Product launched discussion - Essay Example

In the business world companies have to continue to offer product innovation in order to achieve sales growth and retention. It does not matter which industry a business operates, product innovation is essential for the success of an enterprise. Since the start of the 21st century competition has intensified in most industries since international competition is a more influential factor and ecommerce has grown a lot. In 2010 ecommerce sales reached $147 billion in the United States (Plunkett Research, 2011).

The company analyzed in this paper is Kudler Fine Foods. This paper will identify a new product launch for Kudler Fine Foods. Kudler Fine Foods is a great establishment that offers a variety of fresh food products. The business is a specialty food store that offers bakery and pastry products, fresh produce, fresh meat and seafood, condiments and package food, and cheese and specialty dairy products. The firm has a lot of food products that can be eaten at the moment. There is a need for the company to offer other types of food products that have a longer lifetime shell life.

By introducing a new line of food products that that are prepared and frozen the customer can take home put it in the freezer and eat it at a later time. The new product can help the company achieve sales growth. In order to evaluate the Kudler Food a brief SWOT analysis has been a prepared. A SWOT is a marketing analytic tool that evaluates the internal and external environment of the firm (Kotler, 2003). One of the strengths of Kudler Fine Food store is that it offers a wide variety of fresh food products.

The company has a good management team and over 13 years of experience in the food industry. A weakness of the business model is that the firm has only three locations. The company cannot achieve the benefits of economies of scale due to its small size. An opportunity for the company is to introduce a new line of frozen prepared food products customers can purchase and enjoy at a later time out of the comfort of their home. A threat for the company is the fast food industry which offers prepared for at much lower prices.

References Kotler, P., Keller, L. (2006). Developing Marketing Strategies and Plans (12th ed.). Prentice Hall. Plunkett Research (2010). Ecommerce & Internet. Retrieved May 6, 2011 from Plunkett Research database.