INTRODUCTION TO MARKETING (MKT410)

CASE STUDY - THE MARKETING ENVIRONMENT

NAME OF COMPANY :

RAMLY FOOD PROCESSING SDN BHD

TYPE OF BUSINESS :

PRIVATE LIMITED COMPANY

PREPARED BY :

NUR KAMARINA BINTI KAMARAN (2021106067)

NURUL AINA IZZATI BINTI ISMAIL (2021127965)

SHARIFAH FATIMAH AZ-ZAHRA BINTI SHEIKH MOHAMAD ALI (2021127399)

NURUL FARZANI BINTI MOHAMAD JASNI (2021127559)

PREPARED FOR :

MADAM NORAFIFA BINTI MOHD ARIFFIN

SUBMISSION DATE :

29 JUNE 2021
SUMMARY

Overall, this study aims to find out the company, suppliers, marketing intermediaries, the
competitors, publics, and customer business of Ramly burger meat products. The strategy that
has been used has made the Ramly Company still survive in the business industry. The
company has undergone a systematic production process that starts from input, transformation
process and ends with output and feedback. In addition, environmental factors also greatly
influence this company through the general environment and work environment. Researchers
can also learn about the journey, the bitterness of a founder of a company to set up and start a
business and can use the success of the founder as an example of guidance in life. Through
this course work as well, researchers can train themselves mentally, creativity through
processing, systematic time management, knowing the business world and others. The
researcher also suggested that in the future, other researchers study the level of customer
satisfaction of those who buy products manufactured by Syarikat Ramly Sdn. Bhd.

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INTRODUCTION

Production, according to Bates and Parkinson, is the activity of converting resources into
finished products in the form of commodities and services, with the goal of meeting demand for
changeable resources. There are four elements better known as ‘4P’ that stands for product,
price, place, and promotion which can be used by any company to perform marketing activities
to influence the demand for the specific products.
Microenvironment and macroenvironment make up the marketing environment. The
microenvironment encompasses all of the actors in the company's immediate vicinity who have
an impact on its ability to produce value and connect with customers, either positively or
negatively. The actors closest to the company, such as the company itself, suppliers, marketing
intermediaries, customer marketplaces, competitors, and the public makeup the
microenvironment.
Ramly Food Processing SDN BHD was chosen as the subject of the study by us. Under
the RAMLY brand, this company is a well-known “Bumiputera” enterprise that manufactures
food products based on beef, poultry, and ocean goods. Dato' Dr. Haji Ramly Mokni and Datin
Hajjah Shala Siah Abdul Manap founded the company in 1984.
The company now has two processing units in Cheras' Urban Industrial Area and Mukim
Batu's SMI Industrial Park, both in Kuala Lumpur, with career opportunities ranging from
management to production and product marketing. Roadside food stalls and restaurants are
more likely to sell ramly burgers. Ramly Food Processing is a well-known Bumiputera company
that manufactures beef, poultry, and seafood-based food products. Burgers, nuggets,
frankfurters, and cocktails are among the most popular items.
So in this case study, we are going to combine the issues gained by the RAMLY brand
with our studies on marketing strategies to achieve a better solution and improve the company
business. This can be done to avoid any loss and protect the cash flow. From the actors in the
microenvironment, such as the company itself, the suppliers, marketing intermediaries,
competitors, publics and customers, many problems can arise and give many impacts, either in
positive or negative outcomes.

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MICROENVIRONMENT

1. THE COMPANY

Marketing management incorporates groups such as top management, finance,

research and development (R&D), purchasing, operations, and accounting in the development
of marketing plans. In Ramly Food Processing Sdn Bhd, top managers are responsible for the
overall management of the organization. They make decisions with respect to all questions that
arise in the company. At meetings, matters such as policies, vision, mission and organizational
goals become an important agenda because it is the group which prepares the strategic plan of
the company every three years. In addition, this Top Management group is also responsible for
making decisions in downsizing or adding company staff, promotion of managers in each
division and ensuring the good name of the organization is always preserved. In terms of
research and development (R&D), they are responsible for planning and conducting research
studies in line with the company’s goal of competing and being the best in the food
manufacturing industry. For example, Ramly conducts product research and development to
ensure the freshness, delicacy and quality of its products. Attractive packaging methods are
also being researched to ensure that the product looks appealing and can be enjoyed.

2. SUPPLIERS

Suppliers are an important part of the company's entire value distribution network to
customers. They give the company the resources it requires to generate its goods and services.
Problems with suppliers can have a significant impact on marketing. Marketing managers must
keep an eye on supply and cost. Ramly has a Halal Poultry Industry Ecosystem Network which
is equipped with poultry feed factories, egg hatcheries, poultry farms and also poultry
slaughterhouses. Ramly offers entrepreneurs the chance to join in Ramly's Bumiputera broiler
contract breeder scheme, in which selected entrepreneurs supply broilers to the Ramly poultry
slaughterhouse.

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3. MARKETING INTERMEDIARIES

Wholesalers have become intermediaries in the distribution channel of Ramly Company,

120 wholesalers have registered as subsidiaries to distribute Ramly products. This registered
wholesaler is under the marketing of Ramly Mokni Sdn. Bhd. This marketing company is
headquartered in Desa Tun Razak, Cheras.

In addition, a subsidiary of Ramly, Ramly Supermarket Sendiri Berhad has been

established and operates for 24 hours to ensure that products are easily available in the market
and to ensure that wholesale and retail services between Ramly and hawkers and the public
can be implemented. This subsidiary was established at Lorong Raja Not (Off Jalan Raja Alang)
Ramly Halal Mart Sdn. bhd is responsible for offering sales services for Ramly products,
especially frozen products, Ramly Halal Kiosk is a store that sells ready cooked and ready to
eat food as a result of various Ramly products.

4. COMPETITORS

To be successful, a company must deliver better consumer value and satisfaction than
its competitors, according to the marketing concept. Because there is no one-size-fits-all
competitive strategy for all businesses, each one should evaluate its unique size and industry
position. For the RAMLY brand, as a lot of companies are making the same type of
manufactures of food products, for sure there are a lot of competitions to dominate the
industries. Maybe they can strategize on the price so the roadside food stalls or small food
businesses can buy the products economically and less pricey.

5. PUBLICS

The company’s marketing environment includes a range of public companies. Any group
with an actual or potential interest in or impact on an organization's ability to fulfil its goal is
referred to as the public. A subsidiary of Ramly Group signed an agreement with Agrobank and
Bank Pembangunan Malaysia Bhd for RM274 million in syndicated financing for the purpose of
setting up a new factory complex in Klang. The plant will be developed on 8.5 hectares of land,
as well as a production plant, halal logistics, frozen and dry storage, development, training and
research center. On 20 January 2020, Ramly Food was recognized as the first recipient of the
Bank Pembangunan Malaysia Berhad (BPMB) Industrial Digitization Transformation Fund

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(IDTF). Ramly Food will be equipped with advanced technology manufacturing equipment to
meet the production capacity.

6. CUSTOMERS

The customer is the person or entity who will purchase the goods or services produced
by the company. It is very important in determining the growth or success of a company.
Businesses can increase customer satisfaction by offering quality goods at affordable prices,
providing friendly service, and discounts to customers. Ramly burger products meet the needs
and desires of consumers because the dishes are very much in line with the tastes of customers
and the deliciousness can not match the unique taste of frozen food suppliers in Malaysia.
Ramly’s products have been producing products in response to customer demand since the
company’s inception because the founder wanted to enhance Western cuisine in the minds of
the Malays. Initially, the community could not accept this product due to cultural shocks from the
West but eventually it failed because the unique values and recipes prepared by Ramly have
succeeded in capturing the hearts of Malaysians to try new things as well as learn and
understand Western food culture. The prices set for Ramly burger meat is also affordable and
do not burden the customer.

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RECOMMENDATION

Researchers found that the company’s strengths were its well-known local brand. While
in terms of weaknesses found in the company is the lack of product channels and unhealthy
product environment. Next, the opportunity available to this company is that the company has
the opportunity to produce new products, a large target market and a wide scope of product
distribution. Finally, the threats facing the company are strong competition with frozen food
manufacturers in Malaysia, public awareness of healthcare and local legal regulation.Based on
the analysis of the findings of the study conducted, the researcher would like to submit some
suggestions to Company Ramly SDN. BHD. Researchers would like to suggest that the
company add new products to attract consumers and ensure customers remain loyal to these
products, expand the market area internationally, add new branches in strategic locations and
conduct public relations with the community through campaigns. The researcher hopes that
through the suggestions given can help Company Ramly SDN. BHD. This can help the
company grow and be recognized internationally as the most successful frozen food
manufacturer in Malaysia.

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APPENDIX

WRAPPING PAPER

OBLONG BREAD TYPE OF NUGGETS

MEAT AND CHICKEN BURGER

GROUND BEEF FRANKFURTER BREAD

RAMLY LOGO

RAMLY BRANCH FOUNDER OF COMPANY RAMLY

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