As we can see, people are tend and like to buy cheese based in food and there are plenty choice of food out there with cheese. Therefore, Ramly Food have made a great decision by producing Ramly Cheese Cake and have become a favourite by many people in Malaysia. These products actually can be very profitable to the company in a long term. Besides, according to the senior economists Yeah Kim Leng, Ramly Group is totally good positioned as they are not only supply in region and Muslim markets for halal products. They also get a world wide demand for the meat that have high quality. This shows that Ramly Food have gain trust from others because of their good products in the market that been produced at low cost. Halal food also have a huge market potential and this suits Ramly Group's concept. The consumption value of halal food arising at 8.14 % average growth rate and as there are big number of Islam population especially in Malaysia, the consumers are demanding more halal food. 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. Ramly Food also have been list as one of the Top Manufacturers in The Halal Food Market 2020 and this strenghten their brand among the consumers. Indeed, Ramly Food have no doubt to consume as their products is totally halalan 5
BPMM 2023 MARKETING MANAGEMENT thoyiba and trusted. Hence, with such favourable trends, it is a must for every single people to try this product such as their authentic Ramly burger at least. SWOT Analysis Strength Weaknesses Easy to prepare and requires less time and effort Using the concept of Halalan Thoyiba which means the products must be clean, safe, nutritious, and have good quality. According to Syariah laws. Own 16 Ramly Halal Mart in the peninsular Malaysia that provides frozen and fresh products. Own 12 Ramly Halal Kiosk outlets. Good innovation and product development. Entered various Asian countries market such as Thailand, Bangladesh and Indonesia. Strong domination in Malaysia's market. The design of packaging , label and others are unique. Packaging of the new product does not look good. Lack of advertisement about new product and does not follow the trend of organic food. Product line advertisement just focus on burger mostly. Does not take part in television channel, radio, and social media aggresively. Limited product mix. Lack a number of modern machine in producing products. Opportunities Threats Increasing demand in the local market as well as international markets including Indonesia, Singapore, Thailand,Vietnam, and Bangladesh. Change its - existing semi-automatic operations to fully automated processes - utilising fully-robotic (autonomous robot) component - application usage through the Internet of Thing Major fast food competitors are KFC, McDonalds, Marrybrown, Burger King, Subway, DejaVuu, Anis Choc Moist, and Samudera.
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- Spring '19
- Marketing, Ramly