Introduction:

SWOT Analysis:

S denotes strengths, W denotes weaknesses, O denotes opportunities and T denotes threats. The brand
image of an organization could be its strength and its inability to reach all the customers could be its
weakness. Generally people focus too much on improves on them. Then weaknesses could become
lesser.

SWOT Analysis aims to identify the key internal and external factors seen as important to achieving an
objective. The factors come from within a company’s unique value chain. SWOT analysis groups key
pieces of information into two main categories:

1. Internal factors- the strengths and weaknesses internal to the organization

2. External factors- the opportunities and threats presented by the environment external to the
organization.

Analysis may view the internal factors as strengths or as weaknesses depending upon their
effect on the organization’s objectives. What may represent strengths with respect to one
objective may be weaknesses for another objective.
The factors may include all of the 4Ps-price,product,promotion and place; as well as personnel,
finance, manufacturing capabilities and so on.

Amul is one of the largest milk and milk based products manufacturer in India. Amul is an Indian dairy
brand originating from the state of Gujrat. It has huge role to play In India’s White Revolution, which
resulted in India becoming the world’s largest producer of Milk. Amul started just in India but because of
it’s growth, it has now expanded to almost countries in the world. The product portfolio includes milk,
butter, cheese, ice cream etc.
Concept & Application:

SWOT Analysis of a company is done to realize the strengths, weaknesses, opportunities and threats of
the company.

Doing the SWOT analysis of Amul, we can see:

Strenghts:
1. Amul has a strong growth as its turnover for previous year increased by almost 18% and growth
revenue by 67% making it the world’s thirteenth largest dairy organization.(Business
Standard,2016).
2. With Amul’s product being popular and being in the market for a while now, it has developed
it’s brand name and their customers are very loyal to the company.
3. Although Amul’s distribution network is wide and dispersed, it has managed to maintain its
quality throughout the world. The credit also goes to the fact that Amul has a very strong supply
chain.
4. Their diverse and wide ranges of products are also one of its strengths.
5. The global mascot (Amul girl) used in their advertising is their icon throughout the world.

Weaknesses:
1. With too many international brands in competition with Amul,it now finds difficult to control its
cost of operation. And thus is facing huge competition especially in international markets.
2. Amul introduced its chocolate a while back but it has not been able to gain the acceptance that
it was aiming for.
3. The shelf life for most dairy products is limited which makes the company vulnerable to losses.
4. Despite the distribution being strong, it is still not dispersed to rural areas.
5.
6. Amul invests very low in terms of advertising.

Opportunities:
1. Since Amul has seen good growth in most of the countries it can further expand in more
countries in terms of exporting their products.
 2. It can still further expand in product portfolio as the company has now developed a brand name.
Investing pulses, spices,grains.
3. Amul can also incorporate advertising in its operation, especially exploring into the emerging
internet and soc ial media marketing trends.
4. Explore the rural areas by working extensively on distribution.
5. Cater to the rising health conscious customers demanding low fat products.

Threats:
1. The local competition in the international markets as well as emerging competition in the local
market from international brands is a threat to the operation of Amul.
2. Major competition faced by Amul is in the ice-cream market with new brands emerging
3. Fluctuating inflation rate in India can affect the market of Amul,as it directly affects the
purchasing power of the customers.
4. The declining economic conditions all over the world can result in losses for Amul.
5. Sometimes there can be seasonal fluctuations in the milk production which can affect the
production of all the products of Amul.

Conclusion:
Amul will be an outstanding marketing organization, with specialization in marketing of food and dairy
products, both fresh and long life with customer focus and information technology integration.

The network would consist of over 100 offices, 7500 stockiest covering at least every taluka head
quarter town,servcing nearly 10 lakhs outlets with a turnover of Rs. 10,000 Crore, and serving several
co-operatives.