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Essay / Research Paper Abstract
A 7 page paper providing preliminary investigation into whether Kudler Fine Foods should add a catering business. The paper discusses three articles addressing niche, technology and consumer taste. Kudler has been contemplating adding an organic department; the paper suggests creating a catering service that specializes in organic foods. Bibliography lists 5 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmktgKudCater.rtf
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Unformatted sample text from the term paper:
Foods is contemplating adding a catering service to its product offering. It has not yet decided what type of catering service in which it may have greatest interest, and
it does not yet know the characteristics of the market(s) in which it could be operating. There are many permutations in scope and focus that any new catering business
can take; the purpose here is to perform some preliminary investigation and assess the value of the information gained. Research Articles A brief
search of current catering articles and publications returned three articles that could be of particular interest to Kudler Fine Foods. One, "Going to Extremes" (2004), tells the story of
Paul Rhodes and Kjartan Kjetland, caterers who operate a catering business in which they specialize in providing meals only on-site, and only on a Norwegian glacier. At the time
of publication in 2004, "all-in prices - from London - start at about ?1,500 a person" (Going to extremes, 2004; p. 28), or about $3,000. The caterers also have
a more routine catering business. The extreme version provides about five or six engagements a year. Another article, "Site Meets Solution" (2006)
highlights a company that provides party favors specifically for weddings, and how astute management of Internet search engine use translated to much greater sales in a short time. Beginning
with sales of about $11,000 in a month through Yahoo! Auctions in 2004, in 2005 the company had $15 million in revenue (Sebor, 2006). The value of the article
is that it reinforces the value of specialization. Specialization is targeted in the third article, "Fair Game" (2006). One reporter writes, "Despite
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