Marketing Activities of Kudler Fine Foods Virtual Organization - Research Paper Example

? Marketing Research Paper on Kudler Fine Foods Virtual Organization Marketing Importance of Marketing Research in Developing Kudler Fine Foods’ Marketing Strategy and Tactics Marketing research is essential for the success of an organization since information garnered aids in the development of strategic marketing plans. These plans are later implemented into strategies and tactics and determine the ability of any organization to maintain a competitive edge in the global market. From the history that outlines the foundation of Kudler Fine Foods, the founder developed the first organization following need for change in the organization she worked for. It was during her trips after a corporate life that she took the risk of developing the first Kudler Fine Foods following discovery of an opportunity that she could exploit. This opportunity was sired following a discover that she could not get all her cooking ingredients in one store and this decided to open a gourmet store that would meet the niche needs of the consumers. This therefore illustrates that discovery of opportunities and exploiting them to garner a competitive advantage is one of the marketing strategy and tactics that Kudler Fine Foods employs (Kudler Fine Foods, 2011). Information technology serves as an effective tool utilized by Kudler Fine Foods Organization both for marketing research and as a marketing strategy. The organization has a web home page where it engages in online interaction with the stakeholders since it gets to acquire information on the customer responses as pertains to their products and also the needs of the consumers. Consequently, the web page enables Kudler Fine Foods to internetwork with its various branches hence reducing the travelling cost incurred in absence of online communication services. Also, following use of online home page, information gathered aids in the strategic decision making of the organization. This therefore enables Kudler Fine Foods to garner a strategic position in the industry as a result of incorporation of IT in the provision of its products and services (Kudler Fine Foods, 2011). Diversification is another marketing strategy employed by Kudler Fine Foods Virtual organization and marketing research will greatly influence the effectiveness of this strategy. Diversification is illustrated in the provision of products and services that the organization engages in hence making their stalls a one stop shop for their consumers. The organization by carrying out marketing research will be in a position to know the current wines that are preferred by the customers and thus prepare the wine. Consequently, in the baking department, marketing research will aid in developing of different cakes and in learning the market trends of cake consumption. Moreover, in the meat and cheese department, marketing research will provide valuable information as to how the organization can improve the provision of its goods and services. Following the recent development of Kudler Fine Foods Virtual Organization as pertains to expansion capabilities, there is clear indication that market research plays a dire role in not only diversification but also in market entry approaches. Investment in market research will enable Kudler Fine Foods achieve the vision of being the premier grocery and gourmet store (Kudler Fine Foods, 2011). Areas where Kudler Fine Foods’ needs additional market research Kudler Fine Foods needs to do additional market research as pertains to its procurement strategies. Currently, in an attempt to cut cost, Kathy the director is the one responsible for ordering for all the three stores on a weekly basis. Though it is cheaper, it reduces the time she interacts with her customers as the procurement and distribution takes the bulk of her time. The organization needs to carryout additional market research as to how it can procure products for the three stalls, to ensure that Kathy accesses the people on the ground and gets to know the preferences of the consumers form the natural setting (Kudler Fine Foods, 2003). SWOT (Strength, Weaknesses, Opportunities, and Threats) is a marketing tool that is used by Kudler Fine Foods and a report reveals that additional market research needs to be conducted pertaining to its weaknesses and threat. The organization is the sole gourmet shop in California and a threat of possible competition may necessitate the need for the organization to device strategies to remain competitive. Also, Kudler Fine Foods as outlined in its social responsibility earlier foretold uses minimal preservatives in its products. This therefore means that the organization deals with majorly perishable a goods that’s if the turnover decreases the organization my end up making enormous losses. There is need for additional market research on strategies to increase the sale of perishable commodities. Consequently, additional market research is needed on ways of improving the management team in the organization. The decisions made by the top level management determine the success or failure of the organization. There is therefore need to research on ways that the organization can expand its management team without necessarily diluting the ownership of the organization (Kudler Fine Foods, 2003). Importance of competitive intelligence and analysis regarding development of Kudler Fine Foods’ marketing strategy and tactics Competitive intelligence is depicted in the ability of organizations employing marketing strategies and tactics that outwit their competitors in the industry. Social responsibility is one competitive intelligence tool that Kudler Fine Foods employs to remain competitive in the market. This is elaborated in its Social Responsibility statement where it is depicted that the organization uses organic products and does not use inorganic products during its production process. The social responsibility of the organization to the community is depicted since the organization purchases the organic materials from the community members which are later used in the production process. Consequently, the organization neither uses unnecessary preservatives in its products, nor does it use bleached flour in its bakery. Its products are continuously evaluated and at times donated to homeless institutions and kitchens. Ability of Kudler Fine Foods Organization to engage in social responsibility activities illustrates its competitive intelligence that enables it to maintain a competitive edge in the industry (Kudler Fine Foods, 2003). In finality, marketing determines the success of an organization in the industry since it is through marketing that the consumer is made aware of the existence of the product, price and where the product can be found. There is therefore a dire need for Kudler Fine Foods to invest in its marketing strategy and tactics by employing more marketing research and market intelligence if it is to remain viable in the gourmet industry not only in California but also in other States. Reference Kudler Fine Foods. (2003). Strategic Plan. Retrieved on March 22, 2012 from Kudler Fine Foods, (2011), Visual Organization Portal. Retrieved on March 22, 2012 from Read More