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Amul Dairy Cooperative Strategy Analysis

This document provides an analysis of Amul, an Indian dairy cooperative. It outlines Amul's mission, organizational structure, market share, value chain, SWOT analysis, and strategic recommendations. Amul was formed in 1946 and aims to ensure farmers receive the maximum share of consumer rupees. It has over 2.79 million producer members and handles over 11 million liters of milk daily. The analysis identifies strengths like Amul's strong brand and quality products, as well as opportunities for growth through new brands and advertising. Strategic recommendations include developing new products, expanding rural penetration through media advertising, and offering retailer discounts to influence stocking.

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303 views20 pages

Amul Dairy Cooperative Strategy Analysis

This document provides an analysis of Amul, an Indian dairy cooperative. It outlines Amul's mission, organizational structure, market share, value chain, SWOT analysis, and strategic recommendations. Amul was formed in 1946 and aims to ensure farmers receive the maximum share of consumer rupees. It has over 2.79 million producer members and handles over 11 million liters of milk daily. The analysis identifies strengths like Amul's strong brand and quality products, as well as opportunities for growth through new brands and advertising. Strategic recommendations include developing new products, expanding rural penetration through media advertising, and offering retailer discounts to influence stocking.

Uploaded by

Anusha_Sahukara
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

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BY Sree Venkatesh (1225111307) Amritha(1225111331) Nidhi(1225111335) Priyanka(1225111339) Sudheer(1225111346) Anusha(1225111347)


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OUT LINE
Introduction Internal assessment External analysis Strategy formation Conclusion

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Company profile

Formed in1946,is dairy cooperative movement in India. A brand name managed by Gujarat Co-operative Milk Marketing

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MISSION 2020

Vision : liberate our farmers from economic oppression and lead them to prosperity Mission 2020: dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020 Objective: is to ensure that the maximum share of the consumers rupee goes back to the milk producers
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ES T A L O C O CH

LIQUID FRESH MILK


ER TT BU

ICE CREAM

PIZZA

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COMPETITION

ORGANIZATION STRUCTURE
LEVEL MEMBERS DECISION-MAKING Price paid to district unions (fixed across unions)

State Federatio n

Product mix and quantity

District

Price paid to village co-operative societies

Village
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Membership Price paid to milk suppliers

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Facts
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million liters per day

Milk collection (Total - 2008-09): 3.05 billion liters Milk collection (Daily Average 2008-09): Milk Drying Capacity: Cattle feed manufacturing Capacity: 8.4 million liters 626 Mts. per day 3500 Mts. per day

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Market Analysis
Market Share in India
12 10 8 6 4 2 0

Sales Turn Over

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VALUE CHAIN PROCESS

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Porters 5 Forces

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Factors

Political Economic Social Technological

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SWOT Analysis

STRENGTH Strong Brand name Best quality of affordable price Strong distribution network Highly skilled manpower Customers trust Presence of other AMUL products in the market Opportunities A lot of potential for growth and development Introducing new brand and intensive advertising

WEAKNESS Non availability of any set up for milk procurement in Jharkhand Non Government support. Improper distribution channel in India.

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Threats Other companies who hold the majority share of consumers in Indian market No brand loyalty and consumers frequently shift their brands. New companies entering in Indian market like fantasies fine poses lot problems for AMUL.

Amul BCG Matrix


High Amul Ice-cream

Business growth Rate

Amul Cheese Amul Butter

Amul Chocolate

pizza

Low

Amul Chocolate drink High Relative Market Share Low

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Ansoff matrix
Existing Product Existing Market New Products Product Development
AMUL cool, Chain of pizza corners, New variation of Ice- cream

Market Penetration
AirPort, Railway Stations, Schools, Colleges And Industrial Canteens.

New Market

Market Development
Export is in 15 countries

Diversification
Pro-Biotic ice cream and AMUL Sugar free. Sports drink Stamina Newer technology for older/loyal customers

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TOWS MATRIX
(SO) Strategies

(WO) Strategies

Increased productivity through cost effective manufacturing. Increase global demand through global exposure. Improve channel of distribution.

Develop new process to shelf life of milk and milk products Increase awareness of scientific developments.

(ST) Strategies

(WT) Strategies

Product eliminating and diversification Value marketing Hygienic processing facilities.

Efficient and economical Procurement Control over logistics and yield Product positioning

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Recommendation

Amul can venture out on new products like Toned milk, Condensed milk that can be used for sweets, Baby food products. There are certain products like Amul basundi, gulab jamoon, and chocolates etc which are not as popular as Amul ice cream. Discount is also an important Factor of the stocking decision of the retailers .So company should give discount to all the retailers for influencing the stocking. It can penetrate even better in the rural areas by advertising through the media via cable channels and newspapers. Sponsoring shows in TV, sports events can be of great help. Credit is the 2nd biggest factor that influences the penetration of the product.

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STRATEGIES

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Successful Product Strategy

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