Marketing Research: Kudler Fine FoodMarketing Research: Kudler Fine FoodMarketing Research: Kudler Fine FoodMKT421 – MarketingFebruary 7, 2008Marketing Research: Kudler Fine FoodKudler Fine Foods is a company on the move. The company is poised to expand services, improve efficiency in the operations and increase the consumer purchase cycle. To accomplished these goals the companies marketing strategies will become a defining factor in how successful Kudler Fine Food will be at achieving there goals.
Kudlers has collected information from a survey in 2006 and 2007 to use in defining plans to rollout programs, which will help the company obtain its goals. What is Market Research?
“Marketing research is the function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications” (Marketing Teachers Ltd., 2008).
These surveys are a way for Kudler Fine Foods to collect data as part of its market research. This type of data collection is using a questionnaire with fixed alternative questions that give respondents a chance to rate areas on a semantic differential scale, or a scale that use short descriptive adjectives, instead of numbers for rating (Kerin, Hartley, Berkowitz, Rudelius, 2006). The questionnaires ask 10 questions with a scale that ranges from “Strongly Agree” to “Strongly Disagree.” The value of these two surveys is potentially high; they give Kudlers a direct view of how customers feel about its products and services. The company can analyze how well they are using the “Four Ps” with certain questions, such as the customers overall satisfaction with convenience place, value or price, and selection or product that will help define what promotions Kudlers offers the customers. The results of these surveys can be used to determine how a customer will react to the introduction of new services (Kerin, Hartley, Berkowitz, Rudelius, 2006).
The marketing mix or the four Ps will guide Kudler Fine Foods towards the companys goals. “These are the marketing managers controllable factors – product, price, promotion, and place – that can be used to solve a marketing problem. The marketing mix elements are called controllable factors because they are under the control of the marketing department in an organization.” (Kerin, Hartley, Berkowitz, Rudelius, 2006). The product Kudlers offers is gourmet foods and catering services. Kudler Fine Foods is synonymous with gourmet and wish to present a unique catering service for the companys customers. Having a diverse menu would allow Kudlers to satisfy the needs of a wide customer base, but it also allows customers to choose how expensive the catering will be.
Our main focus at Kudler Fine Foods is to help you make your first purchase. This includes a basic purchase as outlined in the menu —.„
For customers who need to make their first purchase we have no business including food services, catering, warehousing, etc. We work hard to provide what needs to be done (cooking etc.).‗
We have a lot of employees that I would recommend adding to our team as a single person (or group). You have the opportunity of seeing a lot of the top stars/stars of the business, and being part of it.‘‟
We have a great network of people who have a lot of experience in helping others. They get their business done in their own time. You can ask Kudler if you would be able to talk to them about a business proposal or any other important matters.•
Many customers, whether you call them at home or work are happy to have you for the afternoon. You can even have a customer at home give you a couple of samples for tasting!‟
We work hard to bring you great service
Our team is driven by a mission which is always different from what other people try to achieve.*‡
To meet our standards all day everyday we do our job and bring the best customers on a schedule where they are able to feel the value of our service.
Our team members are good at taking care of their customers. We will tell them and say, “Well, they love your service” and that’s fine. However, if you are not part of their team you might be disappointed and you should ask them too.‱
Our team members work hard to provide a quality service to the customer. You are not expected to be your best customer or to be a good co-manager.‡
This group represents the main reason our catering service can be great.⁇
Our support group members work hard to help others by getting in touch with them online, getting feedback from them on our product choices regarding their needs, etc. These help us reach out to the customers with which we are working together.+⁓
Our team also supports the customers who are in need. Our team members offer support &service, we will always take care of you & if the customer feels out of their depth you have no right to make them feel unhappy.‡
Our team members also make sure you get the highest
Our main focus at Kudler Fine Foods is to help you make your first purchase. This includes a basic purchase as outlined in the menu —.„
For customers who need to make their first purchase we have no business including food services, catering, warehousing, etc. We work hard to provide what needs to be done (cooking etc.).‗
We have a lot of employees that I would recommend adding to our team as a single person (or group). You have the opportunity of seeing a lot of the top stars/stars of the business, and being part of it.‘‟
We have a great network of people who have a lot of experience in helping others. They get their business done in their own time. You can ask Kudler if you would be able to talk to them about a business proposal or any other important matters.•
Many customers, whether you call them at home or work are happy to have you for the afternoon. You can even have a customer at home give you a couple of samples for tasting!‟
We work hard to bring you great service
Our team is driven by a mission which is always different from what other people try to achieve.*‡
To meet our standards all day everyday we do our job and bring the best customers on a schedule where they are able to feel the value of our service.
Our team members are good at taking care of their customers. We will tell them and say, “Well, they love your service” and that’s fine. However, if you are not part of their team you might be disappointed and you should ask them too.‱
Our team members work hard to provide a quality service to the customer. You are not expected to be your best customer or to be a good co-manager.‡
This group represents the main reason our catering service can be great.⁇
Our support group members work hard to help others by getting in touch with them online, getting feedback from them on our product choices regarding their needs, etc. These help us reach out to the customers with which we are working together.+⁓
Our team also supports the customers who are in need. Our team members offer support &service, we will always take care of you & if the customer feels out of their depth you have no right to make them feel unhappy.‡
Our team members also make sure you get the highest
Our main focus at Kudler Fine Foods is to help you make your first purchase. This includes a basic purchase as outlined in the menu —.„
For customers who need to make their first purchase we have no business including food services, catering, warehousing, etc. We work hard to provide what needs to be done (cooking etc.).‗
We have a lot of employees that I would recommend adding to our team as a single person (or group). You have the opportunity of seeing a lot of the top stars/stars of the business, and being part of it.‘‟
We have a great network of people who have a lot of experience in helping others. They get their business done in their own time. You can ask Kudler if you would be able to talk to them about a business proposal or any other important matters.•
Many customers, whether you call them at home or work are happy to have you for the afternoon. You can even have a customer at home give you a couple of samples for tasting!‟
We work hard to bring you great service
Our team is driven by a mission which is always different from what other people try to achieve.*‡
To meet our standards all day everyday we do our job and bring the best customers on a schedule where they are able to feel the value of our service.
Our team members are good at taking care of their customers. We will tell them and say, “Well, they love your service” and that’s fine. However, if you are not part of their team you might be disappointed and you should ask them too.‱
Our team members work hard to provide a quality service to the customer. You are not expected to be your best customer or to be a good co-manager.‡
This group represents the main reason our catering service can be great.⁇
Our support group members work hard to help others by getting in touch with them online, getting feedback from them on our product choices regarding their needs, etc. These help us reach out to the customers with which we are working together.+⁓
Our team also supports the customers who are in need. Our team members offer support &service, we will always take care of you & if the customer feels out of their depth you have no right to make them feel unhappy.‡
Our team members also make sure you get the highest
As Kudler prepares to launch its new catering service the company will need to research other, high-end local caters. The research will be to not only determine what the competition charges but their menus, list of services they offer and the types of events the competition caters. The data from this research will be used alongside the 2006 and 2007 surveys of Kudlers customers and Kudlers 2007 pricing guidelines. These guidelines represent a cost-plus minimum pricing strategy to reach the companies minimum 5% margin threshold, combined with a market-based strategy to build in additional margin around what the market is willing to bear. Price for products and services that are common among the local caters will strictly adhere to the cost minimum pricing strategy set in the sales plan. Products and services especially value added services will have additional margins built into the price. Kudler Fine Foods is offering services that no other company is offering, but Kudlers must be prepared to adjust pricing and strategies if their competitors start offering the products and services that were similar to Kudler. Kudlers sales plan designed to be adjusted based on data collected by the frequent buyer program. “The frequent purchase program will give us valuable data on customer purchase patterns. Beginning in Q1, sales will work with purchasing to adjust the product offerings on shelf to reflect the needs of our customers.” (University of Phoenix, 2007). Data from the frequent purchase program will be used to track what catering services and