Kudler Marketing Mix
...years, this small start-up gourmet food store has opened at two new locations with plans to not only open even more new stores but expand into the catering business. Before Kudler’s can start catering any functions, the marketing team must research and decide how to best position the catering department for success. By exploring the 4 Ps of the marketing mix – product, price, promotion and place – and how it relates to this new business venture, this paper will better position Kudler’s Catering for success.
Market Research
The marketing department at Kudler Fine Foods has conducted market research for the past few years. The last two years has yielded surprising results. There has been a decline in customer satisfaction in every category, some more drastically than others. Kudler’s is searching for ways to improve their image and customer satisfaction. One way is to increase the amount of business and information provided online. By providing more services online, there is added convenience to the customer. Another initiative is a frequent shopper rewards program to incentivize customers to return to the store. A catering division would also help boost customer satisfaction by showcasing products from Kudler stores.
Marketing Mix
Kudler Fine Foods, as previously stated, intends to add expand their business through a completely different and almost totally non-related facet: catering. Although Kathy Kudler has successfully hosted a few catering events in the past, adding a full catering service to Kudler Fine Foods is going to take a lot of careful and thought out planning in order to be profitable. The current marketing program at Kudler’s is insufficient for the new catering service as the current program’s focus is on the stores and products. A new marketing campaign is needed to adequately define the market niche Kudler Fine Foods catering is searching...
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