Kudler Fine Foods

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Kudler Fine Foods Marketing Research

Shawn A Billger

MKT/421

November 5, 2012

Ed Mendicino

Kudler Fine Foods Marketing Research

Kudler Fine Foods is a local upscale specialty food store located San Diego, California. The company has three locations (La Jolla, Del Mar and [in academic writing, if this is a series, place a comma before the final conjunction (and)] Encinitas). Each store has approximately 8,000 square feet of retail space located in fashionable shopping [Redundancy: remove "located": "of retail space in fashionable shopping" means the same] center. The stores offer the very best domestic and imported foods. Every store is stocked [The passive voice is a form of "be" (is) and a participle (stocked). Over-use of the passive voice can make paragraphs officious and tedious to read. Prefer the active voice. For example, passive voice = The paper was completed on time. Active voice = the student completed the paper on time. See Center for Writing Excellence > Tutorials & Guides > Grammar & Writing Guides > Active & passive voice] with fresh produce, pastry and [in academic writing, if this is a series, place a comma before the final conjunction (and)] bakery products, fresh seafood and [in academic writing, if this is a series, place a comma before the final conjunction (and)] meat, packaged foods and [in academic writing, if this is a series, place a comma before the final conjunction (and)] condiments, and cheese and [in academic writing, if this is a series, place a comma before the final conjunction (and)] specialty products. The founder, Kathy Kudler, opened the first of three stores in La Jolla in1998. In 2000, Kathy opened a second store in Del Mar with a third store opening in Encinitas in 2003 (Kudler Virtual Organization, 2006).

Marketing [Make sure paragraph indentation is five to seven spaces or one tab stop] Objectives

Kudler Fine Foods has experienced significant growth and wants to improve efficiency of operations, increase the customer purchase cycle, and expand its services. The main goal of Kudler Fine Foods is to increase customer loyalty and profitability of each shopping visit.

Increase [Possible incorrect indentation] Services

In order for Kudler to accomplish these goals, the marketing department has developed three marketing initiatives that will improve sales and profits and at the same time reduce costs. Kudler plans to increase revenue in each of the three stores by holding events to show people how to prepare specialty foods. To increase customer participation at these events, the customers will be entered [Passive voice ] into a contest that allows them [Check pronoun agreement--if "them" refers to "customer" (or a singular subject), it should be singular, too (him or her)] to win valuable prizes (Kudler Virtual Organization, 2006).

Introduce [Possible incorrect indentation] Frequent Shopping Program

Kudler will encourage consumer shopping trips and improve loyalty by introducing a loyalty points program. This marketing initiative will allow Kudler to target specific consumers and track their buying habits. When looking at the current information technologies databases, Kudler foods has a system [If the sentence's opening words--When looking--begin an adverbial phrase, it is a misplaced modifier if you do not indicate who or what is "looking"--the only conclusion would be that the words following the comma are looking. Rewrite to explain who or what is looking] that tracks internal sales [Run-on sentence: requires a comma before "and" (or other conjunction) if linking main clauses`] and [Run-on sentence: Insert comma before "and" if the following is an independent clause (not part of a series)] they want to enhance the system so they can track the demographic information and buying trends of each consumer (Kudler Virtual Organization, 2006).

Improve [Possible incorrect indentation] Service

Kudler Fine Foods used Nordstrom's Department Stores as a benchmark to improve their services. To help with this initiative, management is developing training programs and developing software that will facilitate the needed customer service training of employees. Studying the company's current capital budget and information systems technology budget, the company will spend thousands on new software licenses to improve training (Kudler Virtual Organization, 2006). In addition the company has budgeted thousands for a new customer relationship management system.

Importance [Possible incorrect indentation] of Marketing Research

Kudler Fine Foods wants to increase their customer loyalty by providing more efficient operations, get a better understanding of their [Check pronoun agreement--if "their" refers to "customer" (or a singular subject), it should be singular, too (his or her)] consumer purchase patterns, and offer added high-margin services. They will accomplish this through the suppliers of their fine food and beverages by purchasing larger quantities for bigger discounts. Kudlers key to