| Marketing is an organizational function and a set of | | | | business to be successful, when customers are |
| processes for creating, communicating, and delivering | | | | satisfy they return because of the product and |
| value to customers and for managing customer | | | | service. Kudler will need to decide what food item |
| relationships in ways that benefit the organization and | | | | and recipes will be their main attraction. The way that |
| its stakeholders. Marketing affects all individuals, all | | | | Kudler can determine their most popular products is |
| organizations, all industries, and all countries. (Kerin, | | | | by using there inventory process to track what items |
| 2006, p.22) In this paper I will explain the value of | | | | are being purchased frequently and more than others. |
| three pieces of marketing research, the components | | | | According to what customers are buying, by tracking |
| of marketing mix for Kudler new catering service, far | | | | items in their inventory will tell them what products |
| as their product, place, price, and promotions. I will | | | | are doing well and the ones that are not, with this |
| also explain how Kudler should determine the | | | | information Kudlers is able to determine what items |
| products it wants to offer and how they will | | | | would be put on their menu to entice customers. |
| determine how they will price their products to be | | | | The way that Kudler can determine its price is by |
| relative to other catering companies. I will also explain | | | | knowing the community, competition, the cost of |
| what term place means, how Kudler will go about | | | | start-up, employees and preparation of meals. |
| promoting their catering service and describe how | | | | Unfortunately, with the quality of product that Kudler |
| technology will be used by Kudler in their market, | | | | is providing the price for their food will be higher than |
| lastly I will explain if Kudler decide to go with catering | | | | their competition, but if Kudler can appeal to |
| how that mesh with their decision to contract with | | | | customers about their great quality and began to |
| organic growers. | | | | build loyal customers then they will pay the price |
| Marketing research is an important part of | | | | because of the great quality. To be competitive in |
| understanding the market and where there is a need | | | | the market Kudler must be aware of the competition |
| for a service. The product and service will have to be | | | | and the items and prices of their products and |
| targeted to the right people who are in need of the | | | | services. One of Kudler's successful strategies is the |
| service. The three pieces of market research allow | | | | focus on customer needs; these needs are met by |
| you to specify, identify, and determine the current | | | | offering an open menu with possible adjustments |
| market. The three pieces of market research are: | | | | based on customer requests. With no set menu |
| "Specifying Constraints- The constraints in a decision | | | | Kudler will be competitive in the market because they |
| are the restrictions placed on potential solutions to a | | | | will cater specifically to each customer's needs and |
| problem. Identifying data needed for marketing | | | | their willingness to alter their menu keeps customers |
| action- Often marketing research studies wind up | | | | happy and coming back for future services. As a part |
| collecting a lot of that are interesting but irrelevant | | | | of Kudler's advertising strategy they need to focus |
| for marketing decisions that result into marketing | | | | on the customer satisfaction aspect and the |
| actions. The data should be able to provide manager | | | | openness to meeting and exceeding the customer |
| with information that allows them to make clear | | | | requests received. |
| choice of action to take for their product. Determine | | | | Promotion is the key to starting a new business and |
| how to collect data- Determining how to collect | | | | the right decisions must be made to be successful. |
| useful marketing research data is often as important | | | | Promoting communicate messages to potential |
| as actually collecting the data. The two key elements | | | | customers and clients. Kudler already has a clientele |
| in deciding how to collect data are concept and | | | | base of customers due to their existing business that |
| method. Concepts are ideas about a product or | | | | willcost them little to no money to advertise to them. |
| service. To find out about consumer reaction to a | | | | With the use of existing customers Kudler will be able |
| potential new product, marketing researchers | | | | to get word out that they have started their |
| frequently developed a new product concept, that is, | | | | catering business. When customers are satisfied with |
| a picture or verbal description of a product or service | | | | a service or product they will not only come back |
| the firm might offer for sale. Methods are the | | | | but began to recommend the services to their |
| approaches that can be used to collect to solve all or | | | | friends or anyone they come in contact with. Finding |
| part of a problem." (Kerin, 2006, p.22) | | | | out the needs of potential customers and adding this |
| Kudler has a new idea of starting a catering service | | | | key message to advertising will draw business. For |
| but before they can start they will have to research | | | | specific forms of promotion Kudler should use |
| the market to determine the right course of action. | | | | newspapers, in-store fliers, direct mailers to current |
| Kudler will have to define the marketing problem and | | | | loyal customers, and advertising over the intercom at |
| the opportunity for increased customer satisfaction. | | | | each store location. Technology will allow Kudler to be |
| The company will have to develop an organized plan | | | | more efficiency, cut cost and labor. Kudler right now |
| to determine the effectiveness of their decision. | | | | is not using technology to its full potential but as |
| People today are looking to eat healthier and stay in | | | | business begin to increase this will become important |
| shape. Consumers have become interest in the | | | | as the business grows and the clientele grows to an |
| quality of their health with today's 54 percent of | | | | unmanageable amount. Organic growers will mesh well |
| Americans is considered overweight. ( As people | | | | with the catering service because of the increasing |
| begin to look into other foods the diet of many | | | | interest in organic foods. |
| consumers are now change to foods that are | | | | As Kudler continue to grow they must remember |
| healthier such as organic. This type of change in | | | | that the most important thing is to continue to |
| consumer's diet has allowed companies like Kudler to | | | | satisfy their customers and meeting their needs. As |
| provide these different types of food options. | | | | the business grows they will need to upgrade on |
| Before starting the catering service Kudler had decide | | | | technology to cut down cost and labor to be more |
| to contract with local farmers for organic produce. | | | | efficient. Kudler can also utilize their existing customer |
| The organic and gourmet food market in the United | | | | base to advertise their product as well, as customers |
| State has soured through the sky. There are more | | | | continue to love the services offered the existing |
| cooking show and more people cooking healthy than | | | | customers will recommend the services to their |
| ever before. With this type of increasing market | | | | friends and so on. Marketing is essential for success, |
| Kudler can began to advertise and market their | | | | research and planning must be done in order to know |
| organic product to their consumers. As organic | | | | what course of action to take. After the |
| continue to gain popularity with consumers the sales | | | | implementation phase Kudler can review and look |
| potential will continue to increase. | | | | back to see what results were achieved and were |
| To ensure that their decision will be the best action | | | | the processes was most beneficial for the company |
| to take for Kudler, the company will have to do | | | | overall. |
| research were they provide an atmosphere for | | | | References |
| customers to try their products and receive feed | | | | Kerin, R.A., Hartley, S.W., Berkowitz, E.N., Rudelius, W. |
| back. One method that Kudler could use is allowing | | | | (2006) Marketing. [University |
| customers to try their organic produce for free by | | | | Of Phoenix Custom Edition e-Text].New York: The |
| providing samples. This can give Kudler a chance to | | | | McGraw-Hill Companies. |
| introduce their new product and service to gain more | | | | Kudler Intranet. (2005). July 5, 2008, from |
| customer loyalty. Customer loyalty is what drives a | | | | Gomez-Mejia, L.R. & Balkin, D. B. |