Introduction
The Kudler is a company that operates three food stores in California; the La jolla, Del Mar and Encinitas. The food store chain is owned by Kathy Kudler and has been in operation since 1998 when the first store, La jolla was opened. The Company has flourished since its inception through consistent focus on customer satisfaction by provision of quality products and service. This paper seeks to establish ways, through which the company can implement a growth strategy that is intended to increase its customer numbers and loyalty. Thus the Company is exploring several alternatives which include: Continuous improvement; Pursuing of a new worldwide market by branching out to a larger market; technological advance and opportunities; seeking of joint ventures, market development and focus; use of the internet for marketing campaign and pursuing concentrated growth or internal organization and restructuring.
Alternative 2: Pursue a new worldwide market by branching out to a larger market
The Kudler provides a wide-ranging menu that incorporates foods and wines of high quality includes specialties from other cultures. Considering this, expansion to other markets will not create a variance in product ranges and services. However, undertaking the “expansion process is rather an expensive venture” (Telenti, 2002). Kudler can start off by branching out within California and the near by states. Costs could be cut by centralizing the food production process by creating Kitchen centers that will serve various outlets. The products will then be transported to the outlets by road. The ordering process by the outlets can be done over the internet through email service. This model has been applied by leading international restaurant chains and goes along away in reduction of “labor, equipment and other running costs.” This will work well for the expansion program within America but could be applied elsewhere (Champy, 1995).
Reference list
- Champy, J. (1995). Reengineering Management: THe Mandate for New Leadership. Glasgow: Harper Collins Publishers.
- Telenti, I. (2002). Expanding your Business: Strategies for Entering New Markets. New Delhi: Vistaar Publications.