A STUDY OF THE STRATEGY OF A

COMPANY WHEN THE COMPANY

HAS GAINED OR LOST COMPETITIVE
ADVANTAGE

Presented By:
Harvinder Singh Gill
Rosismita Laskar
Vishal Roy(J)
Mrinal Kr Prakash
Pritam Saha
 Amul stands for Anand Milk Union Limited
Formed in 1946
Is a dairy cooperative movement in India
Managed by Gujarat Co-operative Milk Marketing Federation
Limited (GCMMF)
Based in Anand, Gujarat
Jointly owned by 2.6 million milk producers in Gujarat
Spurred the White Revolution of India
Dr. Varghese Kurien, former Chairman of GCMMF is the
man behind the success of Amul
 Amul

Dairy Non-Dairy

Fresh milk Veg. Oils

Milk Drinks &
Desserts Snacks
Cheese
Instant Foods
Products
Bread Spreads
 High Quality, Low Price
Approx. 2.6 million producers
STRENGTHS Robust distribution network
Highly diverse product mix

Short shelf life of the products

Highly complex supply chain system
WEAKNESSES

Still have scope in the International Market

Can introduce new products to its existing product range
OPPORTUNITIES Can use online sources to sell the products

Growing price of milk may lead to a surge in the prices of the products
Strong competitors like Nestle, Britannia etc.
THREATS
 Strong base of Consumers have
customer loyalty and other options like
setting up a dairy other players in
industry requires a the market and
huge capital
local milkmen
Threat of new Bargaining Power
entrants of Buyers
LOW Rivalry among
HIGH
competitors
HIGH
Many players in
the market and
local milkmen

Threat of Bargaining Power

Substitutes of Suppliers
Dairy industry has a MODERATE LOW Most suppliers are
significant upper hand in
the drinking arena but at rural people
the same time setting
up a dairy industry is not
quite easy