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PRESENTED BY: FATIN LIYANA NABILA BINTI MOHD ZANUDDIN AAA2915 AIN ATIHIRAH BINTI SAFRUDIN AAA2753 ATIQAH MUNIRAH BINTI  AHMAD  MUSHAKIR AAA2892 SITI SHAKILA BINTI ZAINAL ABIDIN AAA3314 SITI NOR FATIMAH BINTI MOHAMAD YUSOF AAA2843 SYAZATUL AZIANIE BINTI OMAR AAA2854

COLLEGE
MCS
morale • comptence • success
COLLEGE FOR CAREER

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INTRODUCTION PRESENTED BY: SITI NOR FATIMAH BINTI MOHAMAD YUSOF AAA2843

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RAMLY FOOD PROCESSING SDN BHD is a well-known  Bumiputra -owned food-based manufacturer dealing in meat- based products such as beef, chicken and seafood.  The company was founded in 1984 from a pure desire by owners,  Dato ' Haji  Ramly  Bin  Mokni  and  Datin   Hajjah  Shala  Siah   Binti  Abdul  Manap  to produce halal, clean and quality products.  Burger  Ramly  started as a small family business operated from a mobile kiosk on  Lorong  Haji  Hussin  in Kuala Lumpur. The business was start with just a deposit of RM2,000 and did not have any machines or equipment to make beef burgers then. So the patties that were produced were done manually with a machine managed to churn out around 200 patties a day.  The company owns a processing plant located in SME Industrial Park,  Mukim   Batu , Kuala Lumpur offering job  opportunies  in management, production to product marketing and distribution. RAMLY is now a household name in Malaysia and international markets

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MISSION & VISION AND OBJECTIVE OF RAMLY COMPANY PRESENTED BY: SYAZATUL AZIANIE BINTI OMAR AAA2854

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VISSION  To produce HALAL, clean and quality product. MISSION  Achieve excellent in the business target.

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Provide halal fast food options to Muslims and the community at large Build an organization dedicated to excellence.  Consistently deliver superior quality and value in our products and services.   Maintain a commitment to innovation for continuous improvement and grow, striving always to be the leader in the market place changes. Generate consistently superior financial returns and benefits our owner and employees.

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SWOT ANALYSIS PRESENTED BY: AIN  ATIHIRAH BINTI SAFRUDIN  AAA2753

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Recognizable brand  Ramly  burger is a company known widely by the people especially in Malaysia. Their burger can be found at burger stalls operating at night at many parts of cities and villages in Malaysia. The concept of strong a production. Their company have variety of products that has evolved quite nicely from only burger stall to a product manufacturer and getting stronger day by day. Ramly  food has  the recognition  Halalan   Thoyiba . Its merely means allowed and permissible for consumption with relation Syariah Law as they are safe not harmful. A distribution channel may be direct or indirect in nature. Obviously,  Ramly  Burger using the indirect distribution channels, on the other hand, used the services of agent to move products to end-users.  Nicely designed packaging label that able to attract more people to buy their products as the design of the packaged is unique. They have different colour of packaging to represent different products.

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Ramly  Food is lack of  Ramly  Halal Mart in Malaysia. In Malaysia,  theres  only 9  Ramly  Halal  Martwhich  available in Kuala Lumpur, Putrajaya, Selangor and Pahang with retail store while not the other areas in Malaysia. In this case, for instance, some customers who  live in Johor Bahru will feel dissatisfaction as they cannot experience  Ramly  Halal Mart if the mart does not available in their areas. Then, these customers only can buy  Ramly  products from  Ramly’s  distributor channels such as Tesco and Giant Hypermarket.

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New product in market.  Ramly  products are the new product in the market. So they have a huge opportunities to market their product to the costumers Targeting a large market.  Ramly  company targeting the large market because the product will be marketed in the country and to the other country. This company have the opportunities to enter the large market because they sell Halal product which will be an advantage to the Muslim people around the world.  Large scope production. They export the product countries such as Indonesia, Thailand and Singapore.

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A comprehensive burger industry analysis must include threats such as health concerns related to obesity and eating red meat, changing dietary habits, and the media’s increasing focus on identifying unhealthy food. These are challenges that can derail  Ramly  Burger efforts unless find the creative ways to address them, such as offering healthier beef and making your beef patties adhere to the recommended ounces for a single serving of food.    Ramly  Burger house business plan should also include an evaluation of the other restaurants in the market area that sell similarly priced burgers. Their biggest threat may be fast food franchises with big advertising budgets that can dominate the market.

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5 FORCES RAMLY PRESENTED BY: FATIN LIYANA NABILA BINTI MOHD ZANUDDIN AAA2915

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Rivalry Among Existing Competitor  -  higher within the industry.  Ramly  has major competitor like  Ayamas , Macdonald’s, Burger King, Marry Brown, Texas Chicken  and so on.        Threat of new Entrants  –moderate , because the market is highly saturated and financial resources associated with building and properties are required in order make market entry. For example,  Ramly   controlled  accesss  of distribution channels, innovation & product  differentation .      Bargaining power of buyers  – Very higher because there is low switching cost for customers and there is an abundance of offers available to them especially for  Ramly  membership. Besides,  Ramly  produce  halalan   toyyiba  in all product and 100% product Muslim which means all people different can eat and purchase. Bargaining power of suppliers  – high due to the fact demand for fast food is high in globally. Currently, the company owns a processing plant, located in the SME Industrial Park,  Mukim   Batu , Kuala Lumpur offering jobs in management, production to product the marketing and also distribution.  Ramly  now is the household name in Malaysian and also international  markets.The   Ramly  Burger brand is not only famous in our country but also in other countries as well. Threat of substitute Product  – The substitutes usually will be referring back to the  Ramly’s  product or in other words the substitutes compete with the firm  products.This  is a good opportunity for  Ramly  Food  to enter the market  aggresively  as they have variety of products which is frozen food and others  instead  of their main product such as burger. For example,   Ramly  product introduce the new product  Ramly  Cheesecake, fast food and beverage. It for the loyalty customer prefer  Ramly’sweet  tooth customers

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CORE COMPETENCIES PRESENTED BY: SITI SHAKILA BINTI ZAINAL ABIDIN AAA3314

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Well-known  Bumiputra -owned food-based manufacturer.

Competency of  Ramly  Processing  Sdn   Bhd

Product such as beef, chicken and marine-produced.

In 1970s the opportunity to have burger meat locally produced at high volume.

He opened up a burger processing stalls in the town at  Lorong   Haji   Hussin , Kuala Lumpur.

Quickly moved to expand the business by using machines to speed up processing and increase daily productions.

Later introduced nuggets, fritters,  fingers and others.

Pure desire to produce  halal,clean  and quality products.

Ramly  was recently awarded as one of the recipients of ' Anugerah   Melayu   Cemerlang ' on May 2006.

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COMPETITIVE ADVANTAGE PRESENTED BY: ATIQAH MUNIRAH BINTI  AHMAD  MUSHAKIR AAA2892

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Brand Positioning Place in the consumer mind that the business want to put that are the what the profit that consumer can get when they thinking of the products Product also must satisfy the needs of consumer and at the same time unique.  Three important foundation for crafting brand positioning

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Frame of Reference The competition the brands that have similarities.  Ramly’s  major competition is the foreign fast food chain such as McDonald’s and Burger King. Therefore, for the processing food their competition such as  Ayamas Ramly’s  analyse all the competitive advantage and their weakness and turning into their advantage and avoid competing in the area where have the most competitive advantage

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Example : Strength of those fast food chain big players is the advertisement and high end style of store.  But  Ramly’s  doesn’t want to compete based on that due to it will be more costly and their business will be at stake of loss.  They hence compete in pricing and convenience to get their product.

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Points of Parity and Point of Difference = Point of Parity is the attribute shared with others. It important for company to attract their consumer to easily recognized and familiar with them. = For example :  Ramly’s  can be categorized together with other fast food chain that sold burger as their main products. It is also important for them to search the POP to tackle the mind of consumer of competition purpose

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= Customer loyalty to the brand affected by service quality and satisfaction is one with low parity = Point of Difference of  Ramly  product are the price, convenience, halal and local public relation  = For Example : The fast food sold in burger stall is far cheaper than the burger sold by the big player’s burger.

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Creating Brand Equity Brand equity is the perception of the customer towards the brand name and not the service and product offered.  For Example :  Ramly’s  most successful product that have positive brand equity is the burger product sold from the  Ramly’s  burger stall located all around Malaysia.  Also, the product is lower end product of western style burger Therefore,  Ramly  name will always be in the mind of Malaysia that wanted to eat a burger product that is suitable and more cheaper with the taste of Malaysia

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ADDITIONAL INFORMATION COMPANY/ PRODUCT PRESENTED BY: FATIN LIYANA NABILA BINTI MOHD ZANUDDIN AAA2915

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Ramly  Food Processing  Sdn   Bhd  have introduce their new product which is  Ramly  Cheesecake. There are 4  flavors  of cheesecake that have produced by  Ramly  Company, such as tiramisu, chocolate, lemon and blueberry  cheesecake. Ramly  cake was the newest product launch by  Ramly  Company and the response got the attention of new and loyal customers of  Ramly . They made a totally different product from their previous products and now enter the  market. Ramly  take the challenge and start do the new product to meet the demands and influences of the customers, the environmental movement are evident in the Ringgit value size of the environmentally currency conscious marketplace.

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But most of us, did not know that  Ramly  Company have produced their own cheesecake. This cheesecake not too famous yet because they are a new product and not sell this cheesecake at supermarket like Giant,  Mydin  and so on . This cheesecake is quite exclusive because it only be sold in  Ramly’s  Halal Mart and  Ramly’s   Kiosk. Although  Ramly’s  cheesecake is not widely introduce, this cake become a huge success because as we can see it mostly sold out. On  Ramly  Group website, there are none information about  Ramly’s  cheesecake

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.hoc014te
RAMEY" BURGER,
C'AKE!
RarnIY
RM 2.00
MUKBANG + ASMR

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CONCLUSION & RECOMMENDATION PRESENTED BY: SITI NOR FATIMAH BINTI MOHAMAD YUSOF AAA2843

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1.Become an event sponsor Begin on the sponsors of event that is currently underway is one of the ways  Ramly’s  Company can improve its promotion. By displaying the  Ramly  logo, the  Ramly  brand will become more and more popular.  Ramly’s  company can sponsor either financially or sponsor the  Ramly  product such as  Ramly  Burger, Sausage, Nugget or the latest product the  Ramly  cheesecake.  2.Providing  Home Delivery Service  During Pandemic  Covid - 19, most people cannot freely to go outsides to visit any  Ramly  Kiosk or Branch. Thus, if  Ramly’s  company can provide house to house delivery services, sale will increase indirectly. Product distribution will become more widespread. This is because, consumers prefer something that us easy and fast, especially for people who don’t have a lot of time but the intention to eat so high . 3.Provide Navigation Facility such as Drive Thru This last –minute drive is very done by some business, especially food and beverage based businesses. This is to make it easier for customers without hassle of finding a car park and dining or purchase at the  Ramly  Kiosk.

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4. Increase outlet at other place in Malaysia. Ramly’s  also should expand their market because not all  Ramly’s  customers can buy the product. For example,  Ramly’s  customers that residents in Kelantan cannot buy  Ramly’s  product because there are none  Ramly’s  Halal Mart and Kiosk in Kelantan. Especially, after have been reviewed by many famous food reviewer in  youtube  such as  Syedot  ASMR. The expose of  Ramly  cheesecake in social media has increase the sale of this  cake 5.Ramly should be aggressive in marketing communication. Marketing communications is one of the techniques that the company or a business individual uses to convey the promotional messages about their products and services. Experts of marketing communication design the different types of persuasive communication and also send it to the target audience.

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Ramly  Food Processing  Sdn . Bhd. have made its mark in the frozen food industry in Malaysia. He can be a role model to the people who wants to become entrepreneurs. All his experiences and skills he has shown can be a motivation and inspiration to young entrepreneurs. In order to  transform the business  of  Ramly  Burger, the company has to  embrace the fast changes in the current trend in order to compete  with other similar businesses such as  Mcdonald's , Burger King and   FoodPanda . The current trend also demanded that  all the businesses  to  enter  the  Industry  for the example   technology  platform  in  order  to  provide  high  quality service with the least cost while achieving as much performance as possible to increase the profits.  Ramly  Burger is an  established  business  of  serving  people’s   favourite   burgers  and frozen foods  in Malaysia for years,  but the company  has much greater opportunities to transform further which of course will satisfy the customers better.

GROUP SLIDE PRESENTATION SM RAMLY.pptx