RAMLY MOKNI SDN BHD

NAME MATRIC NO
FATIN NATASHA BINTI UJANG 234573
NUR SYAFIQAH BINTI ISMAIL 226739
NUR FATHIN FATEHA BINTI MOHD 226858
NOR ZAILANI
NOR SYAHIRA BINTI ROSLI 226888
MUHAMAD FAKHRI BIN HAMZAH 234572
COMPANY BACKGROUND

• The Ramly Burger is a Malaysian burger brand that was created by Dato’Haji 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 a base of customers in order better
understand their needs, purchasing behaviour, value orientation and
motivations for purposes of segmentation and target marketing.
Customer data is continuously gathered through transaction data,
customer feedback, focus groups, and product testing
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 factors consumers 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 the customer purchase.

Behaviour customer profiles can also focus on actions, such as which types of items were
purchased, how frequently items are purchased, 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, ranking customers from highest to lowest in terms of
purchase frequency.

RAMLY BURGER also need to compare purchase frequency versus total spend. Certain customers
will make infrequent but large purchases, while others will make frequent but small purchases.
CUSTOMER DEMOGRAPHIC
RAMLY BURGER then identifying target market segments that are
predisposed to preferring your products over those of your
competitors.

A marketing program done by RAMLY BURGER aimed at individual

segments needs to understand and capitalize on the group's differences
and use them strategically 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)

Ramly’s beef and chicken burger Ramly’s frankfurter

MARKETING MIX STRATEGY (Product & price)

Ramly’s nugget Ramly’s Fried Chicken

MARKETING MIX STRATEGY (Price)
MARKETING MIX STRATEGY (Promotion)

FACCEBOOK
MARKETING MIX STRATEGY (Promotion)

MEMBER CARD
MARKETING MIX STRATEGY (PLACE)
RECOMMENDATION
 • Research and development

PRODUCT • For example improving taste of the products

• Give sample
• Give bonus pack for fast food

PRICE • Manager should ensure the price of the products are synchronize

• Aggressive advertising

PROMOTION • Give coupons

• Organizes cooking contest

PLACE • Increase outlet at other places in Malaysia

THANK
YOU!!!!!