The Ramly Group Market Analysis

1.0 Introduction of The Ramly Group (Market Analysis)

1.1 Company - The Ramly Group

What is Ramly ?

The Ramly Group is a food based manufacturer , frozen food and also known as a fast food company in Malaysia. They sell meat-based products , such as beef , chicken and as well as fish or seafood products. Throughout the years of enhancing their products , now they even sells their own brand of french fries , frankfurter , nuggets and as well as their own signature mayonnaise. (Ramly 2010)

Who is the Founder of The Ramly Group ?

It all started when Dato’ Haji Ramly Bin Mokni (the founder) was selling Ramly Burger back in 1979 along with his wife Datin Hajiah Shala Siah Binti Abdul Manap. He had the advantage of experience as a butcher so that he knows hows to choose the best quality of meat for his burgers. Not just that alone , he was aware that in Malaysia most of the meat-base products was not labeled as halal back in the days. So he decided to produce his own halal-certificated meat products for Muslim customers in Malaysia.

What Makes Ramly Group Popular in Malaysia ?

Of course it would be The Ramly Burger Store , selling one of a kind burgers in Malaysia. Being one of the most famous street food and fast food in Malaysia , unlike any other western burgers. Other than that , Ramly Group was also well known with their frozen food , giving the consumers the chance to enjoy self-cook experience , unlike any other fast food stores , The Ramly Burger Store is never shy to share their recipes. Especially in this generation where people gets more creative to make their own kind of Ramly Burgers all around Malaysia.

But little did you know that actually The Ramly Group has been doing very well in terms of business. Burger Ramly is a big hit (TheStar 2004) They are expanding , exporting their products to various countries such as Singapore , Indonesia , Thailand , Bangladesh , Myanmar and even Cambodia.

1.2 Consumer - Primary and Secondary

The primary consumer and targeted audience of The Ramly Group (Ramly Burger) is young adults and teenagers who are age 21 and below that a survey has been conducted by us that (80.9%) of our respondent who loves to eat burgers is age 21 and below. It is because Ramly Burger is categorized as a type of street food , junk food which are inexpensive , fast and tasty. Which are most suitable for teens and young adults. In addition , Ramly Burger plays a big role for the Muslims as Ramly is one of the halal burger that they can consume which marks their purchasing decision here.

The secondary consumer of The Ramly Group (Ramly Burger) is adults and families , because apart from Ramly Burger , some of the consumers would buy frozen meat such as chicken and beef to cook at home too. Besides that consumers that would like to throw a party on weekends would buy Ramly’s product such as frozen french fries , nuggets and even chicken wings and drumsticks.

1.3 Environmental

The Ramly Group is a local food brand that provides halal-certified meat products in Malaysia. It is indeed a consumer friendly product in this multiracial country because each religions and races has their do’s and don’ts for example : Muslim can not consume pork and Indians can not consume beef , but fear not , Ramly Burger’s most popular selection by our respondent is Ramly’s Chicken Burger , that 80% chose chicken as their favourite meat in Ramly.

Besides that , Ramly Burger is also adaptable in this multiracial country as it is one of the food culture in Malaysia which is street food. Despite being a Malay , Indian or Chinese , we Malaysian love Ramly Burger.

2.0 Method of Research : Questionnaire

Questionnaire is a set of questions with a choice of answers provided which is in online form or printed form. As for this assignment , we have chosen Online Survey because it is more efficient nowadays since people nowadays are spending an average time of 1 hour and 40 minutes daily on social media according to telegraph.co.uk and on the other hand printed form of questionnaire would be not so eco-friendly compare to the online versions.

Along with 116 targeted audience for our survey is Middle Class Malaysian because Ramly Burger is a very well-known street food/junk food in Malaysia hence , most of the consumers is to aim at the group of consumers with average income as compare to the other group of consumers with high income would prefer to enjoy their meals in shopping malls with good environment such as Johnny Rockets , Killer Gourmet Burger (KGB) and MyBurgerLab which costs around RM20 for one set of burger , but instead Ramly Burger could offer in a more affordable price which is aroundRM4.

Our aim of conducting the research is to find out the internal and external influences of the consumers on what makes them to purchase the products of The Ramly Group , to be specific , The Ramly Burger. Therefore, the questions are devised in order to survey or statistical study. There are 7 Questions in total that are consisted in the online survey , we tend to make it short and easy to understand so that our targeted audience would be ease while answering the questions provided.

After we have finish conducting the questionnaire , we will then list out our findings such as the age range , gender wise , their influences and motivation to purchase The Ramly Group products , the comparison between the their competitors and their wish list on the changes of The Ramly Group in the near future with statistic provided.

3.1 Internal Influences - Demographics

Understanding the demographics of the current or future market is necessary. A market or be it as a segment of the population that are identified by demographics and also the need to understand the need of consumers in terms of gender , age group , race , income. Where as different people from different background will have different influences of purchasing products.

3.1.1 Demographics - Age Group

In the finding of our survey , that 80.9% , 93 out of 116 respondent who buys Ramly Burger is the age group Below 21 , which is classified as young adults or teenagers , which is generation Y. That they often will purchase products based on social prospects and aspects. Where as in teen years , they love eating fast food or junk food , to be precise , Ramly Burger because it is a way of socializing for teens , they do not prepare food by themself so they would prefer to get something quick for a bite and the most important part is it is inexpensive for this particular age group. Hence it will be an internal influences for them to purchase Ramly Burger.