Marketing Research Paper – Kudler Fine Foods Essay Example

maintain success. This involves identifying the most likely selling locations for products, overcoming market entry barriers, understanding customer needs, and establishing appropriate market prices (Pierobon, 2004). In 2008, Kudler Fine Foods conducted a customer survey as part of their marketing research. Customers were asked questions regarding convenience, products, and customer service.

Kudler received positive feedback regarding store hours and overall store satisfaction. However, the Kudler stores received negative feedback in terms of product selection, merchandise value for the money, and the demeanor of customer service representatives. Specifically, when asked about product selection, 65% of customers had a negative response. Similarly, when asked about merchandise value for the money, 60% of customers had a negative response. Finally, when asked about the courtesy of customer service representatives, 61% had a negative reaction. These findings highlight areas for improvement for Kudler Fine Foods.

It is clear that Kudler Fine Foods should conduct additional research in the fields of product selection, product value, and customer service. The current marketing strategy of Kudler has identified programs that prioritize high-end products and services, including specialty cooking clinics and a frequent shopper program for high-end customers. However, based on the findings of the 2008 survey, it would be inefficient to implement these marketing initiatives. Survey responses suggest that Kudler customers would prefer a larger range of products in the stores at more competitive prices.

Kudler customers desire a larger variety and increased value. A survey revealed that customer training, a part of one marketing initiative, was identified as important. According to Kudler customers, the employees' lack of courtesy will drive customers away. Regardless of a store's product selection, poor customer service guarantees failure. Knowing

the market is crucial for Kudler Fine Foods. Competitive intelligence provides insights into customers, competitors, and the market.

When developing a marketing strategy and tactics, it is important for Kudler to incorporate competitive intelligence. This will help identify potential future developments in the market and actions that competitors may take. By using competitive intelligence effectively, Kudler could have saved time and better identified customer opportunities from survey results. Ultimately, competitive intelligence will contribute to increasing market share and enhancing customer satisfaction for Kudler Fine Foods.

The current marketing initiative appears to be off-target and would be a squandering of company resources and funds. By utilizing marketing strategy and conducting research, Kudler Fine Foods has the potential to improve as a company. The company aims to expand its services through high-end parties, enhance operational efficiency through employee training and software, and lengthen the customer purchase cycle by implementing a frequent shopper program. While these initiatives may yield some favorable outcomes, there might be superior alternatives available through market research and competitive intelligence.