Top Management
Dato’ Dr. Haji Ramly Mokni - Managing Director
He has played a crucial role in the company's establishment and growth,
emphasizing the importance of halal food in Malaysia. His vision was to
provide quality, halal-certified products to meet the needs of Muslim
consumers. Under his leadership, Ramly has expanded significantly, with
annual sales reportedly reaching RM1 billion and ambitious plans for
future growth25.
Datin Hajjah Shala Siah Abdul Manap - Executive Director
As co-founder, she has been instrumental in the company's operations
and strategic direction alongside her husband. Her contributions have
helped solidify Ramly's reputation as a trusted brand in the halal food
market35.
En. Mohd Zaharin bin Dato Dr. Hj. Ramly - Director
He is involved in overseeing various aspects of the company's operations,
contributing to its management and strategic initiatives23.
Pn. Siti Hayu binti Dato Dr. Hj. Ramly - Director
Another key figure in the management team, she helps guide the
company's policies and operational strategies23.
Mohammad Fuad Abd Rashid - General Manager
With extensive experience since 2000, he manages daily operations and
plays a vital role in implementing the company's strategies to enhance
productivity and market reach
……
Ramly group Of Company
Ramly Food Industries Sdn. Bhd – 200501034982 (717126-M)
Ramly Food Processing Sdn. Bhd – 198401010675 (123214-A)
Ramly Food Marketing Sdn. Bhd – 198601000159 (149295-P)
Ramly Food Services Sdn. Bhd – 199301010494 (265231-T)
Ramly Halal Logistic Sdn. Bhd – 201101023607 (951743-K)
Ramly Halal Mart Sdn. Bhd – 199301029727 (284466-D)
Ramly Mokni Holding Sdn. Bhd – 199301013678 (268416-P)
Ramly Halal Kiosk Sdn. Bhd – 200901039065 (882202-V)
Ramly Poultry Integrator Sdn. Bhd – 199601001658 (374004-U)
Ramly Project Management Sdn. Bhd – 198601000189 (149325-V)
Exxan Corporation Sdn. Bhd – 199301003582 (258319-D)
……
Ramly Food Processing Sdn Bhd operates within a dynamic
microenvironment that influences its business strategies and market
performance. This microenvironment consists of various internal and
immediate external factors, including suppliers, customers, competitors,
market intermediaries, and public perception.
Key Elements of Ramly's Microenvironment
Suppliers:
Ramly relies on a network of suppliers for halal-certified ingredients,
primarily meat and other food products. The company's commitment to
quality and halal standards necessitates strong relationships with
suppliers to ensure timely delivery and compliance with halal certification
requirements14.
Customers:
The primary customer segments include Malaysian consumers,
particularly from the M40 (middle-income) and B40 (lower-income) groups.
Ramly's products are designed to be affordable and accessible, appealing
to families and individuals seeking convenient meal options. Their
offerings cater to various age groups, especially children and young adults
who frequent burger stalls123.
Competitors:
Ramly faces competition from both local brands like Ayamas and
international fast-food chains such as McDonald's and Burger King.
Ayamas is noted as a significant competitor, offering similar products in
the frozen food category. Ramly differentiates itself through its strong
brand presence in street food culture and by ensuring its products are
halal-certified, which is crucial for Muslim consumers124.
Market Intermediaries:
The company utilizes various distribution channels, including direct sales
through burger stalls (approximately 25,000 across Malaysia), kiosks, and
supermarkets. This extensive network enhances its market reach and
accessibility for consumers13.
Public Perception:
Ramly is viewed positively among Malaysian consumers, often associated
with nostalgia and comfort food. The brand has successfully embedded
itself in local culture, particularly as a popular choice for late-night meals.
Its marketing strategies leverage social media to engage younger
audiences, further enhancing brand loyalty35.
Regulatory Environment:
Operating in the food industry requires compliance with stringent health
regulations and halal certification standards set by Malaysian authorities.
This regulatory framework impacts product development and marketing
strategies as Ramly must ensure all offerings meet these requirements to
maintain consumer trust
……
Strategic Implications
Product Development: Ramly continuously innovates its product line to
cater to changing consumer preferences while maintaining affordability.
This includes expanding beyond burgers into other frozen food categories
like nuggets and sausages12.
Market Expansion: The company has plans for significant investments to
enhance production capacity and expand its market presence both
domestically and internationally, targeting growth in Southeast Asia25.
Community Engagement: By empowering micro-entrepreneurs through
franchise opportunities for burger stalls, Ramly not only increases its
market penetration but also supports local economies35.
