopping for gourmet food items in one single location rather than having to stop and shop at several stores in her neighborhood. This dream of Kathy’s became a reality on June18, 1998 when Kathy Kudler, opened the doors to Kudler Fine Foods in La Jolla, California. Kudler Fine foods offer a wide variety of products to their customers. The products available at Kudler Fine Foods are bakery products, fresh produce, fresh meat, seafood, cheese products, and wine. This store was a success and two years later in 2000, Kathy Kudler opened a second store in Del Mar, California. Three years later in 2003, Kathy Kudler opened her third Kudler’s Fine Foods in Encinitas, California. Kathy Kudler’s goal is to “provide customers with the finest selection of the very best foods and wines so that customers’ culinary visions can come true” (Kudler, 2011). To achieve this goal, Kudler Fine Foods must provide to their customers the finest selection of goods and products for her customers to purchase.
An effective business marketing plan is crucial for any company. An essential component of a marketing plan is marketing research. Whether Kudler Fine Foods is a single local neighborhood store, or a national chain, market research is critical to the success of the organization. Qualitative marketing research is a set of research techniques, used in marketing and the social sciences, in which data is obtained from a relatively small group of respondents and not analyzed with inferential statistics (Perreault, Cannon, & McCarthy, 2011)....