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Kathy Kudler who is passionate about gourmet cooking, decided to open her own gourmet food shop when she realized that she had to travel all over town just to gather ingredients for one meal. Her vision was to create one store that would stock a wide selection of the freshest ingredients as well as all the tools a gourmet cook could ever want. Kathy was certain that combining the convenience of one-stop shopping with reasonable prices would be a recipe for success (Kudler Fine Foods, 2007). Kathy's vision became a reality in 1998 with the opening of the La Jolla store. Her concept was an immediate success and in two years Kudler's expanded with the opening of the Del Mar location. Kudler’s Fine Foods has experienced tremendous growth, so they are focused on expanding its services, improving the efficiency of its operations, and increasing the consumer purchase lifecycle.
Marketing research is the process of defining a marketing problem or opportunity, systematically collecting and analyzing information, and recommending actions. The goal of marketing research is to identify and define marketing problems and opportunities and to generate and improve marketing actions. Marketing research also helps reduce risk and uncertainty to improve decisions made by marketing principles (Kerin, Hartley, Berkowitz, Rudelius, 2006). In order for Kudler Fine Foods to develop their marketing strategy and tactics, it is important that they utilize market research.
As part of their marketing strategy, Kudler Fine Foods speaks about expanding their services. Marketing research must be done to see what types of services would be popular, what type of ingredients would be used, an ...