Introduction

Dutch Lady Milk Industries Berhad is one of among outstanding listed company in Malaysian Stock
Exchange (Bursa Saham Malaysia). Dutch Lady Milk Industries Berhad engages in the

manufacture and distribution of sweetened condensed milk, milk powder, dairy products, and
fruit juice drinks principally in Malaysia. It sells infant formula, growing-up milk, powdered
milk, condensed milk, UHT milk, sterilized milk, pasteurized milk, cultured milk,
Yoghurt, and fruit juice drinks

1963- Dutch Lady Malaysia started as Pacific Milk Industries (Malaya) Sdn Bhd where it was
commissioned to produce sweetened condensed milk in its Petaling Jaya factory
It was FrieslandFoodss first product facility based outside of the Netherlands
1968-Pacific Milk Industries (Malaya) became the first milk company in Malaysia to be listed on the
Stock Exchanges of Kuala Lumpur and Singapore.
1975- The company changed its name to Dutch Lady Baby Industries (Malaya)
1983- Introduce new products into the Malaysian market-sterilised milk were locally produced and
sold in plastic bottles.
1988- Fruits yoghurt and growing up milk were introduced into the market
2000- The company changed again its name to Dutch Lady Milk Industries Berhad
2003-New corporate tagline Get Ready for Life to profile vitality through healthy lifestyle and
activities
-Dutch Lady upgrade the ISO 9001:1994 certification to ISO 9001:2000 standard
2011- Dutch Lady Malaysia was reported as the market share leader in the growing up milk segmentwith the Dutch Lady brand holding 40% of national market share.
Reported to be an achieve its RM1 billion sales target for 2013

Background of Dutch Lady Company

Mission
Helping Malaysians move forward in life with trusted dairy nutrition
Vision
To further strengthen our position as the leading dairy company, diving growth
Annual report

Current Competitors
Nestle
Competitors strategy - continuously improvement of quality, innovation
Nestle future strategies and goal to enhance the companys reputation, innovation

DUTCH LADY
Strength

Weakness

Nestle

Big brand and trustworthy

Innovative product
Variety diary product
Extra essential nutrition

Brand strength
Outstanding Research and
development capabilities

Lack of product
Lack of attractiveness

History of product recall

Becoming complacent

Current production and operations problem

-uncertainty of raw materials prices
Can cause increase product prices on the customer
-Ineffective management system
In the 1st quarter ended March 31, 2012 the net profit is RM27.46 million
In the same quarter last year I RM28.33 million

Strategies analysis
-marketing strategy
-operation
-financial

Marketing strategy
=diverse product range, develop new market and achieve high product quality

=develop brand strategy

=Launched 3 products which have reduced their sugar content
=Launched Sugar Reduction Campaign

Operation strategy (masok kan iso and halal bagai)

=staffing strategy
=innovation in products
Financial strategy
=Capital intensive investment (attract more investor to invest in the company)

RECOMMENDATION
1. R&D
- Diverse product range
- Improved in term of nutrition and taste
- Developed another type of milk
2. Differentiation of the other product
-Keep the product under quality control and assurance, food safety policy
- Increase the confident of the consumer to buy product Dutch Lady
3. Need to maintain proactive leader
-With a powerful research and development team
4. Dutch Lady current strategies are out of date

FLOW OR STEPS OF IMPLEMENTATION

Evaluate the problem -> R&D -> Implementation -> Feedback
The rational and the improvement that likely to achieve after implementation
-increase of range of the customer and market
-customer also have many choice
-achieve the quality standards

Conclusion
Dutch Lady offers healthier products and help improve the nutritional intake of Malaysia