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MKT 421 Week 3 Individual Assignment Marketing Research

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KUDLER FINE FOODS - MARKETING RESEARCH 1
Kudler Fine Foods - Marketing Research
Name
MKT/421
April 4, 2011
Instructor

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KUDLER FINE FOODS - MARKETING RESEARCH 2
Kudler Fine Foods - Marketing Research for
Kathy Kudler founded Kudler Fine Foods out of her own desire to have gourmet foods,
which she loves to cook. Kudler Fine Foods is an upscale gourmet food market, offering a vast
selection of the freshest and finest ingredients and products. Kudler can offer these items at a
reasonable price and the stores have trained employees to assist their customers with item
selections.
Market Research
Marketing research is defined as the gathering, analyzing, and interpreting of information
about a market. Research is conducted on a product or service to be offered for sale in that
market based on past, present, and potential customers. It analyzes the characteristics, spending
habits, location, and needs of the target market, the industry, and the competition the business
will face (Entrepreneur Media, Inc., 2011). After a visit to the Kudler website, it has been
determined that further research is needed to determine a new course of action for the
organization. The surveys currently offered at the store provide some information, but they do
not give enough information to adequately chart a new marketing plan. This means that further
research must be conducted to determine the organizations appropriate course of action.
Defining the marketing problem.
At the present it seems that not enough information has been gathered to analyze the
marketing problem. Kudlers needs information, which will help them to determine what is
needed to expand the catering service, in-store cooking events, and the organic food lines, which
they already offer in all locations. The company needs a plan, which will help them to track the
effectiveness of their decisions. This can be accomplished by tracking the sales or events they
plan to kick off and what they expect out of these actions and the consumers reactions to these

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