STR 581 Week 4, Team Assignment-Alternative Strategies for Kudler Fine Foods.doc

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1 Alternative Strategies for Kudler Fine Foods STR/581 Strategy Paper - Kudler Fine Foods Kudler Fine Foods is a gourmet food shop owned by Kathy Kudler whose sole purpose for opening such a store was driven by her passion for gourmet cooking. Kudler Fine Foods has experienced huge success since its birth in 1998, because of the consumer’s need for organic products. Kathy currently has three locations: La Jolla, Del Mar & Encinitas & specializes in sales of the following organic products: meat, seafood, produce, cheese, dairy, & wine. Kudler is the only gourmet food shop in its vicinity & is committed to providing customers with the finest selection of gourmet food while maintaining a competitive edge. As a result, the executive team has expressed desire to expand more rapidly throughout the industry. Team Alpha will summarize five strategic alternative plans: (1) concentrated growth, (2) product development, (3) horizontal integration, (4) growth industry strategy & (5) differentiation. Team Alpha will conclude with selecting the best alternative that will aid in Kudler Fine Foods future growth. Concentrated Growth To streamline product management, Kudler will implement a department that will process & track customer product transactions through Internet & store locations. Concentrated growth allows for aggressive marketing where an organization strong position & favorable market allows it to control resources & efforts for future growth. First, Kudler will establish a purchasing department that will organize transactions to ensure quality organic foods, wines, & spices for the lowest price. Second, Kudler will establish long-term relationships with suppliers that will ensure availability of the quality & quantity of orders (Pearce & Robinson, 2009). Third, Kudler will partner with FedEx for delivery of all Internet sales. In addition, the
purchasing department will arrange delivery of products from the supplier to individual stores. Last, the department will utilize an automated ordering system that facilitates in collecting valuable information on Internet & store sales & Kudler catering service. For instance, it will determine profitability for each store location & Internet transactions.

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