Kudler Fine food 2 - Kudler Fine Foods-Marketing Kudler...

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Kudler Fine Foods-Marketing 1 Kudler Fine Foods-Marketing Brian R. Duncan University of Phoenix MBA-502 July 15, 2008
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“The firms that gain loyal customers by providing unique value is the essence of successful marketing” (Kerin et al., Chapter 1, pg 14). Through a variety of sales and marketing strategies, Kudler Fine Foods plans to increase customer loyalty and profitability. The customer focused programs, frequent shopper program, direct mailing program, cost cutting initiatives and customer relationship management tactics are designed to achieve quality results (Kudler Fine Foods Portal, Sales and Marketing, pgs 1-2). Improving the customer’s value chain while instilling loyalty is hoped to increase higher margins in product sales. This paper discusses elements important in the evaluation of the Kudler Fine Foods catering campaign, how to connect pro-active sales/marketing and ways successfully to implement plans of achieving formulated goals. h) Marketing Research Kudler Fine Foods conducted surveys in 2006 and 2007 which gave a good example of how having customer feedback can improve future outcomes. “Although marketing research isn’t perfect, it seeks to reduce risk and uncertainty to improve decisions made by marketing managers” (Kerin et al., Chapter 8, pg 4). As a reaction to the 2006 results, Mrs. Kudler must have made appropriate changes, because consumer response was considerably more positive in a very few valuable areas. Store atmosphere, product mix and the customer view of merchandise value improved in the 2007 survey. Customer service, however, did not receive favor again. This result should be top priority on management’s agenda if strategic goals are to be met. Though the population sample in the surveys were not large, the feedback is valuable enough to raise concerns and implement change.
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i) Marketing Mix for Catering Service Mrs. Kudler also provides a catering service, which is promoted through flyers at the store. Management intends to promote the service through in store parties and cooking classes, which should increase customer loyalty and raise profitability. Historically, the catering that Kathy Kudler performed brought in substantial tips and expanded the social network. Now that the new customer focused programs are being implemented, the customer service quality needs to be updated in order to support structural goals for upscale customers. A strong customer service policy must be enforced to retain clientele. An effective way for Kudler to prepare for the catering service is to formulate which controllable marketing mix factors should be combined (Kerin et al., Chapter 1, pg 12). This is done by establishing the target market, and deciding how to define the famous P’s (Product, Price, Promotion, Place). For example, Mrs. Kudler has tried to cater parties providing dishes that win consumers (product), reasonable rates (price), promoting through word of mouth/flyers (promotion) and developing in store parties/cooking classes that encourage guests to order the
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Kudler Fine food 2 - Kudler Fine Foods-Marketing Kudler...

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