ELECTRONIC PACKAGING AND ASSEMBLY Lab Report Example | Topics and Well Written Essays - 1750 words

ELECTRONIC PACKAGING AND ASSEMBLY - Lab Report Example The figure below shows the High Performance Lead Frame Electronic Package. I selected the concept on the basis of its power management applications in the electronics engineering field. The leads in the extended area of the design increase current competence leading to required power rating. The electronic applications in the recent years find a reduction of per transistor power rate along with higher current and power rating accompanied by better performance and speed constraints. The lead frame technology keeps these requirements to much efficient position. I have analyzed the various design considerations made in the electronics packaging sector in order to determine the actual and worth design for the potential package of electronic modules. It is known to all that the electronic package is not just outer coverings of component or assembly of components but the substrate, interconnections and covering are also included in it. The lead frame was made which comprises of a layer of conductor of electricity, a die paddle and a plurality of leads which are remote from each other and are partly bare at the base of the package. This provides a platform for fitting various components of the circuit to be built. The semiconductor chips include the bond pads which are mounted on the die plane interconnected by the wires between them and plurality of leads. There exists a minimum of two wires connected between a minimum of two bond pads and a plurality of leads with single lead. Each single lead has an extended portion required for higher perfo rmance. My study of the electronic packaging techniques revealed that they have flourished from the primitive blown and shaped slip metal packaging to the trail assemblage in print. The electronics field determines the packaging as a significant area of engineering. The overall performance of a circuit assembly can be increased by utilizing

Cross-cultural leadership: An analysis

Cross-cultural leadership: An analysis Introduction I have lived, travelled and worked extensively overseas since 2003 in particular London, UK and Dubai, UAE this has sparked my interest in furthering my understanding of cross-cultural leadership issues. I have experienced working in different organisations, cultural, customs, races, work ethic, languages, morals, ethics, beliefs, class / caste systems, education, etc. this is more evident in Dubai, UAE then it was in London, UK. In this Leadership Research Project I will explore â€Å"how cross-cultural issues might influence leadership approaches†, I will be looking at it from a Western Leadership Approach and Eastern Leadership Approach, which I will define later. There are a lot of issues and factors that effect leadership approaches, styles, and effectiveness some of which are organisational culture, national culture which we will be exploring. Yousef (1998) has highlighted that leaders and followers personal attributes such as national cultural, experience, education, age, tenure with present organisation and organisational factors such as ownership have a significant relationship with leadership effectiveness. I will be looking at Western Leadership Approaches i.e. Anglo Saxon â€Å"Australian and British† verus Eastern i.e. Arabic and Indian† and drawing on some of my experiences in the Middle East while working as a Construction Project Manager in Dubai, UAE from 2007 to 2009. Please note that the terms / descriptions â€Å"Australian, Indian, Arabic etc†¦ Leaders and Managers are more Democratic, Authoritarian, Autocratic, Laissez-faire etc†¦Ã¢â‚¬  These are generalisations and I acknowledge that there are Leaders, Managers and Followers that fall outside of these generalisations, as in Leadership there is no one size that fits all approach, what works in one culture does not necessarily work in another. From personal experience adopting an Australian, British, American i.e. Western Leadership Approach, Style, Characteristics, Traits etc. to the context of the Middle East i.e. Dubai, UAE working in an Arabic Cultural and leading and managing predominately Indian, Pakistani, Bangladeshi, Sir Lankan, Chinese etc. work force does not necessarily work due to a cultural differences i.e. organisational and national, so you have to have a Situational / Contingency Leadership Approach Style to be effective in cross-cultural. Yousef (1998) suggest that leaders should adopt a leadership style that accommodates the followers personal attributes as well as organisational factors in order to achieve organisational goals and objectives effectively, this backs up my argument above. The two organisations that I worked in we polar opposites in terms on organisational cultural the first one Dutco Balfour Beatty LLC was one of the largest and well established construction and engineering companies in the UAE operating across diverse fields. The other Cliff Creek Building Contractors LLC was a relatively small company The first organisation was highly Authoritarian, Bureaucratic, over-centralised, authority and power is unequally distributed at the top and this is typical of most firms in the Middle East from my experiences. The second organisation was Brief Overview of the Industry â€Å"Insert Here† Body Definitions There is no set definition of leadership and cultural, it has been defined in many ways by many people for the purposes of this Leadership Research Project we will use the following definition Leadership Definition The GLOBE Project defines leadership as â€Å"the ability of an individual to influence, motivate, and enable others to contribute toward the effectiveness and success of the organisation of which they are members† (Page 15 Culture, Leadership and Organisations The GLOBE Study of 62 Societies) Cultural Definition The GLOBE Project defines culture as â€Å"shared motives, values, beliefs, identities, and interpretations of meanings of significant events that result from common experiences of members collectives that are transmitted across generations† (Page 15 Culture, Leadership and Organisations The GLOBE Study of 62 Societies) Culture includes the organisation, country where you live or have lived in, social class, generation, gender, regional, ethnic, religious, linguistics, customs, race, work ethic, morals, ethics, beliefs, values, class / caste systems etc. Western Leadership Style Ideas Definition I have limited my Leadership Style Ideas to the UK and Australian, as this is where I have worked during my career and have experience in managing people, resources etc. in terms of Eastern Leadership Style Ideas Definition I have limited my Leadership Style Ideas to Indian as this is was the majority of the workforce in Dubai, UAE that I managed and lead i.e. Leader / Follower relationship. Literature Review A review of the Literature reveals that there has been much written on the topics of Leadership and Culture but there is not enough interaction of the topics and a lot of the literature is from a Western Perspective, more needs to be written from the prospective of the Arab and Indian and also the industry. I have found from the Literature Review that there are many Leadership Theories i.e. Transformational, Transactional, Situational, Contingency, Leadership Member Exchange â€Å"LMX†, Ethical, Authentic, Visionary, Cross-cultural, Military View â€Å"Heroic† Leadership, Strategic, Charismatic, Spiritual, Less-ego, Liberating, Theory â€Å"X, Y, Z†, Traits, etc. and that different researches call them different things and there is a lot of overlap between them. There are of course other leadership theories that I have not listed above due to the limited space available. The leadership styles, traits, characteristics and approaches that I have outlined below are a broad generalisation of leadership in terms of Australian / British i.e. Western Leadership and Arab / Indian i.e. Eastern Leadership. The seminal work in the field of cross-cultural leadership was by Greet Hofsteed 1980 which has been widely cited, he study 100,000.00 employees of IBM from 49 countries and cultures over a 6 year period from 1967 to 1973 and identified four leadership dimensions to compare leadership differences and similarities, these dimension are: Individualism / Collectivism (Refer Item 5 6 below); Hierarchy, Status and Power Distance; (Refer Item 8 below); Uncertainty Avoidance (Refer Item 9 below); and Masculinity (Refer Item 2 below). The study was of one organisation IBM and one industry, and as such these dimension are generalisations of organisational and national cultural. This work has formed the bases for other researches, to replicate, extend and refute this, one such works was the GLOBE Study. The Globe Leadership and Organisational Behaviour Effectiveness Research Program House 2004, from hear on will be referred to as the â€Å"Globe Study† for the rest of Leadership Research Project. The GLOBE Study examined 62 cultures across 3 industries (Financial Services, Food Processing and Telecommunications), how culture related to societal, organisational and leadership effectiveness. It studied 17,300.00 managers in 951 organisations and tested 27 hypotheses over a 5 year from 1992 to 1997. The Globe Study examined leadership from the followers point of view and used Hofsteed 1980 original four dimensions albeit renamed and added five new cultural dimensions listed below: Future Orientation; Gender Egalitarianism (Refer Item above 4); Assertiveness; Humane Orientation; In-Group Collectivism (Refer Item above 1); Institutional Collectivism (Refer Item above 1); Performance Orientation; Power Concentration vs. Decentralisation (Refer Item above 2); and Uncertainty Avoidance (Refer Item above 3). Refer to Appendix A for Definitions of item 1 to 9 above. The Global Study identified six major global leadership behaviours: Autonomous; Charismatic / Value-Based; Humane Oriented; Participative; Self-Protective; and Team Oriented. Refer to Appendix A for Definitions of item 1 to 6 above. They also identified 22 attributes that are universally accepted across the 62 cultures for effective Leadership: Trustworthy; Just; Honest; Foresight; Plans ahead; Encouraging; Positive; Dynamic; Motive arousers; Confidence Builder; Motivational; Dependable; Intelligent; Decisive; Effective bargainor; Win-win problems solver; Administrative Skilled; Communicative; Informed; Coordinator Team Builder; and Excellence oriented. They also identified 8 attributes that are universally not accepted across the 62 cultures for effective Leadership: Loner; Asocial; Non-cooperative; Irritable; Non-explicit; Egocentric; Ruthless; and Dictatorial. Jacob 2005 suggests that there are short comings of global sweep studies as cultural and management are dynamic and constantly evolving where these studies are a static snapshot of a country orientation. She then goes on to say cross-cultural managers should be able to gauge what types of leadership behaviour works in a particular culture and develop skills which enable them to assume the required leadership behaviour, this reinforces my argument above regarding Situational Leadership. She cites Fiedler who suggests that leadership style used should match the situational requirements. I think that the cultural dimensions and typologies that are outlined in this paper and that were identified by Hofseed (1980), Hampden-Turner and Trompenaars (2000), House et al (2004) and others have there place, and are a good indicator for organisations and individual leaders who are proposing or are already actively operating in a different culture and country to there own e.g. Australian / Middle East / Indian. As this will give them an indicative guide to what attributes are universal across cultures, are considered good and bad and specific to a particular culture and what followers expect from there leader. I will identify below the individual attributes of the Western Easter Leaders as identified by Hofsteed 1980 and the Globe Study 2004. Western Leadership Approaches Australian and England â€Å"Anglo† Generally According to House et al 2007 1 P297 Generally Leaders from Anglo Countries i.e. Australia, Canada, England, Ireland, New Zealand, South Africa (White Sample) and the USA are highly performance orientated, mildly assertiveness, future orientation, gender egalitarianism, humane orientation, institutional collectivism, power distance and uncertainty avoidance but low on in-group collectivism. Leaders from these countries generally support a charismatic / Value Based Leadership Approach, Style, Traits, Characteristics very strongly compared to other countries. It also quiet strongly supported Team Oriented Leadership and elements of participated leadership which enacted in humane oriented manner. Self-Protective Behaviours were viewed negatively a â€Å"Person Oriented† Leadership is endorsed by all Anglo countries where results are expected to be delivered and achieved by the leader by operating in a team. Australian The Australian management and leadership style I was born and breed in Australia which has influenced my leadership style, approach, characteristics, traits etc. This was developed through cultural influences both organisational and societal i.e. values, beliefs, morals, ethics, customs, rituals, artefacts, language, social class, generation, gender,†¦ which are learned and engrained in you from an early age. The generalisation of Australian Leadership style, approach, characteristics, traits etc. are Generally in Australia our culture and leadership is an enigma which is full or contradiction and change this has been developed over our relatively short history from European Settlement in1788 by the British to present day, which has included the following: Pre- and Early Settlement; Government and Politics; Economy; Australia as a Multicultural, Tolerant and Pluralist Society; Relationship with Other Countries. Values Egalitarianism â€Å"Mateship† and â€Å"A Fair Go† Inspirational not Charismatic Individual Rewards Performance Oriented â€Å"One of the Boys† Distrust of Politics and Politicians National Identity with the Heroism of the Anzacs Australia Continued Refer to table 9.1 P. 305 British The British management and leadership style General Specific Refer to Australia for details Eastern Leadership Approaches Arabic We had to extrapolate the GLOBE Study data for the Middle East to Dubai, UAE as only Egypt, Qatar, Turkey, Kuwait, Morocco were researched the Globe Study. I will have to extrapolate the Middle East Data to Dubai, UAE as only Egypt, Qatar, Turkey, Kuwait, Morocco were researched the Globe Study. I acknowledge that there are differences between countries and industries. General Specific Refer to Australia for details Indian, Pakistani, etc. General Specific Refer to Australia for details Indian is a spiritual culture Ethics and Social Responsibility With regards to ethics and social responsibility within the context of Dubai, UAE and the construction industry / construction companies I worked with this issue does not exist it has been my experience. Practical Implications Conclusions and Recommendations So as a Western Leader and Manager, who is managing Indians for example you should exhibit the following behaviours in the followers eyes if you do not already posses them. Culture and Leadership are inextricably linked. There is a need for further research in the area of cre Due to the globalisation of business and the mix of cultures References / Bibliography I have used APA or Harvard citation in this Leadership Research Project. Books 1. Sinclair, A. (2007). Leadership for the disillusioned Moving beyond myths and heroes to leading that liberates. Allen Unwin: ISBN: 978-1-7417-5100-0. 2. Jackson, B. Parry, K. (2008). A Very Short, Fairly Interesting and Reasonably Cheap Book About Studying Leadership. Sage: ISBN: 978-1-4129-2848-5 3. Jagdeep S. Chhokar, Felix C. Brodbeck, Robert J. House (2007). Culture and Leadership Across the World The GLOBE Book of In-Depth Studies of 25 Cultures. Lawrence Erlbaum Associates: ISBN 0-8058-5997-7 Journals 1. Dawish A. Yousef College of Business Economics, United Arab Emirates University, Al-Ain, United Arab Emirates Correlates of perceived leadership style in a culturally mixed environment Leadership Organisation Development Journal 19,5 (1998) 275 284 MCB University Press (ISSN 0143-7739); 2. Nina Jacob Rotterdam School of Management, Erasmus University, Post Bus, The Netherlands Cross-cultural investigations: emerging concepts Journal of Organisational Change Management Vol. 18 No. 5, 2005 pp. 514 528 Emerald Group Publishing Limited 0953-4814. Appendices Appendix A Definitions GLOBE Study 2004 Future Orientation; Is the degree to which individuals in organisations or societies engage in future-oriented behaviours such as planning, investing in the future, and delaying individual or collective gratification. Gender Egalitarianism; Is the extent to which an organisations or societies minimises gender role differences while promoting gender equity and the equality of genders. Assertiveness; Is the degree to which individuals in organisations or societies are assertive, confrontational, and aggressive in social relationships Humane Orientation; Is the degree to which individuals in organisations or societies encourage and reward individuals for being fair, altruistic, friendly, generous, caring, kind to others, and exhibiting and promoting altruistic ideals. In-Group Collectivism (Collectivism II); Reflects the degree to which individuals express pride, loyalty, and cohesiveness in their organisations, families, circle of close friends, or other such small groups. Institutional Collectivism (Collectivism I); Reflects the degree to which organisational and societal institutional practises encourage and reward collective distribution of resources and collective action. Performance Orientation; Refers to the extent to which high level members of organisations or societies encourage and reward group members for performance improvement and excellence. Power Distance Is the degree to which members of an organisation and society encourage and reward unequal distribution of power with greater power at higher levels. Uncertainty Avoidance. Is the extent to which members of an organisation or society strive to avoid uncertainty by relying on established social norms, rituals, and bureaucratic practices to decrease the probability of unpredictable future events that could adversely affect the operation of an organisation or society, and also remedy the potential adverse effects of such unpredictable future events. Ch. 1 Introduction Culture Page 3 and 4 Jagdeep S. Chhokar, Felix C. Brodbeck, Robert J. House (2007). Culture and Leadership Across the World The GLOBE Book of In-Depth Studies of 25 Cultures. Lawrence Erlbaum Associates: ISBN 0-8058-5997-7 Mr. Matthew C. Smith (S2748489) Draft Leadership Project Assignment 13 of 15 Rev. 1 12/02/2010 1:47pm 5158 Master of Business Administration (MBA) South Bank Leadership Characteristics Australian England Arabic Indian Universal Differences General Attributes Specific Attributes Game Metaphor Mateship Work Ethic Caution Adversarial One of Us Tall Poppy Underdog Pragmatic Mr. Matthew C. Smith (S2748489) Draft Leadership Project Assignment 13 of 15 Rev. 1 12/02/2010 1:47pm 5158 Master of Business Administration (MBA) South Bank Brainstorming / Ideas to be used or not â€Å"Leadership inexorably intertwinded with Culture† P.2 Cultural Methology and Global Leadership Edited by Eric H. Kessler and Diana J. Wong-Mingji† â€Å"Leadership is something that is co-produced within a specific context† and â€Å"Leadership is co-produced by leaders and followers† Ch. 4 Cultural Perspectives on Leadership Page 61 A Very Short, Fairly Interesting and Reasonably Cheap Book About Studying Leadership Brad Jackson and Ken Parry. â€Å"Leadership is essentially a cultural activity it is suffused with values, beliefs, language, rituals and artefacts† Page 63 Culture Leadership A Very Short, Fairly Interesting and Reasonably Cheap Book About Studying Leadership Brad Jackson and Ken Parry. â€Å"Culture Shock† I want to mention this. â€Å"Cultural Intelligence† Change management / leadership style and ideas to suit cultural context i.e. Situational Leadership. Sarros Santora leadership is embedded in social and cultural beliefs and values, and cannot be fully understood apart from the context in which it exists.

My College Experience Essay -- essays research papers

My College Experience Throughout my lifetime I have listened to people reflect back on their college experiences and explain how college is supposed to be â€Å"the best experience of your life.† The summer after my senior year I use to try and imagine what my first semester was going to be like based on what I had heard people talk about in the past. After my first semester at NC State I realized that I couldn’t fully understand what college was like until I experienced it for myself. My first couple of weeks at Ohio State was rough and really tested my strength (mental and physical). I faced challenges and obstacles that I had never heard about in those past college experience conversations. All of a sudden there was no one to get me out of the bed when I hit the snooze button on my alarm cl... My College Experience Essay -- essays research papers My College Experience Throughout my lifetime I have listened to people reflect back on their college experiences and explain how college is supposed to be â€Å"the best experience of your life.† The summer after my senior year I use to try and imagine what my first semester was going to be like based on what I had heard people talk about in the past. After my first semester at NC State I realized that I couldn’t fully understand what college was like until I experienced it for myself. My first couple of weeks at Ohio State was rough and really tested my strength (mental and physical). I faced challenges and obstacles that I had never heard about in those past college experience conversations. All of a sudden there was no one to get me out of the bed when I hit the snooze button on my alarm cl...

Culture Assessment Essay

A widely accepted definition of organizational culture is it is the shared meanings, artifacts, values, beliefs, norms, and assumptions that dictate how an organization works and its existence (Cameron & Quinn, 2006). Organization culture is shaped by more than one element; say individuals’ life experiences, background, education levels and so fourth. Undoubtedly, leadership also plays a critical role in defining what culture prevails in the organization and their actions have a major influence on how the rest of the organization follows suit. (Robbins et al, 2000) Additionally organization culture defines the strategies that a firm uses in handling things like competition, growth, resource management and the like. (Goffee & Jones, 1996) A good assessment of the cultural orientation of a firm makes it likelier to promote interorganisational network and also implement changes that encourage member participation and productivity. The key indicators of organizational culture include organization structure, power and managerial styles, ways in which members of the organization interact and do their jobs among others. This paper takes a look at FedEx Corporation and gives a summary of the type of organization culture at FedEx, its benefits, hindrances as well as the recommendations of the company. Company overview FedEx Corporation is a large company headquartered in the US that deals in printing, courier services and logistics as well as cargo airline services. This company has been named one of the top 10 most admirable companies by Fortune magazine two years in a row. Since its founding in 1971 it has grown from humble beginnings a leader in air courier industry. Its brands include the FedEx home delivery, FedEx smart post and FedEx freight east and west, FedEx services among others. Its chief competitors are DHL, TNT, UPS, BAX Global and USPS. The company employs over 250,000 workers and has a net income of approximately 1. 8 billion dollars in 2006. Culture assessment The organization culture at FedEx blends various kinds of organization culture but perhaps the most predominant culture is flexibility discretion and dynamism. This has been its major strategy of staying ahead. To support this, FedEx takes pride in their ability to adapt to change so as to enhance effectiveness and competitiveness. (Cameron & Quinn, 2006, p. 34) This it achieves by combining innovation, knowledge sharing, high experience and team work in its key strategies to attaining competitive advantage. A good illustration of FedEx external focus is evident in the numerous deliveries of relief supplies that FedEx made to hurricane Katrina victims for free in 2005, earning it more customers and goodwill. Adhocracy orientation at FedEx is fostered at top level management down to the junior staff. The CEO of FedEx encourages employees to be trend setters and nonconformist and dare to take calculated risk. The management encourages employees to be all ears on current events and look for opportunities. The guiding philosophy is that an innovation failed is better than a thousand years lost in risk averse dealings. Innovation at FedEx is held with high regard and employees are rewarded handsomely for developing fresh ideas. The management supports viable projects from employees financially or otherwise. This is one reason why FedEx distinguishes itself as an evergreen company in the air courier industry. This culture is underscored when creative attempts that fail are rewarded as well as the successful innovations. The familiar slogan ‘absolutely, positively gets it there overnight’ is made real by the culture ingrained in the employees towards importance of customer service, efficiency at work, speed and accurate scheduling. This culture leverages FedEx for competitive advantage. Basically, the FedEx corporate culture emphasizes urgency, speed and teamwork, exceeding customers’ expectations, initiative, flexibility and active listening (O’Reilly, Tushman & Michael, 1997) Aside from the flexible nature at FedEx, it also adopts an outwardly and sensitive approach to the environment that it operates. Competitiveness fosters the company to always look for opportunities to expand and grow. While the opposite of this culture is to foster integration and unity within the organization as well as knowledge some elements of this culture are also present at FedEx. This is because FedEx emphasizes high skills among employees. Employees at FedEx are highly learned individuals as the company only picks the best of the best. Working ones way up the corporate ladder requires that ones knowledge base also increases. In addition, the internal focus of FedEx organizational culture provides an appropriate environment that enables employees to grow and exercise their skills as seen in the various training and task assignments delegated to employees. In order for knowledge sharing to be maximized then division of labor, job enrichment, team building and so forth have to be conducted regularly (Murray, Poole & Jones, 2005) some aspects of these are present at FedEx. FedEx corporate culture values hard work and rewards such appropriately. It also disregards discriminations and fosters equal opportunities for its employees in areas of promotion, transfer and recruitment. The hands off team oriented management style promote progressive and diversified work culture. Communication is a key strength for FedEx organization culture and regular surveys on employees’ views on the job are taken to monitor and modify areas of universal discontent. Notably, the employees at FedEx are highly experienced and skilled individuals. The culture therefore is based on letting employees be free agents who direct their jobs in their own direction. The management ensures that employees are proactive and take initiative to learn from mistakes of others. The employees are not reprimanded or penalized for slip-ups rather management takes the blunder as an opportunity to teach the rest. Most of the tasks done at FedEx are assigned to teams which are given sufficient power and authority to fulfill their responsibilities and be accountable for the results. Seemingly this is the reason behind the great success of FedEx. The benefit of the cultures present at FedEx is that the company is maintains its competitiveness amid intense competition from the competitors. Additionally, it deals with fewer conflicts, fewer staff turnover and enjoys increase in employees’ job satisfaction, higher performance less resistance to change, higher productivity and better customer service and so forth. The hindrances of this kind of organization culture are that it requires major investment in time and money. The management needs to be patient with employee mistakes which are most times costly. Additionally it is difficult to monitor this practice in the FedEx Company because of the large workforce and the busy schedules that the employees have. Conclusion The organizational culture at FedEx has both benefits and detrimental aspects although many are the benefits. In the competitive faced paced industry that FedEx operates their culture seem most fitting. Perhaps the only thing that I would improve is the hierarchal structure and the communication channels for free flow of information and faster decision making throughout the organization.

Research Paper on Fast Food Essay

1. 1 INTRODUCTION Fast food is generally food or a meal which is pre-prepared, or which can be quickly cooked when you order it. You can buy fast food almost anywhere. Although fast food trend is quite new in Pakistan yet it is growing very fast, this indicate that such type of fast food restaurant have a very bright future in Pakistan . The two major fast food restaurants that have their outlets in the whole world, are giving tough competition to each other in Pakistan. Our research is based on the hypothesis that why people in Pakistan prefer KFC over Macdonald and we found that due to good quality and taste of food people prefer KFC . When KFC was introduced in Pakistan the prices was not affordable by people but now they have lower their prices. One reason was also the impressive packages due to which people prefer KFC over McDonald’s. While conducting our research we also came to know that KFC is more advertised this is one of the reasons that people prefer KFC over McDonald’s. We are going to discuss all of this in our research. 1. 2 HYPOTHESIS KFC is a spot light and McDonald’s is a side show. 1. 3 AIMS AND OBJECTIVES The trend of fast food is increasing day by day in Pakistan, this research is designed to generate knowledge about fast food restaurant in Pakistan, and hence this research is based upon two leading fast food brands in Pakistan. The main objective is to know that which brand is popular among majority. Which among the two brands is of higher quality. Which brand is more economical . Hence in general we conducted this research because we wanted to know that which brand is preferred and what is the reason behind it. 1. 4 SAMPLING In sampling plan we draw sample, sample is basically a segment of the population selected for research to represent the population as a whole. In our research we targeted people from 18 to 30 . So we approached people who visit KFC and McDonald’s . Our sample size is 40 from the whole population . Our research instrument for collecting primary data is Questionnaire in which we ask twenty questions, all are close ended for accessing people’s preference. 1. 5 METHODOLOGY The empirical analysis of the â€Å"International fast food chains in Pakistan† was based on the primary data collected through personal observations by visiting KFC and McDonald’s located in the twin cities of Rawalpindi and Islamabad. The data were collected by filling questionnaire during rush hours in the afternoon between 12:00 noon to 2:00 p. m. In all, 40 customers were accounted for during the survey time period in KFC and McDonald’s. The data were collected during the first week of January 2010. 1. 6 LITERATURE REVIEW First we will take into account the history of KFC. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC’s fried chicken actually goes back to 1930. The company adopted the abbreviated form of its name in 1991. 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. Now we will discuss the history of McDonald . At one time it was the largest global restaurant chain, but it has since been surpassed by multi-brand operator, in the competitor KFC is on top of the list. The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955. Now McDonald’s is present in 120 countries with about 32000 outlets. Market entry in Pakistan was not a big problem for KFC as it is a well-known international brand. In that stage they did promoted through their own brand. Their promotion statement was â€Å"KFC in Pakistan†. 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 everyone’s favorite. Since then, KFC has been constantly introducing new products and opening new restaurants for its customers. Presently KFC is branched out in nine major cities of Pakistan (Karachi, Lahore, Gujranwala, Sukkur & Muree) with more than 45 outlets nation-wide. 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. In introduction stage KFC entered the market using market-skimming strategy. Their products were high price and targeted only upper class. Later they introduced packages which were affordable by many people. McDonald’s Pakistan opened its doors in September 1998 at Lahore and presently operating in seven major cities with a network of 20 restaurants. With a strong belief in the Ray Krock phrase when you are green you are growing, McDonald’s Pakistan has an aggressive plan to expand in all other cities of Pakistan and is rapidly growing with the focus to provide friendly and quick service restaurant experience to their customers. Today millions of Pakistanis place their trust in McDonald’s everyday to provide them with food of a very high standard as well as good service. In the past five years, the response to McDonald’s coming to Pakistan has been overwhelming. McDonald’s located in Pakistan are currently employing about 1,000 Pakistanis and each store is managed by Pakistani managers. They have also contributed in other ways than food service. McDonalds has investment of over Rs 300 crore in the country and payment of taxes and duties amounting to more than Rs 100 crore. Since McDonald’s is doing so well in Pakistan they will continue to grow and add more stores in more cities in the future. But in Pakistan McDonald’s is facing a tough competition by KFC. KFC and McDonald’s serve to dominate the fast food business in Pakistan. Both fast food chains serve all their customers effectively, given the different categories and factors that determine the success of restaurants and fast food chains in Pakistan. However, based on the findings of the previous research, it can be perceived that KFC is running a more successful business in Pakistan, compared to the business run by McDonald’s. This was given proof in the article, based on the many and varied responses of customers to surveys, which involve their evaluation of both fast food restaurants, based on a number of factors, namely, food, service, environment, price, convenience, brand, and promotion. In terms of food, although both fast food restaurants almost have the same varieties, certain differences can still be recognized. Both KFC and McDonald’s offer chicken and hamburger meals including snacks, desserts, and drinks. However, only KFC offers a wide range of healthy side dishes, such as mashed potato, carrot muffin, and lotus fresh vegetable side dishes. In this sense, KFC aims to uphold healthy eating and nutrition of their customers. In addition, it has been emphasized in the case study that KFC appeared to have the upper hand over McDonald’s in terms of introducing new products in the market. Most of the new products of KFC, such as its lunch items, suit the tastes of the Pakistani. KFC has also been introducing new products in the market in a regular rate. In terms of environment and service, although both fast food restaurants appeal to their market due to their convenient lighting, cleanliness, music, and decorations, still, KFC serves to have the upper hand over McDonald’s. Based on the survey, more customers are â€Å"Very Satisfied† with the services and environment of KFC over McDonald’s. This is because the waiting time in McDonald’s is too long, compared to KFC. In addition, it can also be perceived that KFC has more advantage than McDonald’s, as the employees in KFC have less time to interact with customers than its counterpart, as the volume of its business is larger. The prices of food offered by both restaurants equally serve each other. However, the food offered by KFC is slightly higher, being able to offer some meals that are not offered by McDonald’s, such as the Family Bucket, Garden Chicken Burger Meal, and Hot & Spicy Wing Meal. Nevertheless, the volume of customers in all given times of day, in both weekdays and weekends is still higher in KFC than in McDonald’s. Given such figures, it can be perceived that more customers prefer KFC to McDonald’s, thus, indicative of the fact that KFC runs a more successful business than its counterpart does. Moreover, the findings of the study indicate â€Å"More low income and high income customers prefer KFC to McDonald’s, while average income customers prefer McDonald’s more than KFC† In this sense, it can be observed that KFC has a wider range of customers compared to McDonald’s, thus, indicating that more customers patronizes KFC. Furthermore, for the finale, the proof that KFC is running a more successful business than McDonald’s is indicated that not just in Pakistan KFC has an upper hand but in all over the world. 1. 7 DELIMITATIONS. The problem which we faced while conducting our research are firstly the people were not very co operative in order to fill our questionnaire and we have to convince them. Another problem was that people were hesitating to fill our questionnaire. 1. 8 DATA COLLECTION Q1) What is your age group? As we have taken our sample between 18-32. So the people who have filled the form have age between 18 to 32. Q2) What is the reason of eating fast food? Q3) How often do you use fast-food services? Q4) What’s your favorite fast food place? Q5) Rate the fast food you have visited the most? (3 being high and 1 being low). Q6) Which one is your favorite meal? Q7) What fast food restaurants do you think is most advertised? Q8) Which fast food chain is in your opinion is more healthy? Q 9) How favorable is your attitude towards the fast food brands you have eaten? (3 being high and 1 being low) Q10) How well the following brands satisfy your needs? (3 being high and 1 being low) Q11) Which brand packaging has an attractive look? (3 being high and 1 being low) Q12) Which fast food restaurant has an eye-catching outlook? Q13) Which brand do you think bring pleasant memory? (3 being high and being low) Q14) Which brand do you think earns pleasant money? Q15) On Average how much would you expect to pay for a fast food meal? Q16) Apart from food which place is more enjoyable? Q17) Which fast food restaurant is more accessible? Q18) Which brand offer deals which have attractive prices? Q19) If you owned your own fast food restaurant, then which fast food restaurant attribute you want to follow-up? 20) Do you think the future of international fast-food chains in Pakistan is bright? 1. 9 DATA ANALYSIS Q1) What is your age group? As we have taken our sample between 18-32. So the people who have filled the form have age between 18 to 32. Q2) what is the reason of eating fast food? The main reason that people eat at fast food restaurants is because they like the taste. Customer wouldn’t keep coming back to a restaurant if the taste of food does not satisfy their tongue. As pie graph shows that 82% prefer taste, 13% prefer convenience and 5% price, hence price and convenience element occupies a very small part of it, only the good taste allows and agree people to spend their money on food. Q3) How often do you use fast-food services? 54% visit once a month 12% visit once a year and once a week. 17% twice a week and 5% visit other time. It looks like most of the people go out and eat fast food once a month. In a close second place people visit fast food restaurants twice a week. So pie graph result shows that people like to eat fast food, but just at different interval of time. Q4) What’s your favorite fast food place? There are tons of different fast food restaurants around the world, but we narrowed down the choices to McDonald’s and KFC. According to the people’s choice 80% people like KFC while only 20% McDonald’s. KFC dominates over McDonald’s, other questions also represent that people are more likely towards KFC services. Q5) Rate the fast food you have visited the most? (3 being high and 1 being low) 62%of the people prefer to visit KFC while only 15% prefer McDonald’s. KFC are the first movers of fast food restaurant in Pakistan hence they have first mover advantage. They were the pioneer of fast food in Pakistan. The position of KFC in the mind of people is very strong. Q6) Which one is your favorite meal? We gave various choices of food offered by both restaurants. We restrict people only to choose one food item which is one of their most favorite According to the result 52% people like KFC chicken and 43%burger and 5% salad. While McDonald’s salads were liked by 45%, 30% burger and 25% chicken pieces. Q7) What fast food restaurants do you think is most advertised? The survey shows a slight difference between the advertisements of both restaurants. As they are leading fast food restaurants in Pakistan so they advertised almost equally to make their roots strong in promoting their service. According to the data 57% people think KFC is more advertised and 43% found McDonald’s is more advertised. Q8) Which fast food chain is in your opinion is more healthy? 67% people think that KFC is healthier. People have positive approach towards KFC because KFC food has less chronic health risks because its meal involves appropriate amount of nutrients. Q9) How favorable is your attitude towards the fast food brands you have eaten? (3 being high and 1 being low) 55% people rated KFC at 3 place, 37% people at second and 8% people at first place. But MacDonald’s result differ 13% people rated KFC at 3 place, 37% people at second and 50% people at first place. As results undoubtedly shows the people have favorable attitude towards KFC. Q10) How well the following brands satisfy your needs? (3 being high and 1 being low) 50% people are fully satisfied with KFC, 40% people satisfied and 10% people are just satisfied. But MacDonald’s result differ 15% people are fully satisfied, 35% people are satisfied and 50% people are just satisfied. Q11) Which brand packaging has an attractive look? (3 being high and 1 being low) In brand packaging McDonald’s took prize over KFC. The surveys result shows that 62%people like McDonald’s packaging style while only 27% people like KFC packaging style. Q12) Which fast food restaurant has an eye-catching outlook? Although in other aspects KFC has surpass McDonald’s but when it comes to the outlook of the restaurant 63% people like the outlook of McDonald’s and only 37% people rated KFC. Q13) Which brand do you think bring pleasant memory? (3 being high and being low) Pleasant memory associated with good environment of the place and taste of the food. After analysis it was found that 60% people’s pleasant memory is associated with KFC. 32% people have KFC. 8% do not have as much pleasant memories as others. Q14) Which brand do you think earns pleasant money? 55% people views show that KFC earns pleasant money. And in a close second place 45%rated McDonald’s. Q15) On Average how much would you expect to pay for a fast food meal? 55% people expect to pay an amount of at least Rs. 500 on fast food meal. 30% agreed on paying Rs. 1000 while only 15% want to spend Rs. 1500. Q16) Apart from food which place is more enjoyable? The popularity of any restaurant is just not dependent upon the taste and price of food but it also depend upon the enjoyable environment which include play area for kids, happy meal and gifts. 52% people consider McDonald’s is more enjoyable but 48% people like the environment of KFC. Q17) Which fast food restaurant is more accessible? The result of this question shows an even split among both options. The increasing trend of fast food leads both restaurant branches to multiply in order to make them easy to get to. 53% people think KFC is more accessible while 47% think that McDonald’s is more accessible. Q18) Which brand offer deals which have attractive prices? The higher percentage of people found the prices of KFC more attractive than McDonald’s. According to the data 55% people found prices of KFC affordable and attractive. While that of 45% found McDonald’s prices smart. Q19) If you owned your own fast food restaurant, then which fast food restaurant Attribute you want to follow-up? The majority results show that KFC has won the race in our fast food survey. It is found that KFC fulfill the needs of its customers to some extent, so considering KFC as their ideal people would like to follow the success tracks of KFC in order to have bright future of their restaurant ahead. 75% people like to follow the attributes of KFC for their own restaurant and only 25% consider McDonald’s as their ideal. Q20) Do you think the future of International fast food chains in Pakistan is bright? Based on people answers, 85%agreed with the statement that the future of international fast-food chains in Pakistan is bright, 5% were not agreed on bright future and 10% people have no idea about this. With today’s hectic lifestyles, time-saving products are increasingly in demand; one of the most obvious examples is fast food. People want quick and convenient meals as a result, consumers rely on fast food . Knowing this, fast food providers are coming up with new ways to market their products that save time for consumers. All that make sense though because that is what â€Å"fast food† is supposed to mean†¦cheap, fast, and tasty. 1. 10 CONCLUSION The conclusion we have drawn after conducting our research is that the problem statement which we consider in our research is confirmed . Our hypothesis that KFC is in spotlight and McDonald’s is a side show was right and people prefer KFC over McDonald’s because of their good quality food and their reasonable price, hence KFC capture a large market than McDonald’s in Pakistan. 1. 11 RECOMMENDATION AND SUGGESTION After conducting our research we come to a point that about 80% people prefer KFC over McDonald’s here are some suggestions and recommendations to both the brands. Based on our research we suggest that McDonald’s should improve the quality of their food because majority of people found McDonald’s a less healthy option. It was also found that Macdonald’s satisfies the need of people to lesser extent, so McDonald’s should try hard to make up to the expectations of people. It was found by our research that although people prefer KFC over McDonald’s but they found the packing of McDonald’s more attractive than that of KFC, so KFC should work on their packing and make it more attractive. When it comes to outlook of the restaurant, majority of people like the outlook of KFC, so McDonald’s should improve their outlook. It was also found that KFC is better advertised; hence McDonald’s should work to promote their brand in order to capture a large volume of customer. Pakistan is a price sensitive market for many items and competition is intense, so McDonald’s should maintain their price packages. REFERENCES ? Haider Tayyab, KFC McDonald’s Food Quality Comparison, 12, 10, 2002 http://www. bandt. com. au/kfc-macdonald-food-quality-comparison/5d/0c01585d. asp ?Jekanowski Mark, McDonald’s versus KFC who will win, 7,6,2009, http://movementarian. com/2009/06/07/mcdonalds-versus-kfc-who-will-win/ ? Johnson Michel, McDonald’s History, 2,21,2003, http://mcdonalds2. rozee. pk/content. php? lid=TWpJd09BPT0rQQ== ? Keems Jack, KFC and McDonald’s comparison, 11,22,2007 http://findarticles. com/p/articles/mi_m0887/is_11_22/ai_111023412 ? Rehman Hameed, 2005, International Fast Food Chains Statistics, Khabarnama News ? Velazquez Allin, KFC and McDonald’s in Pakistan, 11, 11, 2009, http://ivythesis. typepad. com/term_paper_topics/2009/11/kfc-and-mcdonalds-in-pakistan. html.