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

1.0 Introduction1.1 basis of the Industry The dairy patience plays an principal(prenominal) role in the socio-stinting festering of India. The dairy industry in India is instrumental in providing cheap nutritional food to the colossal population of India and kindredwise generates huge drill opport building blockies for battalion in rural places. The Department of Animal Husbandry, dairy farming, and Fisheries, which f eithers under the primordial Ministry of Agriculture, is responsible for on the whole the matters relating to dairy development in the land. This department pull up stakess advice to the enjoin goernments and nitty-gritty Territories in formulating programs and policies for dairy development To keep focus on the dairy industry a premier institution k nowadaysn as the subject field 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 dai ry development in the country and attract youthful enthronizations. 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 racy re trolls to the investors. The reasons why the industry has huge potential for attracting new foreign investment ar 1. There is a basic raw real(a) guide for the dairy industry that is, take come to the fore is avail up to(p) in abundance. 2. India has a sizable run of technic tout ensembley skilled laborers.3. There is an light-colored availability of expert al-Qaida. 4. India has wholly the detect elements required for a free merc glide byise system.1.2 go with HistoryAMUL was set up in 1946 and its full form is Anand draw-producers Union Ltd. The Brand Amul is a movement in dairy conjunct in India. The management of the brand name is d whiz by the Gujarat accommodating draw Marketing union Ltd (GCMMF) which is a co operative organization establish in Gujarat.1.3 synopsis of Vision and MissionVISION liberate our farmers from economic oppression and leave them to change stateity. MISSION Dairy cooperatives of Gujarat turn everyplace to be Rs. 27,000 crores by 2020.Objective To en surely that the maximum shargon of the consumers rupee goes prohibitorse to the draw producers. After analyzing the vision and mission of the caller-up it is pretty sure that the company would strive to expand its diffusion network, would involve its men in creative merchandising, plan for consumer education and product innovation, would leverage efficaciously on rising levels, grow affluence among Indian consumers and would tap the rising film for new nourish added products.1.4 About AMUL1.4.1 LocationAmul is located in the Anand club which is in the state of Gujarat and it has set up itself as a work for development in the rural aras. For Amul brand has started the White rotation of India which has su pported to rag the country the biggest manufacturer of take out and its by products in the firm conception. Amul has around 2.6 million producer members and the total capacity for handling take out is around 10.16 million liters e very twenty-four hour period. The brandscapacity for milk drying is around 594 Mts. individually day and its capacity for cattle feed manufacturing is nigh 2640 Mts. each day.1.4.2 Product PortfolioAmul is the biggest brand in the pouched milk welkin in the world and in India it is the biggest food brand. Amuls range of products includes milk, ghee, milk powders, curd, ice cream, paneer, cream, chocolate, stop, providedter, and shrikhand.1.4.3 Brand UmbrellaThe discordant brands of Amuls bread spreads ar Amul light-colored, Amul justter, and Delicious Table Margarine. The Brand Amuls milk drinks ar mete out under various names such as Amul Kool, Amul Kool Cafe, Kool Koko, Amul Kool hot chocolate draw, and Amul Masti Spiced Amuls powder milk is sold under galore(postnominal) names the wish well Amulya Dairy Whitener, Sugar tea leaf Coffee Whitener, Sugar skimmed Milk Powder, and Amul Instant integral Cream Milk Powder.The brands cheeses be similarly sold under various names such as Gouda Cheese, Amul Cheese Spreads, and Amul Emmental Cheese.Amul Brands desserts ar sold under some names like Amul Basundi, Amul Lassee, Gulab Jamun mixing, Amul Shrikhand, and Amul Ice Creams.1.4.4 Business MarketsAmul exports its products to various countries such as USA, Australia, Mauritius, China, Hong Kong, Singapore, UAE, and Bangladesh.Amul has often had a finical connection with the film industry. A pungency of some of the brilliant Amul adverts over the years is as follows-2.0 Environmental outline2.1 STEEP AnalysisThis STEEP analysis provides conpennyrated culture around Social, Technological, Economical, Ecological and Political aspects that effect Amul directly or indirectly.2.1.1 SocialAmul has effect socia l change at the village level i.e. people basis in line to deliver their milk without trying to take ill-judged cuts. They do not complain if they halt to stand behind an secure in the line. Hence, the cooperative has thus given a deathblow to the class system in its own way. Also Amul provided women an opportunity to guide a voice in the home economy as they argon the major(ip) participants in the program.2.1.2 TechnologicalGCMMFs engineering strategy is characterized by four-spot distinct components New products, Process technology, Complementary assets to enhance milk mathematical product, E-commerce GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ Internet technologies to implement B2C commerce. Customers bottomland order a variety of products through with(predicate) the Internet and be assured of seasonably delivery with cash payment upon receipt. An separate e-initiative underway is to provide farmers admittance to information re lating to food markets, technology and best practices in the dairy industry through net enabled kiosks in the villages. GCMMF has also enforced a Geographical instruction System (GIS) at both ends of the fork up chemical chain, i.e. milk solicitation as precede as the marketing process.2.1.3 EconomicalGCMMF proved that efficiency of co-operatives mountain achieverfully counter the recessionary trends of the economy thereby ensuring consistent upkeep to the farmer producer and offering appreciate for money products to its consumers. For the third consecutive year, it has posted a double digit outgrowth turnover extend to Rs. 6700 crores. Pandemic economic turmoil has taken its toll, as inter study monetary values of every(prenominal) major dairy products ingest chastend drastically in recent months. yet, with its cunning focus on house servant Indian market, Amul has successfully insulated Indian farmers from all the turbulence in global dairy trade. It is already providing the best booking option for displaced workers from urban manufacturing sector, who later on losing their jobs due to recession, take a shit started reverse migration from cities stick out to villages2.1.4 EcologicalGCMMF could foresee the impact of downstairs normal monsoon in appalling 2009 itself and started planning to go along milk production, procurement and inventory levels. Also, at a judgment of conviction when due to lower production of ce echts, fodder wrongs had jumped almost two-fold, GCMMF raise the supplies of cattle-feed to milk producers and maintained its prices below cost and were able to provide give away returns to the milk producers to scourge the stress of draught2.1.5 PoliticalTussle for the chairmanship of Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), the apex marketing body, emerged as the pump issue among political parties. These parties planned gain entry into the cooperative giants affairs. Mr. Bhatol, who was enjoy ing his second terzetto-year circumstance,was a consensus put forwarddidate tolerate year, even as the main political parties failed to choose a new head. Now, save a year after his taking over for the second term, Mr. Bhatol is under pressure to relinquish the office.2.2 Issue Priority MatrixFig 1 Issue Priority Matrix for Amul2.3 Porters Five Forces baby-sitFig 2 Porters Five Forces Model1. bargain Power of SuppliersGCMMF is a cooperative, which means it conducts business by collecting from grownup procedure of individual farmers who rely upon the cooperative to give them make better price for their produce. Therefore the bargaining power of such suppliers is low. Twenty nine lakhs milk producers gain prouder profits completely through the co-operative which in turn drives down their bargaining power.2. rampartgaining Power of BuyersThere ar already other co-operatives existing in India, having their own established brands, which reduce the the true of current cust omers, thereby increasing their bargaining power.3. Rivalry Among CompetitorsThe market is extremely competitive, existence of several players which have already established channels and partners ever push the envelope. The competition exists locally, nationally and internationally.4. Threat From SubstituteAlthough no real substitute exist for milk, however competition offers low priced products as tumefy as variety, from skimmed milk to full cream as substantially as milk powder.5. Barriers To EntryThe competition among existing players is very brutal and grown over the years from collection of more than and more producers. The producers only supply to such established brands due to their reach and ability to enlarge profits. Also the industry is bang-up intensive a presbyopic with several wakeless barriers. Although an innovative2.4 Industry MatrixKey Success Factors Weight Amul Amul Score engender buzz off Dairy heavy Score 1. Strong supply chain partnerships 2. Effi cient control and coordination of the network 3. High returns for the suppliers 4. Use of technology to lap problems 5. Infrastructure 6. Marketing 7. Product part 8. Wide product portfolio 9. investiture and choices 10. Product availability 0.10 4.0 0.40 3.0 0.30 4.0 0.40 0.05 4.0 0.20 4.0 0.20 3.5 0.17 0.03 0.04 0.20 0.25 0.18 2.5 3.0 5.0 5.0 5.0 0.075 0.12 1 1.25 0.90 3.0 4.0 4.0 2.5 3.5 0.90 0.16 0.80 0.625 0.63 5.0 4.0 5.0 5.0 4.0 0.15 0.16 1 1.25 0.72 0.05 3.5 0.175 4.0 0.20 3.5 0.17 0.05 4.0 0.20 5.0 0.25 5.0 0.25 0.05 4.0 0.20 5.0 0.25 5.0 0.25 Rating nuzzle hold tight ScoreThe central success reckons of Amul in the industry affect industry rivals ability to expand in the competition, raw material availability, packaging, cost, marketing, product design, com postal service & credibility, quality and others. These factors atomic number 18 very critical and all players like have to control over them. They change from epoch to time and affect the pays and the compe tition.The current industry matrix puts Nestle at the top among others. Although the matrix is not exhaustive and does not include all market leading companies, it still shows where the gaps atomic number 18 and the critical success factors. Nestle takes the lead because of in high spirits quality products and aggressive marketing, also the standards and technology apply by Nestle is superior than Amul or Mother Dairy, which are domestic brands. Products availability is important factor, since even one miss pushes the customer to test a different competitor. Amul however is not far behind and raise catch up in areas of technology and marketing.2.4 Key Success FactorsThe key success factors of the Amul industry are those things that affect industry members ability to prosper in the market place-accessibility to raw materials, packaging cost focus, advertizing, product design, reputation & credibility, quality control, strategical alliances, are ultimately so important that all firms in the industry moldiness pay close attention to them. These key factors of success are critical in the dairy industry inparticular, as they are the factors that shape whether a company forget be monetaryly and competitively successful. These critical factors may vary from time to time within the industry as driving forces and competitive conditions change. After designing the weighted grade for all three companies, it seems that Nestle has got the highest weighted score compared to the other two companies. This is because Nestle is able to achieve a high score in product availability success factor and Advertisement success factor. Nestle plays a lead role in advertisement. Their marketing strategy is to reach each and every one through advertisements. They evanesce a lot in terms of Advertisements. While good go forth plays an important role for Amul, as its been in the market from past three generations, so the advertisement is the least role for their strategy. Still Amul does come up with taglines of movies and current affairs.3.0 Factor Analysis3.1 Internal Factor Analysis thickset (IFAS)Internal factors Strengths1. Wide diversity of 0.15 5.0 0.75 Expansion opportunities 0.15 0.10 5.0 4.5 0.75 0.45 low overall cost market leader accessible products 2. Economies of scale 3. Largest co-operativeWeightRatingWeighted ScoreCommentsfor milk products 4. Strong supply chain 5. Leading national player 0.05 0.05 4.0 3.5 0.20 0.17 Strong network wide consumer supportWeaknesses1. Lack of scalability 2. piteous control over milk yield 3. Transportation delay 4. wanting(p) technology 5. Low investment Total 0.15 0.10 0.10 1.00 3.5 3.5 2.5 0.52 0.35 0.25 3.86 0.10 0.05 3.0 2.5 0.30 0.12 Saturation Bovine cosmos Road Infrastructure Old technology No newer investmentsIn the croak few years, the cooperative has successfully launched several new product lines, which have been touristy among different age groups. In order to leverage from their statistica l distribution network, to optimize market supervision expenditures, to achieve increasing efficiency trance keeping the distribution infrastructure lean, foc utilize and productive, the amalgamation of its different distribution networks was done. Control over supply chain with industry best practices makes Amul the market leader in dairy products in India. Amul has 14 composed social cohesion, employment opportunities, societal infrastructure, milch animal rearing practices, hygiene and sanitation sensory faculty through safe milk concepts etc. Milk products create an integral weakness, which is perishability. The product can lose quality in a elegant time scope, therefore several other strengths relating to storage, movement and related logistics have to be betterd. Another weakness is that some of the products are very unpopular and cannot compete with other players this weakness is in terms of frozen products, which are considered low in quality. The marketing for these pro ducts is missing and does not appropriately position it. Technology and transportation remain basic weaknesses which mar the efficiency of the perfect supply chain.3.2 External Factor Analysis Summary (EFAS)As a Global enterprise, Amul will be meeting global demands and ensure great productivity and the opportunity to enhance integration in order to enlarge efficiency and effectiveness in the business. It already has wide geographic positions and thence this will give it an advantage to get access to gain nominal head in mature markets. Efforts to exploit export potential arealready on, as Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. By following the new GATT treaty, opportunities have adjoind enormously for the export of agri-products in general and dairy products in particular. Local competitors are the major problem facing by Amul. They fail their products at a lower price, since being a low capital company they have fewer expenses to take car e of. Secondly as the environmental costs are rising day by day, its getting tough to carry the same set throughout. Thus edged down the extra cost will surely help. Adulteration is also a major threat to quality that takes place due to unlearned farmers from remote villages.3.3 Strategic Factor Analysis Summary (SFAS)There are certain strategic factors, which are with a long-term mission, and some command to be addressed in the short term. There are other factors, which do not fall into either of the terms mentioned above they are classified as intermediate term. 163.3.1 Short TermThe strategic factors that the company needs to satisfy in the short run are Economies of scale as it can change by building few more storage capacity at their new projects. This will also benefit in global involution of the company. As short term defines a period of a year or so, the solution should be found within a year for a suitable success.3.3.2 intermediate TermThe strategic factors that the company needs to consider during this term are lower yield management, supply chain demand and rising environmental costs. These are classified into intermediate duration because the company must be able to pound its weaknesses, make use of the opportunities and defeat the threats. All this must be done at the right time to ensure high-octane results. In this case the factors are such that the earliest (short term) might not be the best decision to make, as the duration might not be sufficient to overcome all the issues with a clear outlay.3.3.3 unyielding TermThe strategic factors that the company needs to satisfy during this period are the strength of having a wide range of products. They must be able to continue to maintain some products varieties and build on them efficiently. utilize R & D (Research and Development) to overcome the problem of pasteurization as healthy as satisfying growing global demand is not an easy occupation and hence requires time and efficiency t o meet the needs globally. perish but not least is over culmination the threat of competitors in the long run.4.0 SWOT Analysis4.1 StrengthsDemand profile Absolutely optimistic. Milk being a necessity product, thedemand will stay and the sales at GCMMF are encumber to increase over a period of time. Margins Quite reasonable, even on packed liquid milk. The margins are enough Flexibility of product commixture Tremendous. With balancing equipment, GCMMF Availability of raw material Abundant. Presently, more than 80 per cent of to limit the entry of potential entrants.has kept adding a wide swan of products to its product line. milk produced is flowing into the unorganized sector, which requires proper channelization. Amul & GCMMF have leveraged this and has got itself a strong base of suppliers who provide them milk throughout the year. Large number of dairy localises in public and cooperative sectors besides several others coming up in the private sector would result in competi tion. Because of this the end consumer would benefit and a good product mix would emerge. Technical manpower Professionally trained, technical human resource pool,built over last 30 years is the strength that GCMMF has. The employees of GCCMF are highly recognized in the industry and have earned name for themselves as well as the federation. Enhanced milk production Increase in the milk production with consequentlyincreased availability of milk process has led to increase in consumption and faster access to the consumers through effective distribution. The technology is brought from Denmark and the production of milk has benefited from that. Transportation The transportation facilities and the easy availability of thespecial trucks have provided a boost. Cold refrigerated trucks are there in place and the warehouses also have the nippy storage facilities that facilitate the transportation. massive resources Country has vast natural resources which offer bigpotential growth and de velopment for dairying. Moreover the financial resources available with the federation are immense and the reputation is such that in case of any further requirements, it can approach any institution and raise any form of capital. change magnitude purchase power and changing tastes of the consumers Thepurchasing power of the residents is increasing. As a result a lot of products are being consumed. Moreover, the consuming habits are changing. Asa result, the demand for products such as butter and cheese is increasing at a very rapid rate.4.2 WeaknessesPerishability Pasteurization has overcome this weakness partially. UHT givesmilk long animateness. Still perishability is there at the milk vendors end. This does result in loss of some production. But Amul Dairy is taking steps to store milk at the vendors end. Surely, many new processes will follow to improve milk quality and tense its shelf life. Lack of control over yield Theoretically, there is comminuted control over milk yiel d.A lot depends upon the monsoon in the country. This is because of the quality of cattle feed that would be available will not have the required nutritional content. Steps are taken to provide knowingness regarding these and the penetration of quality feed is being increased. Moreover, increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices, coupled with high income to rural milk producers should automatically lead to improvement in milk yields. Logistics of procurement Woes of bad roads and inadequate transportationfacility make milk procurement problematic. All these factors lead to perishability of the procured milk. But with the overall economic improvement in India, these problems would also get solved. Erratic power supply The erratic power supply would cause harm in the developing systems There still exist underdeveloped raw milk collectionprocessing of milk.systems in some parts of the country. How ever steps are being taken such as setting up of cold storage points at key collection centers to combat the situation. Lack of proper implementation Dairy development programmes have notbeen fully implemented as per the needs of the region in different agro-climatic zones.Infrastructure The infrastructure that is available is not up to the current world Also inadequacy of infrastructure for offering dairy business managementstandards.programmes to the trained force-out is creating a hindrance.4.3 OpportunitiesFailure is never closing, and success never ending. Dr Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met bankruptcy headon, and now he clearly is an example of never ending success. If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped Competition With so many newcomers entering this industry, competition isbecoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to cut up out their niche. Moreover due to competition, there is a chance to better serve the market with innovative products. Value addition There is a phenomenal scope for innovations in productdevelopment, packaging and presentation. Given below are potential areas of value addition oSteps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building.Addition of polished products like yoghurt and cheese lend further strength both in terms of utilization of resources and presence in the market place. hitherto another aspect can be the addition of infant foods, geriatric foods and nutritional.Export potential Efforts to exploit export potential are already on. Amul isexporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Follow ing the new GATT treaty, opportunities will increase tremendously for the export of agri-products in general and dairy products in particular. There is a strong basis of cost efficiency, which GCMMF can leverage in the world market. Markets The market for the traditional as wells as processed dairy products isexpanding both at the domestic and international front.IT support Software is now available for project formulation for dairyenterprise. It has also computerized its production processes. Mother Dairy was the first fully computerized dairy in India. In its Anand plant all products are processed computerized, which does not have any hand touch during any stage of process.4.4 ThreatsMilk vendors, the un-organized sector Today milk vendors are occupyingthe pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. Infestation There are increasing incidents of chemical contaminants as well as role The quality of the milk is found to be poor as compared to theresidual antibiotics in milk.international standards. One of the reasons for these tally to the EU and America is the method of milching the milk. In these nations the milk is hands by the farmers owning the cattle do milched with the help of machines, while in India. Exploitation The slackening of the Dairy Industry is likely to be exploited bythe multinationals. They will be interested manufacturing the milk products,which yield high profits. It will create milk shortage in the country adversely affecting the consumers. subsidy by Western Nations There have been incidences wherein theWestern nations subsidizing the dairy products by a few means like transportation. Because of such reasons the final price of the product goes below the prices prevailing in the Indian Market. Hence it proves a threat to GCMMFs and other Indian dairy products. Creation of Non tax Barriers by Develo ped Nations The DevelopedNations have created Non Tariff Barriers related to Quality of the milk specifically. They want that the milk be processed with potable give vent and Water. They also want that the milching of cattle be done with the help of machines. However this type if system is yet to evolve in India. Because of these reasons they are simplification the market potential of Indian made products, where GCMMF holds a lions share.The study of this SWOT analysis shows that the strengths and opportunities far outweigh weaknesses and threats. Strengths and opportunities are primitive and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients Entrepreneurship (the ability to take risks), modern approach (in product lines and marketing) and Values (of quality/ethics).5.0 TOWS Analysis5.1 SO Strategies (Maxi-Maxi)Amul can use the strategies that have been formed after in-depth strategic analysis of the company and i ts industry. Some suggestions in this casewould be to increase productivity by using cost effective manufacturing techniques. Also, increase demand for their products world over by first gaining more exposure to the global market. With the use of expansion strategy, it can overcome the location issue, as Amul can expand more areas and it will make the distribution of channel areas easier and convenient.5.2 ST Strategies (Maxi-Mini)Amul must put into treat some of these strategic options to meet the threats using its strengths. Product differentiation is very important to differentiate Amul from the competitors, as it can tackle down the competitors product if Amul products are more outstanding and different from its competitors. Options available can be classified as product elimination and variegation strategy, value marketing strategy and also developing hygienic processing facilities. These are some of the main areas of focus under this section.5.3 WO Strategies (Mini-Maxi)The s trategies formulated to overcome the weakness through opportunities are increase of opportunity through new GATT treaty, develop new process to improve the quality and shelf life of milk and milk products, this can be achieved through pasteurization, homogenization and many other processes like producing UHT milk etc. finally to also increase awareness of scientific developments.5.4 WT Strategies (Mini-Maxi)The strategies that have been formed to overcome the weakness and threats in Amul company and the dairy industry as a whole are to apply efficient and economical procurement of products. Secondly, to have control over the logistics and to maintain them efficiently. Lastly, create the right type of product positioning for the various product categories that Amul deals with.6.0 incorporated and Operational Strategies6.1 Corporate StrategyThe strategic factor that the company satisfies is the strength of having a wide range of products. They must be able to continue to maintain man y products varieties and build on them efficiently. Using R & D to overcome the problem of pasteurization as well as satisfying growing global demand is not an easy task and hence requires time and efficiency to meet the needs globally. Last but not least is overcoming the threat of competitors in the long run. new-made Strategic choice of Amul consist of moving consumers from lose milk to package milk and gradually move them up the value chain, strong supply chain design and improving the socio-economic condition of the consumer anchors the desire to enhance lifestyle.Placing a product in that part of the market where it will receive a favorable reception compared to competing products is the most recent strategy implemented by Amul. In case of Amul it has a positioning strategy and it is The taste of India. This had created value for everyone in value chain, be it customers or the suppliers/farmers. The USP for Amul is Quality with affordability, which appeals to most of the tar geted markets. Amul positioned itself with Indias first pro-biotic wellness ice cream and sugar free delights for diabetics.This was based on good strategies of positioning which helps increase awareness and also improve brand image. They expanded their products in terms of those that can be used even by those who are restricted from consumption due to medical examination reasons. Amul also priced their products such that it made competitor Kwality Walls rethink their marketing/pricing strategy. This type of product positioning has proved beneficial to Amul and so they must come up with many more of such ideas and products that can help them move forward.6.2 Operational Strategy6.2.1 Marketing StrategiesGCMMF has become very popular because of its keen marketing strategy. GCMMF marketing strategy is to understand the consumer needs, develop products that provide superior value at fewer prices. GCMMF has shown a tremendous commitment to the floodwater situations. GCMMF has never st opped the supply of milk and other milk products. And conflicting other competitors, it has never taken wrong benefits in these kinds of situations. It has developed an excellent distribution channel to provide its products to the consumers. It has made its products available in each part of Gujarat & India. GCMMF has an excellent distribution. It is its distribution channel, which has made it so popular. GCMMFs products like milk and milk products are perishable. It becomes that much important for them to have a good distribution.Wholesaler r Retailer ConsumerFig 3 distribution ChartThe products change hands for three times before it reaches to the final consumer. First of all the products are stored at the Agents end who are unmixed facilitators in the network. Then the products are sold to wholesale dealers who then sell to retailers and then the product finally reaches the consumers.6.2.2 Finance StrategiesFinancial management is that managerial activity which is concerned wi th the planning and controlling of the firms financial resources. Finance is nothing to other but the money. Money is necessary comment for economic activities. In the other wards Finance is the common denominator for carrying out vast range of corporate objectives. This is a co-operativeunit, so the finance is raised from members by a way of share capital. In this share capital is limited. This unit has invested so many rupees in the structure of organization. Amul has a long-term finance project.6.2.2.1 Financial Details Name of Bankers1. The Kaira District Central Co-operative Bank Ltd. 2. postulate Bank of India 3. State Bank of Saurashtra 4. UTI Bank Ltd 5. Corporate Bank6.2.3 human beings Resource StrategyThe success to any industrial unit depends upon their effective strength department. Personnel department is basically commercial with human resource of an enterprise and it also continues procurement, development, non-monetary comparison, integration and maintenance of t he personnel purpose of component part towards the accomplishment of the organizations major goal and objectives. Amuls enlisting and selection process is very systematic and comprehensive. All division head in inform about their manpower requirements. According to the requirement of the personnel division they get require employees by resources like postal operate employment exchange education institution and advertisement. Amul Dairy receives lots of applications in response to their advertisement. These forms contain general information about the candidates. Then forms are to be checked 27by authorized person and after scrutinizing eliminate the unqualified applications. Short listed Applicants are called for personal interview. Interview committal conducts this interview. When applicants are too many, then they conduct a written test. Those who down this test are called for interview and are selected on the basis of chichi selection process.6.2.3.1 Sources of Recruitment By giving advertisement in intelligence operation papers Labour Union Voluntary Organization Leasing Contract snobby Employment Agency Government Employment Exchange School, Colleges, Universities and Professional Institutes recommendation of present Employee Recruitment as Temporary Workers7.0 Future Strategies Expanding the processing and packaging capacity to meet growing demands. In a bid to core up volumes, Amul is also extending its distribution network to reach new markets. The core strategy is to further consolidate the operations in existing markets which includes Kolkata. Also, it is beefing up the marketing and advertising strategy to sustain its leadership. The companys long term strategy also includes foray into South India. To achieve and maintain competitive advantage, innovation in product design and delivery are increasingly essential. To innovate at each stage in value chain production, procurement, processing, marketing and branding. Launching Dair y Demonstration Project which is a collective effort of the Union and Bank. The project envisages encouraging the farmers to use high yielding animals and modern aids to increase production.8.0 References1. Bowonder, B. Prasad, Raghu Kotla, Anup, International Journal of operate Technology & Management, 2005, ICT application in a dairy industry the eexperience of Amul. 2. Dairy Industries International, Aug2007, Amul becomes top Indian co-operative. 3. Dr. Kurien., Amul, The Kaira District Cooperative Milk Producers Union Ltd. Anand, 50 Years of Milk & health. 4. Goldberg, Ray A., Knoop, Carin-Isabel, Sunder, Srinivas Ramdas, Harvard Business School Cases, Nov 1998, Amul and Indias National Dairy Development Board. 5. Bellur, Venkatakrishna V. Singh, Saraswathi P. Chaganti, Radharao Chaganti, Rajeswararao. Long rove Planning, December b1990, The White Revolution How Amul Brought Milk to India. 6. Manikutty, S., Asian Case Research Journal, Dec2002, Gujarat Co-operative Milk Mark eting Federation Ltd. (GCMMF). 7. Wheelen, Thomas L. and Hunger, David J, Concepts in strategic management and business policy, 12th edition. 8. Scholes and Whittington, Exploring Corporate Strategy, 7th edition.8.1 Web References1. www.amul.com/ 2. www.business.mapsofindia.com/sectors/manufacturing/amul.html 3. www.gcmmf.coop/ 4. www.nddb.org9.0 Appendix9.1 List of Products MarketedBread Spreads Amul cover Amul Lite Low Fat Breadspread Amul Cooking ButterCheese RangeAmul pasteurised Processed Cheddar Cheese Amul Processed Cheese Spread Amul pizza pie (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese), Frozen, preserve and Tinned Utterly Delicious PizzaMithaee Range (Ethnic Sweets) Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar LadoosUHT Milk RangeAmul Shakti 3% elaborate Milk Amul Taaza 1.5% plun k down Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul spanking Cream 31Amul Snowcap Softy MixPure GheeAmul Pure Ghee Sagar Pure Ghee Amul Cow GheeAmul babe Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 (6 months above) Amulspray Infant Milk FoodMilk Powders Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee WhitenerSweetened Condensed MilkAmul Mithaimate Sweetened Condensed MilkFresh MilkAmul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow MilkYogi Sweetened Flavored Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Butter MilkRoyal manage Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, KesarCarnival, Badshahi Badam Kulfi, Shista Pista Kulfi)Utsav Range (Anjir, Roast ed Almond) Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate) Natures Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant)Sundae Range (Mango, Black Currant, Chocolate, Strawberry) millennium Ice cream (Cheese with Almonds, Dates with Honey) Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi,Shahi Pista Kulfi, Mawa Malai Kulfi, commonality Pista Kulfi)Cool Candies (Orange, Mango) Cassatta Tricone Cones (Butterscotch, Chocolate) Megabite Almond Cone Frostik 3 layer chocolate Bar Fundoo Range exclusively for kids SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple) Health IsabcoolChocolate & Confectionery Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown BeverageNutramul Malted Milk FoodMilk present Amul Kool Flavoured MilkHealth BeverageAmul Shakti White Milk Food vigorous to Serve SoupsMasti Tomato Soup Masti Hot & Sour Soup deep launchedAmul Ganthiya