Case Code : CLCB056
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 07 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Amul, GCMMF, Gujarat Co-operative Milk Marketing Federation, Amul ERP Online System, AMCUS, Amul Snowcap, Dr. Varghese Kurien and Kaira District Cooperative Milk Producers' Union Limited
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The Gujarat Cooperative Milk Marketing Federation (GCMMF), located in Gujarat, India, collects and processes on an average about 5.9 million liters of milk per day from various dairies across the country. The caselet explains how GCMMF conducts this massive task effectively using the latest Information Technology tools. The various tools they use like the Automatic Milk Collection System Units (AMCUS), Amul ERP Online System, and Geographic Information System (GIS) are discussed in detail.
The Kaira Union successfully eliminated the role of middlemen by marketing the milk themselves...
Questions for Discussion:
1. The purchasing of milk done by Gujarat Cooperative Milk Marketing Federation (GCMMF) is a good example of straight rebuy. Describe the salient features of straight rebuy, with reference to the purchases of GCMMF.
2. In 2004, GCMMF started procuring milk from states outside Gujarat. Identify the benefits which GCMMF expected to obtain from this initiative.