A Project ReportWord文件下载.docx

A Project ReportWord文件下载.docx

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2）STRATEGIESOFAMUL.........................5

3）AMUL’SSUPPLYCHAINMANAGEMENT..........6

4）GCMMF’SSUPPLYCHAIN............................12

5）E-SUPPLYCHAINMANAGEMENTOFAMUL...........13

6）AMULCYBERSTORE.................................18

7）BENEFITSOFE-SCM..................................19

8）FUTUREPLANS......................................20

9）BIBLIGRAPHY.......................................21

Introduction

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TheKairaDistrictCo-operativeMilkProducersUnionLimited,popularlyknownasAmulDairyisaUS$500millionturnoverinstitution.

Itisainstitutionbuiltupwithanetworkofover10000VillageCo-operativeSocietiesand500,000plusmembers.

Formedintheyear1946AmulistheleadingfoodbrandinIndia.

Amulinitiatedthedairyco-operativemovementinIndiaandformedanapexco-operativeorganizationcalledGujaratco-operativeMilkMarketingFederation（GCMMF）andtoday70,000villagesand200districtsinIndiaarepartofit.

GCMMFmarketsitsproductsthrough50salesofficesthroughoutIndiaanddistributionisdonethroughanetworkof4,000stockiestwhointurnsupply500,000retailoutlets.

Managedbyanapexcooperativeorganization,GujaratCo-operativeMilkMarketingFederationLtd.（GCMMF）,whichtodayisjointlyownedbysome2.41millionmilkproducersinGujarat,India

AmulisthelargestfoodbrandinIndiawithanannualturnoverofUS$1068million（2007-08）

CurrentlyAmulhas3.11millionproducermemberswithmilkcollectionaverageof6.04millionlitres/day.

Amulisthelargestproducerofmilkandmilkproductsintheworld.

StrategyofAmul

Amul’sstrategyisbroadlydividedintotwocomponents:

ThefirstoneisthecollectionchainandthesecondoneistheSupplychain.Thecollectionchainstartsfromweighingthemilktodeterminationofthefatcontentinthemilktofinallycalculationofthepurchaseprice.Whilethesupplychainstartsfromstoringthemilktoprocessingthemilktofinallydistributingthemilk.

Amul’sSupplyChainManagement

AMULSUPPLYCHAINMANAGEMENTPRACTICES

AMULisadairycooperativeinthewesternIndiathathasbeenprimarilyresponsible,throughitsinnovativepractices,forIndiatobecometheworld’slargestmilkproducer.Thedistinctivefeaturesofthisparadigminvolvesmanagingalargedecentralizednetworkofsuppliersandproducers,simultaneousdevelopmentofmarketsandsuppliers,leanandefficientsupplychain,andbreakthroughleadership.

EverydayAmulcollects447,000litresofmilkfrom2.12millionfarmers,convertsthemilkintobranded,packagedproducts,anddeliversgoodsworthRs6crore（Rs60million）toover500,000retailoutletsacrossthecountry.

Toimplementtheirvisionwhileretainingtheirfocusonfarmers,ahierarchicalnetworkofcooperativeswasdeveloped,thistodayformstherobustsupplychainbehindGCMMF’sendeavors.Thevastandcomplexsupplychainstretchesfromsmallsupplierstolargefragmentedmarkets.

ManagementofthisnetworkismademorecomplexbythefactthatGCMMFisdirectlyresponsibleonlyforasmallpartofthechain,withanumberofthirdpartyplayers（distributors,retailersandlogisticssupportproviders）playinglargeroles.ManagingthissupplychainefficientlyiscriticalasGCMMF'

scompetitivepositionisdrivenbylowconsumerpricessupportedbyalowcostsystemofprovidingmilkatabasic,affordableprice.

Thedistributionnetwork

Amulproductsareavailableinover500,000retailoutletsacrossIndiathroughitsnetworkofover3,500distributors.Thereare47depotswithdryandcoldwarehousestobufferinventoryoftheentirerangeofproducts.

GCMMFtransactsonanadvancedemanddraftbasisfromitswholesaledealersinsteadofthechequesystemadoptedbyothermajorFMCGcompanies.ThispracticeisconsistentwithGCMMF'

sphilosophyofmaintainingcashtransactionsthroughoutthesupplychainanditalsominimizesdumping.

Wholesaledealerscarryinventorythatisjustadequatetotakecareofthetransittimefromthebranchwarehousetotheirpremises.Thisjust-in-timeinventorystrategyimprovesdealers'

returnoninvestment（ROI）.AllGCMMFbranchesengageinrouteschedulingandhavededicatedvehicleoperations.

THEBUSINESSMODEL

Fromtheverybeginning,intheearly1950s,AMULadoptedthenetworkasthebasicmodelforlong-termgrowth.

•Thenetworkexplicitlyincludessecondaryservicestothefarmer-suppliers.

•Severaloftheentitiesinthenetworkareorganizedascooperativeslinkedinahierarchicalfashion.

Customers:

Incomparisonwithdevelopedeconomies,themarketfordairyproductsin

Indiaisstillinanevolutionarystagewithtremendouspotentialforhighvalueproductssuchasicecream,cheeseetc.Thedistributionnetwork,ontheotherhand,isquitereasonablewithaccesstoruralareasofthecountry.Traditionalmethodspracticedinwesterneconomiesarenotadequatetorealizethemarketpotentialandalternativeapproachesarenecessarytotapthismarket.

Suppliers:

Amajorityofthesuppliersaresmallormarginalfarmerswhoareoftenilliterate,poor,andwithliquidityproblemsastheylackdirectaccesstofinancialinstitutions.Again,traditionalmarketmechanismsarenotadequatetoassuresustenanceandgrowthofthesesuppliers.

ThirdPartyLogisticsServices:

Inadditiontotheweaknessesinthebasicinfrastructure,logisticsandtransportationservicesaretypicallynotprofessionallymanaged,withlittleregardforqualityandservice.Inadditiontooutboundlogistics,GCMMFtakesresponsibilityforcoordinatingwiththedistributorstoassureadequateandtimelysupplyofproducts.ItalsoworkswiththeUnionsindeterminingproductmix,productallocationsandindevelopingproductionplans.TheUnions,ontheotherhand,coordinatecollectionlogisticsandsupportservicestothemember-farmers.InwhatfollowsweelaborateontheseaspectsinmoredetailandprovidearationaleforthemodelandstrategiesadoptedbyGCMMF.

SimultaneousDevelopmentofSuppliersandCustomers:

FromtheveryearlystagesoftheformationofAMUL,thecooperativerealizedthatsustainedgrowthforthelong-termwascontingentonmatchingsupplyanddemand.Themember-suppliersweretypicallysmalland

marginalfarmerswithsevereliquidityproblems,illiterateanduntrained.AMULandother

cooperativeUnionsadoptedanumberofstrategiestodevelopthesupplyofmilkandassuresteadygrowth.First,fortheshortterm,theprocurementpricesweresetsoastoprovidefairand

reasonablereturn.Second,awareoftheliquidityproblems,cashpaymentsforthemilksupplywasmadewithminimumofdelay.Thispracticecontinuestodaywithmanyvillagesocietiesmakingpaymentsuponthereceiptofmilk.Forthelong-term,theUnionsfollowedamulti-prongedstrategyofeducationandsupport.Forexample,onlypartofthesurplusgeneratedbytheUnionsispaidtothemembersintheformofdividends

ManagingThirdPartyServiceProviders:

Unionsfocusedeffortsontheseactivitiesandrelatedtechnologydevelopment.ThemarketingeffortswereassumedbyGCMMF.Allotheractivitieswereentrustedtothirdparties.Theseincludelogisticsofmilkcollection,distributionofdairyproducts,saleofproductsthroughdealersandretailstores,someveterinaryservicesetc.Itisworthnotingthatanumberofthesethirdpartiesarenotintheorganizedsector,andmanyarenotprofessionallymanaged.Hence,whilethirdpartiesperformtheactivities,theUnionsandGCMMFhavedevelopedanumberofmechanismstoretaincontrolandassurequalityandtimelydeliveries.Thisisparticularlycriticalforaperishableproductsuchasliquidmilk.

CoordinationforCompetitiveness

Coordinationisoneofthekeyreasonsforthesuccessofoperationsinvolvingsuchan

extensivenetworkofproducersanddistributorsatGCMMF.SomeinterestingmechanismsexistforcoordinatingthesupplychainatGCMMF.

Thesemechanismsare:

Inter-lockingControl

Theobjectivefordevelopingsuchaninter-lockingcontrolmechanismistoensurethatthe

interestofthefarmerisalwayskeptatthetopoftheagendathroughitsrepresentativeswho

constitutetheBoardsofdifferententitiesthatcomprisethesupplychain.Thisformofdirect

representationalsoensuresthatprofessionalmanagersandfarmersworktogetherasateamto

strengthenthecooperative.Thishelpsincoordinatingdecisionsacrossdifferententitiesaswellasspeedingboththeflowofinformationtotherespectiveconstituentsanddecisions.

CoordinationAgency:

UniqueRoleofFederation

Itsobjectiveistoensurethatallmilkthatthefarmersproducegetssoldinthemarketeitherasmilkorasvalueaddedproductsandtoensurethatmilkismadeavailabletoanincreasinglylargesectionsofthesocietyataffordableprices

SupplierEnhancementandNetworkservicing

Theirobjectiveistoensurethatproducersgetmaximumbenefitandtoresolvealltheirproblems.Theymanagetheprocurementofmilkthatcomesviatrucks&

tankersfromtheVSs.Theynegotiateannualcontractswithtruckers,ensureavailabilityoftrucksforprocurement,establishtruckroutes,monitortruckmovementandpreventstealingofmilkwhileitisbeingtransported

GCMMF’SSUPPLYCHAIN

E-SupplyChainManagementOfAmul

AmulusesE-SUPPLYCHAINMANAGEM