Strategic Plan Update Paper II          

Kudler Fine Foods Strategic Plan Update II

STR/581

February 22, 2010


Kudler Fine Foods Strategic Plan II

Kudler Fine Foods has a marketing goal with major initiatives of its strategic goals to include programs focused on new customers, better information management, building targeted awareness, and increased efficiency. The company's tactical goals involve existing and new offers, pricing and promotions, expansion to other locations, and customer relationship management. These goals share one factor, the need for marketing research to further their development. Ultimately, Kudler Fine Foods appears to have formulated an excellent set of strategic and tactical marketing objectives, yet in order to be successful, they require a significant amount of research.  

Kudler wants to expand its services, to improve the efficiency of the operations and increase customer's purchase cycle in the next year. To obtain these objectives Kudler will have insight in how the changes in technology have created business opportunities and identifying the strategy and alternatives to the plan. The management would also like to know how Kudler ability to scan incessantly, the fine foods grocer industry for ideas and updating the company strategy.

Mission

        Kudler Fine Foods is committed to our selections of the very best foods and wines by providing all the customers with the culinary visions that come true. We will provide our customers with total reliability; competitively superior, global, finest foods with only organic ingredients purchased from local produce farmers, whenever possible.

Vision

        To be recognized and respected as one of the premier gourmet stores for customers shopping for the best meats, produce, cheeses, and wine.

Value Statements

        Kudler have total commitment to our company values, shaping the way we do business for our employees, our customers, and our company. Our company policies, procedures, and practices indicate it is attuned to customers, training and employees to operate under the values of integrity, team orientation, dedication, and commitment as a matter of course of social responsibility.

  • Our employees and customers are the most valued assets of our company, essential participants with a shared responsibility in fulfilling our mission.
  • We recognize the quality, motivation, and performance of our employees, products, and services are the key factors in achieving our success.

Kudler’s commitment to corporate value is evident given the relationship it holds with their customers and employees.

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Implementation Plan

Objective

One strategic objective benefitting the firm is to better information management, manifested in the newly created frequency shopper program. This program aims to track purchase behavior by individuals and provide high-value incentives. Price discounts are not expected to be a deciding factor in the minds of consumers due to the discerning nature and tastes of Kudler's target market. To this end, the company has researched implementation of the program and the overall payoff in terms of revenue is expected to total 4.75%. Starting at .25% in Q1, and increasing substantially throughout the year, as consumers are made ...

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