amul
Post on 30-Nov-2014
8.298 Views
Preview:
DESCRIPTION
TRANSCRIPT
GCMMF Case Analysis
By:
Hardik Mishra (B08010)
Kaushambi Ghosh (B08012)
Pankaj Agarwal (B08020)
Ritesh Chowdhary (B08023)
Agenda
• History of GCMMF
• Business Model
• Product Category
• Industry Analysis
• SWOT Analysis
• BCG Matrix
• Market Segmentation
• Financial Analysis
• The Way Forward..!!!
History• Founded in 1946 under the name Kaira District Co-
operative Milk Producers’Union Ltd by Tribhuvandas Patel
• Runs as a purely farmers’ cooperative
• Starting from a daily procurement of 250 lts/day to 4.6 mn
lts/day, now has become a milk giant under the name
GCMMF
• Manages the brand “AMUL” meaning “Priceless” is the
No. 1 in dairy in Asia and No.2 in the world
• Main objective is to carry out activities for the economic
development of agriculturalists
• Spurred the White Revolution in India
Anand PatternVillage level
• 200 members
• Committee of 8-9 members
District Level
• Board of Directors – 12
• 900 members (Approx.)
State Federation
•Members are chairpersons of District level co-operatives and ex officio members:
• Representative from NDDB
• Registrar of co-operative of the state concerned
Business Model“Providing quality products toconsumers at an affordable price”
Everyday GMCCF collects 4.6
mn lts of milk from 2.1 milk
producers, converts the milk into
branded, packed products and
delivers the goods to over
4,00,000 retail outlets across the
country with the help of its 12
plants
Product CategoryCategory Market Share Market Position
Milk N.A 1
Butter 85% 1
Milk Powder 60% 1
Cheese 50% 1
Ice Creams 30% 2
Sweets 50% 1
Chocolates 10% 3
Chocolate Drinks 15% 4
Edible Oil 12% N.A.
Market Segmentation
Customer Based
Kids Ice-Cream, Chocolate, Milk, Nutramul, Sweets, Safal fruit drinks.
House Wife
Dhara Edible Oils, Milk, Safaltomato ketchup and mixed fruit jam, Amul Cheese, Amul spray.
Calorie Conscious
Amul Lite, Dhara Health, Sagarskimmed milk powder.
Youth Sweets, Ice-cream, Cheese, Chocolates, Milk.
Industry BasedIce-cream manufacturers, Restaurants, Cofee Shop Chain
Bakery and confectionaries, Pizza shops, snacks shops.
Milk
Cheese, Butter, Ghee
Market Segmentation
Industry Analysis
Competitive Rivalry - High
Threat of New Entrants -
High
Bargaining Power of
Customers -High
Threat of Substitutes -
Low
Bargaining Power of
Suppliers -Low
SWOT Analysis
Strength High quality, low price
Robust Distribution Network
Extensive cold chain network
Varied product range
Excellent relationship with the farmers
Constant innovations
Excellent relationship with supermarkets/departmental
stores
Strong brand names
Weaknesses
Completely dependent on villages for its raw material
Short self life of most of their products
Supplier centred
Tax implications because of Co-operative structures
SWOT Analysis
Opportunities Increase per capita milk consumption
Penetrate international markets
Concentrate on process food sector
Threats Competitors – HUL, Nestle, Britannia other local players
The yield of Indian cow is much lower than that of cow in
other dairy countries
SWOT Analysis
BCG Matrix
The Way Forward..!!!• It should concentrate in the processed sector as it
has a robust distribution and cold chain network
• It should be more customer centric
• It should look forward to implement information technology
• It should influence the Govt. against the tax implications which are benefitting the private players more than the co-operatives
Thank You
top related