Kudler Fine Foods Marketing Research

1284 Words Mar 9th, 2011 6 Pages
Kudler Fine Foods Marketing Research

Kudler Fine Foods Marketing Research Marketing research is important for all companies. A company must research the areas they hope to expand and know if they can be successful in that area before they ever decide to open up a new store. Marketing research will inform a company what will sell and what will not sell in an area and the main focus of a company should be researching the customers in the area and knowing competitive intelligence. If a company uses great marketing research it will give them the best chance to put together a great marketing plan and be successful. Kudler Fine Foods is a company that has been around since 1998 and currently has three different stores in the San
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An MIS is “an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions” (Perreault et al., 2009, p. 202). By implementing an MIS Kudler Fine Foods will be able to gather marketing information at the touch of a button and make better marketing decisions in a timelier manner.
Importance of Competitive Intelligence and Analysis Competitive intelligence is a great tool to use in marketing research. It is “A systematic and ethical program for gathering, analyzing, and managing external information that can affect your company 's plans, decisions, and operations” (“Definition competitive intelligence“, 2011, para. 2). A company can use competitive intelligence to learn more about their competition and figure out ways to better market to their company against their competition. Kudler Fine Foods has done a great job with their competitive intelligence research, but there is still room for improvement. Kudler Fine Foods knows who their competition is in every area, but they should regard all stores in the area to be competition. Currently Kudler Fine Foods does not consider traditional supermarkets, such as Vons and Albertsons, and international food stores as direct competition. Kudler
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