Swot Analysis Of Amul

Introduction:

AMUL was Formed in 1946, It has started the Dairy Cooperative movement in India and formed an Apex Cooperative Organization, Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF), owned by some 2.1 million milk producers in Gujarat, India.

AMUL is one of the largest milk and milk based products manufacturer in India. It is Known to be the founder of the white revolution in India, AMUL has some strong products and brands up its sleeves, strongest of them being AMUL ice cream. Similarly, the Milk & Dairy products company has a very in depth product portfolio including cheese, butter, curd, chocolates, ice cream, and others.

Objective of AMUL:

The objective of AMUL, is to encourage White Revolution in the country and make

Excellent brand equity – AMUL is a beloved brand over the years and the contribution of AMUL girl and her outdoor ads should specifically be mentioned here.

Excellent quality management – even though AMUL has such a wide and large distribution network, hardly any quality complaints come for AMUL.

Strong distribution network – This is one company which is strong in urban as well as rural areas. You will find AMUL present even in small towns and villages.

Weaknesses in the SWOT analysis of AMUL

Cost of Operations – AMUL’s operation is huge. And so is the cost. Plus the sector is such that maintaining margins becomes difficult day by day. Thus, to face competitors, it needs to maintain the operations in the same manner it is carrying out today. It is not a weakness but a constant challenge for AMUL. In fact, during summers, AMUL faces severe shortage of supply.

Chocolates – AMUL 's expansion to chocolate has failed and hardly any product of AMUL chocolates are sold in the market. AMUL needs more products to expand its product line and increase its bottom

Its product portfolio is comprised mainly of Dairy products. AMUL butter, AMUL cheese and AMUL ice cream are cash cows for AMUL as they have the major market share in their product category. AMUL ice cream is amongst the top 10 ice cream brands of India.

Price in the marketing mix of AMUL – AMUL has a strategy of low cost pricing. whereas, in the case of AMUL, when AMUL started, there were no national competitors and the dairy market was confused. During the introduction stage itself, AMUL had a vision to provide their products to customers at its best affordable rates. And the same vision is in place even today.

Place in the marketing mix of AMUL– AMUL has a vast distribution network because its ice creams, milk, butter and cheese is found everywhere. As it is a FMCG product, it follows the methodology of breaking the bulk. The first factory output is in bulk. Later on this bulk becomes smaller and smaller and finally one individual slab of butter or scoop of ice cream is sold at retail