Running head: Kudler Fine Foods
Kudler Fine Foods
Unnone. 2008
University of Phoenix
Abstract
As an entrepreneur, Kathy was passionate with her idea, opening a shop where everything about gourmet cooking will be available. Although she had no experience in operating a gourmet food shop, she believed that a one-stop shopping experience at a place with of variety and reasonable prices would be successful.
History of the Kudler Fine Foods
Founder, Kathy Kudler, was the Vice-President of Marketing for a large defense contractor. Weary of the constant travel and the pressures of corporate life, Kathy was looking for other opportunities. As it happened, Kathy relieved her stress through gourmet cooking and on a shopping trip for ingredients for a gourmet repast; she suddenly realized that there was an opportunity for an upscale epicurean food shop in La Jolla.
Kathy developed a business plan, obtained financing and six months later, on June 18, 1998, the first Kudler Fine Foods opened. Within nine months, the store was at break-even and was profitable for the year. In 2000, a second store opened in Del Mar and in 2003 third shop opened in Encinitas. (University of Phoenix; rEsource: Kudler Fine Foods Virtual Organization)
Finding the customers
Marketing is not idea or a unique product. It begins with customers - those people who want or need the product and will buy it. As an entrepreneur, Kathy was passionate with her idea, opening a shop where everything about gourmet cooking will be available. I do not agree that other people will come and buy product just because shop has it. They have their own unique perceptions of the world based on their belief system. The most innovative ideas, the greatest products, or superior services succeed only when it has marketed within the context of people’s perceptions.
Kathy had a passion for gourmet foods, but found that her particular neighborhood just did not have a wide selection of products to...