A discussion of the strategic and tactical marketing objectives of Kudler Fine Foods.
Written in 2005; 1,040 words; 2 sources; APA; $ 36.95
Paper Summary:
This paper examines Kudler Fine Foods' marketing goals. The paper outlines the four major initiatives of its strategic goals, which include programs focused at new customers, better information management, building targeted awareness, and increased efficiency. The paper also addresses the company's tactical goals, which involve existing and new offers, pricing and promotions, expansion to other locations, and customer relationship management. These goals share one factor, the need for marketing research to further their development. Ultimately, the paper concludes that Kudler Fine Foods appears to have formulated an excellent set of strategic and tactical marketing objectives, yet in order to be successful, they require a significant amount of research.
Outline:
Importance of Marketing Research - Strategic Objectives
Importance of Marketing Research - Tactical Objectives
Customer Relationship Management
Competitive Intelligence and Analysis
Conclusion
From the Paper:
"Another strategic objective of the firm is better information management, manifested in the newly created frequency shopper program. This program aims to track purchase behavior by individuals and provide high-value incentives. Price discounts are not expected to be a deciding factor in the minds of consumers due to the discerning nature and tastes of Kudler's target market. To this end, the company has researched implementation of the program and the overall payoff in terms of revenue is expected to total 4.75%. Starting at .25% in Q1, and increasing substantially throughout the year as consumers are made more aware of the program through promotional activities."
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