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Kudler Strategy

Kudler Fine Foods - Marketing Assignment

Name:  

University of Phoenix
Date:  

Revised Marketing Strategy
Kudler Fine Foods (KFF) is evaluating introducing a new service to its customers. The new service is catering of foods to its customers as a means to increases sales. The added service will add another sales outlet to the existing in-store sales for KFF. This will diversify the marketing sources.
Kudler has two surveys in its possession that list the customer satisfaction with various aspects of Kudler‘s operations. These surveys were conducted in 2006 and then again in 2007. The questions were identical in both surveys.
The assessment of the relative value of the two pieces of market research Kudler possesses reveals that the results are not favorable to Kudler. The most important factors in any specialty store’s operations are its Customer Service. It shows the customers perception of the store and is directly related to future sales.
Marketing Research
A comparison of the results of survey from 2006 to 2007 presents a negative trend in almost all categories. The   negative trend is indicative of general dissatisfaction of the customers with Kudler. It starts with the convenience of store hours which didn’t change in the two years in question. The category of “Strongly Disagree” went down by one in 2007 while “Strongly Agree” and “Very Strongly Disagree” remained the same. The category of store atmosphere showed the only area of improvement in the survey where a some customers rated it as “Very Strongly Agree” while more customers awarded it “Strongly Agree” classification. However, there was also an increase in negative perception where more customers rated it as “Strongly Disagree” and “Very Strongly Disagree”. A similar mixed trend was observed in the question relating to “selection”, “value for the money” and “overall”.
An overall negative trend was observed in the questions relating to “displays”,   “merchandise I bought” and...