Kudler Fine Foods

Paper Summary:

The paper discusses the importance of marketing research in the development of Kudler Fine Food's marketing strategy and tactics. The paper reviews the areas where additional market research is needed and looks at the importance of competitive intelligence and analysis with regards to the development of their marketing strategy and tactics. The paper examines four elements of the marketing mix: product, place, price and promotion and concludes that Kudler Fine Foods is on the path to success.

Outline:
Abstract
Introduction
The Importance of Marketing Research
Areas Where Additional Market Research is Needed
The Importance of Competitive Intelligence and Analysis
Marketing Mix Elements
Conclusion

From the Paper:

"Kathy Kudler, the founder of Kudler Fine Foods, was passionate about gourmet cooking and found it tiresome to have to travel all over to get ingredients she needed. As a result, she envisioned a store where a wide variety of the freshest ingredients could be found, along side tools gourmet cooks would need. Her vision including a one-stop shopping experience coupled with reasonable prices. In 1998, she brought her vision to fruition with the opening of her first store in La Jolla, California."

Sample of Sources Used:

• Competitive intelligence. (6 Jan 2007). Retrieved January 8, 2007, from http://en.wikipedia.org/wiki/Competitive_intelligence.
• Garvin, A. (15 Sept 2005). Evolve approach to serve complex market. Marketing News, 39(15). Retrieved January 8, 2007, from Business Source Complete database.
• Frequently asked questions. (No date). Retrieved January 8, 2007, from http://www.scip.org/2_faq.php.
• Kudler Fine Foods. (No date). Retrieved January 2, 2007, from https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/Internet.
• Semon, T. (1 Mar 2006). Info is not only research need. Marketing News, 40(4). Retrieved January 8, 2007, from Business Source Complete database.

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