Kudler
...research to help maintain their competitiveness and uniqueness.
I know this is a problem because the strategic plan for Kudler states the Del Mar store location is having growth issues. Due to the lack of sales and marketing in this area the store will eventually consolidate with a new store location. With the population in the Del Mar area, it was only able to support the store just above break-even (University of Phoenix, 2008).
Also, noted are the missed opportunities to market their products during local community events. Failure to recognize local community events that bring people into the community has caused a fluctuation in sales several times throughout the year (University of Phoenix, 2008). By not advertising in the local directory, Kudler may be missing out on potential business from customers in the San Diego area.
These problems should be addressed because according to the publishers of MoreBusiness.com (2007), “market research is imperative for a company to know what type of products or services would be profitable to introduce in the market. Also with respect to its existing products in the market, good market research enables a company to know if it has been able to satisfy customer needs and whether any changes need to be made in the packaging, delivery or the product itself. This enables a company to formulate a viable marketing plan or measure the success of its existing plan.” Researching the needs of potential customers will help develop advertising that is tailored to draw in new customers. In order to know what action needs to be taken to market your products, research and planning must be done to make the marketing efforts a success. You need time to learn about the demographics, geography, and psycho graphics of your customers before your marketing can really be effective (Kander, 2008).
By enhancing the marketing research, Kudler’s...
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