This paper examines the marketing plan of Kudler Fine Foods, discusses the importance of research and competitive intelligence in the development of its strategy and tactics, and identifies where it needs to do additional research. Kudler Fine Foods operates upscale specialty food stores in three California locations. Founded by Kathy Kudler, who turned a hobby in to a business in 1998, the firm was profitable within its first year. The company's mission is to provide customers "aspiring to purchase the finest epicurean delights" with "the finest in selected foodstuffs and wines" in stores staffed by "experienced, helpful, and knowledgeable" employees (Kudler Fine Foods). The firm's business objective is to offer the highest quality products at competitive prices, attracting customers who are willing to pay more for better quality and added value. Kudler Fine Foods issued a marketing overview for 2006 that states that the company plans to increase customer loyalty by focusing on "expanding the services, improving the efficiency of its operations and increasing the consumer purchase......

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