"Bugs and Buds in Fast Food Industry of Pakistan" Effect of Swot on the Performance of Fast Food Industry in Pakistan

Purpose: The purpose of this study is to explore the effect of internal factor of SWOT (Strength and weakness) and external factors (opportunity and threat) on the performance of fast food in term of sales, profitability etc in Pakistan's fast food industry. Design/Methodology: Owners and managers operating fast food outlets were visited in five big cities of Pakistan. Convenient sampling was used. And total of 60 questionnaires were distributed and 48 were received back. Regression Analysis, F-Statistics, ANOVA and Correlation Matrix were conducted to measure the effect of each variable in theoretical framework. Findings: About 22.9 % of the owners were having professional degree and only 20.8 % were in business of fast food for 20 and above years. It was found that external factors of SWOT (O&T) have significant and positive relationship the fast food performance where as internal factors of SWOT (S&W) are negatively and insignificantly correlated with the fast food performance. About 21.8% variance in fast food performance is explained by this study. Originality/ value: This study would be helpful for all those professionals who want to enter in fast food industry of Pakistan. This study more over also reveals that the basic concept of strength and weakness as a main factor of better performance is not applicable is context of Pakistan. Limitation/ Future Study: Although this is a cross-sectional study and is conducted in an underdeveloped country so the results were differ as expected. Only the basic strength, weakness and opportunity, threats were taken into account, where as there are number of other sub factors of SWOT. The performance measure is also conducted on the basis of Profitability and sales there should be study on other performance factors also. Key words: Fast food, Pakistan, SWOT Analysis, Performance.