Hrm Ppt

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UNIVERSITY OF MUMBAI’S ALKESH DINESH MODY INSTITUTE FOR FINANCIAL & MANAGEMENT STUDIES 2

NAME OF THE STUDENT AHSAN KHAN AJAY DHUTAWALE ARUN IYER ANAS KHAN VIKAS GUPTA VIVEK KAMBLE

ROLL NOS 45 11 28 48 25 39

SYBMS SEM II

SIGNATURES

Submitted to :- Prof. Anita Boabade Mam

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Topic : -

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I would like to express my special thanks of gratitude to my Prof. Anita Bobade Mam as well as our Director who gave us golden opportunity to do this wonderful project on the topic “BCG Matrix of AMUL”. While studying this project I gained lot of knowledge and information. Secondly I would also like to thank my Parents and Friends who helped me a lot in finishing this project within the limited time. I have made this project not only for marks but to also increase my 5

ACKNOWLEDGEMENT

Contents
 What is BCG Matrix?  The BCG growth- share matrix  STARS  CASH COWS  DOGS  QUESTION MARKS  History of Amul  Reasons for Success  GCMMF – Over View  Facts  Amul - Business Model  SWOT Analysis  Customer Based Market Segmentation  Industry Based Market Segmentation

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Contd…….
 Advertisements  Mix… Product for every one  Product Mix of Amul  Amul - Product Diversification  The 3 C’s…  Amul – BCG Matrix  Amul – Product Portfolio  What more can Amul do?  Benefits  Limitations  Conclusion  Bibliography 7

What Is BCG Matrix?
 BOSTON CONSULTING GROUP (BCG)

MATRIX is developed by “BRUCE HENDERSON “of the BOSTON CONSULTING GROUP IN THE EARLY 1970’s.

 According to this technique, businesses or

products are classified as low or high performers depending upon their market growth rate and relative market share.

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THE BCG GROWTH-SHARE MATRIX
 It is a portfolio planning model which is based on

   

the observation that a company’s business units can be classified in to four categories: Stars Question marks Cash cows Dogs

 It is based on the combination of market growth and

market share relative to the next best competitor.
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STARS
High growth, High market share
 Stars are leaders in business.  They also require heavy investment, to maintain its large

market share.  It leads to large amount of cash consumption and cash generation.  Attempts should be made to hold the market share otherwise the star will become a CASH COW.

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CASH COWS
Low growth , High market share
 They are foundation of the company and often the

stars of yesterday.  They generate more cash than required.  They extract the profits by investing as little cash as possible  They are located in an industry that is mature, not growing or declining.

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DOGS
Low growth, Low market share
 Dogs are the cash traps.  Dogs do not have potential to bring in much cash.  Number of dogs in the company should be

minimized.
 Business is situated at a declining stage.

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QUESTION MARKS
High growth , Low market share
 Most businesses start of as question marks.  They will absorb great amounts of cash if the

market share remains unchanged, (low).  Why question marks?  Question marks have potential to become star and eventually cash cow but can also become a dog.  Investments should be high for question marks. 14

History of Amul
 Amul (Anand Milk Union Limited), formed in 1946, is a

dairy cooperative movement in India.

 It is managed by Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF).

 AMUL is based in Anand, Gujarat and has been a sterling

example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development.

 Amul has spurred the White Revolution of India. It is

also the world's biggest vegetarian cheese brand.

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Success!!
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Robust Supply Chain
 The vast and complex supply chain  Hierarchical network of cooperatives  Stretches from small suppliers to large

fragmented markets

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