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------------------------------------------------------------------------------------------Table of Contents Chapter 1 3 INTRODUCTION 3 1.1 Company History 3
1.2 Branches In Pakistan 3 1.3 Vision & Mission 8 1.4 Products 9 1.5
Organizational Hierarchy 10 1.6 Marketing Techniques 11 1.7 Human
Resource Policies 15 CHAPTER 2 19 RESEARCH METHODOLOGY 19 2.1
Type of Research Selected 19 2.2 Instrument of Research 19 2.3 Data
Collection 20 2.4 Sample Size of Study 20 CHAPTER 3 21 Findings 21
3.1 Findings Regarding Gender 21 3.2
Findings Regarding Age 22 3.3 Findings for Regular Customers 23 3.4
Findings of Preference 24 3.5 Findings Related to Know about Fat
Burger 25 3.6 Findings regarding Advertisement 26 3.7 Findings
regarding Marketing Strategy 27 3.8 SWOT Analysis 28 Chapter 4 30
Learning In Fat Burger 30 4.1 Description of Departments worked in 30
4.2
Assigned Tasks 33 Chapter 5 36 Conclusion 36 Chapter 6 37
Recommendations 37 Chapter 7 38 References 38 Chapter 1
INTRODUCTION Company History Fat burger was founded by Lovie
Yancey in the South LA neighborhood of Exposition Park in Los Angeles,
California in 1947. It was originally named "Mr.Fat burger" (on behalf of
Lovies boyfriend), until the Mr. was removed by Yancey in 1952.
At that time, she bought out her start-up partners and retained sole
ownership of the Fat burger brand until 1990, keeping and operating
the original store on Western Avenue and the La Cienega Boulevard
store (La Cienega/San Vicente) for herself. The original Fat burger
location was renowned for attracting an eclectic mix of food lovers
from various backgrounds.

Many noting the humorous and down-home conversations between the

cooks, the servers and the locals to be just as an iconic experience as
the food itself. The franchise was a particular local favorite due to the
restaurant keeping late-night hours. Fat burger remained mostly a
California chain until the late 1990s, when it began an expansion in
North America.
On August 15, 2003, Fog Cutter Capital Group completed a $7 million
investment and financing package for the company. Fat burger
operates or franchises over 150 Fatburger restaurants worldwide with
over 300 more planned for future development. For several months in
2006, the company was barred from selling additional franchises in
California.
In 2008, Fat burger opened its first restaurant in a sports stadium, the
Arizona Diamondbacks' Chase Field . Fat burger also opened its first
location in the Dubai, U.A.E., (today there are eight). There are also Fat
burger eateries in Beijing, PR China. In January 2013, Fat burger
opened its first branch in Karachi, Pakistan.
Owing to the success of the burgers and positive response in Pakistan,
Fat burger opened its biggest flagship outlet globally on June, 2013 in
Lahore, Fat Burger also acquired the rights of Buffalos Caffe
(International Chain) and recently signed the another franchise (Texas
Chicken) for Pakistan 1.2 Branches In Pakistan Fat Burger has more
than 200+ locations around the world.
In which includes United States, China, Saudi Arabia, Bahrain,
Malaysia, the United Kingdom, Fiji, Indonesia, Iraq, India, the United
Arab Emirates, Kuwait, Tunisia, Macau, Pakistan, Oman, Panama,
Singapore, Canada, Philippines (Coming Soon), Mexico (Coming Soon)
and Qatar. In Pakistan Fat Burger located in 3 Big Cities of Pakistan,
which includes Lahore, Karachi & Islamabad. Lahore: 6 C-2, M.M
Alam Road,Near Hussain Chowk, Lahore, Pakistan Ph: +92-4235756592-96, Fax: +92-42-35756550 / Another Branch In Lahore is
located in DHA Building # 40, Z-Block Commercial Market,Phase III,
Lahore, Pakistan Ph: +042-35692809 / ISLAMABAD: 4th Floor
Centaurus Mall,Islamabad, Pakistan Ph: +92-51-2701433-34 / KARACHI:
International R 2, 2nd Floor, Plot No. HC-3, Block 4 Scheme 5, Dolmen
City Clifton, Karachi. Ph: +92-21-35296055-56 / / 1.3 Vision & Mission
1.3.1
Vision To be Most Profitable Quick Service Restaurant Business,
through a strong Franchise system and serving the best burgers in the

world 1.3.2 Mission The mission of Fat burger is to provide its

customers with high quality food. The market segment consists of
consumers looking for fresh, lean, and customizable burgers.
By focusing on Fat burgers uniqueness it attract more customers into
the restaurants. By consolidating the menu and strategically
implementing promotional strategies, we will be able to enhance and
rebrand the corporate image of Fat burger. / 1.4 Products Products and
Menu of Fat Burger / Above picture shows product and price of the
products Fat Burger is delivering to its customers 1.5
Organizational Hierarchy / 1.6 Marketing Techniques 1.6.1 Market
Information System: Fat burger imbed MIS in every advertisement in
order to constantly monitor the success of their marketing efforts. Fat
burger monitor trends in the fast casual and quick service restaurant
industries.
Having the current market information allow Fat burger to adjust their
strategies and plans. Fat burger conduct focus groups to clearly define
the need. 1.6.2 Promotions: Another technique used by Fat Burger is to
do extensive advertisements and offer new deals on every occasion in
Pakistan and Facilitate its customers. Fatburgers social media
presence, enhance their corporate image and attract a wide array of
consumers.
Fatburger offers promotions such as liking Fatburgers page on
Facebook, consumers are motivated to walk into their restaurants. This
marketing strategy comes at little to no cost to Fatburger, but is one of
the most powerful and effective means of promotion in todays society.
Following are the promotions and advertisements in Pakistan by Fat
Burger In Ramadan Fat Burger Promo: / New Deal on 14th August /
Promotion on UBL Card Holder person (As it give 30 % off if you buy
this deal through UBL card) / Facebook Page / Twitter Page / The
Advertise in Cinemas of Pakistan like in Cinestar, Cinepax e.t.c
during Break of Movie and also advertise on Boards in different areas
of Pakistan as you can see in images below / / 1.6.3 Target Marketing
The rapid rate at which the fast food industry continues to add outlets
is as much a reflection of consumer demand for convenience as it is a
reflection of demand for fast food itself. Expanding the number of
outlets increases accessibility, thus making it more convenient for
consumers to purchase fast food.
The list of main Target Clients is given below Childers Teenagers
Youngest Old citizen Families Schools Corporate Companies FMCG
Companies 1.7 Human Resource Policies The existence of a Human

Resources Department is vital to overall productivity and efficiency of

the strong workforce in any thriving company. In most professional
organizations, the role of the Human Resources Department is not
sidelined or eclipsed by other departments.
In fact, good human resources can be one of the most valued and
respected departments in an organization; their job is people, and
people are the company's most important asset. The Human Resources
Department has a wide variety of tasks in the organization for
instance: Staff records such as time and attendance records, progress
reports and academic qualifications.
Manpower/Resource planning which ensures the work-force is in the
required place, at the required time, in sufficient numbers and with
appropriate skills. Recruitment and selection. socialization Staff
training. Wages and salaries. Compensation and benefits Staff welfare.
Staff development, personal goals and progress. At FatBurger, the
functions that the Human Resource Department performs are the same
as listed above.
Some of the other roles that it plays are: Creating liaison with
universities so as to increase its recruitment pool. Performance
Appraisal of the staff. Employee Orientation. Facilitating and guiding
the employees in benefits offered by the company Maintaining leave
records of all employees including the Restaurant Support Center Staff
(RSC Staff) along with the operational staff of the restaurants.
Maintaining CV data bank Making Payroll.
Maintaining bank account records of all employees for the ease of
salarytransfer. Drafting Policies The Human Resource Department has a
prime responsibility of hiring new employees for the company. For this
purpose, the HR Department keeps a record of resumes of different
people so that at the time of need, individuals can be called upon for
interview for the post. All the other departments when require
someone for their department either an employee or an internee, they
contacts the HR Department. 1.7.1
Hiring Process The department calls individuals for a test which is
designed by the department. If the person clears that test, he/she is
called for the first interview which is conducted by the HR Department.
If the person clears the first interview, he/she is called for a second
interview that has a panel of the HR person and a representative of the
concerned department.
If the hiring is for restaurant staff, the Territory Manager sits in the
panel of interviewers along with the HR person. If the individual passes

this second interview, he/she is offered the job The second function is
of the Orientation of the newly hired employee(s). In the orientation
session, the HR Department gives the overview of the company.
Furthermore, orientation of all departments is given along with the
benefits the employee would get and how the employee is entitled for
the benefits and which benefits. Along with the orientation, the
employees are given an Employee Handbook that gives a brief of the
policies and procedures of the company. Things like allocation of
employee number & issuance of company identity card, information on
probationary period, employee discount, car pool policy, detail of all
types of leaves and the procedure to avail them and details of all
benefits are stated along with the policy of discipline and the dress
code is also mentioned in it. 1.7.2 Compensation & Benefits A major
function of HR Department is to compensate the employees for the
effort they put in their jobs.
The HR Department makes the payroll of the entire staff which is then
sent to Karachi from where the Salaries are sent to North and then
they are dispatched by the HR Department to all the staff. Along with
the basic salary, some of the benefits that FatBurger offers to its
employees are: Medical Outpatient and Hospitalization: If the
employee is sick and gets medical examination, the consultation
charges, expenses on medicines and tests are bared by the company.
The range depends from group to group.
And this facility is not just for the employee him/herself but also for the
employees parents, spouse and children. Employees are entitled to
different types of leaves like: Sick Leaves Casual Leaves Paid Leaves
Leave without Pay Maternity Leave Provident Fund Leave Fare
Assistance EFU Family and Accidental Life Insurance Employee Old Age
Benefit (EOBI) Social Securit y Fund (PESSI) (Amounts of all these
benefits vary from group to group).
The Other Benefits include: Discounts to Employees Company Car Pool
1.7.3 Training Process in Fat Burger Training is another major function
that the HR Department is performing. For this purpose, there is a
trainer who trains the staff and not only the restaurant staff
(operations) but also counseling of the RSC Staff (corporate staff) is
catered by the trainer. The Training Department has its own hierarchy.
Evaluation The Training Department trains the Restaurant Managers on
the operational training and then it becomes the responsibility of the
Restaurant Managers to train the Training Managers while the feedback
is being sent directly to the Training Department. The trainings are of
two t ypes, one is the practical training or kitchen based training,

training of cash, supply and lobby while the other type of training is on
the soft skills of the employees. Employees are trained on How We
Work Together (H.W.W.T.), ON Food Safety and Hygiene, Cleanliness,
Hospitality, Accuracy, Maintenance, Product Quality and Speed of
Service and STAR (Store Training and Rating) Certifications that are of
the Team Members. Furthermore, there are several tests for the Trainee
Team Members and Shift Supervisors that are conducted by the
Training Department.
These are designed by the Training Department while the UBM takes
them on which the employees are evaluated and promoted thereafter.
Every employee comes on a probation of 3 months after which he
becomes a confirm employee. The tests include: 1) Orientation Service
Module (OSM): In this the team members are taken to a visit of the
Bakery, Warehouse, Cold Storage etc and an orientation is given after
which a test is given. 2) Food Service Module (FSM): In which all
kitchen based aspects are covered.
3) Customer Service Module (CSM): Covering the Cash, Supply and
Lobby aspects. These modules are provided to the team and then the
employee (operational staff) is put to test. If he clears it, he is eligible
for promotion and if the UBM feels that the person is fit for promotion,
he is promoted.
All these tests and activities are the responsibility of the Training
Department and are undertaken under the direct supervision of the
trainer. The Training Department also conducts several seminars and
lecture sessions for the operational staff. Several activities are also
conducted for the same purpose, to train the staff. CHAPTER 2
RESEARCH METHODOLOGY 2.1
Type of Research Selected I select exploratory research because it is an
important part of any marketing and business strategy. Its focus is on
discovery of ideas and insights as opposed to collecting statistically
accurate data. That is why exploratory research is best suited as a
beginning of total research plan.
It helps me in to find company issues, areas for potential growth,
alternative course action, and prioritizing areas that require statistical
research. 2.2 Instrument of Research In exploratory research I use
open-ended questionnaire for research.my questionnaire is as follows:
QUESTIONAIRE Name: _________________________________________________
Gender: Male Female Age:
____________________________________________________ Phone Number:
___________________________________________ Email:
______________________________________________________ Are you a regular

customer of Fat Burger? Yes No Why You Prefer Fat Burger ? Taste
Environment Brand Loyalty How do you Know about this Branch ?
Advertisement By a Friend By Social Media Do you Considered that
Advertisement is an important factor to gain customers? Yes No
Evaluate the importance of Advertisement strategy for any business?
Most Important Important Extremely not Important Dont Know Not
Important 2.3 Data Collection I collect data from M.M
Alam road Branch of Fat Burger because I did internship in this Branch
and collect data in form of questionnaire from customers of Fat burger.
2.4 Sample Size of Study My sample size for this study is 300 people,
From which 52% Males and 48% Females respond to my questionnaire.
CHAPTER 3 Findings 3.1 Findings Regarding Gender Gender

Findings of Preference Why do you prefer Fat Burger ?

Few people give answer that because of its Environment and Brand
Loyalty they prefer Fat Burger. Taste is one of the main factor that Fat
Burger is successful in every country. 3.5 Findings Related to Know
about Fat Burger How would you know about this branch of Fat
Burger ?

Strengths Strengths are basically the competitive edge It is a Multi

National Corporation which itself gives it an advantage over other fast
food chains of Pakistan. Due to this advantage FB has goodwill in the
market. FB has its own unique taste. It has kept the local taste in mind
and has developed its products according to this need of the market.
FB is the market leader in providing fried chicken.
It penetrated the market at the time when there was no other
company/restaurant serving such food product. FB holds the posi tion
of being the Beef expert Consumer loyalty: Consumers of FB are very
loyal to it. FB serves variety of items under single roof. 3.8.2
Weaknesses Restaurant locations of FB as compared to other
restaurants like McDonalds are not very appropriate.
Not very attractive ambiance of restaurant: The color FB has of its
interior is not very bright like that of McDonalds or Pizza Hut or KFC
and can be considered as a weak point in attracting customers. No
extensive marketing campaigns (advertisements): FB only has below
the line promotion campaigns with flex, newspaper ads and billboards
while no or very less above the line promotion e.g. television
commercials. Poor management in a few outlets: The speed of service

at a very few locations is not fast.

The customer has to wait for a long time on the cash counter to get
his/her order. Fluctuation in quality: At times the food quality is perfect
but on the other hand, at times the quality is not up to the mark. Either
the bun is not fresh or the chicken has problems in cooking.
Consistency is key here and requires improvement 3.8.3
Opportunities Expansion to other cities of Pakistan: Currently they have
only 5 outlets and they have a lot of margin of growth with existing and
upcoming brand Increased menu: Even more variety can be added to
the menu. Cheap and easy availability of labor: The production process
(i.e. food preparation) does not require expertise and all training is
provided by Facebook.
This provides a great opportunity to use the labor resource cheaply and
increase company profits. Increased consumption of fast food has
increased the market size: This can earn FB more profits and market
share. Discount deals on special occasions can increase the customer
base even more. FB can even introduce toys in its meals for kids like
McDonalds 3.8.4
Threats New competitor in market e.g. Hardees and Burger King can
come as a threat to FB not just in terms of market share but also in
terms of a high turnover of its employees. FB would have to retain its
employees by keeping them motivated.
Political instability and uncertainty: FB outlets in past have been
subjected to damage through public attacks. The duplicate fast food
restaurants, producing fried chicken meals at low prices like AFC etc.
Indirect competitors: All local fast food restaurants those are easily
accessible to people and have low prices Chapter 4 Learning In Fat
Burger 4.1
Description of Departments worked in Marketing department is one of
the most important departments upon which the success of any
business depends. If a product is made but is not marketed well, the
efforts go to waste. And if a product, once launched in market, is not
satisfying the needs of the customers, it again is detrimental to the
company repute and profits.
Therefore, it is very important to anticipate the market need and then
satisfy the customer by providing that need. This requires research
which is a major responsibility of the marketing department. The
Marketing Department at Fat Burger is responsible for many different
functions. Some of the major functions are listed here: Branding

Research and Development Marketing Services Customer Services

Corporate Sales and Trade Area Analysis Product mix Analysis At FB,
within the marketing department, the major functions are of Branding,
Research and Development Analysis, and Marketing Services while
Corporate Sales and Customer Services have a little lesser role to play.
In Branding and Marketing Services, the chief function that the
Marketing Department performs is communication of their products in
the market to its customers. FB knows the significance of this function
from a business point of view and concentrate on it. They are always
on a look out to find new ways of communicating their product
information to its prospective clients i.e. the whole nation.
Along with this, another function that this department performs is of
product extension strategies. Whenever the product reaches its
maturity stage, in order to extend its life cycle, FB adopts extension
strategies and during that time, a new product is in the making and is
being developed by the same department along with the Quality
Enhancement Department.
Once that new product is developed and is ready to be launched in the
market, the Marketing Department starts working on its launch and the
entire responsibility of the launch of the product lies with the Marketing
Department. Furthermore, all new promotions that are introduced in
the market by FB are A thorough review of competitors the function of
Marketing Department.
promotion campaigns takes place before the promotion campaign of FB
or Buffalo product is launched in market. The above mentioned
functions are the responsibility of the Branding Manager and Marketing
Services Manager and his/her team. Within the Department, other
individuals deal with other functions that are listed above. The second
prime function of Marketing Department is that of R&D Analysis.
In this, the analysis of many things is done so as to come up with a
new product as per the needs of the customers and taking feedback on
the current products is also included in this analysis stage so that the
product could be continued or discontinued or some amendments are
needed in it as per the gathered results. Firstly, there is a Product PreLaunch Analysis in which the concept of the product is tested; the
product itself by way of samples is tested along with the testing of its
packaging, its price, name, promotion etc.,
Everything is tested in this product pre-launch analysis and if some
flaws are identified, they are rectified in the actual launch. Also in this
analysis, a teaser is advertised to create hype in the market Once the

product is launched and is successful in market, then come the Product

Post-Launch Analysis. In this analysis, the feedback of customers is
taken on the product.
It is inquired from them if the product needs any improvements or not
and how well is it satisfying their needs. Furthermore, inthis analysis,
the product mix is analyzed and evaluated. It is evaluated that how
much this particular product is contributing in the total sales of the
restaurants.
Another analysis that is conducted by the Research and Analysis team
is the Sales Analysis which comprises of two major parts. First is the
Vertical Sales Analysis in which the sales of the current year are
evaluated with the sales of the previous year and a trend is observed.
Second is the Horizontal Sales Analysis in which sales of current year
are evaluated with the sales of last two years.
It is needless to say that this analysis is perhaps the most important
task of the R&D teams as it is the basis of strategic planning and
decisions. The future direction of the company hinges on the results of
this analysis. Some other analyses that are conducted are: User
Attitude and Awareness Analysis Media Habits of Customers Kids
Marketing Analysis Industry Trends and Analysis Customers Buying
Behavior Competitor Analysis (both with direct competitors that are the
other Multi National Fast Food Chains and with the indirect competitors
that are all local fast food restaurants) The above mentioned analysis
are self-explanatory and focus on a particular aspect of sales/ market
etc.
Surveys are conducted frequently and their results help the decision
makers in making accurate, pertinent decisions Customer Services is
another area which the Marketing Department deals in. The customer
service is set to take customer feedback. This works as an independent
department but reports to Marketing Department. The function of this
department is to communicate with the customers, with the
government and with other businesses.
Customer Services department generally gets complaints about the
restaurants from customers. It is the sole responsibility of this
department to investigate the integrit y of the complaints. If, indeed,
the restaurant is found at fault, then the customer is sent a souvenir as
a gesture of goodwill along with an apology from the FB team.
In Corporate Sales, the marketing department covers all B2B sales. It is
responsible for marketing the FB product and brand to major
businesses and attracts them as customers. FB takes great pride in

hosting seminars and parties for corporate clients as it gives them a

platform for marketing their own products on a corporate level.
Companies like Mobilink, Ufone, Peak Solutions, Med City are the
regular business customers within Lahore. Business services are served
with special hospitality are given special discounts as well. As per
FatBurger: Business Customer is one of the sources, of growing overall
customer equity. 4.2 Assigned Tasks 4.2.1
Competitor Analysis This was one of the first tasks assigned t o me
during my internship period. The crux of the task was that FB wanted
to launch a special deal. I was given the task, by the marketing
department, to collect as much data about competitors as possible
within two working days. I was directed to summarize this data and
present it to the marketing department.
They would in turn use this as the basis to formulating a offer which
beats everyone else. I made phone calls to all fast food restaurants
representing myself as a customer and collecting information about
their product menus, combos and prices. After data collection had been
satisfactorily completed, I made a report and editors sent it to
Assistant Marketing Manager.
He analyzed FB and comp rates and successfully launched. Family
Fiesta Summer Special New product launch process This task was
assigned to a team of us (internees) from marketing research
department. This was a particularly interesting and challenging task. It
was concerned with the launch of a new product.
In fact, our role in the new launch process was designated as research
agents. It was already on track, when I joined. Senior management
wanted to launch a new product into the market to get competitive
edge over other restaurants. They decided to launce hot and th the
name of Buffalo Wings. It was not launched spicy chicken pieces wi
smoothly.
There was a process that had to be followed, Idea Concept making
Concept testing Making proposal Pretest product analysis Product
launch Post test product launch In this process Idea generating,
Concept building & testing were performed by higher management.
They gave us instructions for research and 1 week for its
accomplished. We made a two pages questionnaire for pre test
analysis. We did free product sampling and recorded views and
comments of customer after testing.
After getting data we compiled whole data into excel sheet with and

presented toward our supervisor. He examined the report and found a

large number of people liked this product and finally senior
management made a decision and launched the product. After 2
month of launch we did post test product launch in which we again
made a questionnaire and got comment from those customers who
were purchasing and eating this product, to find product evaluation
either it is successful or not. The sample size was containing 400
samples from different locations.
Enhancement Maturity Growth Decline Introduction 4.2.2 Marketing
Plan & Forecasting: This was a task concerned with forecasting and
benchmarking. Again, I was working with a team of internees from
different universities on this task. In this task we worked with both
sales and marketing departments. We had to make plans for sales and
forecast the sale of each store.
We extracted the previous two years sales data, compiled it and
applied various statistical tools to obtain averages. In the end, we
forecasted a sales plan for all restaurants and declared that those
outlets would get bounces who do not achieve this targeted sale.
During this entire process, we were tracking the daily sale reports
(DSR) and did planning, took decisions and did further improvement
because it provided us a whole strategic picture of organization.
It was an especially intriguing and eye-opening exercise as the sheer
size of the sales numbers made me aware of the level at which huge
corporations work 4.2.3 Joint Promotion & Corporate Sales: The
mechanics of how corporate sales worked was as follows. FB offered
different kinds of prepaid vouchers (example annex V) to other
companies that were helpful to clean out its inventory, increase instant
sales, and joint advertisement. Vouchers were color printed and
included a meal at FB.
These vouchers were offered to companies at discounted rates and
also helped FB increase its business volume while getting rid of dead
stock (out of favor products) simultaneously. First of all we selected a
company and seek out its need, which was actually its sale; we made a
proposal for them that they offer a prepaid voucher to their customer
on the purchasing amount of 2000/-Rs while the voucher cost was
200/-only.
This worked under the assumption that if they offered cash discount of
200/-Rs, that was meaningless for the customer but if they presented
them a meal voucher it would be attractive and memorable for the
customer. This simple, yet well thought out scheme helped to increase
the sales of both companies. A proposal contains the following

elements: TO ABC Company Opening Introduction of company Joint

promotion Objects Increase sale Help to achieve forecasted goals
Chapter 5 Conclusion Fat Burger is known for its taste and quality of
not just the product but the quality as well.
The reason for this is that Fat Burger has strong checks on its
operations from the departments. Striving for excellence in Quality and
Service, Fat Burger has a well maintained Organizational Structure and
performing their functions in the best possible manner for the growth
of the company and for achieving new heights.
The organizational structure provides a great platform which helps to
relieve the communication gap and facilitates sales. FB provides
employment to Pakistanis and contributes to revenue for the
government in the form of taxes. Furthermore, as FB is producing its
products locally, it contributes a lot in generating business for the local
industry.
As every organization have its own strengths and weaknesses, so does
FB. Although the strengths outweigh the weaknesses but it should be
made sure by the management that the weaknesses are converted
into opportunities and advantage is taken from them.
FB currently has many opportunities as well which should be cashed
and the threats it has, although can not be eliminated fully, but it
should be tried that their effects are minimized. Lastly, every system
has some problems but one should not let the problem stay rather it
should be identified and action should be taken on it as soon as
possible.
FB altogether is doing a great job and the management and staff
should continue to work with the same zeal so that its prospers even
more in future Chapter 6 Recommendations There are following few
recommendations, 1. There should be some flexibility of making
decisions on the departments own part. Everything should not be
centralized. There should be delegation of authority so that things can
speed up.
Although such a system is theoretically in place, it requires a lot of fine
tuning to be effective in achieving what is was designed for. 2.
Employees should be trained according to the changing standards of
the organization. 3. They should introduce creativity into the work, so
that the employees can do their work active mindedly. 4.
Marketing department has a lot of activities and operations to perform
but they have are usually found to be behind schedule. The

recommendation here is to increase the number of employee in the

department so they cover the all marketing activities. 5. Finance
department still works on paper.
It is quite time consuming and hectic, now a lot of formulas and
accounting software are available that makes the account working very
ease and time saving. FB should leave the mechanized system and
adopt the electronic one to gain precision and save precious corporate
time. 6. The Customer relation department is very slow and less
effective in this organization.
A questionnaire for feedback is available to customers and they also fill
them, but it is not as effective as it should be as a research instrument.
FB must take serious steps for giving value to customers feedback
because acquiring a new customer is ten times more expensive then
retaining an existing one. Maintaining good relations with customers
becomes the cause of positive word of mouth that reduces the
advertisement cost while still increasing awareness of companys
products and business Chapter 7 References PHILIP KOTLER & KEVIN
LANE KELLER (2006), Marketing Management Twelfth Edition, Pearson
Education The Seven Habits of Highly Effective PeopleSTEPHEN R.
COVEY (2001). Franklin Covey Co.Ch # 1 & 4 JOSEPH H. BOYETT &
JIMMIE T. BOYETT (2003).
The Guru Guide to Marketing, John Wiley & Sons, Inc.
http://www.kfc.com.pk www.google.com
http://en.wikipedia.org/wiki/marketing Fatburger.com
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