KFC has decided to target the north eastern region of Thailand. Yum Restaurants International Thailand, which operates KFC in the country, recently set up a regional office in Nakhon Ratchasima to try to connect with Isan customers and learn about tastes of consumers in that part of the country. As a result of the company’s consultation with its customers local store marketing has became an important strategy and so KFC has started to decentralise its operational structure to help regional managers to understand local customers better. The new management system has been adopted from KFC China.
Planet Retail, April 23, 2007.
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