Market Research Kudler Foods

Marketing Research

November 21, 2010

Kudler Fine Foods (KFF) is a successful gourmet food store in the San Diego area that has experienced rapid growth and is ready for expansion.   Its founder, Kathleen Kudler, open the first store in 1998. By the end of the year it generated a profit. By 2003, stores in Delmar and Encinitas opened its doors. Within the next 12 months, market research strategy will play an important part of the KFF organizations strategic and tactical planning to increase customer loyalty by leveraging the organizations better understanding of customer purchase patterns. Provide more efficient operations. Offer high-margin services developing and enhancing their supplier partnership programs, thereby increasing profitability by reducing cost. In addition, new customers will be acquires through word of mouth and social network marketing (Apollo Group, 2008). This paper will discuss the various elements of marketing research, which includes justifying the importance of marketing research in the development of Kudler Fine Food’s marketing strategy and tactics. Identifying the areas where additional market research is needed. Analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics.
Importance of Marketing Research
Part of KFF’s initiatives is to consolidate and relocate the store in Delmar. The demographics for Delmar made it an ideal location for the second store in 2000 with a median income in 2000 of $98,257 and population of only 4389, but economic growth indicators suggest the store can support itself. However, the store in Del Mar is not performing as anticipated. Economic indicators for growth show signs of good potential for thriving area. However, the demographics of the location were not feasible to maintain operations. A plan for 2007 is to consolidate the operations for the Delmar store and relocate in Carlsbad, a few miles south. The...