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Amul

Amul is a leading dairy brand in India known for products like butter, milk powder, ghee, and ice cream. It has a sales turnover of 9774 crores (US $2.2 billion) as of 2010-11. Some of its key strengths include a large technical workforce, strong demand, reasonable margins, and flexibility in product mix. Opportunities exist in value-added products and exporting to countries like Bangladesh and Sri Lanka. Weaknesses include issues with distribution, perishability, and competition from other players.

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Isha Agarwal
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103 views1 page

Amul

Amul is a leading dairy brand in India known for products like butter, milk powder, ghee, and ice cream. It has a sales turnover of 9774 crores (US $2.2 billion) as of 2010-11. Some of its key strengths include a large technical workforce, strong demand, reasonable margins, and flexibility in product mix. Opportunities exist in value-added products and exporting to countries like Bangladesh and Sri Lanka. Weaknesses include issues with distribution, perishability, and competition from other players.

Uploaded by

Isha Agarwal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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AMUL means "priceless" in Sanskrit Amul products have been in use in millions of homes since 1946.

Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. Amul s Sales Turnover in 2010-11 was Rs. 9774 Crores (US $ 2.2 billion)

Strengths Technical manpower - Professionally trained, technical human resource pool, built over last 30 years Demand profile - Optimistic Margins - Quite reasonable Flexibility of product mix- With balancing equipment, new products can be added Availability of raw material- Abundant; presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper channelization Ablity to understand changing customer needs

Weaknesses Problem in distribution Perishability - Pasteurization has overcome this weakness partially. UHT gives milk long life Lack of control over yield- Theoretically, there is little control over milk yield Logistics of procurement - Bad roads and inadequate transportation facility make milk procurement problematic Problematic distribution Competition - With so many newcomers entering this industry, competition is becoming tougher day by day Low income from chocolates

Opportunities Flexibility in market- Already introduced value added products likeshrikhand, ice creams, paneer, khoa, flavored milk, cheese; can explore in the areas like baby foods, geriatric foods, milk proteins, dairy sweets, etc.

Export potential - Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East

Threats Milk vendors Other competitors like Nestle (chocolates, butter), Pizza hut & Dominos (Pizza), Nirulas (Ice cream)

The strengths and opportunities mentioned in this SWOT analysis outweigh the weaknesses and threats.

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