____________________________________

Trojan Horse - Case

Introduction

Mulgere Dairy Corporation is a US based global dairy giant. The company has been in the dairy business for over 40 years and it has grown tremendously. It boasts of a presence across all categories of milk and milk product businesses such as Butter, Yoghurt, Curd, Cheese and Ice-creams. The company has been considering entry into the dairy industry in India since the last 2-3 years.

Mulgere has gone through a lot of discussion on how it should enter the Indian Dairy Market and how to build its business to challenge the other established players, given the competitive landscape of dairy business in India but a conclusion is yet to be reached on what its strategy should be. Mulgere needs direction on sizing the market, current and future trends and the capabilities needed to succeed in the Indian dairy market.

You have been asked to help Mulgere take a decision - whether it should enter the Indian dairy market and the strategy for the same. The project will be executed in two phases and as part of phase I, your analysis should answer below questions.

1. A go/no-go decision based on below analysis a. Estimate market size for dairy market (milk and milk products) in

India b. Identify the trends and analyse the growth potential of different

segments c. Identify the key challenges for Mulgere if it were to enter the Indian

market 2. Devise the market entry strategy for Mulgere if it were to enter the Indian

market (Irrespective of the decision given in part 1)

If the company management agrees and approves of the analysis, then in the next phase, you would be asked to devise a detailed strategy for a comparatively longer term.