3.

0 MICROENVIRONMENT

Microenvironment refers to the environments that directly impact a company's daily

operations. It is also a challenges that can impact both performance and day-to-day
operations. Figure 2 shows the six factors that influence a company's choice how to
conduct business: company , suppliers, marketing intermediaries, competitors,
publics, and customers.

RAMLY FOOD PROCESSING SDN BHD has the ability to control its external
environment through effective strategies. The following describes how Ramly
manages and controls the factors to make sure that they fulfil their goal of giving the
finest service possible to their customers.
3.1 Company

Marketing management should take into consideration from several groups,

including top management, human resourcing, operations, research and
development (R&D), accounting, and finance. Marketing managers must work
closely with them to make decisions on overall strategies and plans. After the
marketing team takes the lead, other departments, including manufacturing, finance,
legal, and human resources, are responsible for developing and understanding
consumer value. Employees are a key microeconomic component influencing a
company's performance. Employee performance is a key factor in driving
organisational success and productivity.
In this case, Ramly has a management team that combines experience and
expertise in various aspects of the food industry. Here’s an overview of the key
figures in Ramly's management team:

Dato’ Dr. Haji Ramly Mokni - Managing Director

Dato' Dr. Ramly Mokni, the company's founder, has played an important role in
developing the company's vision and operating methods. He is committed to
providing halal, high-quality food products and has led the company's growth since
its start in 1984.
Datin Hajjah Shala Siah Abdul Manap - Executive Director
Datin Hajjah Shala, co-founder and wife of Dato' Dr. Ramly, is important in the
company's operations and strategic direction. Her cooperation has been critical in
ensuring the company's quality and halal certification standards.
En. Mohd Zaharin bin Dato Dr. Haji Ramly - Director
He is involved in various aspects of management, contributing to strategic decisions
and overseeing company operations.
Pn. Siti Hayu binti Dato Dr. Haji Ramly - Director
Another key member of the family involved in management, she helps guide the
company’s policies and operational strategies.
Mohammad Fuad Abd Rashid - General Manager
With extensive experience since 2000, he manages daily operations and plays a vital
role in implementing strategies to enhance productivity and market reach.
Ramly Food Processing Sdn Bhd operates with a structured hierarchy that supports
its extensive production and distribution network:

 The company has established several subsidiaries under the Ramly Group,
including:
 Ramly Food Industries Sdn. Bhd.
 Ramly Food Marketing Sdn. Bhd.
 Ramly Halal Logistic Sdn. Bhd.
 Ramly Halal Mart Sdn. Bhd.

These subsidiaries allow for specialized focus on different areas such as production,
marketing, logistics, and retailing.
3.2 Suppliers

Suppliers form an essential link in the company's overall customer value delivery
network, which provides the resources needed by the company to produce its goods
and services (Kotler, Armstrong, & Oprensik, 2018). Ramly obtains raw materials
from a network of suppliers, primarily halal-certified beef and other food products
required for its variety of goods. Maintaining strong supplier connections is critical to
maintaining quality and halal standards.

Some of the aspects regardings Ramly suppliers :

Halal Certification:
Suppliers must comply with halal standards, which is crucial for Ramly's brand
identity and market positioning. This requirement ensures that all raw materials,
particularly meat, meet Islamic dietary laws.
Local Sourcing:
Ramly emphasizes sourcing ingredients locally whenever possible to support the
Malaysian economy and reduce transportation costs. This approach also helps in
maintaining freshness and quality.
Diverse Product Range:
The company sources a variety of ingredients, including meat (beef, chicken),
vegetables, and seasonings, to produce its extensive product line, which includes
burgers, sausages, and nuggets.
Strategic Partnerships:
Ramly collaborates with multiple suppliers to mitigate risks associated with supply
chain disruptions. This strategy allows the company to maintain consistent
production levels and meet market demand.
Quality Control:
Rigorous quality control measures are implemented throughout the supply chain to
ensure that all ingredients meet the company's high standards for taste and safety.
3.3 Marketing Intermediaries

Marketing intermediaries, also known as distribution intermediaries, are

organisations engaged by product makers to promote, sell, and distribute their
products to end users (Makanus 2020). Individuals or businesses may act as market
intermediates. This part involves changing the product's control, which costs
additional transportation and inventory costs at each level. Additionally, the product is
sold at a retail store at a set price. Intermediaries can be challenging for enterprises
due to price rivalry, yet they are essential for managing a large distribution network
(Skool, 2014). Marketing intermediaries often include resellers, physical distribution
organisations, marketing service agencies, wholesalers, and financial intermediaries
(Kotler Philip Armstrong, 2017).
Ramly Food Processing Sdn Bhd applies plenty of marketing intermediates to
effectively sell its halal food goods throughout Malaysia and abroad. These
intermediaries play an important role in ensuring Ramly's products reach consumers
efficiently and are available at multiple points of sale.

Some of Ramly marketing intermediaries :

Retailers:
Ramly products are sold through major retail chains such as Tesco, Econsave, and
TF Value-Mart. These retailers serve as critical points of access for consumers,
allowing them to purchase Ramly products conveniently. The presence in
supermarkets helps enhance brand visibility and accessibility.
Franchise Outlets:
Ramly operates numerous franchise outlets under the Ramly Halal Mart and Ramly
Halal Kiosk brands. These outlets are strategically located in urban areas, including
Kuala Lumpur, Selangor, and Pahang, making it easier for consumers to find and
purchase their products. The franchise model allows for rapid expansion while
maintaining brand consistency.
Wholesalers and Distributors:
Ramly engages with wholesalers who purchase products in bulk and distribute them
to smaller retailers or food service establishments. This distribution channel is
essential for reaching a broader market, especially in areas where direct retail
presence may be limited.
Online Platforms:
The company has developed an online procurement system that allows buyers to
purchase products in smaller quantities directly from their website. This approach
caters to both individual consumers and small businesses looking for convenient
purchasing options.
Food Service Channels:
Ramly also supplies its products to various food service businesses, including
restaurants and food stalls, which further extends its market reach. This includes
approximately 25,000 burger stalls across Malaysia that serve Ramly burgers,
making it a familiar choice among consumers.
3.4 Competitors

In business, competition refers to organisations seeking for sales, revenue, and

market share by selling similar products or targeting the same audience (Pahwa &
Feedough, 2021). A competitor is a person, corporation, team or group that
competes with you or your company. Competitors are those that try to outrun you
during a race. Competitors are an important part of a free-market economy. Their
existence in an industry helps to reduce the price of goods and services. A market
monopoly occurs when a business has no competitors. In a command economy
(communism), monopolies are common. In a free market, competitors can be
destroyed or acquired by the major enterprise.

This situation can be seen where Ramly also faces some competition in their
[Link] example, Ayamas Food [Link] is one of Ramly's most
significant competitors, offering a similar range of halal products, including chicken
and beef burgers, as well as various types of nuggets. Ayamas has established a
strong brand presence and is known for its quality and variety in the halal food
[Link] also one of the Ramly’s competitor where this brand specializes in
halal meat products, including sausages and nuggets. Purnama competes directly
with Ramly by targeting similar consumer segments looking for affordable and
convenient halal [Link] local fast food [Link] can sure that various local
fast-food chains also compete with Ramly by offering similar products, particularly
burgers. These chains often provide quick-service options that appeal to consumers
seeking convenience.
3.5 Publics
The marketing environment also includes publics. A public is a group of people who
have a direct or indirect interest in, or influence over, an organization's ability to
[Link] can be divided into seven categories which financial publics, media
publics, government publics, citizen-action publics, internal publics, general publics,
and local publics.
Ramly Food Processing Sdn Bhd operates within a public microenvironment that
includes various stakeholders and influences that directly impact its operations and
brand [Link]:

Customers:
The main customer base is mostly made up of Malaysians, particularly Muslims, who
prefer halal food options. Ramly's products are meant to cater to a wide range of
income levels, with a focus on cost and quality.
Community Engagement:
Ramly has built a solid relationship with local communities through promoting micro-
entrepreneurs through its huge burger stall network (roughly 25,000 countrywide).
This strategy not only encourages entrepreneurship, but it also builds community
support for the business.
Media and Public Relations:
The media's coverage of Ramly has a major effect on public perception. Positive
facts about its contributions to local economies and community projects boost brand
reputation, however bad publicity can be a threat. For example, the corporation
needed to respond to claims about product quality.
Public Opinion:
Consumer feelings regarding halal food products have a big impact on Ramly's
marketing strategy. The brand's dedication to quality and halal compliance connects
with its target population, creating customer loyalty.
3.6 Customers

Customers are the most important players in the company's environment. The value
delivery network strives to interact and develop strong relationships with target
customers. Companies may attempt to target one of five customer markets.
Examples of these markets include consumer, commercial, government, reseller,
and international (Philip, 2019).
Ramly primarily targets the B40 and M40 income groups. These classes apply to
households earning between RM 3,000 and RM 6,275 per month. Ramly caters to
poor and middle-income families looking for high-quality meal options that are not
too expensive. This pricing strategy not only makes their products more accessible,
but also establishes Ramly as a staple in many Malaysian households.
Ramly's services appeal to a wide range of age and gender groups. While the brand
serves to people of all ages, it is most popular among young adults and families.
Students and working professionals appreciate the simplicity of ready-to-cook meals
that fit into their hectic schedules. Ramly's products have a gender-neutral appeal,
so both men and women can enjoy them, widening their customer base.
To summarise, Ramly Group effectively targets a wide range of clients by
highlighting cost, convenience, halal compliance, and quality across various
demographic segments. This complete strategy not only ensures client happiness,
but it also strengthens Ramly's position as a market leader in Malaysia and
elsewhere. Ramly continues growing in a variable culinary scene by carefully
targeting various consumer categories.