Beruflich Dokumente
Kultur Dokumente
Enrollment No.
Kushal Kantawala Priyanka Zope Mithila Bhargaw a!u Singh Sailesh #agari Su$it %hawla isha'h (ain
Submitted to :- Prof. Arun Prasad
History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a
e)ample of a co&operative or!ani*ation+s success in t(e lon! term ,(e Amul -attern (as esta"lis(ed itself as a uni.uely appropriate model for rural development
What Is B ! Matri"#
BOSTON CONSULTING GROUP (BCG)
MATRIX is developed by BRUCE HENDERSON of the BOSTON CONSULTING GROUP IN THE EARLY 1970s.
ordin! to this te hni"ue# businesses or produ ts are lassified as lo$ or hi!h performers dependin! upon their mar%et !ro$th rate and relative mar%et share.
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B ! MAT$I%
(i!h
23S*NESS +/,-1( /A1E
)o$
(*+(
.A/0E1 S(A/E
),-
STARS
High growth, High market share
Stars are leaders in business. 1hey also re"uire heavy investment# to maintain its lar!e
mar%et share. *t leads to lar!e amount of ash onsumption and ash !eneration. Attempts should be made to hold the mar%et share other$ise the star $ill be ome a 4AS( 4,-.
STARS
High growth, High market share
Amul 2utter 6 789 mar%et share Amul )ite 6 7:9 mar%et share Amul *nstant ;ull 4ream .il% Po$der- 7:9 mar%et share Amul .il% 6 5'9 mar%et share * e 4reams -359 mar%et share <(3)-=9# .other dairy and
vadilal -59>uld be made to hold the mar%et share other$ise the star $ill be ome a 4AS( 4,-.
CASH COWS
Low growth , High market share
1hey are foundation of the ompany and often the
stars of yesterday. 1hey !enerate more ash than re"uired. 1hey e?tra t the profits by investin! as little ash as possible 1hey are lo ated in an industry that is mature# not !ro$in! or de linin!.
CASH COWS
Lo !"o #$ % H&!$ '(")*# s$("*
Amul Spray 6 8'9 mar%et sharear Sa!ar 1ea 4offee -hitener 6 &:9 mar%et share Pro essed 4heese -':9 mar%et shareo ated in
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+UESTION MAR,S
High growth , Low market share
.ost businesses start of as "uestion mar%s. 1hey $ill absorb !reat amounts of ash if the
mar%et share remains un han!ed# <lo$>. -hy "uestion mar%s@ Auestion mar%s have potential to be ome star and eventually ash o$ but an also be ome a do!. *nvestments should be hi!h for "uestion mar%s.
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+UESTION MAR,S
H&!$ !"o #$ % Lo '(")*# s$("*
N31/A.3) 6 1'9 mar%et share
<4ompetitors- 2ournvita# (orli %s# omplan# boost> Amul 4ho olates 6 1:9 mar%et share <4ompetitors 6 4adbury 6 5:9 mar%et share# Nestle>
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DOGS
Low growth, Low market share
Bo!s are the ash traps. Bo!s do not have potential to brin! in mu h ash. Number of do!s in the ompany should be
minimiCed.
2usiness is situated at a de linin! sta!e.
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DOGS
Lo !"o #$% Lo '(")*# s$("*
Amul PiCCa 6 '9 mar%et share situated at a
de linin! sta!e.
1&
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Amul never for!ot its 2primary customer3 - Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate) -roduct for yout( - Amul launched Chocolate milk under brand name of Amul !ool !oko" tar#etin# the youth
-roduct for dia"etic people & $ndia"s %irst &ro-'iotic (ellness $ce cream ) *u#ar %ree +eli#hts %or +iabetics
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-roduct for t(e ur"an class - Amul launched emmental, #ouda and /i11a mo11arella cheese
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.ar%et share
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BENEFITS
24+ .A1/*D is simple and easy to understand. *t helps you to "ui %ly and simply s reen the opportunities open to you# and helps you thin% about ho$ you an ma%e the most of them. *t is used to identify ho$ orporate ash resour es an best be used to ma?imiCe a ompanyEs future !ro$th and profitability.
2:
24+ .A1/*D uses only t$o dimensions# /elative .ar%etF share and .ar%et +ro$th rateF. Problems of !ettin! data on mar%et share and mar%et !ro$th. (i!h mar%et share does not mean profits all the time. 2usiness $ith lo$ mar%et share an be profitable too.
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ON -USION
Amul one of the fastest !ro$in! industries of
*ndia. 1his industry has revolutioniCed the *ndian dairy se tor and also brou!ht it ba % from the brin% of e?tin tion . Also it $as one of the first su essful ooperative asso iations in *ndia and also no$ the mar%et leader in the dairy se tor .
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