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Assignment Bpsm

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Strategic management
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  Business Policy & Strategic Management Assignment On “ GUJARAT CO-OPERATIVE MILK MARKETING FEDARATION LTD. (AMUL, INDIA) ”   Submitted to: Dr. Jaydeep Chaudhari Submitted by: Bhagirath Padhiyar (section-B)  Nancy Solanky (section-B) Sandip Patel (section-B) Department of Business and Industrial Management Veer Narmad South Gujarat University Surat  Business Policy & Strategic Management Page 2 INDEX SR NO. CONTENT Page no. 1. INTRODUCTION 3 2.   VISION-MISSION ANALYSIS 6 3. ENVIRONMENTAL ANALYSIS: External Assessment & Internal Assessment  8 4. STRATEGIES IN ACTION 15  Business Policy & Strategic Management Page 3 CH 1: INTRODUCTION 1.   COMPANY OVERVIEW   India‟s Dairy sector is increasing rapidly  from the beginning of The White Movement in India. The pathfinder of this movement is the foundation of India‟s largest  dairy co-operative society in the state of Gujarat on 1 st  December, 1946 just before the independence of India. The operation initiated on the ground that India is a milk-deficient nation but later on in 1988 it suppressed the production capacity of USA. The story of Amul starts from the backdrop of high demand for milk in Bombay. The major source of income of kaira district in early 40‟s, was milk farming and selling. The one and only private milk supplier, at that point of time was Polson Dairy Limited in that area. Hence a monopoly was created and the poor farmers were exploited by the private trader. To take a stand against this unethical practice they collectively approached to Sardar Vallabhbhai Patel (Indian barrister and statesman and one of the leaders on INC) under the leadership of Tribhubandas K. Patel. Sardar Vallabhbhai proposed them to stop supplying milk to the traders and start their own co-operative society and refer them to Shri Moraji Desai (Indian Activist and 4 th  Prime Minister of India). He then held a concourse and came to a conclusion that the co-operative society will collect the milk first then decide the price according to the quality of the milk. As the government was not reacting to their situation they went on strike for a fortnight and affected the Bombay Milk Scheme. Then with the help of Tribhubandas Patel and Dr. Verghese Kurien (Indian Social Entrepreneur) they lay foundation of Kaira District Co-operative Milk Producers' Union Ltd. in Anand. Farmers started selling their milk to the union. With the help of Dr. H. M. Dalaya‟s innovation of forming skim milk powder from buffalo milk was the first time anywhere in the world contributed on a commercial scale. Within the short span it grows within the Anand districts the neighboring districts. In 1955 the brand name assigned to the union Amul. It came from the Sanskrit word “Amulya” which means invaluable and referred to as Anand Milk Union Limited. Later on to grow the strength it comes under GCMMF (Gujarat Co-operative Milk Marketing Foundation) in 1973. After this movement, Dr. Kurien hailed as „Milkman of India‟. Later on Amul produce and supply its products in the USA as well as Canada and Europe.  Business Policy & Strategic Management Page 4 Amul operates under GCMMF; it is India‟s largest food products marketing org anization and also the largest exporter of Dairy Products. 17 district co- operative milk producer‟s unions are the members of this organization. 2.   MAJOR MILESTONES   1946  –   The first milk union was established 1946  –   District Co- operative Milk Producers‟ Union 1955  –    The brand name selected “Amul”  1973  –   Gujarat Co-operative Milk Marketing Federation established 2013  –   Kaira District Co-operative Milk Producers Union Limited known as Amul Dairy Signed an agreement to establish a plant in Waterloo village in New York. 3.   PRODUCT RANGE   Amul produces a large range of milk products. These products individually cover the largest market share of dairy industry.    Amul milk  –   Amul Gold, Amul Taaza    Bread Spreads  –   Amul Butter, Amul Lite, Delicius Table Margarine    Cheese  –   Amul Processed Cheese, Amul Emmental Cheese, Amul Gouda Cheese, Pizza    Mozarella Cheese,    UHT Milk  –   Amul Gold Milk, Amul Taaza, Amul Calci, Amul Lite    Beverage Range  –   Amul KoolFlavoured Milk, Amul KoolCafe, Amul Kool Koko, Amul    Prolife Butter Milk, Amul Prolife Lassee, Amul KoolLassi, AmulSpiced Buttermilk,     Natramul energy drink, Amul Stamina Can, Amul Kool Milk Shake    AmulPRO  –   Amul Pro    Ice Cream  –  Amul Ice Creams, Amul Flaavyo Frozen Yogurt    Paneer  –   MalaiPaneer , FresfPaneer    Dahi  –   MastiDahi, Probiotic Dahi,Flaavyo,
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