Dutch Lady Nk Present Isnin (1)c
-
Upload
syaker-zack -
Category
Documents
-
view
256 -
download
1
Transcript of Dutch Lady Nk Present Isnin (1)c
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
1/43
FACULTY ECONOMICS AND MUAMALAT
STRATEGIC MANAGEMENT
MGB 4013
GROUP AASIGNMENT:
DUTCH LADY COMPANY
PREPARED BY: TMC 2
MEMBERS:
SITI ZAINAB BT MOHD ADAM 1121106
NUR SHAHIRA BT MOHAMAD NOR 1121112
SITI NOR NADIAH BT SHAHIMI 1121114
NURUL HAZERA BT MISRAN 1122333
NORFARHATI BT SATARNONG @ IBRAHIM 1122337
PREPARED FOR:
LECTURER NAME: MADAM SITI NURULHUDA BT NORDIN
DATE OF SUBMISSION:
8TH DECEMBER 2014
1
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
2/43
TABLE CONTENTS
NO TABLE CONTENTS PAGES
1 COMPANY PROFILE 3-4 afiqa2 BACKGROUND OF DUTCH LADY !-" #i$ 3 TOWS ANALYSIS %-11 afiqa4 THE INTERNAL-EXTERNAL (IE)
MATRIX
12-13
! INTERNAL FACTOR
EVALUATION (IFE) MATRIX
14-1! afiqa
& EXTERNAL FACTOR
EVALUATION (EFE) MATRIX
1&-1"
" COMPETITIVE PROFILE MATRIX
OF DUTCH LADY
1%
% SPACE MATRIX 1'-2&
' Prod!" #$%& !'!#& #i$ 10 STRATEGIC PLANNING PROCESS
(PORTER’S FIVE FORCES MODEL)
2"-32 #i$
11 UANTITATIVE STRATEGIC
PLANNING MATRIX (SPM)
33-3!
12 BLUE OCEAN STRATEGY 3&-3% (a)*13 S "* +"r,"&' (a)*14 CONCLUSION 3' (a)*1! REFERENCES 40
1. COMPANY PROFILE
D"!. L,d' M$#/ Id+"r$&+ B&r.,d (0D"!. L,d' M,#,'+$,0) $+ , #&,d&r $ ".&
,#$"' 2r,d&d d,$r' 2+$&++ $ M,#,'+$,3 I" 4,+ $!or5or,"&d $ 16789 ,d 4,+ ".&
:r+" ;$#/ !o;5,' $ M,#,'+$, "o 2& #$+"&d o Br+, M,#,'+$,9 ".& #o!,# S"o!/
E
>
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
3/43
;#"$,"$o,# !or5or,"$o ,d o& o% ".& #,r&+" ;$#/ !o;5,$&+ $ ".& 4or#d3
P&r;od,#, N,+$o,# B&r.,d $+ ".& +&!od #,r&+" +.,r&.o#d&r $ ".& Co;5,'3
D"!. L,d' M,#,'+$, ;,%,!"r&+ ,d +#+ , 4$d& r,& o% ,#$"' d,$r'
5rod!"+ ,d %r$" ?$!&+ %or ".& .o;& ,d &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
4/43
2. BACKGROUND OF DUCTCH LADY
50’ s
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
5/43
A%"&r Wor#d W,r II9 +4&&"&&d !od&+&d ;$#/ $;5or"&d 4.o#&+,#& %ro; $"+ 5,r&"
!o;5,' $ Ho##,d $, #o!,# $;5or"&r+ ,d 4.o#&+,#&r+3
1954 A "r,d$ !o;5,' Fr$&+#,d 6;,#,',) P"& L"d9 2,+&d $ S$,5or&9 4,+
%or;&d "o ;,r/&" S4&&"&&d !od&+&d ;$#/ $;5or"&d %ro; Ho##,d $ M,#,'+$,
,d S$,5or&9 ,;o +&&r,# 2r,d+ 4,+ , !&r",$ D"!. B,2' Br,d3
60’ s
1678 P,!$:! M$#/ Id+"r$&+ (M,#,',) Sd B.d 4,+ $"&ro5&r,"&d $ M,#,'+$, 4$".
".& !o;;$++$o$ o% , +4&&"&&d !od&+&d ;$#/ %,!"or' $ P&",#$ @,',3 T.&
5r&+&" +$"& $+ ".& :r+" o&r+&,+ 5rod!"$o %,!$#$"' o% ".& 5,r&" !o;5,'3
167 T.& %,!"or' 4,+ o5&r,"$o,# ,d +",r"&d "o ;,%,!"r& +4&&"&&d
!od&+&d ;$#/3
167= P,!$:! M$#/ Id+"r' (M,#,',) 4,+ !o&r"&d $"o 52#$! !o;5,' ,d
2&!,;& ".& :r+" ;$#/ !o;5,' "o 2& #$+" o ".& +"o!/ E
,d S$,5or&3
70’ s
16 T.& ,;& o% ".& !o;5,' 4,+ !.,&d %ro; P2#$! M$#/ Id+"r$&+ (M,#,',)
B&r.,d "o ,o$d !o%+$o $ ".& "r,d& ,d ;,r/&"5#,!& +rrod$ ".& ,;& o%
".& Co;5,' ,d $"+ ;,$ 5rod!" D"!. L,d' S4&&"&&d Cod&+&d M$#/3
- I #$& 4$". ".& Co;5,'+ d$&r+$:!,"$o 5ror,;;&d9 ".& Co;5,'
!o;;$++$o&d ,d 2$#d+ , U#"r, H&," Tr&,"&d M$#/ P#,"3 Lo!,##' 5,!/&d
D"!. B,2' Mod$:&d B,2' Food 4,+ ,#+o $"rod!$ $ ".& +,;& '&,r3
166 A %r$" $!& dr$/ d&r @OY 2r,d ,;& 4,+ $"rod!&d3
0’ s
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
6/43
16=8 M,%,!"r& o% S"&r$#$*&d M$#/ $ 5#,+"$! 2o""#& !o;;&!&d3
16= T.& 2r,d 4,+ !.,& %ro; D"!. 2,2' "o D"!. L,d' %or 5rod!"
5o+$"$o$ r&,+o+3
16= A ".r&&-+"or' 2$#d$ 4,+ 2$#" "o .o+& ".& 5o4d&r P,!/$ P#,"9 ,+
2+$&++ r&43
16= T.& Co;5,' d&r4&" , &$"' r&+"r!"r$ &
E
90’ s
166 A &4 4,r&.o+& 4,+ 2$#" "o ,!!o;;od,"& ".& !o;5,'+ ro4$
2+$&++3 H;, !,5$",# +",r"&d "o & D"!. L,d' r&!&$&d $"+ +&!od R&,d&r+ D$&+" S5&r Br,d+ Go#d A4,rd
%or 2&$ o"&d ".& 5r&%&rr&d 2r,d o% ;$#/ 5rod!"+ $ M,#,'+$,3
7
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
7/43
- T.& Co;5,' !.,&d $"+ ,;& %ro; D"!. B,2' M$#/ Id+"r$&+ (M,#,',)
B&r.,d "o D"!. L,d' M$#/ Id+"r$&+ B&r.,d9 "o 2& $ #$& 4$". $"+ ;,$ 2r,d
D"!. L,d' 4$". , &4 !o;;$";&" Good&++ %or L$%&J3
>1 D"!. L,d' r&!&$&d $"+ ".$rd R&,d&r+ D$&+" S5&r Br,d+ Go#d A4,rd %or
2&$ o"&d ".& 5r&%&rr&d 2r,d o% ;$#/ 5rod!"+ $ M,#,'+$,3
>> D"!. L,d' 4o ".& Br,d E$"'>8 D"!. L,d' r&!&$&d $"+ ISO 61 (V&r+$o >)3
D"!. L,d' #,!.&d , 5d,"&d r,& o% 5rod!"+ 4$". DHA %or $%,"+
,d !.$#dr&3
D"!. L,d' M$#/ Po4d&r F,!"or' !&r"$:&d "o S",d,rd C&r"$:!,"& HACCP
(H,*,rd A,#'+$+ ,d Cr$"$!,# Co"ro# Po$") - S'+"&; H,*,rd A,#'+$+ ,d Cr$"$!,#
Co"ro# Po$" D"!. L,d' ,4,rd&d ".& R&,d&r+ D$&+" S5&rBr,d :%". Go#d A4,rd
2&!,+& +&!"&d ,+ ".& 5r&%&rr&d 2r,d o% d,$r' 5rod!"+ $ M,#,'+$,3
> N"r$"$o %or $"#$&!&3 - D"!. L,d' 2r,d $;,& ,d 5,!/,$ !.,&
4$". ".& &4 !or5or,"& ",#$& 0G&" R&,d' %or L$%&0 - D"!. L,d' r&!&$&d ".& +$ S4&&"&&d Cod&+&d M$#/ F,!"or' D"!. L,d' r&!&$&d r&!o$"$o HACCP
C&r"$:!,"& (H,*,rd A,#'+$+ ,d Cr$"$!,# Co"ro# Po$") S'+"&;+ A,#'+$+ Cr$"$!,# Co"ro# Po$"3 D"!. L,d' r&!&$&d ".& ,4,rd %or ".& +&&". R&,d&r+ D$&+" Go#d
A4,rd S5&r Br,d +&!"&d ,+ ".& 5r&%&rr&d 2r,d o% d,$r' 5rod!"+ $
M,#,'+$,3 D"!. L,d' M$#/ Id+"r$&+ B&r.,d $+ , Prod!"$$"' A4,rd 4$&r $ >9
4.$!. 4,+ r&!o$*&d 2' ".& N,"$o,# Prod!"$$"' Cor5or,"$o $ !,"&or'
!o;5,$&+ 4$". , "ro&r o% RM1 ;$##$o ,d ,2o&3
>7 D"!. L,d' .,+ do,"&d ,r$o+ 5rod!"+ 4or". RM9 D&5"' Pr$;&
M$$+"&r %or ood $!"$;+ $ @o.or3
> D"!. L,d' M$#/ Id+"r$&+ .,+ do,"&d ,r$o+ 5rod!"+ D"!. L,d'
4.$!. ".& ,#& $+ RM119 ".ro. ".& M$$+"r' o% H&,#". "o ood $!"$;+
$ @o.or3 D"!. L,d' .,+ $& ".& C.,$r;, o% ".& Ed!,"$o E
A4,rd 81 !.$#dr& $ $"+ 5&o5#&3
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
8/43
D"!. L,d' M,#,'+$, %or& o& ;or& 2r$##$,!& o ".& +'+"&; o% !&r"$:!,"$o
o% E$ro;&",# M,,&;&" ISO 11 > H&,#". ,d S,%&"' M,,&;&"
S'+"&; OHSAS 1=1 1666 %ro; SIRIM AS I"&r,"$o,#
!. TO"# ANALY#I##TRENGHT$#%
• M,r/&" #&,d&r $ ".&
.$. ,#$"' 2r,d&d
d,$r' 2+$&++ $
M,#,'+$,3
• H,& ".& .$.&+"
;,r/&" +.,r&3
• Good 5ro:" +",2$#$"'3
• E
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
9/43
M,' &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
10/43
M,#,'+$,3 D"!. L,d' M$#/ Id+"r$&+ B&r.,d (D"!. L,d' M,#,'+$,) $+ ,
;,%,!"r&r o% d,$r' 5rod!"+ $ M,#,'+$, +$!& ".& 16+3 B&+$d&+ ".,"9 ".&$r ,#+o
.,& ".& .$.&+" $ ;,r/&" +.,r&3 B,+$!,##'9 ;,r/&" #&,d&r ,d ;,r/&" +.,r& .,& ,
ood r,"&d 2&"4&& &,!. o".&r3 Good 5ro:" +",2$#$"' $&+ ".& ;&,$ 4.$!.
".&$r ,!.$&&;&" o% 5ro:" ,#4,'+ $!r&,+&+ $ ".& r,/$3 E
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
11/43
T.&r&%or&9 D"!. #,d' ,#+o &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
12/43
4. THE INTERNAL&E'TERNAL $IE% MATRI'
D()*+,+-*
IE +",d+ %or I"&r,# &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
13/43
B&+$d&+ ".,"9 T( EFE /,+ +!or& $+ 5#o""&d o ".& '-,
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
14/43
83 F-;s(s -* ,(
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
15/43
r,"$o+.$5+ ,;o ".o+& ,r&,+3 T.& I"&r,# F,!"or E,#,"$o ;,"r$< or +.or" IFE
;,"r$< $+ +&d $ +"r,"&' %or;#,"$o3T.& IFE M,"r$< "o&".&r 4$". ".& EFE ;,"r$< $+
, +"r,"&'-%or;#,"$o "oo# ".," !, 2& "$#$*&d "o &,#,"& .o4 , !o;5,' $+
5&r%or;$ $ r&,rd+ "o $d&"$:&d $"&r,# +"r&".+ ,d 4&,/&++&+ o% , !o;5,'3
T.& IFE ;,"r$< ;&".od !o!&5",##' r,"&+ "o ".& B,#,!&d S!or&!,rd ;&".od $
+o;& ,+5&!"+3
IFE ;,"r$< !, 2& !o+"r!"&d 2' %o##o4$ ".o+& :& +"&5+(1) C-*s,;, /
8+s, -= $"&r,# %,!"or+9 +&5,r,"&d 2&"4&& +"r&".+ ,d 4&,/&++&+3 B& ,+
+5&!$:! ,+ 5o++$2#&9 +$ 5&r!&",&+9 r,"$o+ ,d !o;5,r,"$& :r&+3(>) For &,!.
%,!"or9 (,(+*( "(+3, +* ,( *(+;/8 /*3(9 %ro; (o" $;5or",") "o 1
(&r' $;5or",")3 T.& +; o% ,## 4&$."+ ;+" 2& 1 W&$." ;,r/+ ".& r,"$& &&!"o% &,!. %,!"or "o $&!& ".& +!!&++ or %,$#r& o% ".& &"&r5r$+& $ ".& $d+"r'3 (8)
Ass+3* =- (/; =/;,- / s;-(3 A $;5or"," 4&,/&++ $+ r&5r&+&"&d 2' 19 > %or
;$or 4&,/&++9 8 %or ;$or ,d,",&9 $;5or"," ,d,",&+ ,r& r&5r&+&"&d 2' ,
+!or& o% 3 No",2#'9 ".& +!or& o% ,d,",& ;+" 2& or 89 ".& +!or& o% 4&,/&++
;+" 2& 1 or >3 T.& +!or& $+ +5&!$:! "o ".& !o;5,'9 4.$#& ".& 4&$."+ ,r& 2,+&d o
$d+"r' 2&!.;,r/+3() M8,+>8 ,( (+3, -= (/; =/;,- +,s s;-( 9 "o
o2",$ ".& 4&$."&d +!or& o% &,!. %,!"or3() # ,( (+3,( s;-(s -= /88 ,(
=/;,-s9 "o &" ".& "o",# 4&$."&d +!or& o% &"&r5r$+&+3
A+ ".& IFE ;,"r$< !o",$+ ;,' %,!"or+9 ".& "o",# 4&$."&d +!or& r,& $+
%ro; ".& #o4&+" 1 "o ".& "o5 9 ".& ,&r,& +!or& 2&$ >33 To",# 4&$."&d +!or&
+$$:!,"#' #o4&r "., ".& >3 o% &"&r5r$+&+ +$,##+ ".," ".& $"&r,# +$","$o $+
4&,/9 4.$#& ".& +!or& ;!. .$.&r "., >3 o% ".& &"&r5r$+&+ $"&r,# +$","$o $+
+"ro3
INTERNAL FACTOR E?ALUATION $DUTCH LADY%
$IFE% MATRI'
1
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
16/43
#TRENGTH# RATING
$1&4%
"EIGHTE
D
"EIGHTE
D #CORE1) M,r/&" #&,d&r $ ".& .$. ,#$"'
2r,d&d d,$r' 2+$&++ $ M,#,'+$,3
8 36 3>
>) H,& ".& .$.&+" ;,r/&" +.,r& 31 3
8) Good 5ro:" +",2$#$"'3 8 3= 3>) E7) A## .,& .,#,# !&r"$:!,"& 31 3) H$. ,#$"' o% ".& ;$#/ 8 3= 3>=) V,r$&"' o% ,or+ > 3 31
"EAKNE##E# RATING "EIGHTE
D
"EIGHTED
#CORE1) D"!. L,d' ?+" 5rod!&+ ".& ;$#/
%ro; !o4 ;$#/3
8 36 3>
>) No" 5rod!& ;$#/ %or ".& o#d %o#/+3 8 36 3>!% H,& .$. !o",$ o% +,r 8 3= 3>) R,r' !.,& ".&$r 5,!/,$ 1 37 37
TOTAL 8 13 831
E'PLANATION
T.& d$,r,; 4,+ +.o4 ".& $"&r,# %,!"or &,#,"$o9 ".," ".& +"r&".+ ,r& ;or&
.$.&r "., ".& 4&,/&++&+ o% ".& D"!. L,d' Co;5,'3 T.& .$.&+" +!,#& ".," 4&
5" ," ".& +"r&".+ $+ 4.$!. $+ D"!. L,d' .,& ".& .$.&+" ;,r/&" +.,r&2&!,+& D"!. L,d' $+ ".& ;,r/&" #&,d&r3 S&!od $+ ".& &"$r& 5rod!" o% D"!.
L,d' .,$ H,#,# !&r"$:!,"& %ro; @AKIM3 T.& #o4&+" +!,#& 4.$!. $+ 1 %or 4&,/&++&+
$+ r,r' !.,$ ".&$r 5,!/,$3
17
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
17/43
6. E'TERNAL FACTOR E?ALUATION $EFE% MATRI'
D()*+,+-*
T.& E,(*/8 F/;,- E:/8/,+-* (EFE /,+% $+ ".& +"r,"&$! "oo# +&d "o
&,#,"& :r; &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
18/43
E'TERNAL FACTOR E?ALUATION $DUTCH LADY%
$EFE% MATRI'
OPPORTUNITIE# RATING
$1&4%
"EIGTHE
D
"EIGHTED
#CORE1) E,+' "o ;,$",$ $ ".& ;,r/&"3 31 3
>) H$. d&;,d $ ".& ;,r/&"3 8 36 0.278) E 3 0.14) H$. !+"o;&r #o',#"' 8 3= 0.24) G&" ".& .$.&+" ,4,r&&++ %ro;
!+"o;&r+
31 0.4
7) H&,#".' !,;5,$ 2' ".&
o&r;&"
31 0.4
THREAT# RATING
$1&4%
"EIGHTE
D
"EIGHTED
#CORE1) M,' & 3= 317
) Co;5&"$"or+ 5r$!& 31 3) Pro2,2$#$"' o% !o4+ ,"",!/ 2' $r+ 8 36 3>
TOTAL 87 13 >36
E'PLANATION
T.& d$,r,; 4,+ +.o4 ".& &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
19/43
"r$"$o3 B&+$d&+9 %or ".& ".r&," D"!. L,d' Co;5,'9 4& 5" +!,#& r,"&+ %or
".r&," ".," D"!. L,d' .,+ ;,' & 3= 8 37 > 3
Co+;&r
Lo',#"'3> 3= 8 37 > 3
M,r/&" S.,r& 31 3 8 38 8 38
To",# 13 > 83 >8 >3 1= >>
#CALE
1M,?or W&,/&++
>-M$or W&,/&++
8-M$or S"r&".
-M,?or S"r&".
16
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
20/43
. #PACE MATRIK
D()*+,+-*
T.& SPACE ;,"r$< $+ , ;,,&;&" "oo# +&d "o ,,#'*& , !o;5,'3 I" $+
+&d "o d&"&r;$& 4.," "'5& o% , +"r,"&' , !o;5,' +.o#d d&r",/&3 T.&
S"r,"&$! Po+$"$o A!"$o E,#,"$o ;,"r$< or +.or" , SPACE ;,"r$< $+ , +"r,"&$!
;,,&;&" "oo# ".," %o!+&+ o +"r,"&' %or;#,"$o &+5&!$,##' ,+ r,"&d "o ".&
!o;5&"$"$& 5o+$"$o o% , or,$*,"$o3 T.& SPACE ;,"r$< !, 2& +&d ,+ , 2,+$+ %or
o".&r ,,#'+&+9 +!. ,+ ".& SWOT ,,#'+$+9 BCG ;,"r$< ;od $d+"r' ,,#'+$+9 or
,++&++$ +"r,"&$! ,#"&r,"$&+ (IE ;,"r$
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
21/43
$o,"$o 2' ".& !o;5,'9 ;,r/&" $!.& 5o+$"$o9 !+"o;&r #o',#"'9 5rod!"
,#$"'9 ;,r/&" +.,r&9 5rod!" #$%& !'!#&9 ,d o".&r+3
O".&r "., ".,"9 SPACE ;,"r$< %,!"or+ r,"&d "o 2+$&++ (,(*/8 s,/,(3+;
d$;&+$o ,r& %or &1
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
22/43
+",2$#$"'9 r&+or!& "$#$*,"$o ,d 5rod!"$$"' ,r& !o+$d&r&d3 A+ 4#9 $ ".$+
d$;&+$o &,!. o% ".&+& ,r$,2#&+ $+ $& , +!or& ".," o&+ %ro; 1 (4or+&) "o
(2&+")3
#,/+8+, P-s+,+-* $E#%
L,+"9 ES $+ !o+$d&r&d3 I" r&%&r+ "o .o4 +",2#& $+ ".& ;,r/&" 4.&r& ".&
!o;5,' o5&r,"&+3 T.$+ #$/& r,"& o% "&!.o#o$!,# !.,&9 $,"$o9 d&;,d
,r$,2$#$"'9 5r$!& r,& o% !o;5&"$ 5rod!"+9 r$+/+ o% ".& $d+"r' ,d ".& 2,rr$&r+
"o &"&r or &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
23/43
#PACE MATRI' OF DUTCH LADY
I II III
IV
V
VI
VII
VII IX
>8
IFE :,# +!or&
>831
8 1
8>36
EFE :,# +!or&
>
1
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
24/43
Based on the space matrix that is show in the diagram we can see that Dutch Lady
Company is on the I, II, IV build and growth strategy. In this case, the Dutch Lady Company
tactical strategies should focus on maret penetration and product de!elopment. Base on the
"#$% we conclude that the Dutch Lady &alaysia as the maret share leader in the growing up
mil segment. It can be pro!ed with the Dutch Lady brand holding '() of national maret
share. Dutch Lady was the first &alaysian dairy company to use *ltra-+igh %emperature *+%
processing and pacaging to produce and maret mil in this country.
%hen the Company continued to progressi!ely manufacture and introduce new products
into the &alaysian maret which is sterilied mil were locally produced and sold in plastic
bottles in /012. %hey also pro!ide production of chilled mil products started in /013, and fruit
yoghurt and growing up mil were introduced into the maret in /011.
Dutch Lady &alaysia was the first company in the world to introduce growing up mil
products for children up to six years old. Dutch Lady &alaysia already de!elops their product
because they ha!e different types of dairy products suitable for both children and adults. It
started with the production of a single product which is sweetened condensed mil and has
since expanded to a full range of dairy products locally manufactured in its factory. Its current
products include products for infants, growing up mil, *+% mil, pasteuried mil, sterilied
mil, family powdered mil, low fat and () fat drining yoghurt, and low fat yoghurt.
>
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
25/43
#CALE@
&7 $"OR#E% 7$BE#T%
E'TERNAL PO#ITION
#TABILITY PO#ITION $#P%
FEATURE# RATING
T&!.o#o' !.,&+ -1
I,"$o -8
Co;5&"$"or+ Pr$!& -7
B,rr$&r+ "o &"&r ".& ;,r/&" -1
B,rr$&r+ "o &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
26/43
F$,!$,# Po"&"$,#
E,+& "o &"&r ;,r/&"
Prod!"$$"' 7
C,5,!$"' U"$#$*,"$o
To",# 8>
CALCULATION
!26@ 5.!!
INTERNAL PO#ITION
CP $COMPETITI?E PO#ITION%
FEATURE# RATING
M,r/&" +.,r& ->
Prod!" ,#$"' -1
C+"o;&r #o',#"' -1
Co"ro# o&r +55#' ,d d$+"r$2"or ->
Ko4+ ".& #,"&r "&!.o#o' ->
Prod!" #$%& !'!#& ->
To",# -1CALCULATION
&106@ &1.667
F# $ FINANCIAL PO#ITION%
FEATURE# RATING
R&"r o I&+";&"
C,+. F#o4
I&"or' Tro&r
Wor/$ C,5$",# 7
>7
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
27/43
To",# >
CALCULATION
204@ 5
O?ERALL
CPIP $&1.667 5.!!% !.66!
#PF# $&!5% 2
E'PLANATION
A+ 4& /o49 ".& /33(ss+:( ,dr," #$&+ $ 2&"4&& ".& :,!$,# +"r&".
,
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
28/43
4$## 5+. ".& ,&r,& "o ".& r$." o% ".& < ,S$,5or&3 T.& !o;5,' !.,&d $"+ ,;& "o D"!. B,2' M$#/ Id+"r$&+ (M,#,',)
B&r.,d $ 169 ,d ,,$ $ '&,r > o4 ,+ D"!. L,d' M$#/ Id+"r$&+ B&r.,d3
T.& !o;5,' .,& +"ro !o+;&r %o##o4$ ,d 4# /o4 %or $"+ d,$r'
5rod!"+ ,d 2&&r,& 2r,d+ +!. ,+ D"!. L,d'9 Fr$+o#,!9 Fr$+o9 Co;5#&",9 O;,
,d @o'3 T.& 5rod!" #$& o% ".& !o;5,' $!#d& 5rod!" %or $%,"+9 ro4$-5
>=
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
29/43
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
30/43
A5,r" %ro; ".$+9 M,r$o#d Sd B.d %o!+&d o ".& 5rod!& "r$"$o+ 5rod!"+3
T.& !o;5,' 4,+ "r'$ "o 5ro$d& !o+;&r+ 4$". .&,#".' 5rod!"+ "o &.,!&
,#$"' o% #$%&3 Co;5,' ".r&," $+ ;or& d$!#" "o !o"ro#9 2&!,+& D"!. L,d'
M,,&;&" &&d "o !o!&"r,"& o !.,$ 2'&r+ 5r&%&r&!& ,d ,#+o
;,
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
31/43
T.& 2,r,$$ 5o4&r o% 2'&r ;&,+ o% 5o"&"$,# 2'&r+ or 5o4&r%# 2'&r
".," !, %or!& 5r$!& !"+9 .$. d&;,d o 5rod!" ,d ,$ ;or& !o+;&r+
,""&"$o "o4,rd+ ".& ;,$ 5rod!" o% ".& !o;5,'3 D"!. L,d' 5o+$"$o+ ".&
5rod!" ,+ ".o. $" 4,+ ;&," o" o#' %or 2,2$&+ 2" %or ,o".&r !o+;&r ,+
4#3 For &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
32/43
$!r&,+&+ && ".o. ".& 5r$!& o% 5rod!" !.,&+ ," ".& !&r",$ "$;& or 5#,!&3 B"
$" 4$## o" !,+& #o',# !+"o;&r "o !.,& ;$d ,d 2' ,o".&r 5rod!"3
#UB#TITUTE PRODUCT#
Por"&r+ :& %or!&+ .,& $!#d& ".& ".r&," o% +2+"$""& 5rod!" 4.$!. $+ o".&r
:r;+ .,+ o&r+ +$;$#,r 5rod!" 4$". +$;$#,r 2&&:"+ %or ".& !+"o;&r3 T.$+ ".r&,"
;,' &&!"+ ".& !o;5&"$"$& &$ro;&" o% ".& !o;5,' ,d $&!& ,2$#$"' "o
,!.$&& 5ro:",2$#$"'3
B'&r+ ,#4,'+ .,& d$&r&" !.o$!& %or ".&$r 2&&r,& ,d d,$r' 5rod!"3 So9
".&r& $+ r$+/ o +4$"!.$ !o+" %or 2'&r+3 Po"&"$,# 2'&r !o;&+ 4$". d$&r&" 2,+&d
o ",+"&9 !+"o;&r 2&.,$or ,d 5r&%&r&!&3 T.&' 4o#d 2& !.,& &&r' d,'
2&!,+& ".&' 4$## 5r!.,+& ".& 5rod!" ".," ".&' 5r&%&r "o 2'3
I &&r,# +2+"$""& 5rod!"+ !o;& %ro; o& 2+$&++ ".& r&5#,!&d 4$".
,o".&r 5rod!" 2" +"$## 5rod!& $ 5rod!" #$& ;,r/&"3 B&+$d&+ ".,"9 D"!. L,d'
B&r.,d 4,+ ".& :r+" $ ".& 4or#d !o;5,' r&!o;;&d , ro4$ 5 ;$#/ %or;#,
5o4d&r +5&!$:!,##' %or !.$#dr& %ro; ,&+ o& "o ".r&& '&,r+ o#d3 T.&+& 5rod!"+
,r& ,,$#,2#& o4 $ M,#,'+$, ,+ D"!. L,d' 1>8 ,d D"!. L,d' 7 ,d D"!.
L,d' 7- 5#+3
D"!. L,d' M$#/ Id+"r' B&r.,d ,#4,'+ .,d , $o,"$& ,55ro,!. "o4,rd+
".&$r 5rod!" 5or"%o#$o3 So9 ".& !o;5,' !o;&+ 5 4$". , &4 "'5& 5rod!" &&r'
%or or :& '&,r+3 W.&&&r , o55or"$"' $+ +&& $ ".& ;,r/&"9 D"!. L,d'
Co;5,' 4&r& r,2 $" ,d ".& ;,,&;&" !r&,"&+ , 5rod!" d$&r+$:!,"$o3
T.& D"!. L,d' !o;5,' !o"$& 5ror&++$' ;,%,!"r& ,d $"rod!&
&4 5rod!" $"o M,#,'+$, ;,r/&" %or ".o+& 4.o d$d o" dr$/ ;$#/ d$r&!"#' or
,##&r$! 4$". %r&+. ;$#/3 So !o;5,' "r$&+ "o 5rod!& !,#!$; +,!/ %or !+"o;&r3 I"
;,' . !+"o;&r "o ",/& ".&$r "r$"$o ,d 5ro"&$ %ro; ;$#/3 I" 4&r& !o;& 4$".
,r$o+ "'5& o% ,or ,d +$*& ,d ,#+o ,,$#,2#& %or !&r",$ ,&3 T.$+ $+ ".& %,!" ".,"
!o;5,r$+o +,& 4$". 5r&$o+ ;$#/ 5o4d&r %or;#,"$o3
8>
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
33/43
I ,dd$"$o9 "o ;,/& ".& 5rod!" ,4,r& ,d /o4 2' !o+;&r9 +o;& 5rod!"
4&r& d$+"r$2"&d +rrod$ $ ;,r/&" or do ,d&r"$+&;&" ,4,r&&++ ,d ;,/& ,+
, +5o+or+.$5 %or &&" or ,;&+3 B"9 ".&r& ,r& +o;& o55or"$"$&+ ".," !o;5,'
",/& o&r 4.$!. $+ ".&' ,r& d$+"r$2"& ".& ;$#/ 5rod!" ,;o ".& 5r$;,r' +!.oo#9
,d ".& 5rod!" ,r& $& "o +"d&" &&r' 4&&/3 So 5&o5#& ;$." /o4 ,2o" ".&
5rod!" ,d !o"$& #o',# 4$". D"!. L,d' Br,d3
T.& ,o".&r 4,' "o ;,/& !+"o;&r ,4,r& ,d r&,#$*& ,2o" ".& D"!. L,d'
5rod!" $+ "o&".&r 2r$$ M,#,'+$,+ "o 5,r"$!$5,"& $ ".& ,,# Wor#d M$#/ D,'
!&2r,"$o+ $$"$,"&d 2' Food ,d Ar$!#"r& Or,$*,"$o o% ".& U$"&d N,"$o+3
T.& o2?&!"$& o% ".& !&2r,"$o $+ "o !o"r$2"$o ".& $;5or"," "o ",/& !,r& o%
.&,#".' $ ".& :r+" +"&5 2' !$"$*&+3
T.r&," o% +2+"$""& 5rod!"+ $+ ".& &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
34/43
RI?ALRY AMONG COMPETITOR#
T.&r& ;,' !o;5&"$"or+ $ $d+"r' ".," 5rod!& +$;$#,r or ,#;o+" +$;$#,r
ood+ ,d +&r$!&+3 B&!,+& or !o;5&"$"or 4$## 5rod!& +,;& 5rod!" 4$". +,;&
%!"$o ,d %o!+ o +,;& !+"o;&r3 R$,#r' ,;o !o;5&"$"or+ $+ +"ro&+" o% ".&
:& !o;5&"$"$& %or!&+ ,d !, ,r' 4$d' ,;o $d+"r'3 I% ".& r$,#r' ,;o
!o;5&"$"or+ $+ 4&,/9 !o;5,$&+ ,2#& "o r$+& 5r$!& ,d &,r ;or& 5ro:"3
I"&+$"' o% !o;5&"$"$& r$,#r' ,;o !o;5&"$"or+ $ $d+"r' +"r$&+!o;5,$&+ "o ,$ !o;5&"$"$& ,d,",&+3 T.& !o;5,' ,$+ ".& !o;5&"$"$&
,d,",& 2' +&&r,# 4,'+ +!. ,+ 5r$!$ 5o#$!'9 $;5ro$ ".& 5rod!"+
d$&r&"$,"$o 4$". o".&r !o;5&"$"or ,d &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
35/43
;,r/&" 2" ".& D"!. L,d' Co;5,' .,+ do& , #o" o% 5ro;o"$o ,d ,!"$$"$&+ "o
,$ ;or& "., .,#% o% ".& ;,r/&" +.,r&3
10. UANTITATI?E #TRATEGIC PLANNING MATRI'
$#PM%
K( F/;,- "(+3
,
/% M/
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
36/43
T(/,s A""r,!"$&&
++ +!or&
To",#
A""r,!"$&&
++ +!or&
A""r,!"$&&
++ +!or&
To",#
A""r,!"$&&
++ +!or&
13 M,'
& - -
3 Co;5&"$"or+
5r$!&
31 3 3
3 Pro2,2$#$"' o%
!o4+ ,"",!/ 2'
$r+
36 8 3> 8 3>
#,(*3,s A""r,!"$&&
++ +!or&
To",#
A""r,!"$&&
++ +!or&
A""r,!"$&&
++ +!or&
To",#
A""r,!"$&&
++ +!or&13 M,r/&" #&,d&r
$ ".& .$.
,#$"'
2r,d&d d,$r'
2+$&++ $
M,#,'+$,3
36 - -
>3 H,& ".&
.$.&+" ;,r/&"
+.,r&
31 - -
83 Good 5ro:"
+",2$#$"'3
3= 1 3= 1 3=
3 E > 317
87
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
37/43
!+"o;&r+73 A## .,& .,#,#
!&r"$:!,"&3
31 3 3
3 H$. ,#$"' o%
".& ;$#/3
3= 8 3> 8 3>
=3 V,r$&"' o%
,or+
3 - - -
"(/
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
38/43
11. BLUE OCEAN #TRATEGY
D()*+,+-*
T.& B8( O;(/* #,/,(3 $+ o& o% ".& ;o+" 5o4&r%# $o,"$o 5ro!&++&+9
,$;$ ," !r&,"$ 5ro:",2#& .$.-ro4". %or !o;5,$&+3 T.& o2?&!"$& $+ "o !r&,"&
,d !,5"r& &4 d&;,d 2' %o!+$ o ,ddr&++&d ro5+ o% !+"o;&r+ (o-
!+"o;&r+)9 4$". , +"r,"&$! o&r$ ".," !r&,"&+ , #&,5 $ ,#& %or 2o". ".& 2'&r+
,d ".& !o;5,'3 I"+ d&+!r$2&+ ".& o55or"$"$&+ o% ,+"9 ",55&d ;,r/&" +5,!&+9
or 0B#& O!&,+90 ".," !, 2& d&o5&d 2' &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
39/43
+5,!& ".," $+ o" '&" &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
40/43
D"!. L,d' +.o#d r&d!& ".& ,"$"' o% +,r %od $ ;$#/ !o"&"3 A+
4& /o4 D"!. L,d' Prod!"+ %or !.$#dr&3 F$r+" o% ,##9 4& &&d "o d&r+",d ".,"
!.$#dr& ro4$ &&d o% &&r' r&+or!&+ "o . ".&; ro43 T.& ;,$ +or!& o%
&&r' $+ !,r2o.'dr,"&+ ,d %,"+3 C,r2o.'dr,"&+ ,r& &r' $;5or","9 2&!,+& $" $+ ,
;,?or +or!& o% &&r' &&d&d %or .&,#".' ro4". ,d d&o5;&" o% ".& 2od'
,d ".& 2r,$9 &+5&!$,##' %or ro4$ !.$#dr&3 S,r $+ , "'5& o% !,r2o.'dr,"&3
M$#/ $+ , ,"r,# 5rod!" $"+% !o",$+ +,r !,##&d #,!"o+&3 S,r (#,!"o+&)
".," !o",$ $ ;$#/ $+ .$ ".& !.$#d "o ro4 53 T.&r&%or&9 ,## o% Gro4$ 5 M$#/
4$## !o",$ +o;& %or; o% +,r3 D"!. L,d' Gro4$ 5 M$#/ $+ "r$"$o,##'
d&+$&d +$ , !o;2$,"$o o% ,"r,# +,r $ ;$#/ !,##&d #,!"o+& ,d ,#+o ,dd&d
+o ".," ".& r,"$o o% ,"r,# 5#," +,r+ ,"r,##' #,!"o+& $ ;$#/ !, 2& ;,$",$&d3
B,+&d o '&,r+ o% r&+&,r!.9 4& %od ".," $" $+ $;5or"," %or or Gro4$ 5
M$#/ o5"$;,##' %or;#,"&d3 R&+&,r!. !od!"&d r&&,#&d ".," 5rod!"+ ".," ,r& o"
o5"$;,##' %or;#,"&d9 %or &
;,/& "ro2#&+o;& "o +&r+ 4.o "&d "o &," ;!. 2&!,+& ".&' .,& "o 2' $ ,
#,r& ,"$"$&+ "o &?o' ".& ;&,# ".," ;!.3
C(/,(
N"r$"$o+ ;$#/ ;&,+ ".& #$$d 5rod!&d 2' ".& ;,;;,r' #,d+ o% %&;,#&
;,;;,#+3 I" 5ro$d&+ ".& 5r$;,r' +or!& o% "r$"$o %or &42or+ 2&%or& ".&' ,r&
,2#& "o d$&+" o".&r %ood+3 I" $+ ,#+o !, 5ro!&++&d $"o d,$r' 5rod!"+ +!. ,+
!r&,;9 2""&r9 'or"9 $!& !r&,;9 ,"o9 !.&&+&9 !,+&$9 4.&," 5ro"&$9 #,!"o+&9
!od&+&d ;$#/9 5o4d&r&d ;$#/9 ,d ;,' o".&r "'5&+ o% &
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
41/43
;,%,!"r&d 5rod!"+3 So 4& ,r& 5#,$ "o !r&,"& , !.o!o#,"& 2,r 4.$!. !, 2&
5rod!&d %ro; !o4+ ;$#/3
N&
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
42/43
1!. REFERENCE#
B--< R(=((*;(
Q,$,# A2$d$ Mo.,;;,d9 Ho @o A9 Wo Foo Y&& (>1)9 S"r,"&$!
M,,&;&" S&!od Ed$"$o9 O3 .""54443d"!.#,d'3!o;3;'83 .""54443+"d';od&3!o;3 .""54443;$d,3o3;'3 .""5+4443+!r$2d3!o;
>
http://www.halalexporter.com/http://www.dutchlady.com.my/http://www.studymode.com/http://www.mida.gov.my/https://www.scribd.com/http://www.halalexporter.com/http://www.dutchlady.com.my/http://www.studymode.com/http://www.mida.gov.my/https://www.scribd.com/
-
8/9/2019 Dutch Lady Nk Present Isnin (1)c
43/43