Running Head: OPERATIONAL CHANGES AT KUDLER FINE FOODS
Operational Changes at Kudler Find Foods
Submitted to
...
By
Brian Anderson
In partial fulfillment of the requirement for the
Masters of Business Administration
...
May 5, 2008
Operational Changes at Kudler Find Foods
The Kudler culture is aimed at providing the best shopping experience and total customer satisfaction. One way to satisfy customers is to offer a changing selection of products since customers always appear to be demanding something new. Kudler's latest strategy is to offer a whole new selection of locally grown organic products.
As demand for organic foods continues to increase, high volume sales through mass outlets such as supermarkets are rapidly replacing the direct farmer connection. According to AgMRC (2007) site, “American shoppers spent more than $51 billion on natural and organic products in 2005” (¶ 2). Considering rapid growth of organic food trends in recent years, Kudler management excepts to achieve higher profit margin by selling organic products supplied by local growers. “As of today organic food accounts for 1-2% of food sales worldwide. Future growth is expected to range from 10-50% annually depending on the country” (Organic Food, 2008, ¶ 3). Organic produce is grown without bug killer, fertilizer, hormones, or antibiotics. People buy organic food because they believe that it is healthier for them. Soil Association (2008) site list 10 reasons to eat organic food that is shown in Table 1.
Customer Preference Identification
The new strategy would affect Kudler's current business process in many ways. The idea is to apply a systematic, well-planned approach to managing ...