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Marketing Research Introduction Kudler Fine Foods is a small organization and faces no serious competition as there are no other gourmet stores in their geographical area. Their strength lies in offering 350 different kinds of fresh fruits and vegetables and 250 varieties of cheeses.
The customer oriented approach has won her many laurels and once the customer enters her store, they keep coming every 7-10 days to purchase more products. Her success lies in offering what customer needs. Growth is a way of life and Kudler too wants to expand suitably selecting right product mix and targeting potential customers. Currently, markets and the demographics of the region are rapidly changing due to movement of the people across the states and nations. Though Kudler offers a great promise as a discerning gourmet store in the California region; nevertheless, it becomes essential for the firm to conduct some essential market research before putting its scarce and valuable resources on the business expansion. Identifying and Defining Marketing Issues In order to expand, Kudler needs to identify places where it can open new gourmet stores. After a setback from Del Mar location, the company is quite conscious of finding the most lucrative locations in California. Del Mar was a small town with not enough population to support its store. Through the market intelligence, the company has already identified some of the promising locations such as San Diego, San Francisco, Santa Barbara, and Palm Springs but before starting its store at any of these locations, the company must ensure through a proper market research that its decision to expand will not backfire. ...
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