Ebook IM

2021

SAUDI
ARABIA

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1 Overview 3

2 Online in-depth Interview 4-5
3 Recorded Interview Session 6
4 Saudi Arabia Snapshot 7-8
5 Opportunity
9-10

6 Islamic Marketing Mix 11-16
7 Summary
17

8 References 18

9 Picha Kucha Video 19

Overview

Saudi Arabia is the most populous country in the Gulf region, with
a population of 33 million people, and the Arab World's largest
economy, with a GDP of $782 billion. According to Euromonitor, the
Saudi economy will grow modestly in 2020. Real GDP growth will
reach 1.5 percent in 2021 and will continue to rise to around 2.3
percent per year by 2027. In 2019, US consumer-ready product
exports to Saudi Arabia increased by 11% to $587.7 million. The
Kingdom is also an active importer of processed foods from the
United States, with the top market in the Gulf Cooperation Council
6 (GCC-6) bringing in approximately US$496.3 million in 2019, a 17
percent increase over the previous year. In 2019, the top
processed foods exported from the United States to Saudi Arabia
were Fats and Oil, Processed Vegetables and Pulses,
Processed/Prepared Dairy Products, Condiments and Sauces,
Preparations, Snack Foods, and Non-Alcoholic Beverages. As a
result, in this study, we will examine the challenges and
opportunities for Malaysian frozen food product (RAMLY) entering
the Saudi Arabia market.

Purchase influences? ONLINE IN-DEPTH INTERVIEW

Mostly depends on the needs and wants. However, he does and often buys a
product that is not a necessity but just for fulfil his guilty pleasure.

Where, How and When they buy?

For now, in COVID-19 situation, he spends a lot of time purchasing online rather than
go to the shop. For when, he cannot specify because it depends whether he need the
items or not. It can be concluded; he will buy certain goods depends on the situation.

How they pay?

They usually use online banking and e-wallet to make purchases in
store/e-commerce.

What the buying behaviour?

For online purchases, they don’t need a lot of time to decide whether to buy or not for
certain good and they also tend to buy random things in Lazada/Shopee when they
bored or have more time.

What the cultural Influences?

Nowadays in Saudi Arabia culture is more to western culture.

What kind of product or services that you need or
want but are not in the Saudi Arabia market now?

Based on his view, the service industry is still very limited in the Saudi Arabian
market today, because most of the people there are still unfamiliar with those
service brands, such as; groceries delivery, food delivery services and online taxis

Between quality and quantity for a product which
do you think more about when you buy a product?

Based on his personal opinion, he will choose quality over quantity, because he
believes it is better to invest in something that is more expensive for a good
quality rather than buy something a bit cheaper but the quality is not that great.

Is market trend influence you to buy that product?

Based on his experience, market trends can influence him in the
fashion and gadget industry, as those brand like to restore their
product with some trendy stuff to match with the global market.

What kind of product's promotion that you cannot forget about?

Based on his experience, so far there has not been a company that has
really carried out a big promotion such as viral marketing, because most
companies there still rely heavily on online advertising, they often do
flyers, and also like to stick their catalogue advertisements on car glass.

In your experience, what kind of approach does
a company usually take to reach its customers?

Just like the previous answer, most companies there still rely
heavily offline advertising, they often do flyers, and also like
to stick their catalogue advertisements on car glass.

Do people familiar with online purchasing?

Yes. They usually purchased stuff in online platform. But in Saudi Arabia, it is
more like clothing website. They did not have website that people can sell their
product in the website. The online website is only applicable for big retailer.

What kind of product did they usually purchase online?

They have this website called “extra” for home appliances like kitchen stuff, etc.

What about purchasing power in Saudi Arabia?
Is it low or high purchasing power?

Saudi Arabian people have high purchasing power.

In your opinion, how is their purchasing pattern in a month?

It is depending on the person. But from his observation, usually they would purchase a lot
in a go because mostly they share their necessity with their household. They usually live
with 10 to 15 families. He think they tend to buy their groceries regularly once in a week.

Is it easy for people to buy their necessity?

From his opinion, they do not really have choice but to go to the supermarket
by their own. Because in Saudi Arabia, we don’t have groceries delivery option.
I wouldn't say it is hard because there are tons of available shopping centre
and market in every cities, so they have no problem to go to supermarket.

Do you guys prefer to buy localize product or standardize product?

They prefer to buy standardize product because Saudi Arabia people are more
interested to international product since they have small variety about certain
goods especially from food industry

What your perspective about Malaysia product?

Based on his personal opinion, Malaysian products are quite good
and have potential to be and growth in Saudi Arabia market.

What type of marketing or promotion Saudi Arabians like the most?

Type of marketing that Saudi Arabia people love is flyer because they
have been doing that since long ago until now.

In your opinion, are you suggest Malaysian product / service launch in

Saudi Arabia?

Yes, because there are many Malaysian people stay in Saudi Arabia as well and
its good news for them if Malaysian product enter Saudi market. Next, they
believe Malaysian product, especially food items can go international and get a
positivefeedback from the local community

What are the most popular things in Saudi Arabia that people always buy?

Technology product is one of popular product in Saudi Arabia especially
smart phones (eg: iPhone). Saudi Arabia people really love to follow the
latest trends and they also tend to buy the latest phone in the market.

RECORDED
INTERVIEW
VIDEO SESSION

QR CODE

YOUTUBE LINK: INTERVIEW SESSION (SAUDI ARABIA)

MARKETING COMMUNICATION IN SAUDI ARABIA

global branding

Strategic framework to reduce Saudi Arabia's
dependence on oil, diversify its economy, and
develop public service sectors such as health,
education, infrastructure, recreation, and tourism

the

promotion in saudi arabia goals Reinforcing Investment Non-oil Secular
Economic Activities International image of
for ksa Kingdom
trade

Advertising agencies with proficiency in Commercials for Saudi corporations
have been aired on worldwide satellite
developing advertising or promotional TV networks like the Middle East
Broadcasting Corporation (MBC) and
campaigns can be found in the Kingdom. These Arab Radio and Television. LBC, Future
Television, Dubai One TV, Dubai TV, New
firms can create and implement effective print, TV, Channel 2, MBC 2, and MBC 4 are
Arabic satellite stations that have
radio, and television campaigns that are tailored acquired prominence in the Arab world.
Many Saudi corporations air advertising
to the local market. on these networks, as well as Al-Arabiya
Arab News and the Saudi Gazette, two local and Al-Jazeera, two pan-Arab news
stations.
English dailies, get a daily readership of around
CULTURE IN SAUDI ARABIA
35,000 copies on average. The leading Arabic
Saudi Arabia's culture is characterized by
newspapers have publication rates ranging from
its Islamic heritage, historical position as
70,000 to 100,000 copies each day. Executives Bedouinan ancient trade center, and
traditions. Saudi culture has changed over
and government officials have swiftly become
time, and their values and traditions, from
avid readers of the economic newspaper Al- customs and hospitality to fashion, are
evolving to modernization, such as; Saudi
Eqtisadiah. Some of the newspapers with Arabia has hosted its first Fashion Week
through Vogue magazine in 2018.
smaller readership getting regional distribution.

newspaperSaudi Arabia's official language is Arabic.

English is commonly spoken and used in daily transactions
and activities.

The official religion is Islam, with the majority of Saudi population
(roughly 90%) being Sunni Muslims who adhere to the Hanbali
school of Islamic jurisprudence.
It is estimated a further 10% Saudi citizens are Shi'a Muslims.

The Saudi people generally share a strong moral code and cultural
values such as hospitality, loyalty and a sense of duty to support their
community.
They are often highly aware of their personal honour and integrity.
The country is also highly modernised and industrialised.

DISTRIBUTION CHANNEL/ MARKET ACCESS

Retailer - (hypermarket, supermarket, Partnership Top 5 import and export Saudi
convenience store, shopping malls, Arabia country is unspecified,
specialize store) 3.4% China, 1.4% Singapore, and
Channel partners 10.4% India
Wholesaler
Insentive distribution
Saudi Arabia use Talabat apps/
website that can order food/ product
online that can deliver infrony of their
house

ALLIANCES, PARTNERSHIP AND JOINT VENTURE

China and Saudi Arabia are major allies, with
relationship between the two countries growing
significantly in recent decades. Chinese Vice Premier
Zhang Gaoli made a three-day visit to Saudi Arabia
from August 23 to August 25 in 2017 and during his
visit, China and Saudi signed a series of deals worth
nearly $70 billion

PRODUCT AND SERVICES

TOTAL SERVICES EXPORT AND IMPORT TOTAL PRODUCT EXPORT AND IMPORT 500B TOP 5 EXPORT SERVICES 2019 TOP 5 EXPORT PRODUCT 2019

400B Travel Acyclic Alcohols
300B Transportation
200B Government Services Ethylene Polymers 2.3%

5.9%

Refined Petroleum
11.6%

100B Financial Services

0B Computer Services 5B 10B 15B Crude Petroleum
2019 2018 2017 2016 2015 0B 77.1%

TOP 5 IMPORT SERVICES 2019 TOP 5 IMPORT PRODUCT 2019

125B

100B Telephone
9.6%
75B
Government Services Packaged medicaments
50B Travel 11.4%

25B Transportation Cars
Other Business Services 48.2%
0B
2015 2016 2017 2018 Refined Petroleum
14.9%

Construction Services Broadcasting Equipment
0B 10B 20B 30B 15.8%

BURGER MEAT & FROZEN FOOD

HISTORY OF RAMLY FAST FOOD GROWTH MARKET

Ramly bin Mokni launched the company in 1984 with According to study, the Saudi Arabian fast food industry
the goal of creating a hygienic and high-quality halal would develop at a CAGR of 6.9% from 2017 to 2023. Due to
Western fast-food chain in Malaysia. In 1979, Ramly rising eating habits, increased expenditure on food goods,
and his wife launched a company selling burgers from and urbanisation, the fast food market is expected to rise
street food booths. While serving as a butcher in a rapidly over the forthcoming years. The country's fast food
market, he noticed that almost all meat product industry is forecasted to expand due to the development of a
suppliers were unknown to be halal, prompting Ramly wide range on fast foods from numerous locally and
to create a halal-certified livestock supplier for all internationally companies, as well as the notion that Riyadh
Muslim consumers in Malaysia. is the capital city, with around 35,000 fast food outlets.

EXPANSION PLAN BENEFECIAL

The company has spent roughly MYR 1 billion at the
Halal Hub Industrial Park, Indah Island, Selangor, as
of August 25, 2015, with a MYR 2 billion revenue
target after the factory opens in the second half of
2017. As part of the company's expansion goal, the
increased manufacturing capacity will enable Ramly
Group to enhance exports to the ASEAN area, the
Middle East, Europe, Japan, and Korea. Singapore,
Thailand, Indonesia, Cambodia, Myanmar, and
Bangladesh are among the countries to which the
company now sells.

SPECIFIC OPPORTUNITY AND RATIONALE

Saudi Arabia has a large market with a population of 32.1 million people, which is expected to increase

to 40 million by 2025. Saudi Arabia, with only 1.5 percent of its total land area classified as farmland,

cannot produce enough food products to meet local market demand, let alone the Saudi Arabian

community's growing appetite for a wide variety of gourmet foods and products. Therefore, Saudi Arabia

is the GCC's largest importer of food and agricultural products, relying on imports for 80 percent of its

consumption needs. RAMLY HAS A VERY GOOD CHANCE OF SUCCEEDING IN

SAUDI ARABIA

A growing market for high-value food products, with a greater

willingness to try new foods.

Saudi Arabia Vision 2030 aiming to diversify the Saudi economy away

from relying on oil.

Becoming more reliant on foreign supplies to meet their food

consumption needs. currently, 80 percent of food consumed is

imported.

The low level of local competition in F&B can make it an appealing

area for Malaysian businesses to do business.

Saudi Arabia has a population of over 10 million expatriates, which

creates a demand for a greater variety of foreign foods.

Saudi Arabia have reported the high frequency of fast-food

consumption among adolescents (ALFaris, N. A., Al-Tamimi, J. Z., Al-

Jobair, M. O., & Al-Shwaiyat, N. M., 2015).

TARGET MARKET

The Saudi Arabian food service industry was valued at USD
29.83 billion in2017, and it is anticipated to grow at a 5.9
percent CAGR from 2018 to 2023. The Saudi Arabian
foodservice industry is projected to be driven by rising
demand for home delivery and foodservice providers.

In terms of demographics, as we know, Ramly products are In behaviour target market, Ramly Group
affordable and less expensive by various level of income provide healthy and quality frozen food
either from low to high income earner. Ramly frozen food are products where all the product is safe to
also suitable for men and women without exempting buyers eat for customer. Ramly product is also
from various race and religions. Since Saudi Arabia is well chemical-free materials consumed by all
known for their shawarma, it is a good opportunity for Ramly society regardless of age and gender.
Group to introduce their process food product Ramly Group also cares about the
internationally. quality of its products to maintain and at
the same time to increase the number of
In psychographic, Ramly food products are specially loyal buyers of Ramly product.
prepared for those who prefer something that is easy for
them to cook. It will definitely convenient for local who
always busy and didn't have time to cook, they can just easily
purchase Ramly burger as their meals.

In geographic, Ramly Group Market mostly sell their product
in Asean country such as Malaysia, Vietnam, Thailand,
Indonesia, China, Philippines, and Myanmar. Saudi Arabia will
be a good location to invest in food industry due to the multi
ethnics population and tourist who regularly travel there.

CULTURAL PROBLEM & OPPORTUNITIES

Saudi Arabia is a delicate region in many aspects, including the economy, religion, and culture. Saudi
Arabian organizational culture is heavily impacted by Saudi society's collectivist nature. The most important
social unit is the group, a close family, extended family, or extended relationships, to which loyalty and
respect is due. As a result, Saudis will prefer conducting business or being a consumer with people they know
and trust. Despite the fact that Ramly will face many challenges in the future, Ramly must also seek to
understand the reasons for cultural challenges and to establish trust in order to be able to utilize differences
to generate opportunities.

The Saudi Arabia frozen food market offers opportunities to Ramly since it is predicted to develop
steadily during the forecast period, based on the product type, the market can be broken down into
frozen fruit & vegetables, frozen meat & fish, frozen ready meals, frozen desserts, frozen snacks and others.

The food-on-the-go trend is positively impacting market growth by increasing the number of working
women and students.
A thriving retail industry, combined with new product launches by major market players, is expected to
create lucrative opportunities for market growth through 2025.
Increases tourism in the country is likely to fuel market expansion.

The major players operating in the Saudi Arabian frozen food market are The Savola Group, Sunbulah
Group, Kuwait Food Company (Americana Group), Halwani Brothers Co., Ltd, Al Karomah Dough Production
Co. Ltd., McCain Foods Limited, Nestle Saudi Arabia LLC. , Gulf West Company Limited, Al-Berri United Food
Co. Ltd., Al Munajem Cold Stores Company and others.

Cultural Factors / Product &
Packaging Adaption

If Ramli intends to promote the product in Saudi Arabia, product customisation or localization
is critical. As a general rule, packaging design should be based on the needs of the customer.
Packaging for industrial products is primarily functional, reflecting needs for storage,
transportation, protection, preservation, reuse, and so on. Packaging for consumer goods has
additional functionality and should be protective, informative, appealing, legal, and reflect
purchasing habits.

In Saudi Arabia there has been an increase in
the frozen food packaging market with
consumer appreciation of product quality. With
economic growth and changing lifestyles, there
is an increase in demand for frozen food
packaging in Saudi Arabia and the market is
expected to grow well during the forecast
period. Saudi Arabia’s frozen food packaging
market is divided based on the main materials
(glass, paper, metal, plastic etc.), types of food
products (ready meals, fruits and vegetables,
meat, seafood, baked goods etc. -others), and
types of packaging products (bags, boxes, cans,
cartons, trays, packers etc.). However, for fast
food RAMLY needs to make more attractive
packaging with an interesting logo or pattern
on their box or others packaging to attract
young people in Saudi Arabia. in addition, the
packaging also needs to be easy to carry and
use

In addition, cultural factors and customs may
have an impact on branding, labelling, and
packaging considerations. Certain colors used
on labels and packages may be regarded as
unappealing or offensive. For example, In Saudi
Arabia, GREEN is associated with luck in the
Middle East and YELLOW is associated with
reliability in Saudi Arabia. Efforts should be
made by RAMLY to improve the appearance of
exported commodities by means of attractive
packaging. Products to be exported should be
properly branded and labelled both in English
and Arabic. In conclusion, if Ramly wants to
export his products to Saudi Arabia, they must
consider those factors in order to be successful
there.

Branding Consideration

Consumers do not buy all of the brands they are familiar with. They may buy some while purposefully
avoiding others. As a result, consideration investigates whether people would consider buying a brand
they are familiar with. A subgroup of those who are aware of a brand is measured as those who would
consider purchasing it. We can see the funnel's hierarchical nature in play here it's impossible to
consider a brand you've never heard of. “Of the 10 food brands you are aware of, which would you
consider using?” is an example of a consideration question.

Ramly Halal Mart Sdn. Bhd, Ramly Halal Kiosk
Sdn. Bhd, and Ramly Food Proessing Sdn. Bhd.
affiliates are the Ramly Group's physical retail
stores. The group's most popular product is the
burger, which is offered at small burger booths
around Malaysia, with an estimated 25,000 of them.
Their major focus is on fast food products offered in
stores or on street corners.
The main idea for the branding consideration is to
set up a small store or stall near in the housing area
and community. As Ramly brand much familiar in
food frozen products and late night snacks this is an
opportunity for them to market their own product.
Besides that, Ramly can build a cafe that suits with
restaurant vibe or drive thru restaurant with their
own brand. In this way, various background of people
can enjoy their product in each aspect either on
modern style or within in their comfort house. For
Ramly to be recognize in this countries they need to
have more brand awareness for their product.

24 Hours Store or Vending Machine is another game
changer for Ramly as they continues produce
product into fast food industry. Ramly have the
product that can heat up under 5 minutes and sweet
desert that can be take away form store have huge
recognition in people from Saudi Arabia. This country
have been famous for oil which lead to every major
business they can get. People in the country that full
with opportunity, business deal and tourist need to
manage their time with proper meal to go through
day. When Ramly market their product in the store or
vending machine can give their consumer more
hands on and approachable for them to get the
product.

Packaging is the first thing as consumer will get to
see the product. To make the Ramly brand been easy
to recognized they need to maintain their packaging
design for every product. The consistency for design
and packaging will make their consumer notice and
realize for the existence of the product. Furthermore,
Ramly can get free loyalty and publicity as another
retail use their design in their finished product that
will make more Ramly in center of attention.

Channels to the country and
in-country

Saudi Arabia is divided into three main distribution and sales regions: the Western Region,
which includes the commercial hub of Jeddah; the Central Region, which includes the capital
city of Riyadh; and the Eastern Province, which includes the oil and gas industry. Dammam
serves as the capital of the Eastern Province, which also contains Dhahran. Each city has its
own economic community and cultural flavor, and only a few "national" companies are
genuinely dominant in more than one area.

As an exporter, a Ramly company may find it
beneficial to establish a different agent or
distributor for any location with substantial
market potential. A number of agents and
distributors can be assigned to any local
supermarket to provide and manage a wide
range of frozen goods.

Not only selling through agents and distributors,
but Ramly can also build a fast-food restaurant
that can be promoted in central commercial
districts such as Jeddah, where many visitors visit.
Ramly may also sell or target their items to a
larger audience using this.

As previously mentioned, Ramly can also create a
burger vending machine for the Eastern Province
in order to focus and target Ramly's products to
workers. So that people who work late at night
may quickly obtain burgers or Ramly foods from
vending machines located in public places and
heavily populated regions.

Ramly can also rely on the online store segment,
which is expected to experience significant
market growth in line with the increasing internet
penetration in the country. In addition, benefits
such as feasibility, convenience, availability of
different payment options, doorstep delivery,
among others related to online shopping are
expected to further drive segmental growth at
Ramly.

Pricing and value capture

According to Euromonitor, the Saudi hypermarket channel recorded a return to positive growth
in 2019, from the previous year negative growth. Saudi Arabia is considered as high income
icoporated to other Arab Nation and in recent years, the landscape of service stores in Riyadh
and Jeddah has shifted from disorganized independent stores and shops to organized large-
scale shopping malls and hypermarkets selling the largest worldwide brands. As a result, the
retail climate has become increasingly competitive.

Ramly group should involve the use of high price for
its new product. This will create the value capture of
Ramly product that enters the Saudi Arabia market.
Value capturing strategy will be employed since it
seems more reasonable and effective, especially if
the profit gained from this strategy would fully cover
all expenses incurred such as salesforce salaries,
advertisements, transportation, rent and raw
materials for production. Ramly group should also
require substantial investments in order to recover
the launching cost of the new product and increase
future profitability in Saudi Arabia. This strategy can
lead Ramly group to value-creating in the Saudi
market.

Since Ramly burger is well known for its low price
product in Malaysia, Ramly should also use the same
price strategy which is penetration to sell and attract
local people to purchase their product in Saudi
Arabia. The product price offered must be according
to the selected pricing. A regular burger, for example,
is way cheaper than a cheeseburger since it has
more ingredients than a regular burger.

Saudi Arabia is considered a market in which
consumers are willing to pay any price for food, but
however, the feeling of value can only be achieved by
the Ramly group increasing their market share and
achieving economic viability.

As Ramly value capture in Saudi Arabia, Ramly Group
provide quality and healthy meat to consume by the
consumer. As locals are known for their busy lives,
Ramly makes it easy for them to purchase and eat
their products easily anywhere and everywhere.
Ramly Group makes it convenient to purchase their
product. As Arabic culture is well known for their
shawarma, Ramly can take this opportunity to attract
consumer attention to purchase their product by
making and producing tasty shawarma as theirs.

Cultural positioning and branding

Different cultures in a location or nation will definitely affect each consumer's behavior and the
way in which each firm introduces itself. Ramly, on the other hand, may overcome consumer
behavior through local consumer culture positioning tactics that must be implemented in the
Arab market, particularly in the food industry. With a Muslim majority population, Ramly can, of
course, reinforce one of his mottos, which is to manufacture halal items in order for customers
to have faith in the brand name.

Because about 90% of Saudi Arabia's
population is Muslim, Ramly Group's
primary goal from the beginning of the
company was to manufacture Halal items
of the same quality as other fast food chain
goods. Due to the influence of religion and
culture, the emergence of fast food
franchise firms in Saudi Arabia causes
many consumers to question their halal
certification.

However, if Ramly can introduce itself with
the principle that works by, Ramly will,
without a doubt, be able to break the
stigma. Being a transparent and
straightforward brand may be one of
Ramly's primary brands, due to careful
product processing that ensures the
greatest Halal meat-based goods in
Malaysia or Saudi Arabia are created.

Because cultural influences are so
important in the Arab food market,
localization techniques should be used
later in the development of their products,
such as following the food culture in Saudi
Arabia that likes to eat Kebabs, which can
be made into frozen foods typical of
Ramly and Umm Ali that are already
globally popular. Alternatively, Ramly
might position its products such that they
are connected with local cultural values.

Marketing Communication &
Promotion

The Saudi market should be assessed on a regular basis for product adaptation, and
RAMLY's connections with Saudi Arabian importers should be direct and consistent.
RAMLY should introduce complete product lines into the Saudi market rather than
single products in order to increase profit and reduce cost.

RAMLY will find it advantageous to offer full RAMLY should display their products
product lines into the Saudi market rather than regularly in
individual products, as this will allow RAMLY to The advertisement's content must be
profit from increased demand stimulation and consistent with religious and moral values.
cost reductions. However, to achieve a sale, the An alternative approach to presenting
goods must be reasonably priced and easily RAMLY products in the Kingdom is
available. Next, in the Kingdom, personal advertising through international TV
relationships between suppliers and customers channels such as CNN, the Middle East
are incredibly important. Due to Islamic Broadcasting Corporation (MBC), and Arab
teachings governing gender segregation and Radio & TV (ART). In addition, the
privacy in the home, several methods of direct importance of print advertising cannot be
marketing that are used in other nations are underestimated. Many new magazines
not used in Saudi Arabia. The Saudi postal have arrived on the Saudi market in recent
system's restrictions are also a problem. years. Al-Majallah, Al-Yamamah, and
Sayidati are some of the most popular
The major commercial urban centers of the periodicals in the Kingdom. Local English
Kingdom. Most businesses now use a variety of and Arabic newspapers are used for
media to promote their products, including newspaper advertising. Arab News
television, newspapers, trade publications, (Jeddah), Saudi Gazette (Jeddah), and the
billboards, and trade shows. Commercials are Riyadh Daily are the three local English-
broadcast on two Saudi Arabian channels, one language dailies (Riyadh). Other leading
in English and one in Arabic, both of which are Arabic newspapers with nationwide
broadcast throughout the Kingdom. distribution and circulation include Al-
Sharq Al-Awsat, Okaz, Al-Hayat, Al Jazira,
and Al Riyadh. So, RAMLY can use this type
of promotion to promote RAMLY product
to Arabic market.

However, for food products that are
specially released for teenagers, advertising
that is suitable to attract this group is
musical because we all know teenagers
love entertainment. in addition, the target
demographic for RAMLY is also broad but
RAMLY has a great chance of succeeding
in Riyadh.

Summary

The Saudi food processing sector is rapidly expanding as a result of
government support for food processors, rising per capita income, and major
demographic and socioeconomic changes. The Saudi packaged food business is
expected to generate US$19.7 billion in retail sales in 2019, according to
Euromonitor. In comparison to 2015, this indicates an increase of 11.1 percent
and roughly US$1.9 billion. They also predict that packaged food sales in Saudi
Arabia would reach $24.9 billion by 2024, up roughly $4.2 billion and 20.6
percent. Processed meat and frozen food are two high-growth products in the
forecast. Poultry meat, beef, nuggets, french fries, beverage ingredients, and
other types of frozen food have a high export potential in the country. Saudi
Arabia has expanded its halal certification requirements to include a variety of
regularly purchased foods and beverages (F&B). The new legislation, on the
other hand, requires halal certification for all imported fresh and frozen meals,
confectionary, long-life goods, milk and other dairy products, as well as oils
and fats.

The Saudi Arabian market is vast, with a diverse range of products from many
countries competing aggressively against one another. Leading businesses
such as McDonald's, Herfy, and Burger King are anticipated to aim to expand
their market in these locations, with franchised burger fast food expected to
do well. They'll spend more money on promotional activities. In addition,
competitors sell enormous volumes of food and agricultural products to Saudi
Arabia, including beef products from the Netherlands, Brazil, India, Ireland, and
the United States, as well as lamb meat products from New Zealand, Pakistan,
Sudan, and other African countries. After doing this study and considering the
positive and negative impact, we believe Saudi Arabia is the most suitable
country for Ramly to market their product internationally.

References

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Al-Shwaiyat, N. M. (2015). Trends of fast food Food Market (2017-2023): Forecast by Types,
consumption among adolescent and young adult Distribution Channel, Regions and Competitive
Saudi girls living in Riyadh. Food & Nutrition Landscape. Researchandmarkets.com.
Research, 59(1), 26488. https://www.researchandmarkets.com/reports/443
2977/saudi-arabia-fast-food-market-2017-2023

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Picha-Kucha

PRESENTED BY

MUHAMMAD HAZIM RABIATUL ALYA
NAJIHAH

ANNISA JIFANNI SITI ASYHAH

PREPARED BY A19BS0207
MUHAMMAD HAZIM BIN ROSLAN A18HA0285
ANNISA JIFANNI JIMMY LUKBAR A18HA0221
RABIATUL ALYA NAJIHAH BINTI ZULFADZLI A18HA0276
SITI AYSHAH BINTI SANIP