swot analysis

1. SME Fri chicks
Group members
Roll no Name
12-036 Naoman Razzaq
12-044 Niaz Ahmad
12-037 Asma Sumaiya
12-034 Khadija tul Kubra
12-052 Fatima Nawaz
12-101 Saba Rafiq

2. SWOT WORK SHEET OPPORTUNITIES
OPPORTUNITIES Priority
 Market is vast they have opportunity to open
branch in other city or country
 They have opportunity to provide drive
through facility to their customer because in
Sargodha no one provide such facility to their
customer
 They have opportunity to open joy land in
their building
 They have opportunity to increase their menu
list or introduce new product for their
customer like tea etc
 Frichicks offers healthy products with
nutrition information printed on all packaging
are a great opportunity.
 It can open up online services for their
customers so that they can easily order their
desired meals sitting at home
 Discount given on every food item may help
them to gain more customer
 It won’t be a bad idea if they introduce food
item for breakfast
 If frichicks work for social benefit to the
people around then they will obtain more

3. reputation or good will.
SWOT WORK SHEET STRENGTHS
STRENGTHS Priority
 Frichicks have a high quality product
 Best location because it’s near to university of
Sargodha and at link road
 Team work
 Frichicks obtained maximum capacity of
production.
 They provide hygienic food.
 They build strong customer relationship.
 They have enough finance to settle down any
type of problem occur during business.
 They have Brand image in their customer
mind.
 Clean environment and play areas for children
where they can enjoy their time.

4. SWOT WORK SHEET WEAKNESSES
WEAKNESSES Priority
 Limited promotion adds
 Branch manager bounded for head quarter
policies
 Buy one and get one offer is not provided in
any event
 They can’t provide any type of discount to
their customer
 They have no enough parking space
 They have no enough space for their customer
on special days or event.
 They giving low salary and no incentive to
those employees who work in lobbies. There
for their employee turnover ratio is high
 They have self service
 They take late decision
 They charge high price for their product
 They targeted upper class
 They have no wash room for their customer
 It is noticed that frichicks disrupts the local
eating habit especially in younger generation.
 they have not launch any product for kids

5. SWOT WORK SHEET THREATS
THREATS Priority
 Frichicks have major threat from KFC because
KFC have a international brand if they will
give packages or discount to their customer
then frichicks sale will be reduced.
 Entrance of new competitor into the market
like MacDonald’s
 They have threat from Health-conscious
person to move their competitors
 Changing customer preferences
 Economic instability

6. Case study of fast food Frichicks
Fast food is the term given to food that can be prepared and served very
quickly, while any meal with low preparation time can be considered to be
fast food.Franchise operations which are part of restaurant chains have
standardized foodstuffsshipped to each restaurant from central locations
for example like KFC, McDonald, Fri chicks, and Burger King and so on.
The capital requirements involved in opening up a fast food restaurant are
relatively low.
Smaller, individually-owned fast food restaurants are becoming much more
commonthroughout the world. Fast food has becomeone of the fastest-
growing segments of the hotel and catering industry. This growth has not
only been fuelled by consumer demand,but also through the expansion of
the supply base.
Fast-food menus have been limited in breadth and depth of product mix, as
the market has matured.
In 2003 frichicks remained in the fast food restaurant chain, and famous
largest chain. Frichicks opened 21 branches in Pakistan and also operating
in Italy and Dubai.
Sargodha Fri chicks branch was established by Mr. Irfan who have done
M.sc and also a software engineering with his friend. Open a branch in
Sargodha at 23rd October2008 with a huge investment of Rs 5 billion. This
branch is situated at best place of Sargodha. In Sargodha branch three
departments is working first one is productionarea, cash counter and third
one is customersitting area. Their main products are Pizza, Burger, Fri

7. chicken, salad and ice cream. Their targeted market is students and upper
class.
However the most critical or major issue of this case in the future will be
their ability to handle changes. Their system is older in term of facilities and
productform and their attitudes still don’t reflectthe realities of their
changing business environment.
One of the great challenges at frichicks is that there is a lot that needs
fixing and the toughest challenge is that they have to stay focused
Frichicks fast food restaurant had also succeededin establishing a number
of franchises in Pakistan, as concerned with Sargodha frichicks franchise
had raised to over 2.50 lacks sale on average.
In frichicks consumer began to demand healthier food and frichicks was
faced with a limited menu consisting mainly of fried food,in order to reduce
frichicks image as a fried chicken chain it change its menu and add salad in
addition. The increased popularity of healthier food and consumer
increasing demand for better variety led to a number of changes in frichicks
menu offering.
Sargodha frichicks is on its maturity stage, frichicks products have survived
the earlier stages. Sargodha Frichicks early entry in to the fast food
industry in October2008 and had allowed it to strong brand name
recognition and a strong foothold in the industry.
However frichicks significant parking problem will probably push their
customeraway from them, thus frichicks must have to imply ways on how
to meettheir customerexpectation .Frichicks ought to think that customer
goes to their establishmentnot just because of their productbut also their
service because nothing bits a quality service.

8. We analyses the main problem in this branch space area for customerand
parking because on the weekend and specialdays or events people move
rashly to these areas. The 480 people enjoy their meal at time. This space
is not enough for their customer.Other problem is parking area all the
customervehicles are park on the road due to this road is jam and chance
of accidents has been occurred.We give a suggestionfor both problems
first one to build two more halls on their current building through this they
can solve the sitting problem for their customer. Through this many
customerenjoy their meal without any problem.And for parking they can
purchase the vacant space left side of their building.