Amul's Diversification Strategy
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(Case Code: MKTG014) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG014 |
For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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7 Pages |
| Period |
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1996-2001 |
| Pub Date |
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2001 |
| Teaching Note |
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Available |
| Organization |
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Gujarat Cooperative Milk Marketing Federation |
| Industry |
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Food, Beverages & Tobacco |
| Countries
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India |
Abstract:
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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...
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Issues:
» Diversification Strategy, New Market Entry
Contents:
Keywords:
Gujarat Cooperative Milk Marketing Federation, SnowCap, Pizza Hut, Hindustan Lever, Amul, distribution network, Total Quality Management, Diversification Strategy
Amul's Diversification Strategy
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