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Background and HistoryRamly Food Processing Sdn Bhd was founded by Dato’ Dr. Haji Ramly Mokni and his wife Datin Hajjah Shala Siah Abdul Manap and established on 1984 (Ramly,2021). The name of the company was known before as Perusahaan Burger Ramly Mokni Sdn Bhd. The history of the company was begin...

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Background and History Ramly Food Processing Sdn Bhd was founded by Dato’ Dr. Haji Ramly Mokni and his wife Datin Hajjah Shala Siah Abdul Manap and established on 1984 (Ramly,2021). The name of the company was known before as Perusahaan Burger Ramly Mokni Sdn Bhd. The history of the company was beginning on 1979, when Dato’ Dr. Haji Ramly was first started the business by selling burgers at the street food stalls with his wife (Smartdory, 2020). At that time, he was only a butcher in a market and it makes him more curious regarding the original sources of the meats and whether it was halal or not. The situation makes him determine to produce halal and certified meat source for all Muslims in the country and led him to come with the idea of establishing larger and trusted company. With all the determination and hard work, Ramly Food Processing Sdn Bhd has now own the processing plant which is located in SME Industrial Park, Mukim Batu in Kuala Lumpur which also has 10 subsidiary companies operating in the group such as Ramly Food Industries, processing, marketing, services and logistic. On top of that, with their corporate philosophy, ‘our belief remains the same, consistency is the key and we strive for success’, the company has their own aim in the business. They are using the concept of ‘Halalan Thoyyiban’ which means the food is clean and safe and also following the Syariah law. It means that the foods were being processed according to the Islamic regulations and are not harmful for a human being. The process of their frozen food was also made in a clean way and very careful in order to comply with the Syariah law and to be certified by Jabatan Kemajuan Islam Malaysia (JAKIM). Furthermore, in 2015 the company has expanded their business widely by establishing new factory that was worth for RM274 million which fully equipped with automated machines, located at Taman Perindustrian Halal Hub on Pulau Indah, Klang (TheStar, 2015). It is to ensure that the quantity of the product can be increased while maintaining the quality. In due to that, they have successfully produced more products and are also able to expand the business by exporting its product around Southeast Asian countries such as to Singapore, Thailand, Myanmar, Indonesia and many more. They are also looking forward to enter the middle east market to expand their business larger. Lastly, the company has also been honoured with ‘Halal Excellence Award’ in conjunction with the ongoing World Halal Conference in 2016 (Salama, 2016). They also have been recognized by Development Bank and got Best Project Award in 1982, Client Development Award in 1984 and Jaya Entrepreneur Award in 1992. It shows that the determination of Dato’ Ramly has come to success along with his hard works and good faith.

Organizational structure

FOUNDER Dato’ Dr. Haji Ramly Bin Mokni

DIRECTOR Mr. Zaharin Bin Dato’ Haji Ramly

MANAGING DIRECTOR Dato’ Dr. Haji Ramly Bin Mokni

EXECUTIVE DIRECTOR Datin Hajah Shalla Siah Bt Abdul Manap

DIRECTOR Mrs. Siti Hayu Binti Dato’ Haji Ramly

Products of the company According to Ramly Food Processing, there are total of eight types products that has been produced by them for the 50 years establishment of the company. All of the products are being processed and sell in frozen way in order for it to last long. The principle of ‘Halalan Thoyyiban’ also being used in processing the product as all the meat comes from the trusted sources that comply with Syariah law. There are burger, frankfurter, cocktail, nuggets, chicken, seafood, minced meat and meatballs. Each and every product have their own speciality with different types and choices of meats such as chicken, lamb and beef. It is to ensure that the customer can choose their favourite products according to their own preferences. Below are the lists of the Ramly products with the descriptions: 1. Burger

Figure 1.0

As shown in the figure 1.0 above, there are 4 types of burgers which are chicken burger, chicken burger grill, beef burger and beef burger grill. Burger is one of the most famous products among others. This is because, aside from its good taste, the price of the product is affordable as well. It can be proved by seeing Malaysian street food at night. Most of the stall will be selling Ramly burger as the demand of product is very high. It shows that their company has been trusted by Malaysian people especially Muslims. 2. Frankfurter

Figure 1.1

Figure 1.1 above shows 4 types of frankfurter which are chicken, beef, jumbo chicken and jumbo beef. Frankfurter is very famous among kids as the shape of the food is easier for

them to eat. It also has softer texture compared to other products such as nuggets and burgers. Besides that, it usually be eaten along with the bread and hot sauce in order to lessen the saltiness of the frankfurter which attracts not only younger people but also the adults.

3. Nuggets

Figure 1.2

Figure 1.2 shows 4 types of nuggets which are chicken, tempura coated chicken, fish nuggets and beef nuggets. Among four those products, tempura coated chicken has the highest demand as the nuggets feels crunchy after being fried. Besides that, fish nuggets got the highest demand among older people as they love fish and found that this kind of frozen food can be as substitute of it. 4. Cocktail, seafood, minced meat and meat ball

Figure 1.3

Figure 1.3 shows the other 4 types of products which are cocktail, minced meat, seafood and meat ball. Among of these four products, minced meat has the highest demand. This is because, it can be cooked in variety of ways such as in spaghetti Bolognese, lasagne,

shepherd’s pie and many more. Lastly, there are many other products shown in the figure 1.4 and 1.5 referred in the appendices.

Business, Marketing, Operational strategy Ramly Food Processing is a business that sells frozen food while complying with Syariah law. Their aim is to ensure the processes of the food are clean, safe and be in a high quality. According to Ramly Food Processing, the main business of the company is to produce Halal, hygienic and high quality of products which also make them to be the biggest halal meat distributor in Malaysia. On top of that, they also sell frozen foods containing meat-based such as burgers, nuggets, meatballs and many more. All of their products are also available in the large supermarket such as Tesco, Giant, Mydin and also being promoted through many platforms all over Malaysia. Furthermore, the company has their own marketing which firstly, they are focusing on the brand positioning. Brand positioning is the place in the consumer mind that the business wants to put that are the what the profit that the consumer can get when they are thinking of the product (Brand Positioning Strategy, 2020). It means that the product must satisfy the consumer as well as having high quality. In this case, Ramly Food Processing has created their brand as one of the largest Muslim brands in Malaysia. Everyone knows that the sources of the meat can be trusted. It makes their product could get high demand not only in Malaysia but also around Southeast Asian Countries. Secondly, the company also use the target market segmentation. Market segmentation can be explained as it being segmentize according to several factors such as demographic, geographic and many more. In terms of geographic, Ramly Food Processing has chosen rural and suburban areas in Malaysia as their target market. This is because, the residents in these areas usually are the below-40 (B40) families and it is affordable for them to buy this product. On top of that, they also target other closest countries around Malaysia as the taste bud of the Asian people are similar such as Thailand, Myanmar, Indonesia, Singapore and many more. In addition, Ramly Food Processing choose to operate as business market for their operational strategy. Business market means the selling of services and goods to customer that use that goods and products for their own production (Lilien, 1987). As we know that Ramly Food Processing only sells frozen products and act as the distributor of ‘halal’ meat in Malaysia. They let the costumer to buy their product and sells it in their own way which creates new job opportunity for other people. Secondly, Ramly Food Processing also developed their own official website, ‘www.ramly.com.my’ in order to ease people who

wanted to buy via online. Online platform has officially been their operational strategy since people nowadays prefer to buy things through electronic commerce.

References Ramly. (2021). About Us. Retrieved from http://www.ramly.com.my/about/ Smartdory. (2020). Ramly beef burger the original bespoke Malaysian favourite. History of Ramly Burger Founder. Retrieved from https://smartdory.com/2020/03/ramly-beefburger/ TheStar. (2015, August 25). Ramly Group secured syndicated financing. Retrieved from https://www.thestar.com.my/business/business-news/2015/08/25/ramly-groupsecures-syndicated-financing Salama. (2016, March 23). Halalfocus. Malaysia: Ramly Group bags Halal excellence award. Retrieved from https://halalfocus.net/malaysia-ramly-group-bags-halalexcellence-award/ Brand Positioning Strategy. (2020). Retrieved from http://equibrandconsulting. com/services/brand-consultant/brand-positioning/strategy Lilien, G. (1987, January). Business Marketing: Present and Future. Industrial Marketing and Purchasing

Appendices

Figure 1.4

Figure 1.5...