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

Jishnu Bhattacharyya, M.U. Ben Krishna and Priya Premi

International Journal of Management and Enterprise Development, 2020, vol. 19, issue 2, 149-163

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. (search for similar items in EconPapers)
Date: 2020
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