Title: Amul Dairy (GCMMF): expanding in the USA, leveraging the e-commerce advantage

Authors: Jishnu Bhattacharyya; M.U. Ben Krishna; Priya Premi

Addresses: Indian Institute of Management Kozhikode, I.I.M. Road, Kunnamangalam, Kozhikode, Kerala 673570, India ' Indian Institute of Management Kozhikode, I.I.M. Road, Kunnamangalam, Kozhikode, Kerala 673570, India ' Indian Institute of Management Kozhikode, I.I.M. Road, Kunnamangalam, Kozhikode, Kerala 673570, India

Abstract: The case discusses GCMMF's business strategy to achieve a competitive advantage in the domestic market and that they are trying to leverage the advantage of e-commerce giant Amazon to explore the US market. Based on a business situation, the case tries to bring out the decision-making situation: should Amul focus on the foreign market for more business, or focus on the domestic market and seek more penetration? Or practice both? Can GCMMF replicate the Indian strategies in the US market? Can Amul be successful in the US market provided a difference in consumption patterns, culture, and global dairy industry situation?

Keywords: management; development; dairy industry; Amul; expansion; e-commerce; electronic commerce; India; USA.

DOI: 10.1504/IJMED.2020.10029645

International Journal of Management and Enterprise Development, 2020 Vol.19 No.2, pp.149 - 163

Received: 02 Feb 2019
Accepted: 19 Jan 2020

Published online: 22 May 2020 *

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