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Unmatched technology
Operations -Processing
and production
Formidable setup and
operations
Processing done in latest
technologically advanced
plants
Large scale and intensive
production along with
automation for value
addition
Outbound logistics
-Distribution of output
The most important aspect of
the value chain
Permeates every corner of the
remotest villages in the country
Local and centralised sourcing
complement distribution
SWOT Analysis
A look at the current scenario of Amul
Amuls
quality of products
s
h
t
g
en
r
St
Th
r
ea
ts
t
r
po
expansion
into
the
Chocolates industry has failed
Even after 20 years its share is only
2% in the chocolate industry
Has had limited market share in
the ice cream segment due to large
competition
Lack of control over yield of milk
We
ak
nes
s es
es
i
t
i
un Introduce new products in the chocolate segment as it
What?
strategy
Amul maintains low costs in its operations
It creates differentiation by offering products of high quality standards
through their TQM and through their marketing strategies
Generic
Strategy
AMUL
How?
Why?
MISSION
Mission is to provide long term sustainable growth to its member farmers and serve the customer base by
providing milk products at low price
VISION
Vision is to provide remunerative returns to the farmers and serve the interest of consumers by providing
products which are good value for money
OTHER VALUES
Ethical values are fulfilled by adopting fair pricing, ensuring quality, honestly advertising and
marketing and inculcate values in distributors by conducting field trips.
Company needs to price the products at such a level so as to retain milk dairy business profitable for
the farmers while delivering value for money to customers.
Even though the company went through a series of experiments, company reverted back to its genuine
product line v.i.z milk and its variants.
Company needs to maintain quality of the standards of TQM to serve to its customers.
Amul pizza
Amul ice cream parlour
Strategic Alliances: