Marketing Report of the Amul Company, Including the Swot, Tows, Ifsa, Efas

Powerful Essays
Topics: Milk
Gujarat Co-operative Milk Marketing Federation Limited

M5CST01: Business Strategy
Submitted To:

Mr. M. A. Sanjeev/Mr. Gopi Mennon
Submitted By:

Shivani Pandey 09609007 Pankaj kumar Singh 09609036 Karan Verma 09609086 Ankush Bhatnagar 09609185 Amal Abraham 09609186

2010-2011

1.0 Introduction
1.1 Background of the Industry
The dairy industry plays an important role in the socio-economic development of India. The dairy industry in India is instrumental in providing cheap nutritional food to the vast population of India and also generates huge employment opportunities for people in rural places. The Department of Animal Husbandry, Dairying, and Fisheries, which falls under the central Ministry of Agriculture, is responsible for all the matters relating to dairy development in the country. This department provides advice to the state governments and Union Territories in formulating programs and policies for dairy development To keep focus on the dairy industry a premier institution known as the National Dairy Development Board was established. This institution is a statutory body that was established in 1987. The main aim to set up the board was to accelerate the pace of dairy development in the country and attract new investments. India is a wonderland for investors looking for investment opportunities in the dairy industry. The dairy industry holds great potential for investment in India and promises high returns to the investors. The reasons why the industry has huge potential for attracting new foreign investment are: 1. There is a basic raw material need for the dairy industry; that is, milk is available in abundance. 2. India has a plentiful supply of technically skilled laborers.

3. There is an easy availability of technological infrastructure. 4. India has all the key elements required for a free market system.

2

1.2 Company History

AMUL was set up in 1946 and its full form is Anand Milk-producers Union Ltd. The Brand Amul is a

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