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
Submitted to :- Prof. Anita Boabade Mam
Topic : -
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
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
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.
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.
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.
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.
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
Business is situated at a declining stage.
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.
Robust Supply Chain
The vast and complex supply chain Hierarchical network of cooperatives Stretches from small suppliers to large
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