Marketing At Kudler Foods

Table of Contents

i. Introduction to Marketing

ii. Relative values of market value

iii. Market mix in Kudler's catering service

iv. Determining product and price in relation to other catering services

v. Place and Promotion in relation to catering

vi. Using technology in targeting customers

vii. Decision to create a catering service in relation to local organic growers.

viii. Conclusion

ix. References.

Introduction to Marketing

"Marketing as the name implies is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in a way that benefit the organization and its stakeholders", according to Kerin (2006). From this definition it shows that it is the vehicle that businesses rides upon such that they can connect to the consumers, their intended target. Also, it is evident that marketing seeks to find the needs and wants of individuals in relation to satisfying them. In the market model in which this exist, the buyer seeks to buy that which is good, quality and improved, but in return the seller seeks to have customers who are loyal to their products, purchase them and enjoy that which they have produced.

Kudler kinds of opportunities in it marketing mix can be assessed in relation the products in which it offers, location in which the products or services is being rendered at, the promotion of the products and services and price as crucial factor in relation to the purchasing powers of the buyers or consumers. The need to have new ideas in relation to the products from time to time can be considered crucial for the survival of various business organizations in alignment with sound business principle.

Relative values of market value

"Market research is the process of defining a market problem and opportunity, systematically collecting and analyzing information, and recommending actions", according to Kerin (2006). The intentions of the Kudler's organization to open up it's own catering service must look at relative value of market research. Kudler needs to identify the marketing problems and opportunities and to generate and improve marketing actions.

The marketing problems that it needs to look at is, is there a customer base for this catering service? Do people generally cook at home for their families or eat out? How often do people eat out and when? This kind of questions needs to be answered prior to embarking on such projects.

The opportunities that come along with the catering service: One there an increase in the awareness of Kudler's food in the community that they are located in. Based on the previous paper to buy directly from local growers, the need for huge space for storage is now eliminated in their need for items to prepare in there catering service.

The need to improve and generate marketing actions suitable now that there original mission and to now incorporate catering into it is crucial. Marketing research has a goal to minimize risk in any business, so if the tools is employed this needs to be evident in it.

Market mix in Kudler's catering service

The market mix for Kudler in terms of the products they offer are quite unique in their small way. The stores are stocked with the very best domestic and imported foodstuffs

and divided into the following departments:

* Fresh Bakery and Pastries

* Fresh Produce

* Fresh Meat & Seafood

* Condiments and Packaged Foods

* Cheese's and Specialty Dairy Products

The written marketing budget is primarily comprised of new initiatives, marketing communications, and marketing research. The new initiatives according to Kudler are

* Research, development, and rollout of new programs

* Cooking Classes

* Frequent buyer points program

* Supplier relations program Marketing Communications activities include and in other to be effective it its catering service, word of mouth needs to be added. The promotion method that was employed by Kudler in his target mix tools in the bag.

* Radio, Newspaper and Television advertising

* Public relations, events, and sponsorships

Marketing Research expenditures include:

* Market size / opportunity studies

* Food marketing trends studies

From the above data from (Kudler), the food marketing trends needs to looked at and what effect would it have on the new catering service it intends to open, what is the response of their initial customer to it. The market size must be examined to see if there will be growth in this line of business especially among the younger generations that tends to eat out. Location of the three stores are also crucial to the business and the failure of the store rests on Kudler ability to take a risk regardless on that which you see daily.

Determining product and price in relation to other catering services

Kudler needs to define the products it intends to offer on the customer base it has and what they happen to like. Also to win over new customer base, Kudler research team needs to evaluate the environment they live in relation to that which they are trying to do. Catering is a specialty service that requires improved food knowledge, skills and the price is also crucial. The price have to be right to win the customer based and in doing so, they become loyal to Kudler when tough times was around the corner from it. They need to also understand their consumer, and how they respond to change. The price set for the foods at the catering service should be relatively low initially to attract customers or awareness. The product to be served includes cooked food that needs to also be sold in the grocery section of the store.

Place and Promotion