Kudler Foods Marketing Analysis
...MBA502
Kudler Foods Marketing Analysis
Kudler Foods is a small independent grocer with three stores in northern San Diego County. Kudler Foods specializes in providing unique and high quality ingredients for the gourmet chef. In an effort to increase profits, the company is interested in adding catering to its service offerings. The success of the catering service offering is dependent on the creation of an appropriate and effective marketing campaign. The marketing campaign must be carefully designed and implemented to provide the expected increase in profits.
Analysis
This paper will analyze the Kudler Foods' sales and marketing efforts required to implement a successful catering service program. The overall goal of the program is to provide a service to Kudler Foods' customers that will introduce the high quality products and services that Kudler Foods provides to new customers. The program will also work to improve the reputation of Kudler foods within the gourmet foods and services industry.
Marketing research review
Kudler Foods commissioned a customer satisfaction survey in 2005 and 2006 (University of Phoenix, 2007). The results of the 2005 survey show that Kudler Foods is providing stores with appropriate atmosphere, décor and hours. However, 22% of respondents found the customer service representatives lacked the appropriate knowledge of the stores' products. In addition, nearly 30% of the respondents found the customer service representatives to be discourteous. This is a grave concern because the clientele that Kudler Foods serves is more concerned about receiving superior and courteous customer service from very knowledgeable employee than product price.
The survey respondents also would like to see a greater variety of products than is currently offered. The greatest concern expressed on the customer service surveys is...
View Full Essay
