Ramly Marketing Plan (Updated).pdf - Ramly Burger\u2019s International Marketing Plan MKW3444 Wednesday 2pm Prof Yunus Ali Darren Low Ruey Xuen(28097564

Ramly Marketing Plan (Updated).pdf - Ramly Burgeru2019s...

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Ramly Burger’s International Marketing Plan MKW3444 Wednesday, 2pm Prof. Yunus Ali Darren Low Ruey Xuen (28097564) Yong Xin Wong (27949206) Chan Jia Yi (28865359) Chin Pei Yie (28844726) Leo Giovanni (29292875)
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1 Executive Summary Everyone loves burgers, be it expensive or cheap, healthy or unhealthy (usually the latter), and chicken or beef, burgers are for everyone, young and old alike. Therefore, in this report, we will be analysing Malaysia’s favourite burger, the Ramly burger, and propose Ramly to penetrate the Australian market. Using the SWOT analysis, we find that Ramly is in a strong position to start business in Australia due to the opportunities being abundant and threats relatively easy to deal with. Not only that, we analysed several environmental factors that might help us in creating successful strategies and avoiding certain taboos. We have also analysed three different market entry strategies and decided on the usage of franchising to further the Ramly business in Australia. Using the marketing mix, we discuss several marketing strategies that Ramly can utilize to greater their impact in the Australian market, and these strategies include referral and loyalty programs, standardizing and adapting the product wherever necessary. Lastly, we identify several challenges that Ramly might face in Australia, and one of the challenges is due to the core nature of the Ramly burger, its Halal certification.
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2 Executive Summary ................................................................................................................... 1 Introduction ................................................................................................................................ 4 Company Analysis ..................................................................................................................... 5 Strength .................................................................................................................................. 5 Weakness ................................................................................................................................ 5 Opportunities .......................................................................................................................... 5 Threats .................................................................................................................................... 6 Environmental Analysis ............................................................................................................. 7 Political/Legal Factors ............................................................................................................ 7 Economic Factors ................................................................................................................... 8 Sociocultural Factors .............................................................................................................. 9 Language, Values and Attitudes ......................................................................................... 9 Religion .............................................................................................................................. 9 Market Entry Strategy .............................................................................................................. 10 Alternative Method: Joint Venture ....................................................................................... 10 Alternative Method: Licensing ............................................................................................. 11 Chosen Method: Franchising ............................................................................................... 12 Marketing Strategies ................................................................................................................ 14 Product ................................................................................................................................. 14 Price ...................................................................................................................................... 14 Promotion ............................................................................................................................. 15 Place ..................................................................................................................................... 15 People ................................................................................................................................... 15 Process .................................................................................................................................. 16 Physical Evidence ................................................................................................................ 16 Budgeting Plan……………………………………………………...……………………..16 Challenges ................................................................................................................................ 16
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3 Conclusion ............................................................................................................................... 17 Reference List .......................................................................................................................... 18 Appendices ............................................................................................................................... 23
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4 Introduction In this report we introduce an elaborate marketing plan for Ramly Food Processing Sdn Bhd (Ramly) to expand into a pre-selected foreign market, Australia. Through the usage of several methods such as the in-depth analysis of the company as well as the foreign market, market entry strategies and marketing strategies, we build the foundation for Ramly to start operations in Australia, as well as taking note of the various challenges Ramly might face in this endeavour. Ramly specialises in providing clean and quality Halal products that are easily purchased in affordable price in Malaysia. Even though Ramly products are considered cheap, they still target consumers of various attributes, even the wealthy, and that is because their main goal isn’t to serve affordable food, their main goal is to produce and provide consumers with halal, clean and quality food (AsiaSentinel, 2012).
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