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Market Research

A proper understanding of the dynamics that affect the operational environment is important in developing a proper understanding of the dynamics that affect the market. This understanding is central to the levels of success that entities attain in their operations. Operations in any organization are designed in a manner that aims at satisfaction of user needs and expectations. The market and its needs are central to an organization and many failures result from the market thus acknowledging the role played by the market is important in developing robust strategies and success in any industry or business segment.

This paper analyses a case in marketing to determine the role that market research play in development of robust operational strategies. Case Summary Kudler Fine Foods like its name suggests is doing fine in the market segments it operates in. The firm has three locations in California and it operates throughout the week. The company deals in baked products that do not have preservatives, meat and seafood, live lobsters, vegetables where there are over 350 varieties of fruits on offer and over 16 varieties of tropical fruits.

The organization has a special department whose specialty is preparation of Asian delicacies. Due to cost considerations, Kudler

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Fine Foods stocks both organic and inorganic foods. Cheese products come in over 250 varieties from over 21 nations. Another notable feature of the organization’s operations is that it implements an approach to operation where customers are allowed to sample their products in specified days of the week. Market Research

Information systems are central to organizational operations due to the role played by information in maintaining operations and ensuring that an organization harnesses opportunities that exist in its environment and effectively deal with threats. Marketing is as complex as any other operations in a business organization and its importance is compounded by the fact that failure in implementing good market strategies often lead to failure. Having information on the nature of the market and implementing strategies that are relevant to the nature of the market is the essence of market research.

Market research can be classified into two broad categories namely non-industrial and consumer market research. Consumer market research is mainly aimed at determining the habits of the market. It is worth noting that this understanding involves the determination of variables that affect consumer habits and the nature of these variables. A good understanding of the factors that affect the tastes and preference of consumer thus their buying habits ensures product or service offerings are designed to meet the expectations and needs of the market.

Industrial market research on the other hand is concerned with determining what other players in the segment that a business operates in offer to the end consumer (McQuarrie, 2005). In any business segment some minimum level of competition is expected, knowing what is offered by other players and trends in the segment that an organization operates in is important in developing products or service that will aid achievement of competitive advantage over other industry players.

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