was loosing market share as other Chicken chain increased sales at a faster rate. KFC share of Chicken Segment sales fell from 71 percent 1989 , to less than 56 percent in 1999 , a 10 -years drop of 15 percent. KFC leadership in U.S market was so extensive that it had fewer opportunities to expand its U.S restaurant base, which was only growing at about 1 percent per year. Failed to rank in top 20 in growth in 2000. Lack of knowledge about their customers. Question of over franchising leads to loss of control and quality. Lack of focus on R&D.