Kudler Fine Foods
Debra Alvarado-Rocha, Angela Ayers, Ann Emery, Patricia Coleman, Torri Mckinnies, and Vincent Mozie
MKT/571 - MARKETING
June 18, 2012
Market Needs- Debra Rocha
Kudler’s mission statement is, “Kudler Fine Foods is committed to providing our customers with the finest selection of the very best foods and wines so that your culinary visions can come true” (University of Phoenix, 2011, p. 3). Kudler Fine Foods is known for the company’s specialty in the finest meats, produce, cheeses, and wines. This is why the Greece market has chosen Kudler Fine Foods for gourmet olives. The consumers are completed to Kudler Fine Foods providing him or her with the ...view middle of the document...
While expanding the growth of products, Kudler can predict how the new product will sell base on previous market rate from previous products and services. Because Kudler uses previous forecasts to predict how their products will be selling it will be to their best interest to introduce the new product at one of their incentive program and ramp up their product in one store before breaking it out for international marketing. Kudler Fine Food marketing department can introduce a distinctly but effective market life cycle for the new product. Focusing on the supply and demand from the community, Kudler’s can reinvent their product international to increase profits and accelerate maturation for the new product.
To figure the market growth marketers need to know the size and growth potential; competitive intensity measures such as, number of competitors and ease of market entry; and market access measures such as channel access and fit with company resources. The analyses will shows that segments are more attractive on each measure. (Kotler & Keller, p.129) A brief census report with the changing in population is included to help determined the market growth in Greece.
Census | Population | Change |
1971 | 8,768,372 | - |
1981 | 9,739,589 | 11.1% |
1991 | 10,259,900 | 5.3% |
2001 | 10,964,020 | 6.9% |
2011 | 10,787,690 | -1.6% |
SWOT Analysis- Vincent
The key strength Kudler Fine foods possess is in its product mix. The company presents high quality fine foods and gourmet offerings to its customers, and the quality, freshness, as well as the superior quality of its food products is the major reason for the company’s good reputation. As a result of this, the company has been able to charge premium pricing for its upscale, high quality and fresh specialty foods, and still retain its satisfied customers (Scribd, 2012).
One of the major weaknesses of Kudler Fine Foods is its inability to expand its business operations. It is not a nationwide retailer, and it is not geographically spread, rather it is limited to a particular area (Scribd, 2012). Hence, it does not possess a large amount of resources as compared to larger nationwide companies, as such, it finds it difficult to compete against far more established companies within a wide geographical area.
There exist a variety of opportunities that the company could leverage on, taking advantage of its strong brand reputation and high quality product offerings to expand beyond the localities and into newer regions (Scribd, 2012). Like that, the company can help satisfy its clientele with their quality products and services, and subsequently foster a loyal customer base that will in every respect, be happy to pay whatever price for being satisfied.
High quality product offerings, brand reputation, customer feedback, reviews and promotions will help the company expand into newer territories, product groups, as well as achieve...