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AMUL

Presented to :Prof. Prajakta

Group Members:

Sanchita Ghorai- M.B.A.-B.I.-7 Prathamesh Phalke- M.B.A.- B.I.- 8 Eshan Vaikar M.B.A.-Retail-11 Parag Tiwade- M.B.A.-I.B.-17 Supriya ghogke- M.B.A.-I.B.-18 Desiree Emanuel- M.B.A.-I.B.-23 Yogesh Jadav- M.B.A.-I.B.-29

We Will Discuss:

About AMUL Co. Vision, Mission, Objectives, Goals, Values Policies S.W.O.T. Analysis & P.E.S.T. Analysis B.C.G. Matrix Porters Five forces Porters Value Chain Strategies

Introduction
Vision

Liberate our farmers from economic oppression and lead them to prosperity.

Mission

Dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020.

Introduction
Objective

Is to ensure that the maximum share of the consumers rupee goes back to the milk product.

Business Policies
Business Policy In AMUL CO.

HR Policy.

Training & Development Policy.

Compensation Policy.

Product Information System Policy.

H.R. Policy
HR policies allow an AMUL Co. to be clear with employees on: The nature of the organization What they should expect from the organization What the organization expects of them How policies and procedures work What is acceptable and unacceptable behavior The consequences of unacceptable behavior

Recruitment of Sales Force


Internal Sources. Present Permanent Employee. Employee Ref. Former Employees

Recruitment of Sales Force


External Sources.
Advertisement Campus Interview Employment Exchange Unsolicited Application.

Training & Development Policy In AMUL CO.

On The Job Training

Off The Job Training

Out House Training

Business Policies
Compensation

policy Product information system policy in amul co.

SWOT Analysis

SWOT Analysis
Strengths

Wide range of products Affordable prices Effective ad campaign Brand image Diversification

Weaknesses

Need to focus on other products as well

SWOT Analysis
Opportunities

Plans to expand through franchising. The company is going to increase the strength of its retail outlets by adding another 15,000 outlets to its present network by the end of this year.

SWOT Analysis
Threats

Increasing population Increasing requirement Difficult to expand population on milch animal Adulteration
Water Chemicals

Pesticides

PEST Analysis

Political
Government Policies

owned

designed by government are firstly applied to government firm for more benefits

Economical
Franchising FDI

gives financial support

Social
Employed

women in lakhs of villages

Employment

for the unskilled and uneducated people

Technological
Sophisticated

technology from abroad

BCG Matrix

BCG Matrix of Amul

Cash cow AMUL butter (normal) AMUL kool AMUL milk (fresh)
Stars AMUL butter (low fat) AMUL tazza milk (packaged) Amul cheese

BCG Matrix

Question marks AMUL chocolates AMUL lassi AMUL mithai mate Dogs AMUL nutramul AMUL shakti

Porters Five Forces Model

Porters Five Forces Model

Threat of new entrant Economies of scale Customer/ supplier loyalty Experience Distribution channels Technology requirement high

Bargaining power of customers

Porters Five Forces Model

Threat of substitutes Satisfaction level of substitutes No of substitutes


Bargaining power of suppliers Competitive rivalry Demand for product Nature of competition Industry growth rates

Value Chain
The

value chain, is a concept from business management that was first described and popularized by Michael Porter in his 1985. analyze the specific activities through which firm can create a competitive advantage.

To

Process Of Value Chain

Activities of Value Chain

Primary Activities Inbound logistics Operations Outbound logistics Marketing & sales Services Secondary activities Firm infrastructure Human resource management Technology Procurement

Amuls Value Chain Process


FARMERS
2.2 MILLON NUMBER PRODUCTION OF MILK VILLAGE COOPERATIVE SOCIETIES MILK PROCESSING
10,675 COOPERATIVE SOCIETIIES

12 UNITS 10000 EMP

MILK COLLECTION

GCMHFL 700 EMP MARKETING

DISTRIBUTION 3000 DISTRIBUTION

RETAILERS
500,000 RETAILERS

Amuls Business Strategy

Twin Objectives

long-term, sustainable value proposition to a growth to its large customer base by member farmers providing milk and other dairy products a low price

Amuls Business Strategy

Simultaneous development of suppliers and customers: AMUL and GCMMF adopted a number of strategies to assure growth

Amuls Business Strategy

Improvement programs Employees of the GCMMF meet every Friday between 10 to 11 am to discuss quality issues at a depot.

Every meeting has a PAL


Purpose
Agenda Limit

Amuls Business Strategy

Cost Leadership Price its products as low as possible. Focus on Core Activities It chose a strategy to focus on core dairy activities and rely on third parties for other complementary needs.

Financial Strategy
AMULs financial strategy may thus be characterized by two elements: Retention of surplus to fund growth and development

Limited/ no credit, i.e., all transactions are essentially cash only

Initial Promotion Strategy


A

boring image daCunha, took over the Amul

Sylvester

account

Ansoff Matrix
Aims

at achieving growth through certain modifications in the firms existing business.

Market Penetration Strategy

Amul is set to build up 10,000 `Amul Parlours' across the country during the year. It is trying to get more and more customers through a more intensive distribution. Amul trying to acquire a shelf in the yet to come Wal-Mart.

Market Development Strategy

Amul is now shifting its focus from urban to rural markets and smaller towns. Amul is having a variation of an existing product.

Market Development Strategy


Increasing

products.

its market base for the existing

Amul

is also increasing its market base for milk through a new version the Amul Tazaa.

Product Development Strategy

Amul-Cool (milk based cool drink) and Amul-Kool caf.


It is coming up with a chain of pizza corners.

Product Development Strategy


Stamina

the instant energy based sport drink has been launched. has recently launched a new variation of ice-cream.

Amul

Diversification Strategy
Amul

has identified the need to increase its presence in newer markets and thus have come up with many new such strategies for increasing its presence in the entire market

Diversification Strategy

Concentric diversification strategy Amul has identified a segment for the health conscious people and is introducing two probiotic ice cream ranges. Working class women as a new segment and has introduced frozen easy to cook stuffed parathas, matar paneer and paneer pakodas.

Diversification Strategy
Horizontal

diversification strategy

Amul to provide something new to its older and loyal customers have come up with a facility. Amul has to say is that the diversification has nothing to do with the increasing competition.

Diversification Strategy

Conglomerate diversification strategy "Stamina" which will be the first sports drink by an Indian company and it will be priced at only Rs 12 for 200ml which will be lower than its competitors whose price ranges around Rs.60 to 75.

Future Plan
Expansion

of

Distribution network Creative marketing Consumer education Product innovation will leverage effectively on rising income level and growing affluence among Indian consumer.

Future Plan

Tapping the rising demand for new value added products. Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual growth rate of 4%. Installing Bulk Milk Chillers and Automatic Milk Collection System in all our village cooperative societies.

Future Plan

Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak flush season. We plan to double to processing capacity of our dairy plants to 20.70 million kg per day by 2020. Milk drying capacity will also be enhanced by 200 MTs per day.

Future Plan

Plan to expand our cattle feed manufacturing capacity more than four times to 12,000 MTs per day by 2020. Total investments envisaged for creating all the required infrastructure would be Rs. 2,600 crore (Rs. 20 billion) till the year 2020.

THANK YOU

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