Strategic Management of Kudler Fine Foods IntroductionKathy Kudler had a vision to open a store that would provide a wide selection of the freshest ingredients and all the tools a gourmet chef could ever want ( UOP, 2008). After a few years Kudler has three successful stores. Kudler recently decided to go directly to local organic farmers and start a catering service. This article examines how technological changes have affected Kudler and what strategy he follows, what tactics are used and how the refined foods industry can be analyzed. New technology. On the Internet Kudler has a website where stores are presented to customers. From this site it is possible for customers to make online purchases and place orders. When such a feature would be installed, studies reflect that customers prefer home delivery rather than picking up their orders at stores (Morganosky & Cude, 2002). Therefore, if an online store is implemented, it will be necessary to set up a delivery service. The Internet can be used to email new and existing customers information about new services. A customer dashboard could be set up to rate new services and food products through an online questionnaire as a reward for filling out the form where a free food product can be sent to the customer (Kerin et al, 2006). maintaining freshness longer will give Kudler more options in catering and prepared meals (Hume, 2001). The development of new packaging materials and preservatives will also have consequences on the shelf life of foods. New packaging systems, such as using nitrogen to remove oxygen before sealing food, will keep food fresh longer. Kudler is already using various computer systems in its stores to help manage them. An enterprise resource planning (ERP) computer system such as SAP R3 would help integrate all parts of the stores and unite the data of the entire Kudler refined foods company. This would provide valuable information for management and by merging the systems of all stores they could operate more cost efficiently by centralizing more activities. Kudler's strategy at the corporate level is the concentric diversification strategy. A company that follows this strategy expands by creating or acquiring new businesses related to the company's core business (Gomez, Mejia & Balkin, 2002). Kudler Fine Foods' main business is the sale of high-quality food products. In addition to the three stores, Kudler is trying to find new ways to sell its products, such as the new catering service that is being created.