Kudler Fine Foods: Marketing

Paper Summary:

This paper explains that Kudler Fine Foods, a gourmet grocery retailer, is considering entering the catering industry. The author states that the introduction of catering services will present a new target market in addition to increasing customer loyalty. The paper reviews the marketing process for the catering service, which is used to create and deliver value to customers by means of several significant factors, such as product, price, promotion and place.

From the Paper:

"Following initial success, extensive marketing research was conducted in an effort to increase customer loyalty and profitability. A marketing overview was created, which developed specific strategic plans that will be used to realize the projected goals. Additionally, a sales plan was formed, which further identified methods of increasing profitability and customer loyalty. However, the most effective research conducted was the administration of market surveys."

Sample of Sources Used:

• AJ's Fine Foods. (2007). Retrieved June 15, 2007, from http://www.ajsfinefoods.com.
• Apollo Group, Inc. (2005). Kudler Fine Foods. Operations. Retrieved June 7, 2007. MBA/502 - Managing Business Enterprise. https://ecampus.phoenix.edu/secure/ aapd//CIST/VOP/Business/Kudler/Operations/KudlerOps001.htm.
• Kerin, R., Hartley, S., Berkowitz, E., and Rudelius, W. (2006). Marketing. New York: The McGraw Hill Companies.

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