INTRODUCTION TO ENTREPRENEURSHIP

BNM 4283

CASE STUDY OF RAMLY BURGER

NAME USMAN USMAN ABUBAKAR

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Table of Contents

1 Introduction 2
2 Ramly Burger Business Background 3-4
3 SWOT Analysis 3-4
4 Strengths 4-5
5 Weaknesses 5-6
6 Opportunities 6-7
7 Threats 7-8
8 Conclusion 8-9

1. Introduction

Entrepreneurship is one of the drivers of economic growth and innovation. Not only does it
create jobs and wealth, but it also stimulates communities by transforming ideas into real
business ventures. One of Malaysia's most recognized entrepreneurial success stories is that
of Ramly Burger, a household name synonymous with halal fast food in Malaysia. The tale of
how Ramly Burger evolved from a small street food stall to a multi-million-ringgit business
empire is a testament to the persistence, vision, and strategic genius of its owner, Ramly bin
Mokni.

The objective of this case study is to explore the development of Ramly Burger as a successful
entrepreneurial venture. The study examines how the business began, why it has a halal-
focused mission, and how it became one of Malaysia's most recognizable food brands. It also
seeks to examine the internal and external factors that have shaped the business over the
years in a comprehensive SWOT (Strengths, Weaknesses, Opportunities, and Threats)
analysis.

This report also emphasizes the importance of the Halalan Thoyiba principle that has been a
cornerstone of the popularity of the Ramly brand in the market. As the majority of the
population in the nation practices Islam, Ramly has managed to capture the demand for halal,
safe, and quality food products. At the same time, the firm has also demonstrated strong

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entrepreneurial characteristics in innovating its product line, expanding to international
markets, and creating employment opportunities for thousands of Malaysians through its
extensive network of burger stalls.

As Malaysia continues to develop its halal industry into global competitiveness, Ramly is a
strong role model of how local-level entrepreneurship, when built on religious, cultural, and
ethical foundations, can achieve phenomenal growth and influence. The case study thus has
practical implications for students of entrepreneurship, policymakers, and would-be
entrepreneurs who want to know how local companies can grow big without sacrificing core
values and traditions.

2. Ramly Burger Business Background

Ramly Processing Sdn. Bhd., or just Ramly, is a Malaysian frozen food and fast food company
established in 1984 by Ramly bin Mokni under his then-operating business entity, Pemasaran
Ramly Mokni Sdn. Bhd. The concept of the business began as early as 1979 when Ramly and
his wife used to sell burgers at a Kuala Lumpur street food stall. As a licensed butcher working
at a wet market, Ramly noticed there was an essential void within the market: the majority
of meat products were not clearly halal-certified, and Muslim customers are unable to simply
determine whether their food is compliant with Islamic law.

Spurred by this concern and seeing an opportunity in the domestic market, Ramly started
manufacturing Malaysia's first halal-approved burger patties. Instead of merely retailing fast
food, he wanted to provide Malaysian Muslims with a choice of clean, good-quality, and halal
fast food as alternative to Western-style fast food. Sustained public reaction was followed by
massive growth of the brand in small-scale retailers and road stalls across the country.

Ramly's epiphany came when he mechanized burger patty-frying, offering frozen meat
products that could be sold and distributed through a gargantuan chain of burger stalls. Ramly
Burger legend grew—not only for its unique flavor but also for its signature cooking: a burger
patty with an omelet thinnest layer wrapped around it, then covered with chili, mayonnaise,

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and Worcestershire sauce. This is the mythical street food that turned into a culture and
became Malaysian urban food identity.

To satisfy expanding demand, the company invested MYR 1 billion in constructing a new food
processing facility at Halal Hub Industrial Park, Indah Island, Selangor. The target was to
expand revenue to MYR 2 billion as well as improve product quality and exportation
capability. Ramly products are distributed across Southeast Asia from Indonesia, Brunei, to
Thailand, as well as Bangladesh while the company is penetrating new markets in East Asia
and the Middle East.

With over 25,000 Ramly Burger outlets nationwide, the brand is not just an economic force
but a socio-economic force as well, creating micro-entrepreneurial opportunities for tens of
thousands of Malaysians.

2. SWOT Analysis

2.1 Strengths

Ramly Burger has a number of strengths that have established the brand as a national and
regional force. Its most typical strength is high recall, brand-wise. The "Ramly" brand is almost
synonymous with halal street burgers in Malaysia. The name "Ramly Burger" has become so
popular over time that it is now used quite often to refer to any burger that is of Malaysian
type even if the patty being utilized may not necessarily be real Ramly. The brand identity
resulting from this provides the company with an enormous competitive advantage within
the local food market.

Another strong plus factor is the need for the company to gain halal certification, which
directly speaks to Malaysia's Muslim population. Ramly's emphasis on Halalan Thoyiba
(wholesome and permissible) ensures that its products are not only religiously permissible
but also safe. This has instilled trust among Muslim consumers not only in Malaysia but also
in other Southeast Asian Islamic nations.

Ramly also has the backing of a huge distribution network that boasts over 25,000 burger
stalls nationwide. These are small outlets selling Ramly-branded products and playing in a de-
centralized approach ensuring Ramly's reach in both urban and rural areas. The grassroots

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reach has given Ramly icon status as a food product as well as an economic empowerment of
majority Malaysians.

Aside from that, the company has also invested a lot of money on infrastructure, such as their
MYR 1 billion food factory. Their massive factory is capable of producing good quality frozen
products on a bulk quantity scale and will definitely fulfill local and export market demand.
The fact that the company can export products to Indonesia, Brunei, and Thailand also says a
lot about its ability to conduct international trade and regulation.

Third, the design innovation of encasing burger patties in an omelette served with a selection
of tasty sauces is the signature of Ramly products. This innovation from local flavour and
texture sets apart Ramly from global fast food chains and ensures its popularity in terms of
culture.

2.2 Weaknesses

Though it possesses many strengths, Ramly Burger also possesses some internal weaknesses
that can prevent it from growing and surviving in the long term unless addressed. One of the
significant weaknesses is that quality control and consistency are absent in the huge chain of
Ramly burger stalls. As they are mostly owned and run by small-scale vendors, preparation
and cleanliness procedures could be somewhat variant. While the patty itself might be of high
quality, overall customer experience is likely to be drastically different, reflecting on perceived
reliability and trustworthiness of the brand.

Yet another major flaw is the company's dependency on the Malaysian domestic market.
Though Ramly has tried to export business overseas, most of its operations remain highly
dependent on the domestic economy and consumer society. Such dependency exposes the
company to the threats of local economic downturns or changes in market trends, which
straightaway influence sales and profitability.

From a diversification of products perspective, Rally’s product portfolio remains largely biased
towards meat items, i.e., beef and chicken. With the shift in direction to healthier, plant-
based, or alternative proteins, Rally would be at a disadvantage unless it makes the change
to serve this growing health-conscious consumer niche.

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One of its vulnerabilities is in the guise of issues related to regulatory compliance, especially
abroad. The traditional example is the fact that Ramly patties are prohibited in Singapore.
Since the country of origin of the meat was not on Singapore's list of Agra-Food and Veterinary
Authority (AVA) approved sources, Ramly burgers are non-compliant and not safe for health.
This has constrained the business of the firm legally in a nearby high-potential neighbour like
Singapore.

Lastly, although Ramly has strong brand equity, its marketing campaign is generally very
conservative and totally reliant on its trademarked name. In a competitive and fast-food
industry, the lack of adequate digital marketing, brand engagement, and modern publicity
campaigns will restrain the company, especially in trying to acquire younger or foreign
customers.

2.3 Opportunities

Ramly Burger also has some potential opportunities that can be strategically leveraged to
strengthen its domestic as well as international market positions. The largest one appears to
expand internationally with halal food markets. With worldwide demand and awareness
about halal-certified products increasing day by day particularly in Muslim countries such as
the Middle East, Central Asia, and regions of Africa Ramly is well placed to capitalize on new
market space. With more export activities and collaboration with foreign halal authorities,
Ramly can enter high-potential markets with minimum resistance from powerful local brands.

The second significant opportunity is that consumers are increasingly favouring more
convenience foods and quick food restaurants. City lives and busy lives have led consumers
to call for instant, ready-to-eat meals. Rally’s frozen patty brand and QSR heritage already
position it as a natural fit to ride the trend. With the rollout of a standardized chain of Ramly-
branded kiosks or quick-service restaurants (QSRs), the firm is then able to transform from
the sale of stand-alone vendors to a franchise or retail model, thereby accessing improved
margins as well as more control over the brand.

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Product diversification is another option. Ramly is able to manufacture halal-approved
vegetarian or vegan substitute burgers, such as vegetable patties or low-fat and low-sodium
burgers. Thus, the business firm would be able to serve a broader category of people, namely
health-conscious customers and non-Muslim customers searching for a substitute diet.

In this direction, e-commerce and digitalization also promise good opportunities to Ramly.
The company may open its own website or partner with the large food delivery operators like
Food panda or Grab Food to target tech-savvy consumers in urban cities. It can also open
sales to households, offices, and corporates by offering pre-cooked meal delivery or frozen
product delivery.

Finally, Ramly can brand and market through social media interaction with the youth
generation, influencer marketing, and interactive campaigns. Creating stronger digital
content and community engagement would rebrand and make it competitive in a competitive
market.

2.4 Threats

Even though Ramly Burger reached enormous success throughout the years, it is never free
from external threats that might prove to be detrimental to its operation and sustainability in
the long term. One of the most dangerous threats is increasing competition from the frozen
food and fast food industry. Multinationals like KFC, Burger King, and McDonald's dominate
Malaysia and the region with many fast foods modelled after the Western mode. They have
massive ad budgets, slim operations, and broad customer service, and are thus serious
challengers to Ramly.

The second primary threat is the changing consumer preferences, especially the new
generation. Growing health consciousness and dietary concern are making many consumers
turn to low-fat and minimally processed food. Rally’s core offerings rich saucy fried meat
burgers—are not appearing to appeal to this new health-conscious consumer segment. The
company will be losing market share to more innovative and sensitive food brands unless it
acts immediately to launch healthier or alternative product lines.

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In addition, foreign regulatory restrictions in the markets also present a considerable threat
to Rally’s expansion. The latest ban on Rally patties in Singapore for not meeting its food
import standards is a good example. These regulatory restrictions can mar the brand name
and introduce logistical and legal hindrances that may decelerate or even halt foreign
expansion. The same may occur in other countries with strict food import and halal
certification laws.

Economic uncertainty and inflation are also a major risk. Rising raw material, packaging, and
transportation costs can drive production costs through the roof and reduce profitability.
Ramly being a firm selling mostly inexpensive street food can be vulnerable to keeping costs
low, and thus becoming a cost problem contributor.

Third, unauthorized or unlicensed burger sellers using the "Ramly" name but not actual Ramly
goods dilute the brand and give erratic experiences to consumers. They might be in breach of
hygiene or quality standards, thereby giving negative impressions on the entire brand while
there are high standards that the company has for products.

3. Conclusion

Ramly Burger is a success story of the way entrepreneurship derived from vision, mission, and
cultural principles can develop into a nationally recognized and economically powerful brand.
It is a small street stall business initiated by Ramly bin Mokni in 1979 and expanded into a
gigantic business with thousands of employees and creating business opportunities for more
than 25,000 operators of burger stalls across Malaysia. This involves the entrepreneurial
definition: discovering a niche in the marketplace and offering a product that is differentiated
in Ramly's case, halal-approved meat products that met Muslim consumers' religious and
quality demands.

Rally’s biggest achievement is that it managed to gain popularity for the term Halalan Thoyiba
in food terminology. Its practices of producing not only halal but also clean, safe, and healthy
products have gained the company much trust and loyalty from customers. This commitment
of religious and moral principles to business strategy provided Ramly with a competitive edge

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in terms of rivalry and put it at centre stage as a brand familiar to homes not just in Malaysia
but worldwide.

SWOT analysis reveals that Ramly is highly brand-conscious, product-oriented in terms of

But there is plenty of scope for Ramly to enlarge. Forays into new markets, innovation of new
products vegetarian or healthier ones for a start and pushing the full range of the most
advanced branding and internet advertising techniques could propel Ramly into expansion
mode. The company's ongoing refurbishment of factories and the potential to franchise
Ramly burger houses officially are strong areas of future growth.

Ramly Burger is not just an organization but an institution in the cultural context and proof of
values-driven entrepreneurship's capability to bring about changes at the mass level. To
students and budding entrepreneurs, Ramly's tale of success is to have to grapple with
challenges that are real, remain true to one's calling, and forever adapt and change to meet
the demands of a changing marketplace.