Situational Analysis

• History 1947

• Population 165,803,560( July 2006)

• 15-64 years 56.9%

• Population 2.09%
Growth Rate
 Economic Overview
• GDP (ppp) $427.3 billion
• GDP ( pc) $2,600
• Labor force 48.29 million
• Unemployment Rate 6.5%
• Below poverty line: 24%
• Inflation rate 7.9%
• Exchange rates Rs. per $ - 60.5
 Quick Service Restaurant
An Innovative Idea of Self Service

Specialty in Fried Chicken

K
Delight ness not just satisfaction
S
Secret Recipe of 11 Herbs and Spices

F
Devotion Dedication Commitment

Same Quality Standards all over the world

Strong Background in Franchising

 Summary SWOT Table

Strengths   Weaknesses  
Uniqueness in fried chicken 50 Location -12
Same quality standards 50 Finance -10
Customer Delight ness 36 Politic approach -10
Quality and superior services 28 Economical -10
Innovative ideas 24  conditions  
Strong background in 21    
 franchising      
Opportunities   Threats  
Strong position 36 Bird flue -40
Health consciousness 35 Halal-Haram -40
    Local franchise -14
    dispute
   
 PEST ANALYSIS
Political Islamic hardliners

Economical Most suitable place for foreign investment

Social Great variation in Tastes

Technology Great advancement in introducing technologies

 
ENTRY THREATS
COMPETITION
 
-Lower overhead costs
-Low Entry Barriers
-Secondary competitors stronger than
-Great competition expected in near future
primary
-Flexible Government Policies
   

SUPPLIER POWER
-Single supplier
-Low volume of suppliers
 
 
SUBSTITUTION THREAT
-Low priced/low quality food
KFC
BUYER POWER
-Different Tastes of people
-Strong local food restaurants
-Price rates do matter
-Low brand loyalty
 

-Lesser number of MNC’s

-MNC’s hesitant to risks
 
 
 Problem Statement
• To know the customer preferences in order
to evaluate KFC’s competency and
efficiency, to know their perceptions about
KFC and to transform Negative perceptions
into Positive trough our proficiency.
 GOALS
• To make KFC the ultimate choice of Quick
Service Restaurant in Pakistan

• To establish KFC as the “Chicken experts”

• For families to share a fun, informal and

thoroughly satisfying eating experience with
excellence in service

• To maintain KFC’s position as the market

leader.”
 Objectives
• To provide the best quality food with different
tastes and non-traditional recipes
• To provide a family and comfortable environment
so that the customer feel delight ness
• To pen franchises all over the country and to
increase the number of our customers
• To set a non-traditional trend in food serving
restaurants