Name: anuranjanthakur Reg.

No : 10XQCMA014

The term FMCG(Fast moving consumer goods)refers to those retail goods that are generally replaced or fully used up over a short period of time. FMCG is the fourth largest sector in the Indian Economy with a market size of Rs. 60,000 crores or US$13.1 billion. It is expected to grow by over 60% by 2013. Annual growth of 10% over a 5-year period Availability of raw materials, Labor cost. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people.

It was established in Dec 1978 at Dankuni; Hooghly. Its a govt. Undertaking started under operation flood 2. Initially, the management of Mother DAIRY was looked after by the National DAIRY development Board. On 24th March 1982, then honorable Chief Minister Shri Jyoti Basu Dedicated MOTHER DAIRY CALUTTA to the rural milk producers and urban milk consumers of West Bengal. In November 1996 the management of Mother DAIRY was taken over by West Bengal Co-operative Milk Producers Federation Ltd. Total Area : 10 Hectares Build Up Area : 8700 SQM Produces and sell Milk and Milk Products.

Vision: Achieve the status of the topmost dairy in the country. Mission: Fulfill customers needs for the products with efficiency, economy & enthusiasm. Objective: Provide regular and timely supply of milk and milk products. Provide remunerative returns to milk producers and other associations. Promote innovations, continuous learning and improvement. Protect the rural marginal milk producing farmers. Help them rear their cattle in hygienic condition. Provide milk to the customers in Bengal at a reasonable price throughout the year, right at their door step.

DESIGNATION
Chairman Vice chairman Member Member Member Member-Convener

PROFILE
Minister In charge Animal Resource Development Dept. Govt. of W.B Principal Secretary to the Govt. of W.B Animal Resource Development Dept. Govt. of W.B Managing Director, WB Co-op Milk Producer Federation. Ltd. Milk Commissioner Govt. of W.B State Director National Dairy Development Board Kolkata Chief General Manager, Mother Dairy Kolkata.

Finance Department Marketing Department Production Department HR Department

Total no of employees : 18 Year 2005-06 2006-07 2007-08 2008-09

Net Profit (49657560) (140443042)

25458292 62428340

Total employees:18
Margin (per Product ltrs) : Sl.No 1 Double Toned Milk 2 Toned Milk 3 4 5 Distributors Retailers Price Price 19.65 20.00 20.75 21.10 25.80 23.00 18.00 MRP 21.00 22.00 27.00 24.00 19.00 MRP 8.00 8.00 8.00 20.00

Full Cream Milk 25.45 Cow Milk Skimmed Milk 22.65 17.65

Margin (per Product 100 gms) : Sl.No 1 Mishti Doi 2 3 4 Plain Yoghurt Favoured Yoghurt Paneer

Distributors Retailers Price Price 6.50 6.50 6.50 17.50 7.20 7.20 7.20 18.50

Total no of Employees: 37 MILK DISTIBUTION

Demand of milk: 1100000 liter/day Milk produce : 350000 liter/day

Total no of employees:18

HR Functions & Responsibilities Manpower planning Wages & Salary Welfare activities Safety of the employees Training & development Maintaining Industrial relation Time office management

STRENGTH

WEAKNESS

Low operational costs Presence of established distribution networks in both urban and rural areas Financial position is very sound. The company is equipped with wide range of products. It has good research and development facilities. Good infrastructural facilities.

Low exports levels Unions Lack of work culture in terms of punctuality and meaningful discussions. Lack of support from the top management. Lack of quick decision ability. Dependency on Govt. for taking decision.

OPPORTUNITIES

THREATS

Untapped rural market Increase in purchasing power of consumers. Large domestic market- a population of over one billion. Export potential Scope of increasing the sales by the mean of advertisement and promotion. Huge availability of Funds and Reserves.

Mother dairy has got stiff competition from competitors. Major threats from political condition of the nation and changing of rules and regulation. Changes in economic condition, Inflation and Deflation.

Problems

Solution

The authority to take decision lies in the hand of Government which takes lot of time in decision making. There is no proper utilization of fund. Prices of the milk and milk products were low as compared to the competitors. People are unaware of the product and the services provided by the organization. Unionization is there in Mother Dairy Kolkata

Authority to take decision should be in the hand of Management but the govt. Funds available with organization should be used for the expanding the business. Price of the milk should be increased as soon as possible. Till some extent unionization should be allowed. People should be made aware of the product & service.

The authority to take decision lies in the hand of Government which takes lot of time in decision making. There is no proper utilization of fund. Scope of expansion is high but the steps are yet to be taken. Prices of the milk and milk products are low as compared to the competitors. In the era of information technology still some of the works are done and records are maintained on papers. People are unaware of the product and the services provided by the organization. Unionization is there in each and every part of West Bengal and Mother Dairy Kolkata is affected by union; which sometimes becomes a threat for the development process and sometime act as remedy for the workers.

MD should come up with schemes for customers along with retailers. Price of Milk can be increased and thereby margin of the retailers can be increased. Quality should be improved. Promotion with the help of boards, hoardings, advertisement in radio etc can improve companys product awareness. In order to improve and maintain quality, Total Quality Management i.e TQM measures should be appointed. The organization should think of reducing the cost of production which will ultimately lead to in the profit. The company has huge amount as savings in bank which should be used for further investment. The organization should plan to expand its business to other areas of West Bengal.

It could be said that the organization has huge scope of expansion which can help them to increase there business activities throughout the State. It is a Government organization so it cant always work for generating profit only; it has to look at the society also. And this is the only reason the prices of the milk and milk products are not increased. ORGANIZATIONAL STUDY conducted by me has helped me a lot in knowing the Indian Dairy Industry and as well as the company-Mother Dairy-Kolkata in all respect that how the company works, operates and fulfill its goals.