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2.0 Company Background        

2.1 History of the company

The existing company that has selected is Dutch Lady Malaysia. Dutch Lady Malaysia started its company as Pacific Milk Industries (Malaya) Sdn Bhd in year 1963. It be entrusted to produce sweetened condensed milk in its Petaling Jaya factory. It is the first production facility of Friesland Foods at the outside of Netherlands. Pacific Milk Industries (Malaya) turn into the first Milk Company and come into the market of stock exchanges of Singapore and Kuala Lumpur after five years on 24 September 1968. In the year of 1975, the company change the name to Dutch Baby Milk Industries (Malaya) Berhad, after that the company change again its name to Dutch Lady Milk Industries Berhad in the year 2000.

        Dutch Lady was the first Malaysia Milky Company to use the Ultra-High Temperature (UHT) to process and package the milk in the state. The company continue to manufacture and introduce new products to enter the market in Malaysia gradually. For example, sterilized milk was produced and put into the plastic bottle and sold it locally in the year 1983, chilled milk was produced in the year 1986, and in the year 1988, growing up milk and fruit yoghurt were brought into the market. Dutch lady Malaysia is the world's first company do the introduction of children's growing up milk product who was six years old.

2.2 Mission of the company

        Dutch Lady Milk Industries Berhad has the vision “To further strengthen our position as the leading dairy company, driving growth”. Dutch Lady Milk Industries Berhad also has the mission for “Helping Malaysians move forward in life with trusted dairy nutrition”. Dutch Lady Milk Industries Berhad propose to continue develop new product which can make contribution to the health society. Dutch Lady involved in the region's largest and most thorough nutrition study which are be organized by their parent company.

2.3 Current product and service

        The main area of Dutch Lady is want to focus on the infant who are higher margin and toddler type and produce infant milk, growing-up milk or as same as those special product which are suit the younger children. These type of milks are very suitable for the children who are in the growth stage which are 1 to 12 years old. Each milk have its belonging customer, because it contains milk nutrition and protein, these things can cultivate a person's body and mind. If those people drink the milk every day will be very healthy. Another market is to focus on next year's dairy products, such as powdered milk, low-fat yoghurt or regular liquid. Dutch lady's main plans to launch more products in the market for children and young people. The company knows that there is a huge adults and domestic market, the company is exploring a new way to keep people to drink milk. Asians easily didn't drink milk to drink every day rather than western countries. In addition, the Dutch lady not only provide milk products, and it also produce other products, such as chocolate juice beverage and joy.