Kudler Fine Foods
RUNNING HEAD: STRATEGY-KFF
Problem Based Learning – Strategy Within Kudler Fine Foods (KFF)
University of Phoenix
MMPBL 502
January 20, 2009
Strategy Within Kudler Fine Foods (KFF)
Introduction
Kudler Fine Foods (KFF) is a gourmet organic food store that has three locations in California. The president and owner Kathy Kudler had the vision of opening the store after realizing that her neighborhood stores did not have a wide variety of food selections (The Apollo Group, 2003). KFF offers meats, produce, cheeses, wines, and breads to its customers (The Apollo Group, 2003). Kudler’s priorities are her customers and she attempts to create a customer friendly atmosphere daily. Kudler has already instituted such changes as adding a catering service, contracting with local organic producers, and creating a purchasing department. She continues to have interest in is expanding her business to other states and different consumer markets. This paper will discuss how changes in technology have created business opportunities for Kudler, identify the strategy Kudler is pursing, identify some tactics Kudler could implement in the strategy, and describe how Kudler’s management can continue to update its strategy.
Before any company can expand, they must identify his or her strategies and tactics that will be used. A strategy is a long - term plan of action to achieve a certain goal, whereas, a tactic is a specific action or how to address a specific situation (Ellis-Christensen, 2009). According to Gomez-Mejia and Balkin, “strategic competiveness can be attained only when the firm’s selected structure is congruent with its formulated strategy” (Chapter 7, pg28).
Changes in Technology
KFF created their website in June 2004 and it provides its viewers information on what company offers, their mission, vision, and how the store was created. Kudler plans to add an online catering link, ecommerce capabilities, so they can monitor...
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