SWOT Analysis of Dairy Marketing Chain of JMF using Analytical Hierarchy Process

Abstract

Background: Jharkhand State Cooperative Milk Producers' Federation (JMF) plays a vital role in the processing of raw milk purchased from Jharkhand State member-producers and contributes to the development of the dairy sector. The current study explores the essential components in JMF's dairy supply chain, focusing on the marketing unit, and provides a preliminary framework for making decisions regarding its ramifications. Methods: To compile a SWOT analysis of the milk marketing system in JMF, data were collected from dairy producer members, including dairy farmers, marketing unit executives, and key informants. This includes establishing the objectives of the dairy sector and the internal and external critical factors (CFs). Because SWOT analysis does not give an investigative basis for evaluating the priorities of CFs, the analytic hierarchy approach is utilised to determine the priorities of detected CFs. The CFs have also been ranked according to their importance. Results: This study's findings indicate that the SWOT-based methodology gives crucial sensitivity when evaluating marketing chain strategy for dairy cooperatives like JMF. The findings of this study show that wide range of quality dairy products, absence of strong sales and marketing experience, emerging new markets offering greater marketing potential, seasonal slump are the major strength, weakness, opportunity and threat of JMF, respectively.