Académique Documents
Professionnel Documents
Culture Documents
OUT LINE
Introduction Internal assessment External analysis Strategy formation Conclusion
3/29/12
Company profile
Formed in1946,is dairy cooperative movement in India. A brand name managed by Gujarat Co-operative Milk Marketing
3/29/12
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
3/29/12
ES T A L O C O CH
ICE CREAM
PIZZA
3/29/12
COMPETITION
ORGANIZATION STRUCTURE
LEVEL MEMBERS DECISION-MAKING Price paid to district unions (fixed across unions)
State Federatio n
District
Village
3/29/12
3/29/12
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
3/29/12
Market Analysis
Market Share in India
12 10 8 6 4 2 0
3/29/12
3/29/12
Porters 5 Forces
3/29/12
Factors
3/29/12
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.
3/29/12
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 Chocolate
pizza
Low
3/29/12
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
3/29/12
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
Efficient and economical Procurement Control over logistics and yield Product positioning
3/29/12
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.
3/29/12
STRATEGIES
3/29/12
3/29/12
3/29/12