INTRODUCTION

A particular picture in every AMUL office prominently displays that

“never forget your primary customer…if you don’t, success is

certain !!!”

The birth of amul inspired the white revolution and heralded the

operation flood…

HISTORY

‘AMUL’ has been derived from the word ‘amulya’ which in ‘sanskrit’ means

‘priceless’…

‘AMUL’ was primarily the vision of Dr. Verghese Kurien, who in the ’50s gave

himself permission to re-invent the milk industry…

STRATEGIC DECISIONS

• Continuous and regular demand for milk

• Targeting an untouched industry

• Complete technical know-how

• Extensively availability of land in villages

• Cheap and surplus labour

• Wholesale depots, Retailers & Direct consumer base

• Use of ICT(Information Communication Technology)

OPERATING DECISIONS

•Every morning 20 lakh women across 1000 villages brought milk worth Rs 5crore

•Along with men, women dairy workers are available

•Creation of co-operative societies

•Providing training and skill development to workers

•Easy procurement, processing and distribution function

•Expansion of product in the form of butter, ghee, cheese etc.

CONTROL DECISIONS

• Professional management

• Effective co-ordination

• Benefits from recent initiatives

• Assured buy in from the unions

SWOT ANALYSISSTRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Highly diverse product mix

High quality and low prices

Robust distribution network

Unique Advertisement techniques

Unable to capture chocolate market.

Strong dependency on weak infrastructure.

Risk of highly complex supply chain.

Potential to expand to smaller towns and other geographies.

Expand product portfolio to enter new product categories.

Strong present competitors- Britannia, nestle, mother dairy, Cadbury.

New MNC’s entering the market.

Food inflation

POLITICAL

•Licences

•Export licences

ECONOMICAL

•Sanskrit meaning

•Value for money

SOCIAL

3 Tier CSR organizational structure At the village level At the district level At the state level

TECHNOLOGICAL

Characterized by four distinct components

• E-commerce

• Information to the farmers

PEST analysis

THE PRODUCTION SYSTEM

MODEL …

InputsConversion subsystem

Outputs

Environment(always done on 2 basis

SWOTPEST)

Market(competition, product info,

customer desires)

Primary resources

(materials, supply, personnel, assets

utilities

• Physical(Manufacturing, mining)

• Locational services(Transportation)

• Exchange services(Retailing and wholesaling)

• Storage services(warehousing)

• Other private services(insurance, finance,

real estate,health, etc.)

• Government services(local, state, central)

Goods / services

Control subsystem

MARKET SHARE

PRIMARY RESOURCES

Collection of raw milkElectronic milk test

Methyline blue reduction test

Purchasing and standardizing process

Separation process

Quality check

Packaging process

output

Manufacturing process

CONVERSION SUB- SYSTEM WAS DEVELOPED BY COMPILING ALL THE INPUTS

NEEDS IDENTIFICATION

ADVANCE PRODUCTPLANNING

ADVANCE DESIGN

DETAILED DESIGN ENGINEERING

PROMOTION ,DESIGN AND

DEVELOPMENT

PRODUCT EVALUATION

PRODUCT USE AND

SUPPORT

Analysis of relevant ratios:

Interest coverage ratio

Dupont analysis

FINANCIAL MANAGEMENT

SalesCE

PBDITSales

X

CURRENT SCENARIO

• Expansion of processing and packaging capacities to meet growing demands.

• Setting up of additional processing facilities in Delhi and Mumbai.

• Sold its milk brands on the internet

• Launched the product Amul calci a fortified milk brand

• Long term strategy includes foray into South India.

• Plans to scale its outlets to 10000 by 2010

• Extending its new retail initiative ice-cream parlors from 60 to 200 across the country.

• Cooperation has hired NID people to design its outlets.

• Joined hands with the milk co-operative union in Puducherry to manufacture ice-creams there.

• The 13 district cooperative milk producers' union today prides to have 2.79 million members handling 11.22 million litres of milk per day.

• The total milk production in 2008-2009 was 3.05 billion litres.

PRESENTED BY :-NAMES

SAKINA BHARMAL

BINDIYA CHOTRANI

AKASH HINDUJA

SURBHI JOSHI

MANISHA MELWANI

NIKHIL NAGPAL

MANIK SINGAL

NAMRATA VALECHA

ROLL NOS.

09

13

20

24

40

47

57

58