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Introduction
From gourmet meals to simple healthy comfort food, and everything in between, Gourmet Steve, your Personal Chef, provides healthy, delicious, and affordable home-cooked meals. (gourmetsteve.com, Retrieved August 4, 2007)
Kudler is reaching for the stars as with all businesses looking to expand and grow. However, there is a process and prerequisites to growth in the business industry. Anything is possible with the right marketing mix and a good foundation to build on. Kudler has the ability to accomplish the expansion of services to include catering by utilizing marketing resources and adjustments to their business operations. In this paper I will endeavor to address some of these adjustments and marketing resources.
A. Assess the relative value of the two pieces of market research.
Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. (Kerin-Hartley-Berkowitz-Rudelius: 2005)
Kudler has not really done adequate market research for the expansion ideas they have in mind. The surveys did not produce enough of a consumer reaction to gain accurate input regarding customer satisfaction with the present services and products. Base on the information gathered the customer's were dissatisfied. Kudler's first step is to define the marketing problem and opportunity. The problem seems to be gathering research information to substantiate them moving into the organic foods and catering market. Kudler has gone from strategic objectives to actions without considering formulating an organized ...