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Kudler Fine Food's Marketing Strategy and Tactics

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How does the consumer become informed about a product? The consumer becomes informed by marketing, of course! Marketing is a very important and essential tool for any business. Marketing research assist with fostering sound business health. Marketing research is very much like viewing the business from the perspective of the consumer. It considers the marketing mix from product to price, place and promotion. Together, these factors affect how a consumer will respond to a product or service.

The Importance of Marketing Research for Kudler

According to the virtual organization simulation, Kudler Fine Foods is described as a local upscale specialty food store located in the San Diego metropolitan area (University of Phoenix, 2004). The company has three locations (La Jolla, Del Mar and Encinitas. The stores have a supply of the very best domestic and imported fare. Kudler Fine Foods is divided into five departments which consist of a fresh bakery and pastries, fresh produce, fresh meat and seafood, condiments and packaged foods and cheese's and specialty dairy products. Kathy Kudler, the store's founder enjoyed cooking gourmet meals. However, the ingredients she needed were not always available. This caused Kathy to see an opportunity for an upscale epicurean food shop. On June 18, 1998, the first Kudler Fine Foods opened.

From the above description, we can see the Fudler Fine Foods has been targeted to an audience that has a more sophisticated palate. In appreciating this particular market, it is important for Kudler Fine Foods to appeal to every sense of this consumer. By this, I mean careful attention should be paid to what words are chosen to entice the consumer, the visual aids used, as well as the products and services offered. Marketing research will do exactly that. Good market research will enable Kudler to know if it has been able to satisfy customer needs and what if any changes need to be made in the packaging, delivery or the product itself ( (More Business, 2009) .By examining what this particular consumer group responds too will help Kudler Fine Foods capture the attention of their consumer and keep them as loyal consumers. One of the competitive advantages Kudler has the ability to set itself apart from the competition. By offering specialty items and services such as cooking classes, and a wine steward, Kudler is showcasing its uniqueness. Marketing research also will allow Kudler to set the right price for the products that they sell. Kudler will also have to stay abreast of the newest and latest trends. This is another aspect of market research that will keep Kudler competitive and current. For example, a trend analysis may show that many of the consumers that Kudler markets to purchase organic food products. This information is useful in the sense that Kudler can promote the organic products that they offer or introduce these products into the market. It



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