Kudler Fine Foods: Customer satisfaction

Create a problem statement from the issues and management's efforts to resolve these issues and achieve the organization's goals. Create an end vision of Kudler Fine Foods by describing where Kudler could be if this opportunity is realized by management action.

BACKGROUND:
Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. The company has three locations (La Jolla, Del Mar and Encinitas). Each store has approximately 16,000 s.f. of retail space located in a fashionable shopping center. The stores are stocked with the very best domestic and imported foodstuffs and divided into the following departments:

? Fresh Bakery and Pastries
? Fresh Produce
? Fresh Meat & Seafood
? Condiments and Packaged Foods
? Cheese's and Specialty Dairy Products

HISTORY:
The founder, Kathy Kudler, was the Vice-President of Marketing for a large defense contractor. Weary of the constant travel and the pressures of corporate life, Kathy was looking for other opportunities. As it happened, Kathy relieved her stress through gourmet cooking and on a shopping trip for ingredients for a gourmet repast, she suddenly realized that there was an opportunity for an upscale epicurean food shop in La Jolla. Kathy developed a business plan, obtained financing and six months later, on June 18, 1998, the first Kudler Fine Foods opened. Within nine months the store was at break-even and was profitable for the year. In 2000, a second store was opened in Del Mar and in 2003 our third shop opened in Encinitas.

KUDLER ISSUES:
The issue that Kudler Fine Foods is facing is to provide total customer satisfaction. Kathy has chosen the method of offering new selections of gourmet foods to her customers. Since, customers ask for new items every time they visit Kudler Fine Foods. It is expected that new gourmet foods will increase the satisfaction of the customers of Kudler Fine Foods.

KUDLER OPTIONS EVALUATION:
Kudler Fine Foods evaluates its options through obtaining small amounts of each items and presenting these in their operations review meetings. The managers attending the meeting select the item and make comments, suggestions, and recommendations about the suitability of offering the product at Kudler Fine Foods store.

RECOMMENDATION:
Kudler Fine Foods from the management standpoint can carry out a survey of customers. A sample of current customers can be asked to taste the items that Kathy has procured and rate the items in a questionnaire. This will give Kudler Fine Foods a customer's perspective on the items it plans to introduce. If it introduces the items that have got the highest ratings, Kudler Fine Foods management can assure itself of a good market and revenue for the new gourmet foods it introduces.