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Marketing Management Assignment

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Marketing Management Assignment
TUNKU ABDUL RAHMAN UNIVERSITY COLLEGE
FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS
ACADEMIC YEAR 2014/2015 SEMESTER 1

BACHELOR OF CORPORATE ADMINISTRATION (HONOURS) YEAR 2

BBDT2073 MARKETING MANAGEMENT

GROUP WRITTEN ASSIGNMENT
TITLE: _____DUTCH LADY MALAYSIA_____

LECTURER/ TUTOR: ____MR. LIM CHIN HOCK____
DATE OF SUBMISSION: _______17 JUN 2014_______
TUTORIAL CLASS: GROUP: _____GROUP 1,8,9_____

Company Background
The story of the Dutch Lady was started from 50’s that is after the World War II. In year 1954, a trading company called Friesland (Malaya) Pte Ltd was formed to market sweetened condensed milk imported from its parent company of Holland in Malaya and Singapore. There are several brands that was a certain Dutch Baby brand. After came to 60’s, Pacific Milk Industries (Malaya) Sdn Bhd was incorporated in Malaysia. When year 1968, it was converted into a public company and it is the first milk company that successfully listed in the Bursa Malaysia also known as the Local Stock Exchange. After 7 years that is in the year of 1975, the name of Pacific Milk Industries Berhad changed to Dutch Baby Milk Industries (Malaya) Berhad in order to avoid confusion the name of company in the trade and marketplace and their main product was Dutch Baby Sweetened Condensed Milk. In 1984, the brand name was changed again from Dutch Baby to Dutch Lady for product positioning reason.
The mission of the Dutch Lady Milk Industries Berhad is to help the Malaysian move forward in life with trusted daily nutrition. With the vision is to further strengthen their position as the leading dairy company, driving growth. Apart from this, there are about 22,000 employees with 100 productions lines and sales locations in 25 different countries. Since the Dutch Lady Milk Industries Berhad is a part of Royal FrieslandCampina, therefore it will obtain support from the parent Company. Which mean Dutch Lady Malaysia can have the benefit of global procurement services while the Research


References: 1. Borneo Post Online, 2011. Dutch Lady aim to up market share with new milk formula. Available from: <http://www.theborneopost.com/2011/03/12/dutch-lady-aims-to-up-market-share-with-new-milk-formulalatest/>. [12 Jun 2014]. 2. Daily Express, 2014. Minimum wages come into effect. Available from: <http://www.dailyexpress.com.my/news.cfm?NewsID=87777>. [2 July 2014]. 3 4. Dutch Lady, 2013. Success story: company standards and achievements. Available from: <http://www.dutchlady.com.my/en/home.asp?page=company&subpage=success>. [14 Jun 2014]. 5. Dutch Lady, 2013. The Dutch Lady story. Available from: <http://www.dutchlady.com.my/en/home.asp?page=company&subpage=dl_story>. [12 Jun 2014]. 6. Liew, H. 2014. Live Blog: Malaysia Budget- As it Happened, SaveMoney. Available from: <http://savemoney.my/live-blog-malaysia-budget-2014-follow-us-from-4pm-myt>. [11 Jun 2014]. 7. New Straight Time, 2013. Dutch Lady closes in on RM1b mark. Available from: <http://www.dutchlady.com.my/sharedfiles/press/2012/14062012_NEWSTRAITIMES.pdf>. [12 Jun 2014]. 8. The revenue reserve, 2013. Dutch Lady set to increase prices by 5%. Available from: <http://themalaysianreserve.com/main/news/corporate-malaysia/3830-dutch-lady-set-to-increase-prices-by-5>. [2 July 2014]. 9. The Star Online. Dutch Lady net profit down 20% to RM23mil, 2014. Available from: <http://www.thestar.com.my/Business/Business-News/2014/05/27/Dutch-Lady-profit-down/>. [13 Jun 2014]. 10. The Star Online. Dutch Lady to maintain 2014 capex at RM18mil, 2014. Available from: <http://www.thestar.com.my/Business/Business-News/2014/05/28/Dutch-Lady-to-maintains-capex-at-rm18.aspx/>. [13 Jun 2014]. 12. The Star Online. Malaysia 's inflation up 3.5% in March - Business News | The Star Online, 2014. Available from: <http://www.thestar.com.my/Business/Business-News/2014/04/16/Malaysia-inflation-up-in-March/>. [11 Jun 2014].
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