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The role of personnal selling in KFC - Essay Example

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KFC Corporation, with headquarters in Louisville, Kentucky is globally the most popular chicken restaurant chain, catering to more than a billion of the Colonel’s “finger lickin’ good” chicken per year in more than 80 countries around the world (KFC 2009). With above…
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Download file to see previous pages KFC came to Singapore in 1977 with its first outlet on Somerset Road. It took the firm 30 years, to establish over 70 outlets which signify the popularity of the chain (KFC 2009). KFCs menu includes Original Recipe chicken – having the same exuberating recipe Colonel Harland Sanders created more than a half-century ago. Customers around the world also enjoy a variety of more than 300 other products – like the Shrooms Burger in Singapore (KFC 2009).
KFC Singapore’s performance in 2007 was at its peak. The sales climbed 3.0% to RM280.2 million from RM272.0 million in 2006; while profit before tax augmented 12.3% to RM10.1 million from RM9.0 million the year before (QSRbrands 2007). KFC Singapore attained these record sales with their varied deals throughout the year year. In March, KFC Singapore used its energetic 30th Anniversary media campaign to introduce the new KFC logo, uniform and packing. KFC Singapore also coupled this with their toasted range with Cheesy BBQ Meltz in April the same year. By the end of the year, KFC Singapore had 69 stores, with four new restaurants, five repositioned and eight closures (QSRbrands 2007).
But due to the global crunch, sales are declining overall. New ideas and menu items are needed at for the business to keep up with its performance in 2007 (Uniquely Singapore 2009). Moreover cost effective methods of marketing products have to be utilized like personal selling to boost the sales graph which is now taking a downward trend.
Technology -Technology plays an eminent role in the growth of an economy. Singapore has the largest and most IT-savvy Port in the world which enables businesses to have efficiency in the supply chain (Field 2002). The country has a very sophisticated telecommunications infrastructure which gives the opportunity to reach new customers and keep a closer check on their preferences (Field 2002).
Economic - Singapore is considered as one of the best economies for ...Download file to see next pagesRead More
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