Amul Case Study

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| Amul-GCMMF
“The Taste of India” to “Taste of World”
| |
Project Case
International Business
Ashutosh Singh Khushwaha (GL) | 269
Sachin Maan | 175
Frana James | 219
Paran Gupta| 240
Parth Shah | 249
Pratik Upadhyay|

“The Taste of India” to “The Taste of World”
With a presence in over 40 countries in 2012, Amul has done more than testing its products in the overseas markets. Since its venture into the International markets in late 80s, it has steadily grown in sales and today it has more than Rs.100 crores revenues from exports. Though the world dairy product prices are increasing constantly and the Government of India has banned the export of Milk Powder since February 2011, Mr.R.S.Sodhi, the Managing Director of GCMMF expects exports to increase by 20% on the back of surging demand. Mr.Sodhi, along with the top management of the cooperative now faces several questions which will define Amul’s International strategy for the coming years. With the increasing demand and successful venture in overseas markets, should Amul restrict to export and distribution or partner with/acquire other firms in these countries or should it go further towards becoming a global brand by setting up manufacturing and processing plants across the globe? If so, what products should it manufacture and what should be the degree of localization in order to succeed? Should it stick to dairy products or should it look towards the non-dairy food products as well? How will it source milk and other raw materials in these countries with diverse forms of established dairy networks? These are important decisions that need to be made because they will help Amul realize the goal of becoming world’s leading food brand. Major food brands such as Britannia and Nestle are already eating into Amul’s domestic share. The top management has to decide a strategy that will help Amul compete against world class dairy...
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