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Marketing Assignment / Kudler Fine Foods
Kudler Fine Foods, owned by Kathy Kudler, is a gourmet grocery center with three locations. The stores are designed for the consumer that likes to cook gourmet meals without shopping all over town. The company sells a selection of fine foods, wines and the culinary tools necessary to prepare the finest meal. Recently the company began contracting with local growers to provide locally grown organic produce and is now making plans to expand into the catering business. There are many areas to be considered before taking on this next venture in the company’s future.
Market research is one of the first items necessary to expand at Kudler Fine Foods. This is a tool that all businesses should use to establish the viability of business decisions. The sales plan for 2007 includes interesting new ideas to help promote awareness of the type of food Kudler offers and a chance to gain some valuable data as to the effectiveness of the plan and promotions. The company plans on offering cooking class socials. “We will initiate specialty cooking classes as a way to increase the consumption of high-margin items among existing customers and to build awareness, trial, and regular shopping among new customers.” (Apollo Group, Inc., 2007) These classes will enable Kudler Fine Foods to tap into awareness of what customers want, where the customers are that are interested and if the catering business could be a valuable asset to the company.
The well known marketing mix of, product, price, place and promotion are key components that Kathy Kudler and her staff will need to consider as she considers this new expansion of the business ...