INTRODUCTION TO THE COMPANY BACKGROUNDDutch Lady Milk Industries Berhad in Malaysia is a manufacturer of full range of dairy products. Their business is to supply quality dairy nutrition products to the nation. Dutch Lady Malaysia was owned by Dutchs parent company known as Royal Friesland Campina .In the year 1963,Dutch Lady Malaysia was incorporated as a private joint-stock limited company called Pacific Milk Industries (Malaya) Sdn Bhd, It started with the production of a single product- sweetened condensed milk that is imported wholesale from its parent company. In 1968,it convert into a public company and become the first milk company to be listed on the Stock Exchange of Kuala Lumpur and Singapore. The Company continued to progressively manufacture and introduce new products into the Malaysian market. In 1983, sterilized milk in plastic bottle are commenced and growing up milk and Dutch Lady fruit yogurt are introduced in year 1988.In 1990 ,a new warehouse was built to accommodate this companys growing business. Since 2007, Dutch Lady Malaysia has been bringing Malaysians together to participate in the annual World Milk Day celebrations initiated by the Food and Agriculture Organization of the United Nations. Every year in June, Dutch Lady Malaysia will lead Malaysians in celebrating milk and its contribution towards the health of its citizens. In 2011, Dutch Lady Malaysia was reported as the market share leader in the growing up milk segment with the Dutch Lady brand holding 40% of national market share.More than 50 years have passed ,Dutch Lady Mallaysia are still operating from the same production plant in Petaling Jaya.The current location is at Jalan 13/6, 46200 Petaling Jaya, Malaysia. Its current products include Dutch Lady Purefarm UHT milk, Friso Gold and formulated powder milk for children and family, Dutch Lady Nutriplan with 5X DHA, that are distributed to Peninsular and East Malaysia.The Dutch Lady Malaysia Corporate team is made out of a Board of Director and a Management Team with a workforce of about 600-strong employees.

ORGANISATION STRUCTUREOrganisation structure refers on how an organization arranges people and job so that work can be performed and its goals can be met. This structuring helps an organization to formally divided, grouped and coordinated the job tasks.In Dutch Lady Malaysia, managers had develops departmentalization by which the jobs are grouped together so that common tasks can be coordinate. They group activities by function, such as marketing, finance, sales, human resources and operation.Dutch Lady Industries also follows the chain of command, which those on top of organization direct and control activities of those members below them. For example, Ivo Ogink (Finance Director),Surasak Jintananarumit (Sales Director),Anja Henze (Marketing Director),Kallickal Rajasekharan Pillai, R. (Rajesh)(Operations Director) and Mahadevan Sivaramakrishnan (Human Resources Director) follow the order of Saw Chooi Lee (Managing Director) and report decision to her.

Dutch Lady has wide span of control. This is because it has few organization levels and relatively wider span of management that will increase the organizational effectiveness and efficiency. This encourages employees autonomy because manager would not guide or motivate employees in handling routine problems all the time.Dutch Lady Industries practice centralization where top manager make all the decision and the lower level of organization (employees) perform it.

MANAGERIAL FUNCTIONSIn order to achieve the goals that Dutch Lady Industries has established and to be successful, managers need to implement and understand roles, skills and function involved in the managerial process.The functions of management are planning, organizing, leading and controlling. Planning is a process involves defining goals, establishing strategy and develops plan to coordinate activities. For example, Dutch Lady Vision is to further strengthen their position as the leading dairy company and Its goal is to reach 1 billion people with dairy nutritions by 2015. The second stage is organizing, which Dutch Lady has a wide organizing structure that involves chain of command and span of control. The third function is leading, where Dutch Lady Industries implementthe Hersey and Blanchard's Situational Leadership Theory (SLT). In theDutch LadyMilk Industries Berhad, there is aManagement Associate Program, which provides opportunity for selected young graduate to work on a rotational basis in various departments. Thisprogramalso creates interaction opportunities between experienced and younger staff to exchange ideas. The last function is controlling, the process that ensure the activities are being accomplished as planned to meet required standard. For example, manager will ensure all materials are enough and the machines are in good conditions. Supervisor will also ensure the dairy products are well packaged and no problem occurred during production process.

MANAGERIAL ROLESFor Interpersonal Roles, managers like Dutch Lady supervisor that perform duties that are ceremonial and symbolic in nature is acting in a figurehead role. All managers in Dutch Lady Industries also have a leadership role that involves motivating and disciplining employees. For example, theemployees physiological needssuch as food and water are being fulfilled as there are cafeterias in the workplace.When their social needs are met, the leader will try to fulfill the employees self-esteem needs.The third role is the liaison role, contacting others who will provide the manager favors and information. When that sales manager in Dutch Lady Berhad contacts with other sales executives through a marketing trade association, he has an outside liaison relationship. For Informational Roles, Dutch Lady Managers collect information from outside organizations, by scanning the news media (including the Internet) and talking with other people to learn of changes in the publics tastes in milk, yogurt and juices, get information about competitive dairy products are known as monitor role. Managers also act as a disseminator role to transmit information to organizational members. For example, manager has a meeting to inform employees about companys plan on a new dairy product. In addition, managers perform a spokesperson role when the Public Relation manager does a press conference to introduce its market leading ready-to-drink milk under the new name of Dutch Lady PureFarm with a new refreshed packaging design.For Decisional Roles, managers with entrepreneur role initiate new projects that will improve their organizations performance. For example, lately in this month, Dutch Lady Malaysia has collaborates with Masjid Tun Abdul Aziz to distribute 3,000 packs of specialty porridge to local community and aprons to Ramadhan Bazaar hawkers. As disturbance handlers, managers take corrective action in response to unforeseen problems. For example, managers sometimes will handle staff conflicts. As resource managers are responsible for allocating human, physical, and monetary resources. Finally, managers also represent negotiator, in which they discuss issues and bargain with other units to gain advantages. For example, milk powders were sourced through global procurement by its mother company and Dutch Lady management has guided for continuous volatility on the milk powder prices, thus the lower material costs are a net positive to their bottom lines.MANAGEMENT SKILLSManagement Skills are another way of considering what managers do, by looking at the skills or competencies they need to achieve their goals. First are the Technical skills which are the ability to apply specialized knowledge or expertise. For example, Dutch Lady was the first Malaysian dairy company that use Ultra-High Temperature (UHT) in processing and packaging. Human Skills is the ability to understand, communicate with, motivate, and support other people, both individually and in groups. For example, Dutch Lady Management develops motivation skills by give award to the best worker. In Conceptual Skills, managers must have the mental ability to analyze and diagnose complex situations. For instance, Malaysia was ranks eighth highest in the world in sugar consumption that is known as complex situation; Dutch Lady Malaysia has launched its two-year plan to reduce sugar consumption via its product .This campaign also aims to raise the awareness and understanding of consumers habits related to sugar consumption by making relevant changes to its products

Job Design for MotivationJob rotation group the employees into a team might be giving a chance to them in job rotation which is provides employees with the opportunities to experience different job regularly. Rotation can occur within a department or between departments. This allowed employees to learn the new skills and therefore provide opportunities for personal advancement and growth that might be lead to the increase of company productivity. For the organization like Dutch Lady, it builds up by various department to support the operation of company such as finance, human resource and administrative department. Dutch Lady might provide job rotation programme in order to enrich the work experience of the employee by giving them variety and also develops the skills of the employee in many areas related to work. For example, an employee who is into accounting may be moved into auditing for a month to ensure that he is developing a new skill set and also ensures that the employee gets a new environment to work in within a different department.Job enlargement is an increase in job tasks and responsibilities to make a position more challenging. It is a horizontal expansion, which means that the tasks added are at the same level as those in the current position. Dutch Lady Company having their own farm in Malaysia and its owned by generations of farmers. Dutch farmer families have been mastering the art of producing milk, handing down the very best practices, principles and knowledge. Even the grasslands that their cows roam and graze upon have been carefully cultivated by their farmers. Dutch farmer families have been producing milk that is full of wholesome goodness for generations.

Besides that, job enrichment stresses that job content and structure as the critical issues in job design. Job design would increase the tasks and duties of a job, it also include more responsibility for decision-making, planning, and control. The organization of the Dutch Lady are having all of the marketing people in one department, with supervisors directing who works on which project, they could split the department into specialized project units such as specific storyboard creators, copywriters, and designers could all work together for attract they customer. Allowing employees to build client relationships is an excellent way to increase autonomy, task identity, and feedback.

Motivation theories of Dutch LadyFirst of all the basic motivation concepts used by Dutch lady are using Maslows Hierarchy of Needs and Douglas McGregors Theory X and Theory Y. Moreover, Maslows Hierarchy of Needs included five needs physiological, safety, social, esteem, and self actualization. The employees physiological need such as good and water are being fulfilled as there are cafeterias at the workplace selling food for the employees. Their safety needs are also fulfilled as they do not have to worry about their position in the job or being fired. Next, the Dutch Lady Milk Industries Berhad conducts a daily review for supervisors to discuss the previous days performance and issues. When their social needs are met the managers will try to fulfill the employees self-esteem needs. They will be highly motivated to be the best worker of the company and this will help to increase production as well as efficiency and effectiveness of the company.Self-actualizationPersonal growth &fulfillmentEsteem needsAchievement, status, responsibility, reputationSocial needsFamily, affection, relationships, work group, etcSafety needsProtection, security, order, law, limits, stabilityPhysiological needsBasic life needs air, food, drink, shelter

Douglas McGregors Theory Y is another important motivation theory that used in Dutch Lady. It is also assumed that Theory Y covers individuals with higher order needs such as employees like work, seeks responsibility, is capable of making decisions, and employee that apply self-control and self-direction in the pursuit of organizational objectives, without external control or the threat of punishment. Dutch Lady Malaysia treats its employees well in terms of compensation and benefit. For example, Dutch Lady is provided a very good condition working environment for the employee and it motivates employee to work harder. Moreover, the Dutch Lady Malaysia is giving the freedom and authority to let their employee to make their own decision. Dutch Lady Malaysia also looks after their employee very well and constantly takes steps to ensure their development. So, it is easy for employee to devote themselves and be loyal to the company. The employees are working in Dutch Lady Company having self-control and self direction such as take the addition courses are related to business and provided by the company to improve their knowledge and skill.

FlextimeAs an advantage of having job position in Dutch Lady Malaysia is that, Dutch Lady did provide the policy of flextime. Flextime is a variable work schedule, in contrast to traditional work arrangements which requiring employees to work a standard hours of 9 am to 6pm daily. Under the Dutch Ladys flextime policy, there is typically a core periods, which is between 10am to 12pm and 1pm to 3pm daily when the employees of Dutch Lady are expected to be at work. While the rest hours except the core periods is the flexible time. As long as the employees of Dutch Lady are achieving 8 hours per day or 40 hours per week in region what the Dutch Lady expects, they can decide themselves when they wants to work.A flextime policy provided by Dutch Lady allows their employees to coordinate their own working hours with the public transport schedules, with the schedules of their children school hours, and with daily traffic patterns to avoid high congestion times such as rush hour. In such working condition that provided by Dutch Lady, the employees are able to work with a happier mood which will increase the productivity as well.TelecommutingDutch Lady Malaysia is a manufacturer of dairy products in Malaysia. Marketing and Sales Department took a very important role in order to expand and reinforce the market position of Dutch Lady. To sign a contract for collaboration or to let more consumers from different states or different countries to know more about Dutch Ladys products, representatives from the marketing and sales department are required to go overseas or outstation for work purposes.However, these representatives have to connect with the head of department of Dutch Lady through the usage of ICTs as technical support for telecommuting. Telecommuting refers to a more specifically to work undertaken at a location that reduces commuting time. These locations can be inside the home or at some other remote workplace, which is facilitated through a broadband connection, computer or phone lines or any other electronic media used to interact and communicate.Within the period of working outside of Dutch Ladys office, the representatives of the Marketing and Sales Department must maintain the connection with the head of department either through Facebook, Whatsapp, Skype, Wechat or any other channel. This is to help the department to keep track of employees who are performing work at different states or countries. Through telecommuting, the department of Dutch Lady can also make sure that every employees are performing at their peak, regardless of location.