Marketing - Kudler Fine Foods Virtual Organization

This paper will analyze the possibility of Kudler Find Foods in expanding its service offerings to add a catering service in addition to the in-store parties that it currently offers.   The paper will provide examples of the kinds of opportunities Kudler has in its marketing mix of product, price, place and promotions for its new catering services.  
Kudler Find Foods
Kudler Find Foods is founded by Kathy Kudler in 1998.   It is a high quality gourmet specialty food store.   As the CEO of the company, Kathy has maintained the vision of Kudler Find Foods for many years.   Under Kathy’s leadership and management, the company was able to expand to three stores in different locations.   The three stores located in La Jolla, Del Mar, and Encinitas, California.   Each store is located in the shopping center with an approximate size of 16,000 square feet and offers a variety of upscale specialty foods and wines.   Recently, to help the company expand, Kathy decides to contract with local organic grower for organic produces and introduces catering services to their customer.  
Market Research
According to Kerin, Hartley, Berkowitz, and Rudelius, “marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending action.”   Kudler’s new market research effort concentrate on market size and opportunities, food marketing trends studies, and services benchmarking study.   In 2008 and 2009, the company surveyed about 70 of their customers on company performance, which includes convenient of store hours, store appeal, selection of foods, produce value, merchandise display, and customer satisfaction about the produce.   The market size is very important information for Kudler to understand their potential customer base within its area.   Kudler should expand the survey pool if possible. The company can either conduct the survey by mail or email to expand the survey size to receive a more accurate...