RAMLY MOKNI SDN BHD

NAME

MATRIC NO

FATIN NATASHA BINTI UJANG

234573

NUR SYAFIQAH BINTI ISMAIL

226739

NUR FATHIN FATEHA BINTI MOHD

NOR ZAILANI

226858

NOR SYAHIRA BINTI ROSLI

226888

MUHAMAD FAKHRI BIN HAMZAH

234572

COMPANY BACKGROUND

The Ramly Burger is a Malaysian burger brand that was created by DatoHaji Ramly Bin Mokni
and Datin Hajjah Shala Binti Abdul Manap.
The Ramly Burger starter out in1978 as a small family business operated from a small mobile
kiosk on Jalan Haji Hussien in Kuala Lumpur.

Ramly Food Processing Sdn. Bhd. then was founded in 1984 by the owners of Ramly Burger.

 Ramly Food currently owns two processing plants at Bandar Tun Razak industrial zone in
Cheras and the IKS industrial park in Mukim Batu, Kuala Lumpur.
Now, Ramly Food not only target on Malaysian market, it also has penetrated some Asian
markets like Singapore, Thailand, Philippines and Indonesia and is planning on expanding
to other countries as well.
Dato Haji Ramly Bin Mokni, the founder or managing director of Ramly Food Processing
Sdn. Bhd. has stated that the company will invest RM250 million to build.

SWOT ANALYSIS

COMPETITOR ANALYSIS

Competitor analysis
Competitor analysis is an assessment of the strength and
weakness of the competition and provides both offensive
and defensive strategic context to identify opportunities
and threats.

COMPETITOR OBJECTIVES
For the Burger King, their objectives is to serve and to satisfy customers
with their products as a one of the fast food company in Malaysia.
RAMLY BURGER must have a good communication with their customers so
that they can know what is customers need and wants from their company.
For example, Indian culture would not eat beef and Muslims would not eat
pork.
RAMLY BURGER can use this strategy to not sell product that not wanted by
their main customers and it is the advantage because they sell halal
product and different from others competitor.

COMPETITOR STRATEGY
Burger King strategy for their product is their using packaging
also same with RAMLY BURGER packaging because the product
is fast food and must eat quickly and they should use the
easier packaging to make it convenient for customers to eat.
For the place, Burger King franchise just have the several
place such as in a big mall only like Sunway Carnival Mall,
Seberang Jaya Pulau Pinang and a few branch in Kuala Lumpur.
Is it because the potential customer is in city areas and only
them is more prefer with the fast food.

COMPETITOR ASSUMPTION
Burger King may think that they have a monopoly on cities area
consumer because they have win their consumers taste with their
western style of burger and healthy ingredients contain in their burger.
RAMLY BURGER have their own consumers since they start their
business in 1979. Most of burger stall in Malaysia use RAMLY BURGER
as their main burger supplier.
Burger King try to suit Malaysian taste by introduced the new savoury
flavour on their burger. They assume to win the monopoly of burger in
Malaysia.

COMPETITOR CAPABILITIES
Burger King has been rated by most of their franchisees as good capabilities
because of their knowledge and the way they treat their customers need and
wants.
But some of their franchisees also rated as low capabilities because Burger
King hired the young and unexperienced managers in their branches.
Most of them is a fresh graduate and do not have more experiences in how to
manage the company.
RAMLY BURGER have experiences in how to make the company works well
because they teach all their staff on how to manage the company, which is
RAMLY BURGER is not franchise so that they need to train their staffs well in
order to get the better company.

CUSTOMER ANALYSIS

CUSTOMER ANALYSIS
Customer analysis is the process of identifying and
evaluating the distinguishing characteristics of abaseof
customersin order better understand their needs,
purchasing behaviour,valueorientationand motivations
for purposes of segmentation andtargetmarketing.
Customer data is continuously gathered through
transactiondata, customer feedback, focusgroups, and
producttesting

CUSTOMER BUYING CRITERIA

RAMLY BURGER investigate about what is the most product that is buying by the
customer.
Identify and weigh the relative importance of factorsconsumers use to choose
one product over another.
This is the key to understand why customers choose to buy your product versus
the product that produced by your competitors.
When the RAMLY BURGER have identifying the customer needs through market
research and analysis, companies can develop the new proposition which
reflects the tangible benefits that customers can expect from RAMLY BURGER
products.

PURCHASE PROCESS AND PATTERN

RAMLY BURGER customer behaviour analysis requires a more in-depth understanding
of the actual decision-making process of thecustomer purchase.
Behaviour customer profiles can also focus on actions, such as which types of items
were purchased, how frequently items arepurchased, the average transaction value,
or which items were purchased in conjunction with other items.
To analysed the purchase patterns and identify the best customers, RAMLY BURGER
start by evaluating the purchase frequency, rankingcustomers from highest to lowest
in terms of purchase frequency.
RAMLY BURGER also need to compare purchase frequency versus totalspend. Certain
customers will make infrequent but largepurchases, while others will make frequent
but small purchases.

CUSTOMER DEMOGRAPHIC
RAMLY BURGER then identifying target market segments that are
predisposed to preferring yourproducts over those of your
competitors.
A marketing program done by RAMLY BURGER aimed at individual
segments needs tounderstand and capitalize on the group's
differences and use themstrategically in all advertising campaigns.
They absolutely has been monopoly in burger seller around Malaysia
but still have to know their next target market to promote their
product so that can get more incomes.

MARKETING MIX STRATEGY (Product & price)

Ramlys beef and chicken burger

Ramlys frankfurter

MARKETING MIX STRATEGY (Product & price)

Ramlys nugget

Ramlys Fried Chicken

MARKETING MIX STRATEGY (Price)

MARKETING MIX STRATEGY (Promotion)

FACCEBOOK

MARKETING MIX STRATEGY (Promotion)

MEMBER CARD

MARKETING MIX STRATEGY (PLACE)

RECOMMENDATION

PRODUCT
PRICE
PROMOTIO
N
PLACE

Research and development

For example improving taste of the products
Give sample
Give bonus pack for fast food

Manager should ensure the price of the products are synchronize

Aggressive advertising
Give coupons
Organizes cooking contest

Increase outlet at other places in Malaysia

THANK
YOU!!!!!