ACKNOWLEDGEMENT

In the name of Allah, Merciful and Merciful. We would like to thank Allah. Allah specializes
in the impossible and enables ordinary people like us to achieve better things. Only with his
blessing and help. In the end, I was able to complete the work without any problems. During
this work, we learned many valuable things.
First of all, I would like to thank Ms. Roslina, a distinguished lecturer, for her
encouragement and kindness in teaching us how to complete the task perfectly. She always
supports us and gives us tips on how to perform tasks to get good results in the research we
are investigating.
Second, and thanks to the members of the group for doing their best and working together to
complete this titled mission. It also helped us a lot in our research and we learned so many
new things that we really appreciate it. Remember the friends who gave us their feet, their
thoughts, and the details we don’t know. Everyone helps us when we can’t find the answer to
what to do when we have a problem. Without their support, this work would have many
problems.
We are grateful for all that has given us the opportunity to help bring these ideas to life and to
do such great, challenging and innovative work in concrete form, far beyond the level of
simplicity. I am full of humility and gratitude. . No endeavor at any level can be satisfactorily
completed without insightful support in the development process and guidance from you,
teachers, parents, family, friends and colleagues. Thank you for your encouragement.
Introduction

Ramly Food Processing Sdn Bhd, formerly known as Perusahaan Burger Ramly Mokni Sdn
Bhd, is a well-known Malaysian food processing company. It was founded in 1984 by Dato'
Dr. Haji Ramly Mokni and Datin Hajjah Shala Siah Abdul Manap. The company's primary
objective was to produce Halal-certified, hygienic, and high-quality food products. Ramly
Food Processing focuses on the production and distribution of various food items, with their
most famous product being the Ramly Burger. The Ramly Burger has become an iconic street
food item in Malaysia and is known for its delicious taste and unique blend of spices. The
company's success can be attributed to its commitment to producing Halal-certified products
that adhere to Islamic dietary laws. Over the years, Ramly Food Processing has expanded its
product range to include other processed meat items such as sausages, frankfurters, nuggets,
and meatballs. They have also ventured into producing other food products like frozen foods,
sauces, and condiments. Ramly Food Processing has gained a significant market share in
Malaysia and has also expanded its distribution to other countries, including Singapore,
Brunei, Indonesia, and Australia. The company's products are widely available in
supermarkets, convenience stores, and food outlets, both domestically and internationally.
With their focus on quality, hygiene, and Halal certification, Ramly Food Processing has
become a trusted brand in the food industry. The company continues to innovate and
introduce new products to meet the evolving demands of consumers while maintaining their
commitment to providing tasty and Halal-certified food options.
characteristics that are often associated with the company based on its reputation and
industry presence:

1. Halal Certification: Ramly Food Industries is known for its commitment to producing
Halal-certified food products. This certification ensures that their products meet the dietary
requirements and standards of Muslim consumers, who form a significant market segment.

2. Wide Product Range: Ramly Food Industries offers a diverse range of food products, with
a particular focus on burgers, sausages, and frozen food options. Their product portfolio
caters to various consumer preferences and provides convenience and quality.

3. Strong Domestic Presence: Ramly Food Industries has a strong presence in the domestic
Malaysian market. They have successfully established their brand and product offerings,
making them a recognizable name in the food industry within the country.

4. Regional Expansion: While Ramly Food Industries is primarily known in Malaysia, they
have expanded their distribution to neighboring countries such as Singapore, Brunei, and
Indonesia. This regional expansion demonstrates their ability to adapt to different markets
and cater to the preferences of consumers beyond Malaysia.

5. Reputation for Quality and Hygiene: Ramly Food Industries places a high emphasis on
maintaining quality and hygiene standards in their production processes. This commitment to
quality has contributed to building trust among consumers and ensuring the integrity of their
products.

6. Consumer-Focused Approach: Ramly Food Industries aims to meet the needs and
preferences of their target consumers. Their products are developed and marketed with an
understanding of local tastes, cultural nuances, and consumer demands.
Target market

It's important to note that the above characteristics are general observations and may not
encompass the entirety of Ramly Food Industries' distinct profile. For more detailed and up-
to-date information, it would be best to refer to official sources, industry reports, or the
company's website.
Ramly Food Industries Sdn. Bhd employs various strategies to effectively target their
intended market. While specific details of their current strategies may not be available, here
are some common approaches that companies in the food industry often use for targeting
their market:

1. Halal Certification: Ramly Food Industries targets Muslim consumers by obtaining Halal
certification for their products. This certification ensures compliance with Islamic dietary
laws, making their products appealing and suitable for the Muslim market.

2. Localization: Ramly Food Industries understands the importance of catering to local tastes
and preferences. They adapt their products and flavors to align with the preferences of their
target market, ensuring that their offerings resonate with local consumers.

3. Product Range: Ramly Food Industries offers a wide range of food products to target
different segments of their market. For example, they provide various types of burgers,
sausages, and frozen food options to cater to different consumer preferences and needs.

4. Competitive Pricing: Ramly Food Industries may employ competitive pricing strategies to
target price-sensitive consumers. By offering their products at competitive prices, they aim to
attract customers who prioritize affordability without compromising on quality.

5. Marketing and Branding: Ramly Food Industries develops marketing and branding
strategies to create awareness and build a positive brand image. They may utilize various
channels such as traditional advertising, digital marketing, and social media to reach their
target audience effectively.

6. Distribution Channels: Ramly Food Industries carefully selects distribution channels to

ensure their products are available in locations where their target market frequently shops.
This includes partnering with supermarkets, convenience stores, and other retail outlets that
align with their target customers' shopping habits.

7. Partnerships and Collaborations: Ramly Food Industries may establish partnerships and
collaborations with complementary brands or influencers to expand their reach and tap into
new customer segments. Collaborations with restaurants, food outlets, or popular
personalities can help increase brand visibility and attract new customers.

8. Continuous Innovation: Ramly Food Industries invests in research and development to

continuously innovate and introduce new products or variations. By staying attuned to
changing consumer preferences and market trends, they can effectively target emerging
market segments.
what are the pros and cons of this targetting strategies
It's important to note that the strategies employed by Ramly Food Industries may evolve over
time and can vary based on market conditions and business objectives. For more specific and
up-to-date information, it is advisable to refer to official sources or company communications
from Ramly Food Industries.

Targeting strategies, such as those employed by Ramly Food Industries, have both pros and
cons. Here are some potential advantages and disadvantages associated with these strategies:

Pros:

1. Relevance and Appeal: Targeting specific market segments allows Ramly Food Industries
to tailor their products, marketing messages, and distribution channels to the needs and
preferences of their target audience. This enhances the relevance and appeal of their
offerings, increasing the chances of attracting and retaining customers.

2. Increased Customer Satisfaction: By focusing on specific target markets, Ramly Food

Industries can better understand and meet the unique requirements of their customers. This
can lead to increased customer satisfaction, as their products and marketing efforts are
aligned with the preferences and values of their target market.

3. Competitive Advantage: Targeting strategies enable Ramly Food Industries to differentiate

themselves from competitors. By understanding their target market's needs and delivering
products that specifically cater to those needs, they can establish a competitive advantage and
capture a larger market share.
4. Efficient Resource Allocation: By concentrating their marketing efforts on specific market
segments, Ramly Food Industries can allocate their resources more efficiently. They can
direct their investments in product development, marketing campaigns, and distribution
channels to the areas that are most likely to generate a higher return on investment.

Cons:

1. Potential Market Limitations: Targeting specific market segments may limit the potential
reach of Ramly Food Industries. By focusing on a particular audience, they may miss out on
opportunities to attract customers outside of their target market who may also have an interest
in their products.

2. Market Volatility and Changes: Consumer preferences and market dynamics can change
over time. If Ramly Food Industries solely relies on a specific target market, they may be
vulnerable to shifts in consumer trends or economic conditions that impact that market
segment.

3. Narrow Market Focus: Targeting strategies may result in a narrow market focus,
potentially limiting the scope for diversification and expansion. Relying heavily on a specific
target market can make the company more susceptible to risks associated with market
fluctuations or changes in consumer behavior within that segment.

4. Increased Competition: While targeting specific market segments can offer a competitive
advantage, it can also attract competitors who recognize the potential in those segments.
Ramly Food Industries must continuously monitor the market and stay innovative to maintain
their competitive edge and defend their market position.

It's important to note that the pros and cons can vary depending on the specific circumstances
and execution of the targeting strategies. Companies like Ramly Food Industries need to
continually assess and adapt their strategies to ensure they align with changing market
dynamics and consumer preferences.

Describe the bases that the marketers use in positioning product. What are the pros and
cons of this positioning strategy to the company/brand?
Marketers use various bases for positioning products, which refer to the specific attributes or
characteristics emphasized to differentiate a product from competitors and create a unique
position in the minds of consumers. Here are some common bases used in product
positioning:

1. Product Attributes: Marketers position products based on specific attributes or features that
set them apart. This could include factors such as taste, quality, convenience, pricing,
ingredients, or nutritional value. For example, Ramly Food Industries could emphasize the
high-quality ingredients used in their products or the convenience and ease of preparation.

2. Price and Value: Positioning based on price and value focuses on offering products at
competitive prices or highlighting the value proposition of the product compared to
alternatives. Ramly Food Industries could position their products as offering excellent value
for money or as affordable options without compromising on quality.

3. Target Market or Audience: Positioning based on the target market involves tailoring the
product to a specific group of consumers. Ramly Food Industries could target specific
demographic segments, such as families, young professionals, or health-conscious
individuals, and position their products as catering to the needs and preferences of those
target markets.

4. Usage or Application: Positioning based on usage or application highlights the specific use
or purpose of the product. For example, Ramly Food Industries could position their products
as ideal for quick and easy meals, snacks for on-the-go, or as suitable options for outdoor
barbecues or gatherings.

5. Differentiation: Positioning based on differentiation aims to create a unique position for the
product by highlighting features or benefits that competitors do not offer. Ramly Food
Industries could focus on aspects such as unique flavors, proprietary recipes, or innovative
product variations to differentiate their offerings.

Pros and Cons of Positioning Strategy for Ramly Food Industries:

Pros:
1. Competitive Advantage: Effective positioning can differentiate Ramly Food Industries
from competitors, creating a unique selling proposition and a competitive advantage in the
market.
2. Targeted Marketing: Positioning helps Ramly Food Industries target specific consumer
segments, allowing for more focused marketing efforts and increased chances of connecting
with the right audience.

3. Brand Image and Recognition: Strong positioning can enhance the brand image and
recognition of Ramly Food Industries, making it more memorable and preferred by
consumers within their target market.

Cons:
1. Limitations in Market Reach: A positioning strategy may limit the potential reach of Ramly
Food Industries if it overly focuses on a specific segment, potentially missing out on
customers outside that target market.

2. Evolving Consumer Preferences: Consumer preferences and market dynamics can change
over time, requiring Ramly Food Industries to continually assess and adjust their positioning
strategy to stay relevant and responsive to changing consumer needs.

3. Competitive Response: Competitors may respond to Ramly Food Industries' positioning

efforts by attempting to replicate or counter-position their products, increasing competition
within the market.

It's important for Ramly Food Industries to carefully evaluate the pros and cons of their
positioning strategy, considering market trends, consumer insights, and the company's unique
strengths to create a positioning strategy that effectively differentiates them in the market
while maintaining long-term viability.