A critical analysis of Kudler Fine Foods' catering service, in terms of marketing research, strategy and operations.
Written in 2008; 1,545 words; 2 sources; APA; $ 50.95
Paper Summary:
This paper examines Kudler Fine Foods' decision to expand its services by offering a catering service to the current product/service line. The paper points out that this addition can represent increased revenue, but it can also impact the overall operations in a negative way. The paper suggests that these uncertainties and risks can be minimized if Kudler undertakes the right market research to assess the market. It explores options that are available to Kudler, while analyzing the 4 Ps, which are necessary components of the marketing mix. In relation to current operations, the supply-chain relationship with local growers of organic produce and its current use of technology is also analyzed. To conclude, the paper stresses the importance of market research in developing an effective sales and marketing plan.
Outline:
Introduction
Market Research
Price, Product, Place and Promotion for Kudler's Catering
Product: The Catering Service
Pricing (includes Graph of Price vs. Quantity of Catering)
Promotion
Place: The Distribution Channel for Kudler's Catering Service
The Effects of the Catering Service Line for Kudler
Conclusion
From the Paper:
"In analyzing the marketing mix, the most significant factor is maintaining the quality of the product while expanding Kudler Fine Foods (Kerin et al., 2006, par. 4). Customer retention is essential; the core market base for Kudler will be dependent on frequent and repeat customers, as such most activities have to take into consideration maintaining this customer base and offering services that they will find valuable - hence the catering service. Kudler's marketing mix will consistently optimize the volume and quality of fine foods being sold and also maintain the current services being offered."
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