CASE STUDY

Ramly

NAME : PATRICK SAMUEL ANAK BATANG

STUDENT ID : 2022815024
PROGRAM CODE AND NAME: EC 221 CIVIL ENGINEERING (INFRASTRUCTURE)
FACULTY: COLLEGE OF ENGINEERING
COURSE: ENT600
GROUP: PEC2216B2
LECTURER’S NAME: DR. MOHD SUBRI BIN TAHIR
DATE OF SUBMISSION: 10 MAY 2024

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Table of content

Content Page

Acknowledgement 3

Executive summary 4

Company information 5

• Company Background 5
• Product/Service
5

Business, Marketing, Operational Strategy 6

6
• Business strategy
• Marketing strategy 6
• Opportunities strategy 7

SWOT Analysis 8

9
• Strength
• Weakness 9
• Opportunities 9-10
• Threats
10

Discussion 11
Conclusion 12
References 13

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Acknowledgement

It is with immense gratitude and deep appreciation that I extend my sincere thanks to Dr.
Mohd Subri bin Tahir for his invaluable contribution to our academic community through his
enlightening lecture. Dr. Tahir's expertise, passion, and dedication have left an indelible mark on
our collective pursuit of knowledge.

Dr. Tahir's profound understanding and scholarly insights into ENT 600 have not only
broadened our intellectual horizons but have also inspired us to strive for excellence in our
academic endeavors. His commitment to fostering a culture of learning and critical inquiry
serves as a beacon guiding us through the complexities of entrepreneurship learing.

Beyond the wealth of knowledge imparted during the lecture, Dr. Tahir's mentorship and
guidance have been instrumental in shaping our academic journey. His willingness to share his
expertise, engage with diverse perspectives, and encourage intellectual curiosity has enriched our
learning experience immeasurably.

I would also like to express my heartfelt gratitude to all those who have played a role in
organizing and supporting this lecture. From the administrative staff who worked tirelessly
behind the scenes to ensure its smooth execution, to the attendees whose active participation
contributed to its success, each of you has made a meaningful difference.

In closing, I extend my deepest appreciation to Dr. Mohd Subri bin Tahir for his
unwavering commitment to advancing knowledge and fostering academic excellence. Your
dedication to scholarship and your generosity in sharing your expertise have left an indelible
mark on our academic community, inspiring us to pursue intellectual growth and discovery.

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Executive summary

This case study explores the business strategies and challenges faced by Ramly Burger
Malaysia, a renowned provider of street food burgers distinguished by its commitment to quality
and innovation. Ramly Burger Malaysia offers a diverse range of products including classic beef
and chicken burgers, seafood and vegetarian options, as well as premium headphones, earbuds,
and Bluetooth speakers in the audio category.

With a significant presence in Malaysia and beyond, Ramly Burger Malaysia's products
are sold through both online and physical retail channels, reaching consumers in various nations.
The company has cultivated a loyal customer base through its unwavering commitment to quality,
innovation, and customer satisfaction. Ramly Burger Malaysia consistently invests in research and
development to ensure its products remain at the forefront of taste and culinary trends. Stringent
quality control procedures are upheld to guarantee the freshness and deliciousness of its burgers,
further enhancing customer satisfaction.

From a strategic standpoint, Ramly Burger Malaysia aims to expand its presence in
emerging markets and diversify its product line to better cater to the changing tastes and
preferences of its customers. The company is also committed to implementing sustainable
practices in both its operations and product offerings, aligning with growing consumer preferences
for eco-friendly brands. As a prominent player in the street food industry, Ramly Burger Malaysia
is well-positioned to capitalize on future opportunities and overcome challenges. Its emphasis on
innovation, quality, and customer satisfaction serves as a solid foundation for sustained growth
and success in the dynamic food industry landscape.

Ramly Burger Malaysia's dedication to quality, innovation, and customer happiness has
solidified its position as a leading provider of street food burgers. With a diverse product range,
international presence, and strategic focus on emerging markets and sustainability, Ramly Burger
Malaysia is poised for continued growth and success in the ever-evolving food industry.

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Company information

• Company Background

Ramly bin Mokni established the company in 1984 with the vision of creating a hygienic and
high-quality halal Western fast-food franchise in Malaysia. Initially, Ramly and his wife ventured
into the burger business through street food stalls back in 1979. During his time as a butcher at a
local market, Ramly realized the ambiguity surrounding the halal status of most fresh meat sources,
prompting him to pioneer the production of halal-certified meat to serve the needs of Muslim
consumers across Malaysia.

• Product/Service

Ramly Burger is an iconic Malaysian street food product that has captured the hearts and taste
buds of Malaysians for decades. At its core, the Ramly Burger consists of a flavorful beef or
chicken patty, seasoned to perfection and grilled to juicy perfection. What sets the Ramly Burger
apart is its unique presentation – the patty is enveloped within a fluffy omelette wrap, creating a
harmonious blend of textures and flavors. To enhance the taste experience, the burger is generously
topped with an array of condiments such as ketchup, mayonnaise, chili sauce, and Worcestershire
sauce, each adding its own distinct flavor profile to the ensemble. The result is a mouthwatering
delight that offers a symphony of flavors with every bite. Renowned for its delicious taste,
convenience, and affordability, the Ramly Burger has become a beloved street food staple in
Malaysia, enjoyed by people of all ages and backgrounds. Whether savored at bustling street stalls
or prepared at home, the Ramly Burger continues to reign supreme as a quintessential Malaysian
culinary delight.

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Business, Marketing, Operational Stategy

• Business strategy

Ramly Burger's business strategy revolves around continuous innovation, brand expansion,
and a relentless focus on customer satisfaction. Through product diversification and the
introduction of new offerings, Ramly Burger aims to stay ahead of evolving consumer trends and
preferences. Strategic expansion initiatives include opening new outlets and leveraging digital
channels for increased accessibility and visibility. Operational efficiency is prioritized through
streamlined processes and sustainable practices, while ongoing market research informs decision-
making and ensures competitiveness. By actively engaging with local communities and embracing
corporate social responsibility, Ramly Burger strengthens its brand presence and fosters customer
loyalty.

• Marketing strategy

Ramly Burger's marketing strategy centers on leveraging both traditional and digital channels
to enhance brand awareness, engage customers, and drive sales. Traditional marketing efforts may
include strategic placement of advertisements in print media, billboards, and sponsorships of local
events to reach a wide audience. Additionally, Ramly Burger invests in digital marketing initiatives
such as social media campaigns, influencer partnerships, and targeted online advertising to connect
with tech-savvy consumers and generate buzz around new product launches or promotions.
Engaging content, including mouthwatering food photography and customer testimonials, is
regularly shared across social media platforms to showcase the brand's offerings and foster a sense
of community among followers. Furthermore, Ramly Burger prioritizes customer engagement and
feedback, actively responding to inquiries and reviews on social media platforms to build trust and
rapport with its audience. Through a well-rounded marketing approach that combines traditional
and digital strategies, Ramly Burger effectively communicates its brand message and values while
driving customer engagement and loyalty.

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 • Operational strategy

Ramly Burger's operational strategy focuses on efficiency, quality, and consistency to ensure
smooth operations and customer satisfaction across all outlets. This involves implementing
standardized processes for food preparation, cooking, and service to maintain consistent quality
across the brand. Additionally, Ramly Burger emphasizes employee training and development to
ensure that staff members are equipped with the necessary skills and knowledge to deliver
excellent customer service. Supply chain management plays a crucial role in the operational
strategy, with a focus on sourcing high-quality ingredients, maintaining inventory levels, and
managing costs effectively. Furthermore, Ramly Burger leverages technology solutions such as
point-of-sale systems and inventory management software to streamline operations and enhance
efficiency. Continuous monitoring and evaluation of operational performance allow Ramly Burger
to identify areas for improvement and implement strategic changes to optimize performance and
maintain a competitive edge in the market.

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SWOT Analysis
Strength
• Intense competition from both
domestic and international fast-food
chains.
• Economic uncertainty and fluctuations
in consumer spending habits.
• Regulatory changes or food safety
concerns impacting operations.
• Rising ingredient costs and supply
chain disruptions.
• Shifts in consumer preferences towards
healthier or alternative food options.
Opportunities
• Expansion into international markets to
capitalize on growing demand for
Malaysian cuisine.
• Introduction of healthier or premium
menu options to cater to changing
consumer preferences.
• Leveraging digital marketing strategies
to reach new customers and enhance
brand visibility.
• Collaborations or partnerships with
other food brands to introduce new
product offerings.
• Diversification into related food
categories, such as snacks or desserts.
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Weakness
• Limited international presence
compared to some competitors.
• Reliance on traditional marketing
channels, with potential for greater
digital engagement.
• Operational challenges related to
maintaining consistency and quality
across outlets.
• Vulnerability to fluctuations in
ingredient prices and supply chain
disruptions.
• Limited menu options for health-
conscious or vegetarian consumers
Threats
• Intense competition from both domestic
and international fast-food chains.
• Economic uncertainty and fluctuations
in consumer spending habits.
• Regulatory changes or food safety
concerns impacting operations.
• Rising ingredient costs and supply chain
disruptions.
• Shifts in consumer preferences towards
healthier or alternative food options.
 • Strength

Ramly Burger boasts a formidable combination of strengths that have solidified its position as
a leader in Malaysia's street food industry. With strong brand recognition and a stellar reputation
built over decades, Ramly Burger enjoys widespread trust and loyalty among consumers. Its
diverse product range, including the iconic Ramly Burger with its innovative omelette wrap, caters
to a broad spectrum of tastes, ensuring widespread appeal. The brand's extensive network of
outlets, strategically located across the country, ensures easy accessibility for customers.
Furthermore, Ramly Burger's unwavering commitment to quality and food safety standards
ensures consistently fresh and hygienically prepared offerings, further enhancing customer
satisfaction and loyalty.

• Weakness

Ramly Burger has various disadvantages, including a limited international reach, a reliance on
traditional marketing channels, and operational difficulties in maintaining consistency between
shops. Furthermore, vulnerabilities to ingredient price changes and supply chain interruptions, as
well as a limited menu for health-conscious consumers, represent barriers to its expansion.
Addressing these issues through strategic initiatives and operational improvements will be critical
for Ramly Burger to maintain its competitive advantage and achieve long-term success.

• Opportunities

Ramly Burger also has several opportunities for growth and expansion. One key opportunity
lies in expanding into international markets to capitalize on the growing demand for Malaysian
cuisine worldwide. Additionally, introducing healthier or premium menu options could cater to
changing consumer preferences and expand the brand's appeal. Leveraging digital marketing
strategies to reach new customers and enhance brand visibility presents another opportunity for
growth, particularly in the age of social media and online shopping. Collaborations or partnerships
with other food brands could also introduce new product offerings and attract a broader customer
base. Lastly, diversifying into related food categories, such as snacks or desserts, could further
broaden Ramly Burger's product portfolio and revenue streams. Pursuing these opportunities

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strategically could help Ramly Burger unlock new avenues for growth and strengthen its position
in the market.

• Threats

Ramly Burger faces several threats that could potentially impact its business operations and
growth prospects. Intense competition from both domestic and international fast-food chains poses
a significant threat, as it could erode market share and limit revenue growth. Economic uncertainty
and fluctuations in consumer spending habits also pose a threat, as they could impact consumer
discretionary spending on dining out. Regulatory changes or food safety concerns could present
operational challenges and increase compliance costs for Ramly Burger. Additionally, rising
ingredient costs and supply chain disruptions, such as shortages or transportation issues, could
affect profitability and product availability. Moreover, shifts in consumer preferences towards
healthier or alternative food options could potentially diminish demand for traditional fast food
offerings like those of Ramly Burger. Proactively addressing these threats through strategic
planning and risk management efforts will be essential for Ramly Burger to navigate challenges
and sustain its competitive position in the market.

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Discussion

From the SWOT analysis of Ramly Burger, several key points emerge that can guide strategic
discussions and decision-making:

Capitalizing on Strengths: Ramly Burger's strong brand recognition, diverse product range,
and commitment to quality are significant strengths that the company can leverage to maintain its
competitive edge. Discussions could focus on further enhancing brand visibility, expanding
product offerings, and strengthening quality control measures to capitalize on these strengths.

Addressing Weaknesses: Identified weaknesses such as limited international presence,

reliance on traditional marketing channels, and operational challenges highlight areas for
improvement. Discussions could revolve around strategies to expand into new markets, enhance
digital marketing efforts, and streamline operations to address these weaknesses effectively.

Exploring Opportunities: Opportunities such as expanding into international markets,

introducing healthier menu options, and leveraging digital marketing present avenues for growth
and expansion. Discussions could center on developing actionable plans to capitalize on these
opportunities, including market research, product development, and marketing strategies tailored
to target new customer segments.

Mitigating Threats: Threats such as intense competition, economic uncertainty, and shifts
in consumer preferences underscore potential risks to Ramly Burger's business. Discussions could
focus on implementing risk mitigation strategies, such as diversifying revenue streams, enhancing
operational efficiency, and staying agile in response to changing market conditions.

Overall, the SWOT analysis provides valuable insights that can inform strategic
discussions and guide decision-making processes aimed at maximizing Ramly Burger's strengths,
addressing weaknesses, capitalizing on opportunities, and mitigating threats to ensure sustainable
growth and long-term success.

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Conclusion

Ramly Burger, established by Ramly bin Mokni in 1984, has transformed from its modest
origins into an iconic brand within Malaysia's bustling street food landscape. The company's
journey began in 1979 when Ramly and his wife embarked on a small-scale endeavor, selling
burgers from humble street stalls. With a vision to offer Malaysians a clean, halal-certified
alternative in the Western fast-food realm, Ramly Burger emerged as a beacon of quality and
innovation in the local culinary scene. Over the decades, the brand has expanded its repertoire
beyond traditional burgers to encompass a diverse array of street food delicacies, yet it's the
renowned Ramly Burger that remains its hallmark offering.

Ramly Burger's success is underpinned by a steadfast commitment to excellence in every

aspect of its operations. From sourcing premium ingredients to upholding stringent food safety
standards, the company places a premium on quality assurance and customer satisfaction. This
dedication has not only earned Ramly Burger a loyal following but has also propelled its expansion
across Malaysia. Today, Ramly Burger stands as a ubiquitous presence, with its distinctive street
stalls dotting urban centers and rural communities alike, serving up delectable treats to hungry
patrons. However, amidst its remarkable journey, Ramly Burger has encountered its share of
challenges and competition within the fast-food industry. The company faces pressures from both
domestic rivals and international chains vying for market share. Moreover, operational
complexities, including maintaining consistency across outlets and navigating supply chain
disruptions, present ongoing hurdles. Despite these obstacles, Ramly Burger remains undeterred,
continually striving to innovate and adapt to changing consumer preferences.

Looking ahead, Ramly Burger is poised for continued growth and success, fueled by a
spirit of innovation and a commitment to its founding principles. By leveraging its strong brand
heritage, diversifying its product offerings, and embracing digital marketing strategies to reach
new audiences, Ramly Burger is well-positioned to capture emerging opportunities in the dynamic
culinary landscape. As it embarks on the next phase of its journey, Ramly Burger remains a
beloved symbol of Malaysian culinary excellence, dedicated to delighting customers with its
flavorsome creations and leaving an indelible mark on the nation's vibrant street food culture.

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References

- Google: Ramly Burger

https://www.ramly.com.my/

- Wikipidea: Ramly group

https://en.wikipedia.org/wiki/Ramly_Group

- Stephen J. Bigelow, : SWOT analysis (strengths, weaknesses, opportunities and threats

analysis)

https://www.techtarget.com/searchcio/definition/SWOT-analysis-strengths-weaknesses-
opportunities-and-threats-analysis

- Facebook: Ramly Buger-Official

https://web.facebook.com/ramlyburgerhq/?locale=ms_MY&_rdc=1&_rdr

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