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Kudler

Introduction or Thesis Statement:
Kudler Fine Foods is a local specialty food retailer. It is a sole proprietorship, and it has three stores, which are all located in the State of California. According to the official website, the stores are owned by Kathy Kudler, who is a sole decision maker (Virtual Organization Kudler Fine Foods). Recently this retailer has been trying to distance itself from the competition by offering value added services such as cooking classes and catering services. This outline will assess current marketing affairs of the company and analyze them in terms of marketing mix (four Ps of marketing). “The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market” (Armstrong & Kotler, 2005, p. 57)

1) Assessment of Marketing Operations at Kudler Fine Foods
a) Current State
i) Customer’s Loyalty and Company’s Profitability
(1) Expansion of value added services (cooking classes, catering)
(2) Frequent Shopper Program
(3) Increased efficiency through new software, employee training, purchasing program and benchmarking of Nordstrom stores
ii) Historical Sales Data and Financials
(1) Tracking dollar value and profit margin per transaction, dollar sales and profit levels by day, and dollar sales and profit margins by item
(2) Implementation of new system that tracks customer purchase behavior over time
iii) Marketing Budget
(1) Advertising (radio, television, newspaper, public relations, events etc.)
(2) Implementation of new software
(3) Cooking Classes, Frequent Shopper and Supplier Relations program
(4) Research and Development (market size/opportunity, food marketing trends, and services benchmarking studies)
iv) Sales Growth
(1) Increasing customer’s loyalty through value added services
(2) More efficient operation through integration of new systems
(3) Cost reduction through new supplier partnership program
(4) Acquisition of new customers...