Running Head: STRATEGY: KUDLER FINE FOODS
Strategy: Kudler Fine Foods
Lisa Niebruegge
University of Phoenix
Strategy: Kudler Fine Foods
Kudler Fine Foods is an up-scale gourmet food shop that was founded in 1998 by Kathy Kudler and currently offers gourmet foods, beverages and products designed for gourmet cooking at the three stores locations in La Jolla, Del Mar and Encinitas, CA (University of Phoenix, 2007). The company has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers. Kudler is interested in adding catering to its service offerings and perhaps opening a fourth store. The success of the catering service, as well as opening a fourth store, is dependent on the creation of appropriate and effective marketing strategies and company-wide changes in order to introduce new products and services. The market strategies are developed based on analysis of current internal and external forces affecting the company. Proper analysis and implementation will provide a successful strategy resulting in a sustainable competitive advantage (Gomez-Mejia & Balkin, 2002).
“Strategic management involves the major decisions, business choices, and actions that chart the course of the entire enterprise. It consists of the internal and external environment of the firm, definition of the firm’s mission, and formulation and implementation of strategies to provide a competitive advantage” (Gomez-Mejia & Balkin, 2002). Kudler Fine Foods has grown their business and increased sales through the use of techn ...