1.

0 Introduction

The main objective of this paper is to undertake an in-depth analysis and investigation into
the field of marketing management in the Malaysian health and wellness sector, in addition
evaluate the marketing strategies of Dutch Lady Sdn Bhd. that are currently being
implemented, and how it can be improved. Furthermore, evaluate the undergoing changes
in the marketing techniques and ideas of the company as a result of developments in the
technological and social contexts. Finally, the report will be