For a business to thrive well, they should invest in proper marketing. Since there is very high competition in the market, a business ought to make sure that they are well known within and beyond their market region. Many firms do survive in the market. However, “The firms that gain loyal customers by providing unique value is the essence of successful marketing” (Kerin et al., Chapter 1, pg 14). Kudler fine Foods have a well strategized plan aimed at boosting customer loyalty and gaining profitability. Some of the approaches include; direct mailing program, customer focused programs, cost cutting initiatives, frequent shopper program and customer relationship management strategy so as to gain a quality outcome, (Kudler Fine Foods Portal, Sales and Marketing, pgs 1-2). In this paper, we reveal the tactics employed by Kudler Fine Foods in order to achieve the company’s objectives.
i. Marketing Research
The 2006-2007 survey conducted by Kudler Fine Foods revealed the impact of having positive customer response. According to (Kerin et al., Chapter 8; pg 4), marketing helps in reducing uncertainties and improving decisions made by managers although it is not perfect. Owing to the survey, Kudler Fine Foods have reacted by executing various changes in the company so as to actualize the objectives. In the 207 survey, there was an improvement in product mix, customer view of merchandize and store atmosphere. However, customer service was not given sufficient consideration though it was supposed to be given top priority. Even though a small population was used to get the feedback, the concerns raised were enough to generate useful ideas necessary for the improvement of the business.
ii. Marketing Mix for Catering Service
The catering services offered by Mrs. Kudler Fine Foods are popularized by the use of flyers. By promoting cooking classes, the management thinks that it will foster customer loyalty and boost profitability. In the past, the services that Mrs. Kudler offered were backed up by substantial tips that ended up promoting the Kudler Fine Foods’ popularity in the social network. This popularity requires to be maintained; hence the reason for updating the customer quality needs to support structural objectives for important customers. This is the only route to the maintenance of the Kudler Fine Foods clientele.
Figuring out which mix factors should be amalgamated is an efficient way to enable Kudler Fine Foods prepare for the catering services (Kerin et al., Chapter 1, pg 12). This is possible if they establish the target market, and define the renowned Ps i.e. Place, Price and Promotion. For example, Mrs. Kudler has made endeavors in catering parties to provide dishes that successfully win customers, through proper promotion at reasonable prices. This evident by the development in stores and cooking classes that give guests a chance to order Kudler Fine Foods’ goods and services (Place). Finally, the company has been successful in the...