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Kudlers Fine Foods

Running head: KUDLER FINE FOODS ANALYSIS

Kudler Fine Foods Analysis
Stefanie Villalobos
University of Phoenix
Management
MGT 521
James Richey
February 26, 2009

Kudler Fine Foods Analysis

DESCRIBE THE SITUATION
According to Kudler Fine Foods 2003 strategic plan the company has the opportunity for growth but needs to use all its available resources. Kudler Fine Foods is a gourmet grocery store with the finest meats, produce, cheeses, and wines. Kathy Kudler, the owner, stated that the Del Mar location, as well as the Encinitas location is not doing as well as the original La Jolla location (Kudler, 2003). All three locations were opened using the same business model as the La Jolla location (Kudler). Although this business model did extremely well for the La Jolla location it has not been as effective for the Del Mar and Encinitas locations.
Kathy intends to open a new Kudler Fine Foods location in Carlsbad, CA area and
consolidate the Del Mar location into the Carlsbad location.
FRAME THE RIGHT PROBLEM
In order to rise above the competition and maintain its market status, Kudler Fine Foods needs to increase their marketing efforts. Kudler Fine Foods should expand its marketing efforts into more broad mediums including:, radio, newspaper, fliers, and billboard.
DESCRIBE THE END-STATE GOALS
Kudler Fine Foods would like to continue to grow and perhaps be purchased by a larger retailer in the future (Kudler, 2003). By increasing Kudler Fine Foods (KFF) marketing efforts, KFF could continue to grow and increase sales. Through marketing KFF will see an increase in traffic and sales.

IDENTIFY AND EVALUATE THE ALTERNATIVES
Kudler Fine Foods does not have very many alternatives to marketing. KFF could choose not to participate in marketing its stores; however, this is not advised. To cut out marketing from Kudler Fine Foods would be detrimental to its success. KFF’s sales and marketing budget for 2004 is a...