PRESENTED BY :

Aqsa kiran 63
Saba 62
Amna 41
Aqsa 39

EXECUTIVE
SUMMERY

It serves mainly chicken related items and also offers add ups to its consumers as well. More and
more Pakistanis have been opting for a healthier eating diet as a large number of them have
become more health conscious. This has opened the door for KFCs main competitors, such as
McDonalds, to come out with a new range of healthier products, allowing them to amount a
greater challenge on KFCs position as Pakistans leading fast food operator.
As a response to the advancement made by KFCs competitors in providing healthier fast food,
KFC to introduce a new set of healthier products that would be mainly targeted at health
conscious people. Its target market would largely be based on segmentation of age, where it
would be focused on customers in the age group of between 4 to 40 years old.

KENTUCKY FRIED
CHICKEN

About KFC
Food, fun & Festivity, this is what KFC is all leading the market since its inception, KFC
provides the ultimate chicken meals for a chicken loving nation. Be it colonel sanders secret
original recipe chicken or the hot & spicy version, every bite brings a yum on our face. At KFC
we can proudly say, We do chicken right.
Perfecting its secret recipe of 11 herbs and spices in 1939, KFC has come a long way. With over
10,000 outlets in the world, KFC has maintained its title, for the last 60 years, of being the
chicken Experts. Opening the first KFC outlet in Gulshan-e- Iqbal in 1997. KFC wore the title of
being the market leader in its industry. Serving delicious and hygienic food in a relaxing
environment made KFC everyones favorite. Since then, KFC has been constantly introducing
new products and opening new restaurants for its customers.
Presently KFC is branched out in eighteen major cities of Pakistan (Karachi, Lahore,
Gujranwala, Sukkur & Muree) with more than 60 outlets nation-wide.

Facts:
Apart from fulfilling our commitment of serving delicious, fresh and hygienic food and at the
same time providing our customer with the ultimate entertainment; KFC also plays in the
economics development of our country.

Presently KFC has provided to over 1200 Pakistanis, which adds up to 6000 individuals
directly dependent in KFC Pakistan.

The Government of Pakistan receives over Rs.10 million per month from KFC Pakistan
as direct taxes.

95% of all food and packing material used in KFC Pakistan is procured locally, which
sums up to a purchase of over Rs.35 million per month.

Each new outlet developed by KFC Pakistan costs approximately Rs.40 million, which is
a huge amount for our construction industry.
KFC and PakistanGrowing Together.

History of KFC

Since 1950s KFC has grown at a remarkable pace from one road side restaurant into an
internationally renowned restaurant chain and one of the largest chain of chicken
restaurants in the world. But none of this would have happened if it would not been the
hard working and persistence of one man Colonel Harland D. Sanders.

After as hot span of time, customers were turning up for food alone so he moved across
the street to a motel and 142-seater restaurant which he named Sanders Court it was
during this time that the Colonel devised his recipe for fried chicken using a secret blend
of 11 herb sand spices the same blend of recipe is still used in KFC all over the world and
is called the Original Recipe.

His restaurant became so popular the state governor made Harland Sanders a Kentucky
Colonel in honor of his fine contribution to state cuisine. The Colonel often visited
small independent restaurants to teach the owners how to prepare his unique chicken.
Colonel signs his first international franchisee in Canada. In 1969 KFC listed on New
York Stock Exchange and Colonel Buys first 100 shares.. KFC operates more than 15000
restaurants around the world today.

KFC TODAY

Today, KFC is the worlds largest and most well known chicken restaurant chain, with
more than 10,000 locations worldwide, in 78 countries. KFC and its franchisees employ
more than 200,000 people worldwide.

KFC serves more than 4.5 billion pieces of chicken annually, to approximately 7 million
customers a day, worldwide.

Our passion, as a restaurant company, is to put a YUM on people's faces around the world,
satisfying customers every time they eat our food and doing it better than any other restaurant
company.

To be the leader in western style quick service restaurants through friendly service, good quality
food and clean atmosphere

KENTUCKY FRIED CHICKEN

PHILOSOPHY
C - Cleanliness
H - Hospitality
A - Accuracy
M - Maintenance of facility
P - Product quality
S - Speed of service

CHAMPS is the philosophy to ensure that the

customer has the consistent quality
experience in every restaurant,
every day, on every occasions
and you will be playing
role in delivering
CHAMPS to our
customers.

KFC IN PAKISTAN
Presently KFC is branched out in nine major cities of Pakistan Karachi, Lahore, Rawalpindi,
Faisalabad, Multan, Peshawar, Sialkot, Hyderabad, and Islamabad with 45 outlets nation-wide.

Opening the first KFC outlet in Gulshan -e- Iqbal , Karachi in 1997, and KFC wore the title of
being the market leader in its industry. Serving delicious and hygienic food in a relaxing
environment made KFC everyones favorite. Since then, KFC has been constantly introducing
new products and opening new restaurants for its customers. In Pakistan totally Chicken buy
from Pakistani Poultry Forms, and also this Chicken is 100% Halal.

About Cupola:
Cupola is a Dubai based multinational company involved in several business including, oil gas
exploration plastic cards, retail markets and food franchising.

Cupola Pakistan :
Cupola holds the master franchise right to operate KFC in Pakistan since 1999. That was a major
difference that when Cupola takes complete operate in Pakistan there was only 5 outlets in all
over Pakistan and then now the major difference that Cupola takes 63 outlets in Pakistan.

Goals of KFC
The number one goal for any fast food franchise is to beat their competitors in terms of profit and
growth. KFC's individual aims could be as follows:

Develop Their Products

For a fast food chain to succeed they need to continue improving on their products, and in this
case it is making sure the menu changes and develops in order to attract customers. KFC have
aimed to create more variety in their menu as well as have an option for deserts. In addition, it is
assumed that they are hoping to implement a buffet option to their restaurants.

Adapting Menu to Cultures

It is important to target communities and cultures that have different food tastes, and according
to my online research, KFC are hoping to introduce the sale of macaroni and cheese and red
beans and rice in African American communities while adding fried plantains and flan to the
menu in Hispanic regions.

Expanding the Chain

In order to reach more customers, restaurants need to develop their chain in terms of location and
units. The advantage for restaurants such as KFC is that it is a fast food outlet which makes it
more accessible as opposed to an independently run restaurant. KFC will be hoping to expand
their business by opening restaurants in office buildings, airports, sports stadiums, hospitals,
universities, amusement parks as well as in mall food courts.

Objectives of KFC
1. Every organization and company has some certain goals laid down by them to
achieve to make it renown and have value added services to satisfy customers
2. Build an organization dedicated to excellence.
3. Consistently deliver superior quality and value in our products and services.
4. Maintain a commitment to innovation for continuous improvement and grow, striving
always to be the leader in the market place changes.
5. Generate consistently superior financial returns and benefits our owner and
employees

VALUES
1. Focus all our resources to our restaurant operations because that is where we serve
2.
3.
4.
5.

our customers.
Reward and respect the contributions of each individual at KFC.
Expand and update training with time and be the best we can be and more.
Be open, honest and direct in our dealings with one another.
Commit ourselves to the highest standards of personal and professional integrity at all

times.
6. Encourage new and innovative ideas because these are the key to our competitive
growth.
7. Reward results and not simple efforts.
8. Dedicate ourselves to continuous growth in sales, profit and size of organization.
9. Work as a team

HIERARCHY OF KFC
1. CEO
2. AREA MANAGER

3.
4.
5.
6.
7.
8.

OPERATION MANAGER
TERRITORY MANAGER
UNIT BUSINESS MANAGER
ASSISTANT UNIT BUSINESS MANAGER
SUPERVISOR
CREW MEMBERS

KFC DEPARTMENTS
There are five departments in the company.
1.
2.
3.
4.
5.

Marketing Department
Finance Department
Operation Department
Human Resource Department
Quality Control Department

MARKETING DEPARTMENT
Kentucky Fried Chicken captures a maximum market share. This is only due to excellent
marketing strategies adopted by the organization.
Marketing department is the main and most active department of the Kentucky Fried
Chicken it perform all the key activities of the business. The basic purpose of the marketing
department is to advertise its products in the market and keep eye on the competitors that
what they are doing. The department introduces the new policies and satisfying the
customers.
The body of the department is comprised:

Marketing Manager

Assistant Marketing Manager

Planning Manager

FINANCE DEPARTMENT

The finance department provides close support the business manager on the financial
implication of business strategies that are formulated. Regular feedback is also given to
Departmental Heads to facilitate monitoring of cost at the department level.
In KFC finance department have to prepare two major accounts:
1. Statutory Accounts
2. Management Accounts
Finally the Finance Department deals with internal and external auditors, product margins,
variable cost and fixed assets within the business as well.

OPERATION DEPARTMENT
It is very important department in the KFC. Operation manager is responsible for the
following operations and functions.
1.
2.
3.
4.
5.
6.
7.
8.

Cooking
Cleanliness
Administration of restaurant.
Complaint handling of the customers
Daily order to procurement Department
Day to day demand forecasting
Daily lectures to crew people
Trained the employees.

HRM DEPARTMENT
The aim of HRM department to provide highly qualified and competent employees to the
organization. The HRM Department performs the following functions:
1.
2.
3.
4.
5.
6.

Reviewing application form

Interviewing applicants
Inducting new employees
Appraising employees performance
Make a decision about the employees training
Provide a career advice to subordinates

QUALITY CONTROL DEPARTMENT

1. There is separate department in KFC which is responsible for the quality control. This
department satisfying the customers needs for the quality, and differentiate the
organization from the competitors and attract the large number of customers.
2. The duty of this department is check the raw material that whether it is according to
the standard or not. Department check the quality each and every step till the final
product. Because according to the Marketing Manager of KFC the early detection of
defective part of process can save the cost of further work on the product

INFORMATION TECHNOLOGY
The IT team at KFC select develops implement and maintain professional technology
solutions that support, and enable, the strategic goals of the business. The team
supports Restaurants throughout the UK with a robust and standard framework of
applications and infrastructure. The team has a passion for the provision of world
class solutions and support, from the in-store technology that enables our stores to sell
great chicken, to the timely, relevant and accurate reporting to the management team
that enable clear decisions to be made

COMPETITORS:
KFC has a head-on competition with McDonalds so wherever they place their products;
KFC goes there as well . Locally in Pakistan KFC face a close competition with the
local brands like AFC (Al-Baik Fried Chicken), Fried Chicks, etc which are producing
more or less the same product as KFC.

KFC CULTURE
1.

Big on diversity in the workplace-

2. Promotes differences in background,

3.

ethnic cultures, and values-

4. Team-oriented environment 5. Focuses on teaching everybody something new6. Promotes unity in the workplace7. Focuses on building relationships and creating diversity and commitment within the
company and amongst employees and customers

SALES PROMOTION

For sales promotion KFC has introduced different strategies such

1. Ramadan Package,
2. Birthday Package,
3. Midnight Package
.Also they have introduced goods like watches, keychain, coffee cup, T-shirt, toys etc to the
customers.

ADVERTISEMENTS
Press advertising
1.
2.
3.
4.

Jang (Karachi, Lahore & Rawalpindi):

The news (Karachi, Lahore & Rawalpindi):
Dawn (Karachi, Lahore, Rawalpindi):
Magazines

Hoardings
In addition to regular hoardings, temporary hoardings for 2-3 months have also been taken.

Commercials
Advertising on different Cable channels like Geo, Ary World, Ten Sports, Music channels,
etc and also advertising on world call Cable advertising.

PRICE
Samples of some products that KFC offers, how they set the price of aproduct
PRICING STRATEGY FOR TWISTER
Manufacturing cost RS. 225/5% marketing cost (PER UNIT) RS. 5/Total cost RS.230/15% G.S.T +15% RETAIL MARGIN RS.69/Total retail Price
RS.300/-PRICING STRATEGY FOR HOT SHOTS
Manufacturing cost RS. 117/5% marketing cost (PER UNIT) RS. 5/Total cost RS.122/-15% G.S.T +15%
RETAIL MARGIN RS.53/Total retail Price
RS.175/-

PRODUCTE DESCRIPTION
Product Description:
Core benefit
Core benefit is To Kill Hunger

Products of KFC

KFC is serving these major products in Pakistan:

Kentucky fried chicken

Zinger burger

Col. Fillet burger

Machos burger

Col. Chicken burger

KFC PRODUCTS AN PRICE LIST

Service Description:
These are the following services of KFC:
KFC offered free home delivery service at specific branches in specifics cities.
They take at 30 min for delivery and the minimum delivery order should Rs.200.
They also provided services to celebrate the birthdays of kids at their home or in KFC
restaurants.
Now recently KFC also provide services of mobile unit of KFC
KFC provides free home delivery service.
Orders are taken by the well trained staff on phone calls.
For delivery service KFC says One Call Does It All

KFC provide its customers the incentives of branded prepaid coupons of different meal combo
options.
Corporate meetings, seminars and workshops are also arranged by the organization.
Organization also arranges lunch, dinner for employees and their families at restaurant.
Outdoor catering and complete hassle-free meals also available and can be served at your
specified premises according to customer need.

CUSTOMER INTERACTION
All the KFC stores have very good customer interaction with their customers because they
know the worldwide accepted rule of B2C type of business that is
Customer is the King
So thats why they regularly get a feedback from the customer and remain be in touch with
their potential customers also.
All KFC stores are very efficient in sense of getting feedback from the customers they use
Comment Cards to get feedback about their product and services and also an information
about the customers that they use later to be in touch with their potential customers. By using
Comment Cards all the KFC stores collect information about the customers and maintain a
database using all the information. They compile that Comment Cards very carefully and
collect the information about the good and bad sides of their stores, point out them and send
that information to Head Office Karachi and higher management take decisions on the behalf
of that information collected by using Comment Cards for the betterment of KFC Pakistan.

PEST ANALYSIS

POLITICAL FACTORS
Due to political stability in Pakistan, these days all businesses are flourishing and same is the
case with KFC.
As there are huger chances of investment these days, so KFC is following GROWTH
STRATEGY all over the country and targeting 50 outlets in Pakistan, also searching place for
another KFC outlet in Multan.
But some areas like Peshawar has political unrest due to MMA and their policies are
affecting KFC being an American organization.

ECONOMICAL FACTORS
1. Socio-economic trends are mostly encouraging with increases in disposable income,
more working women, increase in hoteling and increases in tourism all positive signs
for the catering market.
2. There are also catering sectors, such as restaurants and takeaway food, which are now
a part of the regular eating habits of a majority of adults.
3. The increasing purchasing power of people is affecting KFC sales positively.
4. Taxes are regularly paid

5. In summer KFC has more sales than in other season because KFC provides a good
chilled environment and Zenzibar like restaurants charge for air conditioners.

SOCIAL FACTORS
In Pakistan KFC is playing a very active role for education sector. It has invested much for
inauguration of schools in different areas of Pakistan e.g
1.
2.
3.
4.
5.

In Karachi it as made a school for disabled children.

Also throughout Pakistan it is funding for libraries.
Donating much to NGOs for less fortunate people.
At the start of KFC in Multan a mega function with meal was given to SOS kids.
Chicky Fund Raising i.e getting second handed books etc. from different schools and
distributing them among less fortunate students is also done through different

campaigns.
6. For the most recent incident of Tsunami KFC arranged concerts in Karachi in which
singers like Ali Zafar , Hadiqa , Haroon etc. were invited and all the amount
collected from such type of concerts was donated to Tsunami victims.
7. Major events are special focus of KFC e.g Mothers day, Fathers day, Valentiness
day, Eid days etc. and they offer different packages too.
8. Self Service:

TECHNOLOGICAL FACTORS
1. KFC is going to adopt the delivery system of Pizza Hut.
2. Buying new equipments.
3. The latest tech acquired is always get approved by government.
4. KFC new UAN no. is 111-532-532
5. Each and every equipment is licensed.
6. KFC Tri-state Management uses Linux.
7. KFC Pakistan plan to become online, because the usage of internet and credit cards
increases. So people using internet can buy KFC products online, because it is a very

cheap and effective way of buy products Department of information technology of KFC
Pakistan is working on it and in future hopefully KFC stores become online.

SWOT
ANALYSIS

STRENGTHS:

1. Second best global fast food industry brand of value $6 billion.

2. Market leader in the world among companies featuring chicken as their primary
3.
4.
5.
6.

product offering.
50% of market share having around 68 outlets in Pakistan.
No core competitor in chicken serving.
Rank highest among all chicken restaurants.
Chain of all its convenience and menu verity.

WEAKNESSES:
1. Negative publicity.
2. Unhealthy food menu.
3. High employee turnover.
4. Untrustworthy suppliers.
5. Imported raw material increases cost.
6. High prices as compare to other brands may cause shift of customers to other brands

OPPURTUNITIES:
1. Increasing consumption of fast food increase the market range.
2. Can open more outlets to get maximum market.
3. Customer prefers ALL UNDER ONE ROOF so in order to increase the turnover they are
increase the number of item and add variety in menu.
4. More customers are captured by decreasing prices.
5.

Update their restaurants and balance menu.

6.

Increase delivery service and customer focus.

THREATS:

1. Law suits against KFC.

2. Increase trend of healthier food.
3. Introduce new products only in chicken range.
4. Currency fluctuations.
5. Competitors are strong like McDonalds, subway etc.

6. Sales tax increase from 15% to 21% has increased the product prices.

ADVANTAGE OF KFC GOOD LAYOUT:

1.
2.
3.
4.
5.
6.
7.
8.
9.

Reduces bottlenecks in moving people or material.

Minimizes materials-handling costs.
Reduces hazards to personnel.
Utilizes labor efficiently.
Increases morale.
Utilizes available space effectively and efficiently.
Provides flexibility.
Provides ease of supervision.
Facilitates coordination and face-to-face communication where appropriate

KFCS KEY SUCCESS FACTORS AND LIMITATIONS

Key successful factors related to the product:

These are the key successful factors of the product:

1. Quality
2. Service
3. Pricing
4. Cleanliness
5. Satisfying Customer Needs,
6. Taste Of Food
7. Public Relation,
8. Products,
9. Innovation
10. Style Of Store.

Success Factors:
1. In sum, the success of the KFC brand will depend on its ability to:
2. Develop brand equity in new markets and sustain a differentiated brand in existing
markets
3. Develop and sustain healthy relationships with franchisees and other stake holders
4. Provide an infrastructure that is flexible enough to adapt to local markets under the
umbrella brand
5. Ensure the integrity of supply and distribution networks in the face of international
variances, environmental crises and intensifying ethical concerns.

KFCs TEAMS
KFC believe in building a team of people with different back grounds, distinct experiences and
unique point of view. So that the organization can better understand how to exceed the
expectations of every one to whom they work with. One of the team member told that as a team
member KFC is tough. It requires quite a bit of patience. Gaining seniority it became better. I had
learned all that I put to gain all the hours I did really enjoy the people I worked with, but I always
maintain a professional attitude. Work is organized around teams rather than individuals. Teams
are more beneficial in KFC.
1. In KFC teams are made according to the functions and abilities of team members.
2. Teams are assign roles according to their specialization, abilities and skills.
3. In teams employees independently define their work, exercise discretion and take
4.
5.
6.
7.

initiative in their day to day activities.

Brain storming sessions are arranged by top management.
Climate of trust and collaboration exists between employees.
Electronic meetings for the decision making is adopted usually in KFC
In team members can make decisions and resolve issues based on the good of the
organization.

8. Conflicts are managed by communication

LIMITATIONS OF KFC/HURDLES THAT FACE KFC:

Occupies a strategic problem:

KFC occupies a strategic position in market. It is a profitable business with maximum return.
However, the entire positioning is based upon one signal secret
Limited verity of menu items:

KFC tries to project an image of chicken expert in the fast food industry for differentiating its
products with other competitors. As one of the keys competitors McDonalds also chicken
products. It is obvious that the competitive advantage. The limited menu may be one of the
main issues for KFC .lack of verity of menu items. Consumers may not be attracted for
consumptions.
Lack of the communication between meeting and operations:
According to the KFC stuff, they mentioned that there is lack of communication between
marketing department and operation of KFC. Marketing department may not give the detail
of new promotion and new products of KFC operations or not clearly
Lack of communication channel for customers:
The mission of KFC is people be the first, customer be focus. It is found that KFC did not
take approach on listening to customers and employees. There no systematic customer survey
for its product and services.

LEADERSHIP

MOTIVATIONAL TECHNIQUES
Motivational techniques are used to increase productivity of KFC. For this KFC employees are
of vital importance. They strongly believe in maintaining a stress less, friendly and encouraging
environment within the KFC. For keeping their employees motivated KFC keeps balanced
working conditions.
1. All employees regardless of their backgrounds, religions and gender are given equal
opportunity to work.
2. Other than this work life balance attitude is adapted by the KFC.
3. Understanding the employees problems and deal with them according to declared
4.
5.
6.
7.

mandatory.
Employees are appreciated and encouraged.
Benefits and incentives are offered to employees on performing well.
Gifts are given on Eid and other occasions.
Within KFC parties and celebrations are held to acknowledge the employees.

8. Employees are taken out on picnics to give them a break from monotonous routine.
It is basically the friendly and encouraging environment that has no discrimination and the
feeling of being an important part of the KFC that motivates them to work harder.

HOW THEY CREATE LEADERS?

Members of the KFC management at all levels are more concerned with continuously adding
value to the KFC. This can only be done with a high involvement of each employee and a
common mindset to results. Contributing to results through project work and special goals
become more frequent to contribute to wider team performance.
In addition to professional skills, practical experience and results focus:
1. Personal commitment and courage. This includes the capacity and the willingness to
take initiatives and risks as well as to maintain pressures.
2. Ability to motivate and to develop people, addressing all those issues that allow
others to progress in their work and to develop their capabilities.
3. Curiosity and open mindedness as well as a high level of interest in other cultures and
4.
5.
6.
7.

life styles.
Sharing knowledge and ideas freely with others.
Ability to create a climate of innovation and to think outside the box.
Willingness to accept change and ability to manage it.
Credibility as a result of coherent action, leadership and achievement.

STEVIE AWARD 2009

New York, U.S.A. September 14, 2009 Cupola Pakistan has won its second consecutive
International Stevie Award for Pakistan in the Sixth Annual International Business Awards
ceremony held in New York. The International Business Awards is regarded as The Business
Oscars And is the only global, business awards program honoring extra ordinary
performances of corporations in the various business initiatives.
Members of the Awards' Board of Distinguished Judges & Advisors selected International
Stevie winners among the Finalists, which drawn in from more than 1,700 entries from more
than 40 countries by volunteered judges around the world during two months of preliminary
judging.

The Stevie International Business Awards recognized Cupola Pakistan for KFCs Unity
Drive A Platform for Hope & Solidarity, in the category of Marketing Campaign of
the Year. Mr. Muhammad Fuad Hameed, Marketing Manager, was present to receive the
award at the ceremony.
KFC Pakistan has won this prestigious award for the second year running and has done so
promoting a message that is very near and dear to our hearts. Providing hope and a means to
project the thoughts and impressions of our patrons is something we consider very important.
To see other responsive companies follow suit is testimony to KFCs achievements, says
Rafiq Rangoonwala, the CEO of Cupola Pakistan Ltd. Under his leadership and vision KFC
Pakistan had won this prestigious award for the second consecutive year after being
recognized last year for its Corporate Social Responsibility initiative operating three Hearing
and Speech Impaired special restaurants in Pakistan.
Cupola has been at the forefront of such initiatives that nurture on the essence of fellowship
and togetherness among the people of Pakistan, acting as the link between people, ideologies
and actions
KFCs Unity Drive had a simple but essential message and objective. To bring together the
people of Pakistan by promoting, in the words of our founder, Unity, Faith & Discipline. In
a time of uncertainty and fear, KFC rose to the occasion and built a platform of solidarity and
togetherness for the people of Pakistan. The campaign proved to be a successful initiative in
not just providing hope for our patrons, but also allowed KFC Pakistan to take an effective
step forward during tough times and entrust other responsive companies to act in a similar
manner. Mr. Fuad Hameed, echoed this notion This initiative has allowed KFC to take a
stand in the community and provide hope for people, our responsiveness has been a model
for others to follow and learn from. This international recognition further exemplifies our
achievement

BIG LEAP AWARD

Big Leap Another Feather in KFC Pakistans Hat
Mr. Rafiq Rangoon wala, CEO Cupola Pakistan, was recently the recipient of the Big Leap
Forward Award.
KFC Pakistan was honored to receive the award among 100 countries and 800 participants. The
award was presented to Mr. Rangoon wala by Mr. Graham Allan, President, YUM Restaurants
International at a recent conference in Prague, Czech Republic

The main three reasons why KFC stands out as our favorite fast food restaurant is because of the
service provided, the affordable prices, and of course the great quality food. KFC has always
maintained an old age feel and it is apparent because they still use the original recipe. Also, there
are many KFCs around the world and I have been to one in South Korea and it was the same if
not better quality than the establishments stateside. KFC has brought my family together many
nights and I have always viewed it as one of the best suppliers of fresh flavorful chicken which is
the reason why in my opinion it is the best fast food chain
1. KFC is providing employment to 1200 Pakistanis which adds up to 6000 Pakistanis
directly dependant on KFC.
2. KFC paying Rs.10 million to Govt. of Pakistan as direct taxes.
3. 95% of its food and packing material is used in KFC Pakistan is produced locally
which sums up to purchase of 35 million per month.
4. Each new outlet developed by KFC Pakistan spends 40 million rupees thats a
massive amount for this industry.

RECOMMENDATIONS
1. The HR department of KFC is definitely doing its job well as according to Kufahl &
Agoglia (2003), the company has the lowest turnover rate in the fast food industry.
However, when a company reaches the pinnacle of success with regards to any aspect, it
has to try even harder to stay there and maintain its position. Hence, KFC should try to
keep up the good work and maintain the level of commendable workforce development
practices.
i. KFC is American firm so it can face sensitivity in this case. Because of
rude American attitude towards Muslims countries, people can reject
them.
ii. They should start some activities that help them in turning their antiIslamic image in the minds of their target customers.
iii. The website of KFC is not well developed so sophisticated information
and well designed data is not available on the net, as mentioned above the

I.T. department of KFC Pakistan has a close look on this area so it is good
sign for the internet users to buy online and get information they need.

2. Music selection is good but usually they keep music volume so high that it starts
interrupting entertainment. They also do not change music on customer choice.
Counter service system is acceptable in USA but not in Europe and Asia. In
Multan, KFC stand as trend setter (due to no competition) so this factor does not

do any harm to their profit but it is disliked by 5% people.

Their pricing strategy is out of vision. They charge Rs.105, Rs.135 etc figures. It
is a blunder from the side of marketer that if customer is willing to pay or can pay
more and marketer is charging them less. So they are blowing high % of revenue

in air just because of fake pricing strategy.

As KFC stands in STAR position in portfolio matrix so they should adopt stability
strategy at least for some period of time but still they are adopting further growth
strategy and increasing their level of operations so the same case can happen with
KFC which happened to MC Donalds.