amul ppt bcg matrix
TRANSCRIPT
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CORPORATE AND DIVISION STRATEGIC PLANNING Defining the corporate mission Establishing SBUs Assigning resources to SBU Assessing Growth Opportunity
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CORPORATE MISSION What do we do? For whom? What are the benefit?
Example: Centers for Disease Control Mission To promote health and quality of life by preventing and controlling disease, injury, and disability
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vision statement describes a picture of the "preferred future."
A mission statement explains what the organization does, for whom and the benefit. A vision statement, on the other hand, describes how the future will look if the organization achieves its mission.
Examples: Healthy People in a Healthy World
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ESTABLISHING SBUS SBU is understood as a business unit
within the overall corporate identity which is distinguishable from other business because it serves a defined external market where management can conduct strategic planning in relation to products and markets. When companies become really large, they are best thought of as being composed of a number of businesses (or SBUs).
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It is a single business , or a collection of
related businesses that can be planned separately from the rest of the business.
It has its own set of competitors
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AMUL - BUSINESS MODEL
RAW MILK
DriedSkimmed Milk
Powder
Packaged Milk
Ice creamBeverages
Condensed
GheeButterCream
pasteurization
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PRODUCT MIX OF AMUL
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MIX… PRODUCT FOR EVERY ONE
Amul never forgot its “primary customer”
- Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate)
Product for youth - Amul launched Chocolate milk under
brand name of ‘Amul Kool Koko’ targeting the
youth
Product for diabetic people - India’s First Pro-Biotic Wellness Ice
cream & Sugar Free Delights For Diabetics
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MIX… PRODUCT FOR EVERY ONE
Product for the health conscious
- Amul Launched “low fat, low cholesterol
bread spreads”
Product for the price sensitive India
- Low Priced Amul Ice Creams and affordable ‘sagar’ whitener
Product for the urban class - Amul launched emmental,
gouda and pizza mozzarella cheese
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BCG MATRIX
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AMUL – BCG MATRIX
Business
growth
Rate
Relative Market Share
High Low
High
Low
Amul Chocolate
Amul Butter
Amul Cheese
Amul Chocolate drink
Amul Ice-cream
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AMUL – PRODUCT PORTFOLIO
Category Market Share Market Position
Butter, Ghee 85% 1
Milk Powder 40% 1
Cheese 50% 1
Ice-cream 24.75% 2
Sweets 50% 1
Chocolate Drink 90% 1
Chocolate 10% 3
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SWOT ANALYSIS
Weaknesses•Risks of highly complex supply chain system•Strong dependency on weak infrastructure•Alliance with third parties who do not belong to the organized sector
Opportunities•Penetrate international markets•Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc
Threats•Competitors - Hindustan Lever, Nestle and Britannia•Still competition from MNCs in butter•Growing price of milk and milk products•Ban on export of milk powder
Strengths•Largest food brand in India •High Quality, Low Price•World's Largest Pouched Milk Brand•Annual turnover of US $1504 million •Highly Diverse Product Mix•Robust Distribution Network
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ANSOF MATRIX
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MARKET PENETRATION Setting up of parlors more customers through intensive
distribution trying to find place in retail stores.
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MARKET DEVELOPMENT shifting focus from urban to rural, 900
new stores capturing market of diabetic and health
conscious people. Amul Taaza- long life version of milk
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PRODUCT DEVELOPMENT Amul Cool Amul Pizza Stamina Amul Masti
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DIVERSIFICATION STRATEGY concentric-new product for new subject,
old technology. Eg probiotic ice creams, sugar free
conglomerate-new product for new market-eg pizzas, sport drink
horizontal- new product new technology- online order
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PORTER’S FIVE FORCES MODEL
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INDUSTRY ANALYSIS : PORTER’S 5 FORCES