SWOT ANALYSIS ON VERKA

PRESENTED BY:
JASDEEP KAUR
CHARANPREET
 TABLE OF CONTENT
1.AKNOWLEDGEMENT………………………………………………...................3

2. COMPANY PROFILE ……………………………………….……….……………....4

3. HISTORY ………………………………………………….………….…………………….5

4. OBJECTIVES …………………………………………………….….......................8

5. SWOT ANALYSIS ON VERKA……………………………….………………..…..9

6. ACHIEVEMENTS………………………………………………..….………………….15

7. BIBLIOGRAPHY…………………………………………………………………………….16
 ACKNOWLEDGEMENT
This project was a great learning experience for us and we take this
opportunity to thank some of those people without whose help
and support our study would not have been possible.

 We extend our sincere gratitude to the entire work force of Milk

plant, Mohali who always landed good support to us whenever
required.

 We would also like to Thank our respected faculty, Mrs Prabhjot

Kaur, who was of immense help.
 COMPANY’S PROFILE MILKFED-
PUNJAB
The Punjab State Cooperative Milk
Producers ‘Federation Limited
popularly known as MILKFED Punjab,
came into existence in 1973 with a twin
objective

 of providing remunerative milk

market to the Milk Producers in the
State by value addition and marketing
of produce on one hand

 and to provide technical inputs to the

milk producers for enhancement of
milk production on the other hand.
 BEHIND VERKA
Far away from the din and maddening pace of the city, there
rests near Amritsar, a sleepy village called Verka which depicts a
picture of health and happiness.
Today, Verka has out-stripped its own boundaries to reach our
homes. Verka was there long before it came to MILKFED. But
then, it was the difference between being there and making it
big. When MILKFED took it on, they believed that it had
potential to do a lot more. And it did. With little more of a
consumer oriented approach, Verka became a brand to reckon
with. With its growing outlets and thus easier availability, it
reached far and wide across the state and beyond. To people
today, Verka is part of their daily lives.
 HISTORY OF PLANT
 This plant has been established in 1973 by Punjab Dairy Development
Corporation. The Punjab Dairy Development Corporation and
Milkfed are the two Government Dairy Organizations which are
running parallel to each other at this time.

 In 1982 these both organizations submerge into one organization

which is named as Milkfed. Milkfed came into existence with twin
objective of providing remunerative milk market to the milk
producers in the state by value addition and marketing of produce
one hand and to provide technical input to the milk producers for the
enhancement of milk production on other handset up of the
organization is the three tier system, Milk Produce’s, Cooperative
Societies at the village level, Milk Union at District Level.
LOCATION & SITE
 MILK PLANT, MOHALI is
known as “VERKA MILK
PLANT”

NAME OF THE ORGANIZATION

 The name of the organization

The Ropar District
Cooperation Milk Producers’
Union Limited Milk Plant
S.A.S. Nagar.
OBJECTIVES OF MILKFED
1. To provide remunerative prices to milk producers by value addition and
marketing of produce.

2. To provide technical inputs for enhancement of milk production.

3. To purchase and/or erect buildings, plants, machinery to carry out

business.

4. To establish research and quality control laboratories.

5. To make necessary arrangements for transfer of milk products.

6. To market its products under its own trade name/brand name.

7. Direct approach to consumer and producer and to avoid middleman. (By

the farmers, of the farmers and for the farmer’s organization.)
 SWOT
ANALYSIS
FOR VERKA
Swot stands for strength, weakness, opportunity and
threats. Strength and weakness analysis is an internal
exercise to gauge organization's ability to compete
effectively. Opportunity and threat analysis is an external
exercise centered on competitors and the external
environment that affect organization's ability to compete
effectively. Taken together, they are referred to as SWOT
analysis.
Strengths
• Emotional attachment of people to Verka as they consider
it as brand of Punjab. Such a status is not enjoyed by any of
the other brands in the market.

• Verka offers complete range of milk as well as milk

products which is presently not offered by any of the other
brands for city market.

• Extensive network of DCS at the procurement side and

wide network of distributors and milk parlors in the city.
• High quality products at an affordable rate to its
customers.

• Reputation of being a cooperative organization which

provides fair value to demand as well as supply side.

• Verka is a local player and thus has the ability to make

acceptable margins to retailers and wholesalers, with lower
overheads.

• Milk Plant is having institutional support from NDDB,

PDDB. Its women societies are sponsored by the central
government.
Weaknesses
• The plant is having very limited human resources and
most of its departments are falling short of work force
putting extra burden on present workforce.
• Political and government interference in the day to day
operations which results in less flexibility towards
changing external environment and less flexible policies
for deciding procurement as well as packed milk prices.
• Verka is not able to communicate its quality assurance
aspects to its customers and thus they are having wrong
notions about verka milk in their mind.
• Visibility of advertisement for verka products is very
poor
 Opportunities
• Chandigarh is emerging as new information technology hub and
is undergoing rapid change. Market for milk product as well as
disposable income of people is increasing. These offers great
opportunity for verka to cater this expanding market.

• Skimmed milk powder (SMP) is cheaply available to milk plant

as it is prepared in house when procurement is more than demand.
This allows milk plant to give competitive prices for procuring milk
and attract more and more dairy farmers.

• Although Verka is having a broad range of products but still

there are certain niche products which verka does not manufacture
until now. Verka should make efforts in developing such products like
skimmed milk in tetra packs.

• Health consciousness among people is increasing day by day and

thus there is huge market for pro-biotic milk and milk products.
Threats
• Big multinational companies (MNC) like reliance are
foraying into milk business. There is a possibility of this trend
being followed by other MNCs and thus creating tough
competition for Verka in Chandigarh's dairy market.
• Socio-economic changes are rapidly taking place in life of
dairy farmers around Mohali. Land prices are shooting up and
agricultural land is being sold for commercial and residential
purposes. These factors are forcing farmers to shift their
profession leaving their old profession.
• In the absence of strict quality parameters for private
dairies, the entry barrier for them is very low.
ACHIEVEMENTS
 On the basis of quality with efficient
administration, MILKFED has not only established
new mile stone of providing services to Dairy farmers
but scaled new heights in delighting esteemed
customers also. This has resulted into tremendous
achievements in all fields.

TURNOVER:
 The annual turnover of Milkfed which was Rs.931
crores in the year 2007-08 has hit the level of Rs.1150
crores in the year 2008-09.
 BIBLIOGRAPHY
•The employees of Verka milk plant, Mohali.
• Brochure/booklet/magazine Verka milk Plant,
Mohali.

Websites:-
www.milkfed.nic.in
www.milkfed.jp
www.milkfed.org