Hamburger and Available Pack Size

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UNIVERSITI TEKNOLOGI MARA
SHAH ALAM
MKT750: MARKETING MANAGEMENT
MASTER IN BUSINESS ADMINISTRATION (MBA)

RAMLY’S COMPANY REVIEW

PREPARED FOR:
ASSOC. PROF. DR ROSIDAH MUSA

PREPARED BY:
2014838744
BM7001BF

CONTENTS
1.0 The Ramly Burger Man......................................................................................................3 2.0 Mission, Vision & Company’s Goals................................................................................5 3.0 Subsidiaries........................................................................................................................6 4.0 Products..............................................................................................................................8 5.0 Ramly’s Activities............................................................................................................12 6.0 Accreditations & Awards.................................................................................................14 7.0 Promotions.......................................................................................................................16 8.0 SWOT Analysis................................................................................................................17 8.1 Strengths

8.2 Weaknesses
8.3 Opportunities
8.4 Threats

1.0 THE RAMLY BURGER MAN
The man behind Malaysia’s most famous burger was not come from a rich family. He came with no tie, no suit, and no giant swivel chair like he has right now. The only testament to one of the country’s most important entrepreneurs lies in the logo on the wall bearing the celebrated words: Ramly. Ramly Burger does not need introduction for Malaysians, and the popularity of the Ramly brand itself eclipses its very own creator, Ramly Mokni. Ramly is the guy who has almost single-handedly changed the way how burgers are commercialized via the ‘gerai’ concept. Dato’ Haji Ramly bin Mokni started out making burgers from a mobile kiosk in a small lane in the heart of Kuala Lumpur. In the 34 years since, Ramly has built a food empire that boasts annual sales of RM1billion, churning out around 150 metric tonnes of meat, chicken and seafood-based products a day. The Ramly burger itself has become synonymous with late-night snacking amongst Malaysians. The combination of beef or chicken patty, margarine, onions, eggs and Maggi seasoning packed between two buns are a foodie’s best friend. Some are ordering two at one go from everywhere Ramly burger carts all across the nation. Dato’ Haji Ramly bin Mokni is originally from Tanjung Piandang, Perak and was raised in Selangor. His father was a rice farmer while his mother is a housewife. He has 16 brothers and sisters from one father and two mothers. Ramly has been established for over 30 years. In 1970s, imported meat became very popular in Malaysia and Ramly saw the opportunity to have burger meat locally produced at high volume which could match the standard of the imported meat while maintaining its Halal standard. So he opened up a burger processing stalls which later became hot in town. He named the product after his very own name, Ramly Burger. He and his wife, Datin Hajjah Shala Siah binti Abdul Manap started the business with just a deposit of RM2, 000 at Jalan Haji Hussein flats in Kampung Baru, Kuala Lumpur. He did not have any machines or equipments to make patties at that time. So the patties that were produced were done manually with the help of his wife, and he managed to churn out around 200 patties a day. At the beginning, the burgers were received a low response from customers because it was considered a Western-type of food product and new in Malaysia. But at the same time, he used to open another burger stalls at Jalan Chow Kit, Jalan Tunku Abdul Rahman, Jalan Raja Laut, and nearby places to market the Ramly burger.

Then, Ramly quickly moved to expand the business further...
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