Sheng Siong Essay

FAIR selling price with quality service - that's the organization philosophy driving the Sheng Siong superstore chain.

'We differentiate themselves from our opponents not only by offering fairly charged goods nevertheless also superb service. That way, we offer authentic value for money, ' managing representative Lim Hock Chee stated in a the latest interview.

This kind of a strategy has helped the business grow into a supermarket chain with seventeen stores islandwide and headcount of over 2, 1000. Sales in the Ang Mo Kio outlet average $60, 000 daily - a far cry from the $3, 000 daily takings the moment Sheng Siong opened it is first supply shop right now there some twenty one years ago.

Recently, the family run a farm building in Punggol that offered fresh pig to a neighborhood market, which will later closed down because of financial problems. 'That's when we decided to wide open the Sheng Siong dotacion shop, ' Mr Lim told BT.

Back then, while Mr Lim and his brothers - Hock Eng and Hock Leng - experienced no encounter in operating a provision shop, the relatives hired a skilled staff to oversee the purchasing of non-poultry products, while the siblings focused on the purchase and sales of fresh poultry.

" Sheng Siong pays out 60 per cent of the chain's profits because staff bonuses. "

'In the early days and nights, business cost was a significant consideration, therefore we employed only about four workers, while using other staff largely made up of family members. ' Today, it truly is paying about $30, 000 in month to month rental for its 14, 000 sq foot supermarket in Ang Mo Kio.

Then simply in 1988, the brothers opened a second dotacion shop in Bedok, over 14, 500 sq foot, followed by a 3rd in Marsiling Road some nine years later. Product sales at equally outlets eventually grew to over $50, 000 daily. Sparked by its success, Sheng Siong then proceeded a rapid enlargement trail, opening some 14 new outlets between 1999 and 2006, the biggest being the one for Tekka Shopping mall with a floor area of 70, 000 sq feet.

According to Mr Lim, staff welfare is very important as the organization is very much service-driven....



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