Marketing Focus for Kudler Fine Foods

1356 Words Oct 31st, 2011 6 Pages
Marketing Focus for Kudler Fine Foods Virtual Organization
Roslyn Broadhurst
BSA/502
July 26, 2010
David Moore
Abstract
Kudler Fine Foods currently has three locations-La Jolla, Del Mar, and Encinitas-throughout San Diego, with a fourth location possibly in the company’s near future. The company maintains several systems including strategic plan, legal, finance and accounting, sales and marketing, human resources, and operations. This paper is an analysis of the marketing system for Kudler Fine Foods, and touches briefly on the company’s background and strategic plan.
Marketing Focus for Kudler Fine Foods Virtual Organization Kudler Fine Foods is an “upscale specialty food store located in the San Diego metropolitan area”
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However, customers may request cooking classes be held in their homes, for a price. By holding cooking classes in customers’ homes, the company hopes to encourage consumer loyalty as well as word-of-mouth advertising. As the word of the cooking classes makes the rounds through the city, Kudler’s fame will increase, as well as the company’s revenues. Implementing a customer relationship management (CRM) program should fulfill each aspect of expanding Kudler Fine Food’s services, which should increase the company’s revenues and customer base. With the increase in the customer base, implementing a consumer database is necessary.
Frequent Shopper Program Implementing a frequent shopper program at Kudler Fine Foods will help track the purchase behavior of consumers, at the individual customer level. Tracking the purchase behavior patterns of consumers helps to refine the company’s processes. This, in turn, offers Kudler the best means of satisfying its customers’ needs. The company’s consumers focus more on the quality of the specialized items they purchase, and less on the price of the items. For this reason, providing discounts to the customers depending on the frequency of their purchases is an incentive for the customers to make purchases more often. Implementing a frequent shopper program will also help provide high value incentives by initiating a partnership with a program providing loyalty points. Such a
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