Kudler Fine Foods: Coupon Project

CMGT/575

Kudler Fine Foods: Coupon Project

Kudler Fine Foods is a small specialty food chain with three locations (Encinitas, LaJolla, and Del Mar) in Southern California. The founder, Kathy Kudler, reviewed the company growth strategy and observed a decline in customer loyalty, which she attributed to the local impact of the unparalleled national economic downturn. Kudler took action by speaking with the Director of Store Operations, Yvonne Reynolds, to discuss promotional goods. Reynolds, in turn, spoke with Kudler's information technology (IT) department about instituting a 12-month growth strategy by using the customer database to develop a system to generate a monthly newsletter with coupons for promotional products (Apollo Group, 2009). The...