個案資料
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Operations White Gold Amul Plans Camel Milk Launch in India
內容大綱
Amul Dairy, the market leader in the Indian milk industry, held its market position by pioneering several progressive initiatives and responding to consumer trends with continuous product development. Camel milk, a relatively new health-oriented dairy product, was being hailed as “white gold” and touted as a superfood in Australia and in some Western countries. Amul Dairy had an opportunity in 2015 to take advantage of changing consumer preferences and move ahead in the growing dairy market by launching the sale of camel milk in India. Should Amul Dairy enter the promising camel milk market? Given that Indian consumers were unaware of camel milk as a market product, how should Amul Dairy promote this unique product? How should the company leverage its substantial brand presence to overcome the challenges faced in the launch and distribution of camel milk?
學習目標
After reviewing this case, students should be able to:<ul><li>Develop a framework for analyzing new business opportunities and evaluating the risks of entering a new business segment.</li><li>Understand the relevance of analytical tools, such as strengths, weaknesses, opportunities, and threats (SWOT), in launching a new product line.</li><li>Understand segmentation, targeting, and positioning — particularly positioning a brand for its target market.</li><li>Understand different product management concepts.</ul></li>