Amul in

GROUP 3
Switzerland

Arturo Garcia 2100716 - Célia De Jesus 2100703 - Jakub Gloza 2101581 - Rajeev Nathan 2100700
 Amul
Anand Milk Union Limited, popularly known as Amul is a cooperative society based in Anand, Gujarat in

India. The company was started with the motive of providing welfare to the farmers and in the process, it

went on to establish itself as one of the most successful brands in India.

Amul was established in 1946 not merely as a brand but a movement too. A movement that gave the

farmers of Gujarat the courage to Dream, Hope, and Live. It was founded with the purpose to stop the

exploitation done by the middlemen “Pestonjee Edulji” who marketed Polson butter.
Dr Verghese Kurein, who is known as the “Milkman of India”, was responsible for turning India from a milk

deficient country to the largest producer of milk in the world today in which Amul has played a key role.

During Amul's 65th annual general meeting- they decided to enter the European markets. The 'Taste of

India' would reach the doorsteps of ethnic South Asians living abroad as the country's premier dairy
cooperative plans to set up manufacturing bases outside India.

Amul will initially produce ghee and paneer." There are around one million Indians and six million Asians

settled in the Europe. We are exploring the country to tap the real market potential of brand Amul, which

is still not realized there," Amul Dairy's managing director Rahul Kumar told TOI.
 Not a member of European Union or Economic Area
Political
Part in European Single Market & Schengen Agreement

GDP in 2021 = $74000 per person

Economical Biggest industries = agriculture, manufacturing, service, banking,
tourism

Main languages = German, French, Italian, Romansh

Social Dependent on workers because they represent a large part of the total
workplace

Technological
Top universities in technology development
Part of a research center

Environmental
Surrounded by the Alps, the Mattherhorn, Lake Geneva, the Swiss Park,
Under intense pressure from industry, agriculture, transport and tourism
PESTEL

Legal
Equal pay for men and women
Great reputation for its independent judiciary
Porter's five Bargaining power of
buyers
High level of
Bargaining power of
suppliers

Oversupply

forces
competition
Reduced cost per
Easily switch from unit
one brand to another
HIGH LOW

Competitive Rivalry Threat of substitutes Threat of new entrants

Intense competition Nestle main

Dairy market is
competitor in
diverse = entry
Competition also on Switzerland difficult
variety & creativity
Emmi AG Large market shares
& loyal consumers
HIGH HIGH LOW
 S W O T

- Low - Health - Serious

- Brand Value
innovation Conscious Competition
- Diversified
- High - Purchasing - Rules and
- Research
Pricing Power Regulations
- Funded R&D


- Pandemic

 SO
STRATEGY Use the strong image of quality and prestige of Amul in the world to enter the
Swiss market. To seek a quality image among consumers and to reduce costs

TOWS
by means of direct production in Switzerland.

ST
To overcome one of the threats in Switzerland such as strong quality, sanitary
and ecological regulations, we will make use of our large team of more than 150
scientists who continue to innovate. Thanks to their work, Amul enjoys the highest
ecological and sanitary guarantees.

WO
The weakness stemming from the difficulty of distribution due to the
geography of the Swiss country will be solved through the alliance with local
distributors.

Once we know the weaknesses, strengths,

opportunities and threats, we can make the WT
TOWS matrix by drawing 4 main strategies to Another necessary strategy for the success of Amul in Switzerland is the
be fulfilled. achievement of an image aligned with the Swiss culture and values, since
consumers promote local consumption.
The main challange will be reducing the cost Consumers in Switzerland
of production as we plan to produce the
producet locally and it is an expensive market
consume national products and
. We assume that the people go to the local
manufactured product. For the price, our
STRATEGIC ISSUES therefore, to attract them, we
must give an image of AMUL
team is betting on a higher price than in the
countries neighboring Switzerland, due to the committed to production of dairy
higher price level of the country, as is normal. items.

Financial Perspective Customer Perspective

Being produced locally we will be
able to internationalize the process
through a hierarchical process, we
can have full control of production,
price, and distribution. This gives us
advantages
The evolution and adaptation of
products to the times and the
market is fundamental to keep
Amul at the top. Therefore, our
team of more than 150 scientists
will be working on new versions of
Actimel and its possible
modifications,

Internal Perspective Learing and growing

perspective
Actions & effects

FINANCIAL CUSTOMER INTERNAL FUTURE

CAPABILITIES
Economic Customer Defective
Investment
value added satisfaction index production
in research

and development
Return - create a survey - map
about satisfaction the number

on sales
with product of defective - research and development

of new flavors
products
- make reports and product types.
PLAN

Our Action Plan seeks to continue the growing

trend that Amul has been experiencing in recent
years, with 4% growth last year. That is why we
look forward to the incorporation of Amul in
Switzerland.
DIRECT PRODUCTION IN SWITZERLAND
Budget of 50 M for the
new factory We are planning the internationalization of
Bern as a location
our company in Switzerland with the
Reduce costs
creation of our own production plant in the
Bern area, as this is the area with the
highest milk production. With this we
achieve proximity to local suppliers and
cost reduction.
DISTRIBUTION AND POINTS OF SALE
Alliances with local
distributors Our distribution plan is based on direct
Own dristribution to
distribution from our production plant in
the main supermarkets
Bern to major supermarkets. However, a
large part of the potential customers are
located in more isolated locations and to
reach them we will use distribution
subcontractors with local entities that have
the necessary infrastructure.
QUALITY LOCAL SUPPLIERS
Goverment licences
Supply contracts We have to pay close attention to the Swiss
Quality requirements government's licenses, which are very
demanding in terms of quality and ecology. In
addition, it will be necessary to assume higher
but quality costs with local farmers to ensure
the supply.
RETAIL AND PRICE DETERMINATION
Price
Packaging
Taking into account the prices in the countries
Promotion neighboring Switzerland and the higher price level
in Switzerland, we will focus our packaging on the
4-pack of Amul for 2€ and its 12-pack for 5€.
The main promotional measure will be the creation
of a Swiss image of the product focusing on Swiss
sports and local vision of production.
 BALANCED SCORE CARD

PERSPECTIVE OBJECTIVES MEASURES TARGETS

FINANCIAL

OBJECTIVES Creation of Sales growth of 6%

Costs producing
the new production plant in 2022
PERSPECTIVE
CUSTOMER

OBJECTIVES
Costsproduct promotion Promotion of emphasis
Actimel on quality raw materials Customer satisfaction
PERSPECTIVE
PROCESS

collaborate with Satisfaction of a large

Internationalize the export
local companies proportion of consumers
LEARNING &

PERSPECTIVE
GROWTH

The evolution Innovation in its recipe Increase in sales

and adaptation of products
THANK YOU DONE BY :
Harshul Arora 2023192

FOR YOUR
Krish Agarwal 2023193
Varun Teja Edula 2023189
Rajeev Nathan 2023183

ATTENTION