SLIDE Burger Ramly

7/17/2019 SLIDE Burger Ramly

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RAMLY MOKNI SDN B

NAME MATRIC NO

ATIN 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 Dato’Haji

and Datin Hajjah Shala Binti Abdul Manap

• The Ramly Burger starter out in!"#$ as a small %amily business operated %ro

kiosk on &alan Haji Hussien in 'uala (umpur

• Ramly )ood *rocessing Sdn Bhd then was %ounded in !"$+ by the owners o% R



• Ramly )ood currently owns two processing plants at Bandar Tun Ra,ak

-heras and the .'S industrial park in Mukim Batu/ 'uala (umpur

• 0ow/ Ramly )ood not only target on Malaysian market/ it also has pene

markets like Singapore/ Thailand/ *hilippines and .ndonesia and is plann

to other countries as well

• Dato’ Haji Ramly Bin Mokni/ the %ounder or managing director o% Ramly

Sdn Bhd has stated that the company will in2est RM345 million to build



SWOT ANALYSIS



COMPETITOR ANALYS



Competitor analysis

Competitor analysis is an assessment of te stren#ea$ness of te %ompetition an" pro&i"es 'ot oan" "efensi&e strate!i% %onte)t to i"entify opportan" treats+



COMPETITOR OB,ECTI-ES

.or te B*r!er Kin!/ teir o'0e%ti&es is to ser&e an" to satisfy %*st#it teir pro"*%ts as a one of te fast foo" %ompany in Malaysia

RAMLY B1R2ER m*st a&e a !oo" %omm*ni%ation #it teir %*stotat tey %an $no# #at is %*stomers nee" an" #ants from teir

.or e)ample/ In"ian %*lt*re #o*l" not eat 'eef an" M*slims #o*l"

por$+

RAMLY B1R2ER %an *se tis strate!y to not sell pro"*%t tat not #teir main %*stomers an" it is te a"&anta!e 'e%a*se tey sell apro"*%t an" "i(erent from oters %ompetitor+



COMPETITOR STRATE2Y

B*r!er Kin! strate!y for teir pro"*%t is teir *sin! paalso same #it RAMLY B1R2ER pa%$a!in! 'e%a*se teis fast foo" an" m*st eat 3*i%$ly an" tey so*l" *se teasier pa%$a!in! to ma$e it %on&enient for %*stomers

.or te pla%e/ B*r!er Kin! fran%ise 0*st a&e te se&e

pla%e s*% as in a 'i! mall only li$e S*n#ay Carni&al MSe'eran! ,aya P*la* Pinan! an" a fe# 'ran% in K*ala

Is it 'e%a*se te potential %*stomer is in %ity areas antem is more prefer #it te fast foo"+



COMPETITOR ASS1MPTION

B*r!er Kin! may tin$ tat tey a&e a monopoly on %ities ar%ons*mer 'e%a*se tey a&e #in teir %ons*mers taste #it #estern style of '*r!er an" ealty in!re"ients %ontain in te

RAMLY B1R2ER a&e teir o#n %ons*mers sin%e tey start te'*siness in 4565+ Most of '*r!er stall in Malaysia *se RAMLY Bas teir main '*r!er s*pplier+ B*r!er Kin! try to s*it Malaysian taste 'y intro"*%e" te ne# 7a&o*r on teir '*r!er+ Tey ass*me to #in te monopoly of 'Malaysia+



COMPETITOR CAPABILITIES

B*r!er Kin! as 'een rate" 'y most of teir fran%isees as !oo" %a'e%a*se of teir $no#le"!e an" te #ay tey treat teir %*stomers#ants+

B*t some of teir fran%isees also rate" as lo# %apa'ilities 'e%a*sKin! ire" te yo*n! an" *ne)perien%e" mana!ers in teir 'ran%

Most of tem is a fres !ra"*ate an" "o not a&e more e)perien%e

mana!e te %ompany+

RAMLY B1R2ER a&e e)perien%es in o# to ma$e te %ompany #o'e%a*se tey tea% all teir sta( on o# to mana!e te %ompany/RAMLY B1R2ER is not fran%ise so tat tey nee" to train teir sta(or"er to !et te 'etter %ompany+



C1STOMER ANALYSI



C1STOMER ANALYSIS

C*stomer analysis is te pro%ess of i"entifyin! ane&al*atin! te "istin!*isin! %ara%teristi%s of a

%*stomers in or"er 'etter *n"erstan" teir nee"s

p*r%asin! 'ea&io*r/ &al*e orientation an" moti

for p*rposes of se!mentation an" tar!et mar$etin

C*stomer "ata is %ontin*o*sly !atere" tro*!

transa%tion "ata/ %*stomer fee"'a%$/ fo%*s !ro*p

pro"*%t testin!

http://www.investorwords.com/427/base.html

http://www.investorwords.com/5877/customer.html

http://www.investorwords.com/5209/value.html

http://www.investorwords.com/13642/orientation.html

http://www.investorwords.com/4874/target.html

http://www.investorwords.com/2975/marketing.html

http://www.investorwords.com/5046/transaction.html

http://www.investorwords.com/16034/group.html

http://www.investorwords.com/3874/product.html

http://www.investorwords.com/3874/product.html

http://www.investorwords.com/16034/group.html

http://www.investorwords.com/5046/transaction.html

http://www.investorwords.com/2975/marketing.html

http://www.investorwords.com/4874/target.html

http://www.investorwords.com/13642/orientation.html

http://www.investorwords.com/5209/value.html

http://www.investorwords.com/5877/customer.html

http://www.investorwords.com/427/base.html



C1STOMER B1YIN2 CRITERIA

RAMLY B1R2ER in&esti!ate a'o*t #at is te most pro"*%t tat is '*%*stomer+

I"entify an" #ei! te relati&e importan%e of fa%tors %ons*mers *se tone pro"*%t o&er anoter+

Tis is te $ey to *n"erstan" #y %*stomers %oose to '*y yo*r pro"te pro"*%t tat pro"*%e" 'y yo*r %ompetitors+

9en te RAMLY B1R2ER a&e i"entifyin! te %*stomer nee"s tro*!resear% an" analysis/ %ompanies %an "e&elop te ne# proposition #re7e%ts te tan!i'le 'ene:ts tat %*stomers %an e)pe%t from RAMLY pro"*%ts+



P1RCHASE PROCESS AND PATTE

RAMLY B1R2ER %*stomer 'ea&io*r analysis re3*ires a more in;"ept *n"of te a%t*al "e%ision;ma$in! pro%ess of te %*stomer p*r%ase+

Bea&io*r %*stomer pro:les %an also fo%*s on a%tions/ s*% as #i% types#ere p*r%ase"/ o# fre3*ently items are p*r%ase"/ te a&era!e transa%or #i% items #ere p*r%ase" in %on0*n%tion #it oter items+

To analyse" te p*r%ase patterns an" i"entify te 'est %*stomers/ RAMLY

start 'y e&al*atin! te p*r%ase fre3*en%y/ ran$in! %*stomers from i!esin terms of p*r%ase fre3*en%y+

RAMLY B1R2ER also nee" to %ompare p*r%ase fre3*en%y &ers*s total spe%*stomers #ill ma$e infre3*ent '*t lar!e p*r%ases/ #ile oters #ill ma$e'*t small p*r%ases+



C1STOMER DEMO2RAPHIC

RAMLY B1R2ER ten i"entifyin! tar!et mar$et se!ments tpre"ispose" to preferrin! yo*r pro"*%ts o&er tose of yo*r%ompetitors+

A mar$etin! pro!ram "one 'y RAMLY B1R2ER aime" at in"se!ments nee"s to *n"erstan" an" %apitali<e on te !ro*p=

"i(eren%es an" *se tem strate!i%ally in all a"&ertisin! %am

Tey a'sol*tely as 'een monopoly in '*r!er seller aro*n"'*t still a&e to $no# teir ne)t tar!et mar$et to promote tpro"*%t so tat %an !et more in%omes+



MARKETIN2 MI> STRATE2Y ?Pro"*%t @

Ramlys 'eef an" %i%$en '*r!er Ramlys fra



Ramlys n*!!et Ramlys .rie" Ci%

MARKETIN2 MI> STRATE2Y ?Pro"*%t @



MARKETIN2 MI> STRATE2Y ?Pri%e



MARKETIN2 MI> STRATE2Y ?Promotion

.ACCEBO



MARKETIN2 MI> STRATE2Y ?Promotion

MEMBER C



MARKETIN2 MI> STRATE2Y ?PLACE



RECOMMENDATIO



• Resear% an" "e&elopment• .or e)ample impro&in! taste of te pro"*%ts• 2i&e sample• 2i&e 'on*s pa%$ for fast foo"

PROD1CT

• Mana!er so*l" ens*re te pri%e of te pro"*%ts are PRICE

• A!!ressi&e a"&ertisin!• 2i&e %o*pons• Or!ani<es %oo$in! %ontest

PROMOTION

• In%rease o*tlet at oter pla%es in MalaysiaPLACE



THANK

YO1

SLIDE Burger Ramly

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