Abstract

The case ‘Amul’s Diversification Strategy’ focuses on the entry of GCMMF into the fast food segment. In 2001, GCMMF launched pizzas in the Indian market in the Rs.20-25 price range. The price was significantly lower than those of Pizza Hut and Domino’s Pizzas. The case provides an insight into GCMMF’s diversification strategy. The case is intended for MBA/PGDBM students as a part of the Business Strategy curriculum. The case is so structured as to help students understand why GCMMF diversified into the fast food segment. Students are also expected to understand why GCMMF did not launch pizzas under the Amul brand name.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Diversification strategy, New market entry.

Keywords

Gujarat Cooperative Milk Marketing Federation, SnowCap, Pizza Hut, Hindustan Lever, Amul, distribution network, Total Quality Management, Diversification Strategy