KFF should focus its marketing and advertising on mediums that produce results such as coupons and frequent shopper cards. Kudler Fine Foods, as previously stated, must continue to market to continue to grow. KFF could also consider more customer-centric marketing. Customer-centric marketing emphasizes understanding the needs, wants and resources of individual consumers and customers rather than those of mass markets or mass segments (Sheth, Sisodia, & Sharma, 2000, p. 56). Kudler Fine Foods is very accommodating and is willing to special order products for customers if KFF does not currently carry the product (Kudler, 2003). This willingness is why customer-centric marketing is an excellent option for KFF.
Kudler Fine Foods should advertise weekly in the local newspapers, run consistent radio advertisements and add billboards. KFF should also increase awareness of the catering services available. Kudler Fine Foods should also construct its advertising around its locations.
IDENTIFY AND ASSESS RISKS
Some potential risks for Kudler Fine Foods not marketing include loss of customers, store closures and loss of investments. Kudler Fine Foods should increase their marketing budget annually as the stores continue to grow. By not increasing its advertising budget KFF may be required to close its less profitable locations and may eventually close its doors completely. Marketing is important for all businesses, the customers must know the business exists.
MAKE THE DECISION
Kudler Fine Foods will increase its marketing mediums and will concentrate on running advertisements in the local newspapers as well as the local radio stations, flyers and billboards. These advertisements will be more heavily concentrated around the busy seasons of spring and fall.
DEVELOP AND IMPLEMENT THE SOLUTION
Kudler Fine Foods will construct a more detailed marketing plan and will focus each store individually to meet View More »