Marketing Kudler Fine Foods

Executive Summary

This report reviews Kudler Fine Foods interest in expanding its services by adding a catering service in addition to the in-store parties that it currently offers. Because of the company’s interest to expand into catering, its market research and the kinds of opportunities Kudler has in its marketing mix (the 4 P’s) will be examined. The company currently has two market researches that don’t give enough information needed to help consider opening a catering business. The four P’s consists of product, price, place and promotions. These four controlling factors are tools that Kudler can use to market and take action for high-margin items and services.

Kudler’s use of technology is very limited in their use. The company has problems with their information technology, “which involves a computer and a communication system to satisfy an organization’s needs for data storage, processing and access. Current information about products, competitors, and customers is almost always accessed and analyzed by computer.” (Kerin, Hartley, Berkowitz, & Rudelius, 2006, p222) Thus, the company needs to make changes in their information technology.

In order for Kudler to be successful in their new catering services, issues in their marketing program needs to be addressed.

Table of Contents

Introduction 4

Relative Value of Market Research 4

Kudler’s Marketing Mix – The 4 P’s 5

Product 5

Price 6

Place 6

Promotion 7

Kudler’s Use of Technology 8

Impact Using Local Organic Growers 8

Conclusion 8

References 10

Introduction

This