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Marketing Research Essay

960 words - 4 pages

Marketing Research
Kudler Fine Foods was founded by Kathy Kudler. On June 18th, 1998 the first Kudler Fine Foods opened. Kathy was the Vice-President of Marketing for a large defense contractor. She was constantly on the go, and corporate life was taking its toll on her thus her gourmet cooking was her stress reliever. On a shopping trip for ingredients she realized there was an opportunity for an upscale food shop in LaJolla, California. Kathy developed a business plan, obtained financing and six months later the birth of Kudler Fine Foods.
Within nine months Kathy was able to break even and became profitable for a year. In 2000, Kathy was able to open a second store in Del Mar, ...view middle of the document...

In the case of Kudler Fine Foods, Kathy Kudler main purpose was to bring the gourmet world of foods closer to home and share with others like her. She also wanted to achieve growth by expanding to other regions and introducing her products and knowledge. After opening her third store Kathy was on the move to finding a place for her fourth store. Unfortunately if her research team came back with regions that are not interested or unwilling to spend the extra funds for gourmet foods would be a major loss for Kathy.
The second step would be to designing the research project. In this step one has to determine how they will proceed for example, will they gather the data by surveys, door-to-door, and or having tasting booths. Research planning is the framework or blueprint for conducting the marketing research. This portion defines the requirements such as type of information needed to make a decision. What type of method would be used, how the information will be measured and what type of question will be asked to help with the analysis of the data. Kudler’s Fine Foods has a store survey to help with the quality satisfaction and opinion of their consumers, but for other regions one must send a team out.
Step three would consist of gathering information. Utilizing the age of technology one can gather an enormous amount of information and data on certain regions and wants of consumers. When analyzed correctly one can gather enough intelligence to help determine if a specific region is suited for Kudler’s Fine Foods newest location. Kathy can use the information to see if the region would even be interested and willing to pay the price for gourmet foods. What are the patterns and economic standings of the region? These are some of the things to consider when introducing a new product and/or service.
The fourth step would be analyzing the data collected. Since the information...

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