Research Paper on "Kudler Fine Foods Channel and Pricing Strategies"
Research Paper 5 pages (1304 words) Sources: 4
[EXCERPT] . . . .
Kudler Fine Foods: Italian Entrance PlanStarted in 1998 by Kathy Kudler to supply a perceived demand for high-end gourmet items at reasonable prices, Kudler Fine Foods, has already expanded to four stores and is exploring the option of international expansion. Specifically, the organization is considering a move into the Italian retail grocery market, offering the products it has sourced as well as its retail image to a culture well versed in gourmet foods and certain to have strong opinions about this new American entrant. Despite the challenges that cultural resistance might pose in this venture, there is a great deal of reason for optimism as to the profitability of Kudler's entrance into the Italian grocery market, as shall be described below.
Market Justification
The sustainability of the Italian grocery retail market has actually been a matter of great debate recently, with some analysts predicting a complete lack of retail grocery service in some parts of the country occurring in the next five years (Datamonitor 2010; Alvin 2010). While this could be seen as a threat to many, it also present an excellent opportunity for Kudler to both increase its niche presence and expand into larger grocery retail operations, maintaining a focus on price and quality while serving a dramatically under-served community of consumers (Datamonitor 2010). The current market instability is one of the major reasons Italy was chosen as a place for international entry; despite the greater risks it poses, with steady control and a strong plan the payoffs will also be substantially greater.
Current trends in the Italian grocery market have emphasize
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Channel and Pricing Strategies
There are three distinct channels by which marketing efforts must be refined in order to achieve the maximum benefit from marketing activities and to ensure the long-term viability of any business organization: the sales channel, the product channel, and the service channel (Kwik 2009). As a retail establishment, Kudler Fine Foods will ensure that the companies whose products it carries all maintain adequate images in the public eye in terms of operations and marketing; in this manner, Kudler will be able to maintain stricter control over the product and sales channels (Kwik 2009). Differentiating products and product images is key to Kudler's success.
Service strategies for maximizing marketing efforts will form the core of Kudler's image in the Italian market, with an emphasis on quality and knowledgability serving as the key differentiators for the Kudler brand as is often effective in higher-end niche markets (Kwik 2009). Pricing strategy presents a somewhat complex issue; the market has demonstrated a preference for discount items, and this is directly counter to Kudler's offerings (Datamonitor 2010). By developing its niche offerings, however, Kudler Foods should be able to sidestep this general trend, and its continued commitment to high quality at reasonable prices could well make it the brand of choice for middle of the road consumers. For this reason, a higher than average yet sill reasonable pricing structure is advised.
Environmental Factors
While regulating the labeling, distribution, and sale of food items like any… READ MORE
Quoted Instructions for "Kudler Fine Foods Channel and Pricing Strategies" Assignment:
Paper must include Introduction and Conclusion. Paper requires 4 work cited references
I will be send company information on kudler fine foods, and paper that was done for week 2
Select a second country as the international market for your product. Your home country was selected in Week Two.
Week two we selected- Canada for out home country
Second Country- We selected Italy
Develop channel and pricing strategies for your product launch, and include both your domestic and international markets.
Each of the following must be covered seperatly in the paper.
Justify your choice of international market. The justification should employ specific data from research conducted.
-What is the sustainability of the market?
-What are the factors that influence your selected market?
-Trends
-Size of market
-Growth rate
-Profitability
-Select an appropriate channel strategy for both your domestic and international markets, and justify your selection.
-Include pricing strategies for entering both the domestic and international markets.
-Evaluate the implications of changing environmental factors on organizational choices for your selected country and international market.
You must address the following factors:
-Government, political, or governing bodies
-Who are the major legal entities?
-How might they influence organizational choices?
-What are the risk factors?
Economic
-What is the role of interest rates, exchange rates, and monetary or fiscal policies?
-How might the organization use these factors to avoid to risk?
Innovation and technology
-What are the key innovations and technologies available to the organization?
-How might changing technologies be used to the organization*****s advantage?
Social and demographic
-How might cultural diversity be used to add value to the organization?
-What skills might organizations need to implement the strategy?
-What are the costs involved in acquiring those skills?
How to Reference "Kudler Fine Foods Channel and Pricing Strategies" Research Paper in a Bibliography
“Kudler Fine Foods Channel and Pricing Strategies.” A1-TermPaper.com, 2010, https://www.a1-termpaper.com/topics/essay/kudler-fine-foods-italian-entrance/841084. Accessed 5 Oct 2024.
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