Kudler Fine Foods is a local upscale specialty food store that provides the very best domestic and imported products. The fine selections Kudler Fine Foods have for customers are bakery and pastry products, fresh produce, fresh meat, seafood, condiments, and packaged foods, cheese, and specialty dairy products. Kudler Fine Foods also provide an extensive collection of domestic and imported wines and spirits. Kudler Fine Foods mission statement is, “Our selections, coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing.
Kudler Fine Foods needs to be continually innovating to keep the store different from others. Group A will identify the internal and external drivers of innovation for Kudler Fine Foods and will also describe how innovation, design, and creative thinking may benefit the company in terms of meeting Kudler Fine Foods objectives. Internal Drivers of Innovation Internal drivers of innovation are the things, situations, or events that occur inside Kudler Fine Foods. The advantage of internal drivers is the ease of fixing problems within the company. Innovation is uncontrollable and mysterious but this is changing (Callahan & Ishmael, 2006).
Companies use the innovation of employees and management to solve problems within the company. According to Callahan and Ishmael (2006), there are questions that should be asked within the company. The questions are does innovation fit the organization, does innovation provide a strategic advantage and is there a demand for the innovation and will management support the innovation. Kudler Fine Foods uses experience and knowledgeable staff to help customers (University of Phoenix, 2007, 2010, 2011). The staff and management of Kudler Fine Foods is the image of the company.
The staff offers customers a delightful and pleasing shopping experience when customers come to Kudler Fine Foods (University of Phoenix, 2007, 2010, 2011). Kudler Fine Foods wants to hear from the customers and hear what they have to offer to the company. The survey shows the customers that their opinion matters and helps with the innovation of the company. Kudler Fine Foods answers the innovation questions by testing the product with a small amount sold to customers before mass producing the product. When the product starts to have a market of customers the product can be sold in bigger quantities.
This will provide information if the product is worth selling at Kudler Fine Foods. The management offers new ways of where products should be sold and categorizing the product in the right aisle at Kudler Fine Foods. Management trains employees to have the proper knowledge of the products offer at Kudler Fine Foods. This helps customers when they have questions and can ask any employee. Kudler Fine Foods continually improves the use of internal drivers for innovation through employees and customers. External Drivers of Innovation External innovation is what a company does to gain competitive advantage.
Kudler Fine Foods has external drivers of innovation. These external drivers are monthly newsletter with coupons, Kudler Fine Foods website, multimedia, frequent shopper program, e-commerce, and catering. Kudler will generate monthly newsletters and coupons using their customer database. They have an extensive website that not only local customers can access but also global customers. The website has cross-advertising. This means that when a customer to another company, such as a video store accesses that stores website, there is a page that may have a recipe, meal, and wine suggestions.
When customers access Kudler’s website they may offer a video with a movie preview. The customers can collect loyalty points and redeem them for merchandise in the store or merchandise for external companies Kudler will partner with for the frequent shopper. Through the e-commerce link on their website, customers can place grocery orders from home and pick them up at the store of have them delivered by mail. The company also offers catering for those special events. Kudler Fine Foods is at the “leading edge. ” of innovation to help gain competitive advantage (University of Phoenix, 2013)
How Innovation Supports Organizational Goals and Objectives Kudler Fine Foods is committed to providing customers with the finest selection of the very best foods and wines so their culinary visions can come true (Kudler Fine foods, 2013). Its culture is root in customer service. Through the innovation process, Kudler Fine Foods can meet their organizational goals and objectives and live up to Kathy Kudler’s vision of establishing a respectable customer service in store as well as through the Internet. One such example of innovation is the plans to create a frequent shopper program for their three stores in Southern California.
Customers who participate in the program will receive news about store events, featured products, and sales. In addition, they will be given exclusive offers on select merchandise and discounts on cooking and wine classes (Kudler Fine Foods, 2013). The sales and marketing department can hold special events with the local hotels to introduce this new idea. The teaming up with local hotels brings uniqueness in the marketplace and will set Kudler apart from its competition. Through exploring innovative ideas, Kudler Fine Foods can bring new products to their customers, efficiency in production, and increase revenue.
How Design Supports Organizational Goals and Objectives Design can be defined as “the conscious decision-making process by which information (an idea) is transformed into an outcome, be it tangible (product) or intangible (service)”. (Von, p. 17, 2008) Design is the product of the creative activity. It is also the process of taking information and transforming it into a product of process. Kathy Kudler saw the need for an upscale epicurean food shops in La Jolla. The business plan and design allows Kudler Fine Foods to provide its customers with the finest epicurean delights (Kudler Fine Foods, 2013).
For Kudler Fine Foods to live up to Kathy Kudler’s vision of establishing great customer service, they need to offer their customers this reward system. This gives us the opportunity to show their appreciation and will keep them going strong during any economic down times. Developing a rewards system will improve customers’ satisfaction and will entice new customers to join them. This will only magnify their efforts to provide the finest selection of the very best foods and wines for their customers (Kudler Fine Foods, 2013). The reward system is a good example of how design can support organization’s goals and objectives.
How Creativity Supports Organizational Goals and Objectives Creativity is “the development of an idea and its implementation” (Von, p. 2, 2008). Creativity is also seen as thinking differently from a particular body of knowledge, which results in new ideas. Creativity cannot be forced or rushed, which it must be encouraged through training, enthusiasm, motivation, inspiration, and knowledge (Von, Chapter 1, 2008). Creativity supports organizational improvements to maintain the competitive edge. By implementing the frequent shopper program, Kudler Fine Foods can use this new idea to gain a competitive edge through brand trust.
Kudler Fine Foods can continue to bring new ideas to support their goals and objective by using their staff as a creative team. The organizations staff can bring new ideas to the organization. Allowing the staff to bring creativity it will give Kudler Fine Foods the ability to improve products and services. Conclusion Kudler Fine Foods continually improves the use of internal drivers for innovation through employees and customers. Internal drivers of innovation are the things, situations, or events that occur inside Kudler Fine Foods. External innovation is what a company does to gain competitive advantage.
Through the innovation process, Kudler Fine Foods can meet their organizational goals and objectives and live up to Kathy Kudler’s vision of establishing good customer service in store as well as through the Internet. This gives us the opportunity to show their appreciation and will keep them going strong during any economic down times. Creativity supports organizational improvements to maintain the competitive edge. Kudler Fine Foods can continue to bring new ideas to support their goals and objective by using their staff as a creative team.