Justify the importance of marketing research in the development of Kudler Fine Food's marketing strategy and tactics, and identify the areas where additional market research is needed. Also, analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food's marketing strategy and tactics.© BrainMass Inc. brainmass.com December 19, 2018, 11:10 pm ad1c9bdddf
Marketing is not an option. It is a necessity (Forsyth, 2004). The definition of marketing as stated by the American Marketing Association and further described in the text by Kerin et al. is an organizational function and a set of processes for producing, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Kerin et al., pg 8, 2005). Kudler Fine Foods has decided to explore new services which they might offer to their customers. I will first assess the comparative value of the market research Kudler currently possesses. Next, I will explain the components of the marketing mix for Kudler's new catering service. I will then explain how Kudler should determine the products it wants to offer. An explanation of how Kudler should determine what it's pricing should be relative to other catering companies.
Background and Business Application Proposal
Kudler Fine Foods is an upscale specialty food store, servicing the fine food conesouer from their three California locations. Kudler's business objective is to maximize profits by offering the highest quality products at competitive prices. Through adding the on-line ordering system, Kudler hopes to boost profits by increasing their customer base beyond customers in their local areas. The Kudler on-line ordering system will add three important advantages to Kudler customers. First, the on-line ordering system will allow current Kudler customers to access the system, place their order, and have it ready for pickup when they arrive at the store. The second benefit for Kudler's on-line clientele is the added convenience of local delivery service. This feature, allows the customer to place their order and select a timeframe in which the order will be delivered to their home or place of business. The third and final new offering from Kudler will be worldwide shipping. Using major shipping companies, such as Federal Express, UPS and DHL, Kudler will provide next day shipping to customers from around the world.
Market research is very similar to the nine-step problem solving model. Market research in most cases will always lead to some type of change. Change in any organization is one of the most difficult things to accomplish (McNamara, C., 2004). Market research helps to study the marketing changes an organization needs to accomplish. According to Kerin et al. marketing research is a process of defining a marketing problem and opportunity then systematically collecting and analyzing information and recommending actions (Kerin, et ...
The solution is 1689 words including background and business application proposal, background research, the marketing components, database revisions to support application proposal, additional tables needed, primary keys, table changes, product determination and pricing and place.