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The importance of the catering industry
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Kudler Foods Marketing Analysis
Kudler Foods is a small independent grocer with three stores in northern San Diego County. Kudler Foods specializes in providing unique and high quality ingredients for the gourmet chef. In an effort to increase profits, the company is interested in adding catering to its service offerings. The success of the catering service offering is dependent on the creation of an appropriate and effective marketing campaign. The marketing campaign must be carefully designed and implemented to provide the expected increase in profits.
Analysis
This paper will analyze the Kudler Foods' sales and marketing efforts required to implement a successful catering service program. The overall goal of the program is to provide a service to Kudler Foods' customers that will introduce the high quality products and services that Kudler Foods provides to new customers. The program will also work to improve the reputation of Kudler foods within the gourmet foods and services industry.
Marketing research review
Kudler Foods commissioned a customer satisfaction survey in 2005 and 2006 (University of Phoenix, 2007). The results of the 2005 survey show that Kudler Foods is providing stores with appropriate atmosphere, décor and hours. However, 22% of respondents found the customer service representatives lacked the appropriate knowledge of the stores' products. In addition, nearly 30% of the respondents found the customer service representatives to be discourteous. This is a grave concern because the clientele that Kudler Foods serves is more concerned about receiving superior and courteous customer service from very knowledgeable employee than product price.
The survey respondents also would like to see a greater variety of products than is currently offered. The greatest concern expressed on the customer service surveys is regarding the perceived value of the merchandise bought at Kudler Foods. Almost 55% of respondents disagreed or strongly disagreed that the merchandise purchased at Kudler Foods was a good value for the money. This is a very important issue considering the higher-end product line that Kudler Foods sells. It is important that the customers feel that even though they are paying a premium price, that they quality of the product justifies the price.
The 2006 customer satisfaction survey is very disappointing. Every question on the survey indicated that Kudler Foods' customers are less pleased with their shopping experience than in previous year. Customers are much more dissatisfied with the customer service they are receiving than in 2005.
The grocery market is highly competitive. Brookshire’s has found that superior customer service is the key to success. Consumers who are familiar with the Brookshire’s personnel know that they will be greeted with a friendly smile and helpful attitude. Employee meetings and up-beat newsletters from the corporate office are excellent ways of reminding the employees of the significance of making customer satisfaction the most important part of their jobs.
Kudler Fine Foods is a store unlike any in the grocery industry. Kudler Fine Foods represents a store that could possibly spark a new era within the grocery world. The owner of Kudler Fine Foods, Kathy Kudler, has watched her dream of owning and operating a grocery store that specializes in fine quality food grow within a short period of time. The success of Kudler Fine Foods can be attributed to the innovative ideas, effective leadership, and organizational structure. The overall mission of Kudler Fine Food's "is to provide our customers the finest in selected foodstuffs, wines, and related needs in an unparallel consumer environment. Our selections coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing" (Apollo Group, 2003). Kudler has managed to maintain its mission statement by providing its customers with the best and as a result the company has flourished. "Kathy considers one of her key responsibilities to be that of identification of new gourmet items that can be offered in her stores (Apollo Group, 2003)." Therefore, Kathy is considering plans to contract with local growers of organic produce to yet obtain the best in quality products for her consumers and take her business to the next step. If Kathy makes the decision to contract with local growers then changes could be introduced into the company's overall structural organization. Each aspect of Kudler Fine Food's organizational structure from basic business process to the supply chain and quality control process will be affected by the formation of a contractual relationship with local organic growers.
Kudler Fine Foods is also a fierce competitor in their industry, with several locations in the San Diego Metropolitan area of California. Although their competitors, including Whole Foods, a large fine food box store, and other local fresh food markets, Kudler also has to work at staying innovative and maintain their capability to cater to each individual consumers’ wants and
"Kudler Fine Foods has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers" (, ). This paper will justify the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics. It will also identify the areas where additional market research is needed and analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Foods marketing strategy and tactics.
This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.
First, when shopping, a big factor that will impact a customer 's experience is the customer service. Whether it’s from a simple “hello”, or an employee going out
“If you live in a free market and a free society, shouldn’t you have the right to know what you’re buying? It’s shocking that we don’t and it’s shocking how much is kept from us” (Kenner). For years, the American public has been in the dark about the conditions under which the meat on their plate was produced. The movie, Food Inc. uncovers the harsh truths about the food industry. This shows that muckraking is still an effective means of creating change as shown by Robert Kenner’s movie, Food Inc. and the reforms to the food industry that followed its release.
This paper discusses Customer Relationship Management objectives, strategy, and tactics of Kroger, Inc. Kroger, founded by Bernard Kroger in 1883 and currently operates over 2500 supermarkets in more than 30 states. Managing customers is top priority for this company and is much of the reason it is the top grossing supermarket chain in the country.
We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.
Truthfully speaking, the primary factor leading to customer dissatisfaction is the loss of their money. Davis sells high quality products, but charges us excessively, sometimes even to the point where the shops seem scandalous, compared to those in other cities, such as San Francisco. Davis sells meticulously prepared food and well-manufactured utilities, but for the most part, no matter how delicious or how durable the items are, the products are still not worth the money we pay for them. A decent meal or shopping t...
Customer satisfaction is the overriding factor for the successful operation. Sales of the supermarket can grow when it makes its customers satisfied with the goods or services by best policy to fit customers’ requirement. So, it can be told that customer satisfaction is followed by customer revisiting or repurchasing. They can also tell their acquaintances about products or services as good. Customer satisfaction and sales might be linked directly, companies have to check the factors periodically such as quality, schedule, layout, inventory and so on to lift customer satisfaction because even small factors that employees didn’t recognize can affect consumer satisfaction enormously.
Preliminary Starbucks – one of the fastest growing companies in the US and in the world - has built its position on the market by connecting with its customers, and creating a “third place” beside home and work, where people can relax and enjoy themselves. It was the motto of Starbucks’ owner Howard Schultz and, mostly thanks to his philosophy, the company has become the biggest coffee drink retailer in the world. However, within the new customer satisfaction report, there are shown some concerns, that the company has lost the connection with customers and it must be taken some steps to help Starbucks to go back on the right path regarding customer satisfaction. I will briefly summarize and examine issues facing Starbucks. Starting from there, I will pick the most important issue and study it from different positions.
A measure of overall customer satisfaction typically shows consumer expectations towards the service provided, as well as how far the provided services are from their side. Customer satisfaction is one of the fundamental determinants of very long term consumer behaviour. In order to control customer defection, most of the company’s focus on the one of the major is managing customer satisfaction. Customer satisfaction has gained very much attention in the last few years in most of the areas of production. In an increasingly competitive and rapid environment, greater attention is paid to customer relationships and existing satisfied customers. For companies, customer satisfaction is most effective way to differentiate from competitors and gain competitive advantage but it is also one of the key issues in their efforts towards improving quality. Satisfaction is most used as a predictor of future consumer purchases. Satisfied customers have a higher likelihood of repeating purchases in time, of recommending that others try the source of satisfaction and of becoming less receptive to the competitor’s
Burger King’s core competency is fast food restaurant franchises specializing in made to order, flame-broiled hamburger sandwiches, particularly the “Whopper”. Using the strategy of industrial organization to capture market share Burger King offers a similar product (hamburgers) in a different way (flame-broiled). This strategy of product differentiation is part of the firm conduct category that Burger King uses to set itself apart from its competitors. In order to compete with its fast food competitors Burger King accentuates its core competencies in its marketing and product strategies, thereby leveraging market share.