Define marketing. Kudler Fine Foods announced the creation of a frequent shopper program that customers will be able to take advantage of at its three stores in Southern California. I will identify additional marketing research and analyze Kudler Fine Foods' marketing strategies and tactics. Kudler Fine Foods is located in San Diego, California and first opened in 1988 as an upscale specialty food store. Kathy Kudler, the founder of the first grocery store, now owns and operates a total of three stores. Each store has the following departments; a bakery, cheese and dairy department, a meat and fish department and a vast selection of national and international wines. Kudler would like to expand the number of customers currently shopping at the current locations and introduce the new program. To be successful, Kudler must identify new ways to meet customer needs. Further Market Research The best market research strategy for Kudler would be to look for opportunities by understanding his business. They need to find out what their customers' needs are and why they are willing to exchange something of value. Kudler must focus its strategy on segmentation and positioning when researching its market. It is important that Kudler Fine Foods not focus on its own product and seize opportunities as the needs of its customers change. Kudler's business is generic as it offers various products to its customers. Sometimes it is difficult to understand a generic business because some products may compete with each other. At the same time, other (competing) stores will also market the same product as Kudler. That's why Kudler Fine Foods needs to know the ne...... middle of paper ...... current strategies as tactics and a great way to get voice of the customer and progress ratings. Kudler Fine Foods will need to continue to review the demographics of its expanding focus areas in order to achieve efficiency and high returns. ConclusionGourmet grocery store Kudler Fine Foods is looking to add a frequent shopper program to its three stores with a marketing strategy in place. By understanding their market and using segmentation and positioning strategy, they will be on their way to achieving their goal. Kudler Fine Food gourmet grocery can offer the lifestyle that is on trend, but with a special touch that no other store will be able to offer. If Kudler Fine Foods had become synonymous with delicious, nutritious food from around the world that customers could find in one place, they would have achieved their mission.