Kudler_Week_2

Environmental Scan Kudler Fine Foods University of Phoenix Kudler Fine Foods has made their mark thus far with providing gourmet foods in a one stop shop location. In a matter of five years, Kathy Kudler opened three stores in California. Kudler Fine Foods offers baked goods, meats, seafood’s, produce, cheese, dairy products, and wines. To be successful in this market, Kudler must focus on their internal and external environment. The proper sales plan in place will be beneficial for the organization. Planning is key for any organization, Kudler has three stores, and they must evaluate in which they are and in which they intend to be in the near future. The industry has grown tremendously for organic foods. Specialty stores like Kudler are faced with other specialty stores that have dominated the market and also the Internet stores. Regardless of any income bracket, everyone is looking to purchase goods that would cause a healthier lifestyle, thus causing long fruitful lives especially for those individuals that have high incomes; money is no object. To meet financial goals Kudler must face the external environment and come up with a strategic plan. Price is not the primary differentiating factor for Kudler consumers; these consumers are focused on quality and finding specialized items (Kudler, 2007). Using the Internet, Kudler can promote their website heavily and use advertising forums like Face book that always stream in advertisement. Kudler can conduct research and view their competitor’s website for new products and to compare prices. Keeping a close eye on their competitors, will allow to make the necessary adjustments to their prices, products, and special offerings. An incentive program that would provide customers with discounts would be an ideal option but every grocery store is offering that. Kudler can instead collaborate with a reward points program and customer will be able to redeem points for electronic, hotels, and airfare. Other strategies that can keep customers and to retain new ones can be a customer oriented strategy; making the customer happy at all times. The sales group will support the rollout of new customer-focused programs, leverage customer information to support sales growth of existing customers, initiate targeted activities to recruit high-profit new customers, and support operational cost-cutting efforts taking place company-wide (Kudler, 2007). Concerning the internal environment, provide a strategy that would streamline processes across the organization. Promoting within will increase employee moral and employees will their contributions are being acknowledged. Order taking can be done electronically, via the phone, Internet, or any possible median that seems to comfortable for the consumers. Kudler can look at how e-commerce can help them expand as a company and reach out to more consumers. An internal and external scan will lead Kudler in the appropriate path for success. The competitive environment includes changes in customers, direct competitors that influence the competitive strategy of the business unit, such as the development of new products by competitors, the emergence of new channels of distribution, and the rise of new customer values (Fitzroy & Hulbert, 2005). References Fitzroy, P., & Hulbert, J. (2005). Strategic Management. Creating Value in a Turbulent World. New York, New York: John Wiley & Sons Inc. University of Phoenix, Week Two, rEsource. Virtual Organizations- Kudler Fine Foods Web Site.