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These sales objectives will implement programs to increase revenue and decrease overhead. They include new customer focused programs, better information management and increased behind the scenes efficiency. Kudlers new customer focused program includes a cooking class social. This cooking class is used to build awareness of products to existing and new customers. Kudlers sales group actively promotes these classes, gathers customers information i.e. customer addresses, and uses this new information to target potential new customers in similar areas. By using the Internet, Kudler can assess income medians of its existing customer¶s residential area and target these areas for Kudlers direct mailing program to attract potential new customers. Kudler has a database it uses to store the customers demographics and is used to access the names and addresses of customers for order processing, special mailing promotions i.e. anniversaries and birthdays, etc. Another Kudler internal environmental change is having a better informed management. In order to have accurate decision making, Kudler has to have better informed management. To increase knowledge of its customer purchasing behavior, Kudler designed a new customer tracking program. By understanding Kudlers customer purchasing behavior patterns, Kudler can to refine its ordering processes and product offerings to better serve its customers. Kudler has used technology and the Internet to provide Kudler with pertinent and timely product information in regard to product availability, deliveries, quality and customer needs and wants. Kudler wants to provide a 95% availability of its most wanted products and has set a new goal of 100% stock in its new sales plan for 2007. The ability to provide this service is directly related to technology and Kudlers inventory database. This database helps provide management with real time inventory and availability of said inventory used in product making such as pastries. Kudlers database contains information on wholesalers, vendors or other suppliers Kudlers purchases inventory from. Since inventory management is always a concern and represents tied up capital which does not generate profits, technology will provide Kudler with a more accurate means of knowing what is in inventory and how to forecast future sales. Since forecasting has been difficult for Kudlers, electronically storing product sales from Kudlers three locations in a database will provide valuable information of the market trend and turning point. Part of having a better informed management is having trained employees. Kudler provides training for their new sales plan and includes extensive training on data analysis which is part of Kudlers customer-oriented strategy. This customer-oriented strategy focuses on making customers happy.
Differentiation strategy is providing a product . or e-mail and this information is available simultaneously at any of the three locations or wherever the information is needed by a Kudlers employee or distributor. cooking class socials. Kudlers external changes include direct marketing and word of mouth advertising and a supplier relations program. Some of these cost cutting initiatives include Kudlers product suppliers which are Kudlers external environment. employee cohesiveness and superior customer service. These process helps Kudler increase its behind the scenes efficiency and its cost cutting initiatives like reducing costs of ordering products and the amount of products stored. Kudlers Generic Strategy is one of implying a differentiation strategy. Kudlers intranet provides intervening technology where information is shared on a server.Technology helps improve this by providing Kudlers with customer purchasing patterns which provides Kudler with what products it needs to stock and what new products it needs to promote. Kudlers LAN system will integrate it with its suppliers and provide its suppliers with information needed on product stock. database. less expensive (reduced overhead) and increases access to more users within Kudlers three locations which provides faster product location. Kudlers LAN system also integrates product stock information to its suppliers but also its customers via the Internet. This type of training is called Business Process Reengineering and is usually facilitated by IT since it involves some form of technical training. Kudlers IT provides it with local area networks (LAN) which require less support. Kudlers output devices provide a visual or permanent record for the manager to save or read. This information is controlled and secure so that suppliers only view product information that is relevant to them. Another form of Kudlers better informed management is its intranet. The above list of SIS is part of Kudlers Generic Strategy. needs and ensuring that Kudlers suppliers can match. Kudler can combine several jobs into one and provides empowerment to Kudlers employees where decision making becomes part of the job. meet and deliver product that Kudlers customers demand. Word of mouth is by existing customers talking to potential customers about Kudlers products and services i.e. The direct marketing and word of mouth advertising are interrelated with Kudlers internal environment from IT providing Kudlers LAN system and data bases that provide Kudler with customer information as listed above in previous paragraphs and used for direct mailing and word of mouth advertising. Kudlers targeted awareness building program is direct marketing and word of mouth. And by training employees to be better informed in data analysis. Direct mail promotional literature will be mailed to high-income zip codes which will contain information about Kudlers products and services.
better understanding the customers wants. Kudlers focuses on superior product and service. This focus strategy concentrates on a narrow market segment and focused on differentiation. Ch. external environment and generic strategy and how Kudlers scans the fine foods grocer industry for competitive advantage and product pricing.. understand Kudlers internal.edu/secure/aapd/CIST/VOP/Business/Kudler/KudlerHome002. This process involves long-term analysis of the market and flexibility to adapt to changing market conditions. (2002). By providing training classes to ensure Kudlers employees are well versed in product knowledge and services offered by Kudlers. needs and purchasing pattern. In conclusion. Kudlers provides a wide selection of the finest ingredients needed for gourmet cooking. Kudler will increase its marketing by offering new services that will attract customers to come and stay longer at Kudlers three locations and provide Kudlers customers with a social network and word of mouth advertising. 7 and 13New York: The McGraw-Hill Companies . Kudler can tailor its products to its customers. Referenceshttps://ecampus.or group of products and service the offers uniqueness that are valued by customers who seek this service and perceive this service as superior when compared to Kulders competition. 2007Gomez-Mejia. This niche is also a focus strategy. Luis R. Kudlers sales plan is to increase customer loyalty by offering added consumer services. 1e.phoenix. Management. Kudler will expand services and customer programs to increase customer loyalty and profit of existing customers and gain new customers. create customer loyalty and this loyalty discourages new competition from entering the market Kudlers strategic management process is its sales plan and this sales plan charts the course of Kudlers mission and general direction of Kudlers. the paper discussed Kudlers changing business opportunities created by and from technology and assess Kulders SIS. This paper shows how empowerment of employees and its relationship to IT by providing the right information at the right time which enables Kudler to make right decisions with right knowledge and how IT provides the tools that add to employee creativity and production. Balkin David B.htmRetrieved September 13. This superior service provided by Kudlers allows them to charge premium prices and hope that the premium prices charged will cover the extra cost of providing this superior service.