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Essay / Research Paper Abstract
This 4 page paper is a marketing plan for the fictitious company Kudler Fine Foods to launch a range of premium cheese and wine products into the Canadian market. The situation of the company, marketing approach and potential strategies along with a financial projection or all provided. The bibliography cites 1 source.
Page Count:
4 pages (~225 words per page)
File: TS14_TEkudcanada.rtf
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Unformatted sample text from the term paper:
will be upper middle to higher earners, who will be able to purchase the goods, which will be marketed and packaged as premium goods, in a range of retail outlets.
The plan sees the firm breaking even in quarter 3 and creating an accumulative profit of more than $1 million by the end of quarter 7. 2. Situation Analysis
Kudler Fine Foods are a small chain of fine food grocery stores located in California, with the aim of bringing gourmet food and the equipment needed to a single outlet.
The firm has been successful and sells to the upper income segment on a regular basis as well as offering foods that may serve as a substitute for restaurant dining
appealing to a broader segment of the market. The firm is differentiated with the high quality of food that is offered. The firm has a desire to grow and increase
sales, one market that maybe attractive is Canada. However, capital constraints mean that the expansion needs to be undertaken in a cost effective manner, with the launch of a wine
and cheese selection that has the aim of establishing the Kudler brand name and association with high quality goods in the Canadian market readying the market for a potential expansion
strategy at a later date. Kudler already have the expertise needed to carry out this strategy, with the form already having stashed good own brands within these categories, with
product ranges that suppliers have sufficient capacity to increase the level of supply. The weakness are the current growth limitations with only 4 stores and a poor economy the firm
has to find a cost effective way to compete. The lack of trade barriers due to the membership of the US and Canada in NAFTA, as well as the close
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