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Again, this could become a major competitive advantage in the core markets the company sells into today purely from a location and demographic standpoint.
Multichannel retailing and commercial distribution strategies based on customers' unmet needs - This is another major area that Kudler is not addressing today in any research, and this needs to become a strong focus if the company is going to continually attract new customers. Expanding into other geographic regions is just the beginning; the company needs to look to create an online store, also provide innovative and time-saving delivery options for commercial deliveries to restaurants and resorts in the area, as this will need to significantly increased sales.
Psychographics and needs-based segmentation study. There is also the need to define who their customers are over and above the specific demographic data that is easily obtained online from local governments and from free research providers. Kudler needs to get their customers "owning: the brand they are developing and these do this by providing them with a chance to define the future direction of the company. Alstyne, Marshall van, Erik Brynjolfsson, and Stuart Madnick (1997) have remarked that the best approach to gaining a sense of responsibility in a project is to impart ownership, and Kudler needs to do this in order for the store to grow into a very strong...
Using multidimensional scaling and attitudinal variables to create perceptual maps, Kudler will gain insights into their customer base not possible before.
The Contribution of Competitive Intelligence
This is another major unmet need for the company, and while their retailing competitors will be dealing with the same unmet research needs, Kudler needs to pay careful attention to promotional cost-cutting strategies, the use of loss-leaders, the encroachment of mass merchandisers in the gourmet space, and the competitive advantage of selection and endorsement play. Simply put Kudler needs to continually monitor competitors to strive and maintain their own unique positioning in the market and also deliver superior service for in-store customers with a unique and difficult-to-imitate product mix strategy.
References
Columbus (2005) - Best Practices in Voice of the Customer Programs. Louis Columbus. CRMBuyer.com. Accessed from the Internet on December 17, 2006 from location:
http://www.crmbuyer.com/story/45901.html
Alstyne, Marshall van, Erik Brynjolfsson, and Stuart Madnick (1997). "The Matrix of Change: A Tool for Business Process Reengineering." MIT Sloan School Working Papers available on the Internet, accessed on December 17, 2006:
http://ccs.mit.edu/papers/CCSWP189/ccswp189.html
Kudler Fine Foods Marketing Analysis Kudler Fine Foods has made significant progress within a few short years. The small business was able to open two new locations to expand their gourmet food retail outlets. With the expansion of a catering division in the horizon as well, it has come time for Kudler Fine Foods to reevaluate their marketing strategies. The company will use the 4P method as the basis for their marketing
Kudler Marketing Resource: Kudler Fine Foods Virtual Organization The importance of marketing: Kudler Fine Foods The food business is a very volatile industry. Recently, there have been several favorable trends that could possibly work in Kudler Fine Foods' favor: a trend towards buying more organic food, and an interest in exotic and imported goods. Consumers are more concerned than ever with the ingredients and history of what they consume. "Organic food retail sales
Another important factor for Italy is the fact that, although the food and beverage market is shrinking, certain geographic areas in the country are experiencing a lack of this service. This can be used to perpetuate the public perception of scarcity, which can then be mitigated by Kudler's products. In creating a communications strategy for Italy, the two main factors to focus on are therefore nice markets, specific brands and
There is some possibility that mandates for maintaining and/or establishing operations in certain regions might be implemented to ensure adequate food distribution to all of Italy as a means of addressing current trends and concerns, such a move is considered highly unlikely (Datamonitor 2010; Aruvian 2010). It is also unclear whether such a move by the Italian governement would be damaging or even necessarily applicable to Kudler Fine Foods
Marketing Research of Gourmet Grocery Store The organization is not a chain of stores, but a group of three stores of medium size located at La Jolla, Del Mar and Encinitas in the San Diego area. The store is not trying to compete with the big marketing chains to achieve high volumes. At the same time, it has a very fine image, as it is located in high class shopping areas.
Even if not organic, they have the sustainability marketing advantage of being positioned as more 'local' Competition Internationally, there is a great deal of competition in the international organic wine market. Germany has made a substantial investment in growing its product, and the German government was one of the first to invest in organic wine production, followed by France, Spain, and the United Kingdom (Worldwide organic wine consumption on increase, 2010,