SWOT Analysis Of Amul's Supply Chain

SUPPLY CHAIN

Amul 's biggest strength has been the connecting thread with the farmers which has been carefully knitted through these years. The upliftment of the farmers has been a part of their core values which has allowed both the sides to prosper. Thus, starting from this base itself the product goes through village dairy co-op., Dist. Milk co-op. union, State Co-op. Milk Mktg. Fed. and eventually the consumers. The market model of Amul is as follows:

The supply chain of the company has been boosted by the IT in the past years. Dr. B.M. Vyas was the man behind the scene who provided the guidance. Initially the collection centers for the milk in village cooperative societies were brought under influence. Various analysis softwares and

Thus, the company followed low-pricing strategy to build a fair amount of consumer base.

Quality:

It is one of the core values of the company to provide the customer with the best quality product. For this, primarily best practices are being followed across each and every element of the network. Regular Friday Departmental meetings are held to improve on the quality of products and take up the related issues. The benefits include reduction in acidity and sourness of milk, better micro-biological quality of raw milk etc.

Technology:

Amul has always valued its customer preferences and has accordingly changed it 's technology. The components include technology used for processing, complementary technology for increasing the production and e-commerce. Many dairies have installed automated systems and chilling units. Embryo transfers and cattle breeding are done to improve the quality of milk produced. It was one of the earliest firms in India to use internet facilities for online ordering of products (b2c). It provides the farmers access to relevant information which is quite

The company has not invested more than 1% of it 's budget in advertising. However, the unique campaigns initiated by the company have been mesmerizing. The Amul Mascot, a chubby girl wearing a polka dot dress, has been in every mind since years. They have made it an experience for the viewers so that they could emotionally connect to the people. Their catchy tag lines like 'Utterly Butterly Delicious amul ' have been their strength. Everyday issues are boldly brought out and related to the products. Sometimes problems arose but they continue to follow their path. They try to keep it simple. Rahul daCunha, creative head of ad-agency, said, "I didn 't want the hoardings to be pleasant or tame. They have to say something,". Their campaigns always have been a source of humour. They have been successful to bring together all age groups and relish their