Swot Analysis and Strategy Formulation for Urban Dairy Retailers in Gujarat

ABSTRACT Dairying has become an important secondary source of income for more than 15 million rural families and has assumed an important role in providing employment and income generating opportunity for the most vulnerable sections of our population. The present study was conducted to evaluate the status of Urban dairy retailers in Gujarat state. The study covered all districts of the state and information was collected by using a questionnaire. After analysing the collected data it could be it can be concluded that policies such as – A special drive for increasing the number of FSSAI Licence holders among Urban Retailers should be undertaken, A scheme of Recognition and giving cash prize/awards/ certificates to leading retailers who fulfil the criteria set by Milk unions/ Federation, Awarding equipment/ deep freezer, visi freezer etc, on subsidised rates to retailers achieving specified sales target, promote and support “new start-ups”, ONE DAY training cum awareness programme every year (At the cost of Dairy/ Federation/ Government) should be started for Retailers / centre man.