The company has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers. Kudler is interested in adding catering to its service offerings and perhaps opening a fourth store. The success of the catering service, as well as opening a fourth store, is dependent on the creation of appropriate and effective marketing strategies and company-wide changes in order to introduce new products and services.
The market strategies are developed based on analysis of current internal and external forces affecting the company. Proper analysis and implementation will provide a successful strategy resulting in a sustainable competitive advantage (Gomez-Mejia & Balkin, 2002). “Strategic management involves the major decisions, business choices, and actions that chart the course of the entire enterprise. It consists of the internal and external environment of the firm, definition of the firm’s mission, and formulation and implementation of strategies to provide a competitive advantage” (Gomez-Mejia & Balkin, 2002).
Kudler Fine Foods has grown their business and increased sales through the use of technology. Kudler has incorporated several changes within the company to provide a well-run organization that is seeking to be a long running company in the industry of gourmet food distribution. This paper will identify how changes in technology have created business opportunities for Kudler; the generic strategy Kudler is pursuing and how Kudler management can continuously scan the fine foods grocery industry for ideas that will allow it to update its strategy. Use of Technology