Download - Amul Final
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AMUL
Presented to :-Prof. Prajakta
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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
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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
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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.
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Introduction Objective
Is to ensure that the maximum share of the consumer’s rupee goes back to the milk product.
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Business Policies
Business Policy
In AMUL CO.
HR Policy.Training
& Development
Policy.
Compensation Policy.
Product Information
System Policy.
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H.R. PolicyHR 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
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Recruitment of Sales Force
Internal Sources.
Present PermanentEmployee.
Employee Ref.
Former Employees
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Recruitment of Sales Force
External Sources.
Advertisement
Campus Interview
Employment Exchange
Unsolicited Application.
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Training &
Development Policy In
AMUL CO.
On The Job Training
Off The Job Training
Out HouseTraining
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Business Policies Compensation policy Product information system policy in
amul co.
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SWOT Analysis
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SWOT Analysis
Strengths Wide range of products Affordable prices Effective ad campaign Brand image Diversification
Weaknesses Need to focus on other products as well
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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.
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SWOT Analysis Threats
Increasing population Increasing requirement Difficult to expand population on milch
animal Adulteration
Water Chemicals Pesticides
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PEST Analysis
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Political Government owned
Policies designed by government are firstly applied to government firm for more benefits
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Economical
Franchising gives financial support
FDI
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Social
Employed women in lakhs of villages
Employment for the unskilled and uneducated people
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Technological Sophisticated technology from abroad
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BCG Matrix
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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
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BCG Matrix Question marks
AMUL chocolates AMUL lassi AMUL mithai mate
Dogs AMUL nutramul AMUL shakti
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Porters Five Forces Model
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Porters Five Forces Model Threat of new entrant
Economies of scale Customer/ supplier loyalty Experience Distribution channels Technology requirement high
Bargaining power of customers
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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
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Value Chain
The value chain, is a concept from business management that was first described and popularized by Michael Porter in his 1985.
To analyze the specific activities through which firm can create a competitive advantage.
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Activities of Value Chain Primary Activities
Inbound logistics Operations Outbound logistics Marketing & sales Services
Secondary activities Firm infrastructure Human resource management Technology Procurement
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Amul’s Value Chain Process
2.2 MILLON NUMBER
FARMERS
PRODUCTIONOF MILK
10,675 COOPERATIVE
SOCIETIIES
VILLAGE COOPERATIV
ESOCIETIES 12 UNITS
10000 EMP
700 EMP 3000 500,000
RETAILERS
RETAILERS
DISTRIBUTION
DISTRIBUTION
GCMHFL
MARKETING
MILK COLLECTION
MILK PROCESSING
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Amul’s Business Strategy Twin Objectives
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Amul’s Business Strategy Simultaneous development of suppliers and
customers: AMUL and GCMMF adopted a number of
strategies to assure growth
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Amul’s 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
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Amul’s 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.
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Financial StrategyAMUL’s 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
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Initial Promotion Strategy
A boring image
Sylvester daCunha, took over the Amul account
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Ansoff Matrix Aims at achieving growth through
certain modifications in the firm’s existing business.
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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.
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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.
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Market Development Strategy
Increasing its market base for the existing products.
Amul is also increasing its market base for milk through a new version – the Amul Tazaa.
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Product Development Strategy
Amul-Cool (milk based cool drink) and Amul-Kool café.
It is coming up with a chain of pizza corners.
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Product Development Strategy
Stamina – the instant energy based sport drink has been launched.
Amul has recently launched a new variation of ice-cream.
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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
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Diversification Strategy Concentric diversification strategy
Amul has identified a segment for the health conscious people and is introducing two pro-biotic ice cream ranges.
Working class women as a new segment and has introduced frozen easy to cook stuffed parathas, matar paneer and paneer pakodas.
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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.
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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.
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Future Plan
Expansion of Distribution network Creative marketing Consumer education Product innovationwill leverage effectively on rising income
level and growing affluence among Indian consumer.
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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.
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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 MT’s per day.
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Future Plan Plan to expand our cattle feed
manufacturing capacity more than four times to 12,000 MT’s 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.
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THANK
YOU