Kudler_Foods

Kudler Fine Foods Kudler Fine Foods offers bakery, pastry, fresh produce, fresh meat, seafood, condiments, packaged foods, cheese, and specialty dairy products (Apollo Group, 2011). As a potential customer looking at Kudler’s website, a customer would not be impressed with its marketing. The site did not show the customer each product it had to offer, and can produce a downside for potential sales. Location is an issue because of limited amount of available locations, which is strictly based in California. Marketing research should be applied in locating more cities available for Kudler Find Foods in each state and adding new features to its website. Profits need to rise to compete with competitors in the same industry. Advertising Proper advertising is a large key in acquiring the correct target market, and a new audience or potential customers. Kudler is experimenting with catering, yet this information is not on the website. More research is required to ensure each potential customer has the availability of this service. If the customers do not know about the catering option, the sales for the service will not profit. With any company lie controllable and uncontrollable factors. Controllable factors include product, place, price, and promotion (Hardman, 2009). [Good use of sources.] Uncontrollable factors are trends or fads in the food and wine industry because consumers are constantly changing his or her mind about products or service. Marketing research should focus on expanding locations, and providing online customers with the ability to purchase products on the website. With Kudler locations primarily in California and no online service the company loses on potential customers and higher profits. The first store opened in 1998, yet the company has more to learn about proper advertising to its customers. If the customers do not know what exact product is available, he or she may not consider shopping at any Kudler Fine Food store. Kudler actions in raising profits through advertising are simpled by using the Internet and newspapers. Many local chains provide customers with weekly ads in the newspaper and online. Customers automatically compare prices when choosing a place to shop. The grocery competition is strong because dollar stores, pharmacies, and chain stores carry grocery items. The difficulty competing with other stores is high because Kudler is just a newborn store compared to others. Kudler can widen its customer base by adding a feature on its website allowing customers to purchase items online. Adding the feature can reach customers in each state and offer him or her opportunities to purchase items and add free shipping for a hundred dollars or more. Kudler Fine Foods would profit from this because no other grocery chain offers this deal. Catering would not be an option, because the stores are in California and no other state. [Insightful analysis] Competitive Intelligence Competitive Intelligence is acquiring prices from local competitors to maintain a profit and locating new items other stores do not have. Each company is unique with product, price, place, promotion, and must be informed of every competitors marketing mix. Kudler’s managers monitor its competitors in different areas magazines, websites, and conventions. Kudler offers customers to participate in a program to see featured sales and products and receive news about events the store is issuing to the customer (Apollo Group, 2010). With the competitive intelligence acquired the company will not make a higher profit by not advertising its lower prices. Chain grocery stores investigate each weekly ad to decide on what action to take to bring in more customers. Many stores offer BOGO products, which are buy one item get one free. These deals are nationwide and come from the headquarters of each chain. Some stores offer double coupons, or loyalty rewards. Kudler needs to decide how to beat these deals with its competitive intelligence. Weeks other stores are using the BOGO, Kudler could use double coupon. The best way to receive more customers is offering a deal he or she would regret passing up. Kudler offers a portion of the website for customers to complete a survey. The survey does not ask questions to receive a written comment nor leaves any room for comment. Customers must have a channel to voice his or her opinion, whether positive or negative, to a company about products or customer service. Kudler neglects this portion of marketing because marketing is about the customer and to raise profits. Kudler needs to change its strategy with advertising its products to serve customers needs. By placing ads with discounts in commercials, papers, and the website more customers would consider purchasing items or services from Kudler. Other grocery chains show sales on their websites. These sales allow the customer to become aware of the deals each store has to offer. Kudler does not show these offers, so customers are unaware of any savings the store has to offer. Kudler needs to rethink its competitor intelligence strategy to rise above other stores in the area and customers. [Interesting observations] Conclusion Many changes should be made to Kudler. Marketing research and competitive intelligence is the most important strategies to incorporate into any business. Kudler must know its target market, investigate other competing stores, and produce ads on their website and in newspapers. The website needs to be updated to maintain customer satisfaction adding different information including contact, catering, and ads. The website lacks character for the customer, and needs more attractive pictures and information. Kudler Fine Foods could learn from other retailer sites in the way of attracting even the less likely customer. Operating a company is a political game by acquiring the most customers and not having the proper advertisements or competitive intelligence a company will struggle to reach a higher profit. Kudler Fine Foods can offer new features to its stores to raise profits and receive additional customers. While catering is a good idea for Kudler, it does not provide a wider customer base. Adding the feature shop from home on the website can introduce the store to new customers and widen the customer base.