ranbaxy

ON RANBAXY LABORATRIES

BY:-

ANURADHA , BABITA , MEENAKSHI

CASE STUDY

Ranbaxy Laboratories Limited

Ranbaxy Laboratories Ltd. Was founded in 1961. Dr. Parvinder Singh made a great contribution to Ranbaxy. He joined Ranbaxy in 1967. Ranbaxy began manufacturing formulations in 1962. It went public in 1973. Multipurpose chemical plant was setup for the manufacture of pharmacy products at Mohali in India. Ranbaxy formulated export strategy depending upon on the opportunities in 1975.

Ranbaxy Laboratories Limited

In 1977, Ranbaxy’s had its first international joint venture in Lagos (Nigeria). In 1983, a modern dosage forms facility at Dewas (MP) in India was developed. In 1985, Ranbaxy Research Foundation was established. Stan care, Ranbaxy’s second pharmaceutical marketing division, also started functioning. In 1987, Production started-up at the modern plant at Toansa (Punjab). In 1988, Ranbaxy’s Toansa plant got US Food and Drug Authority (FDA) approval. In1990, Ranbaxy was granted US patent for Doxycyline

Ranbaxy Laboratories Limited

In 1992, Ranbaxy Laboratories entered into an agreement with Eli Lilly & Co of USA for setting up a Joint Venture in India to market select Lilly products. In1993, Company setup a Joint Venture in China called Ranbaxy (Guangzhou China) Limited. In 1994, Ranbaxy Laboratories established Regional Headquarters in London (UK) and Raleigh (USA). Ranbaxy’s Global Depositary Receipts (GDR) got listed in Luxembourg Stock Exchange.

Ranbaxy Laboratories Limited

In 1995, Ranbaxy Laboratories acquired Ohm Laboratories, a manufacturing facility in the US. And the FDA approved, state-of the art new manufacturing wing, at Ranbaxy’s US subsidiary Ohm Laboratories Inc., started functioning. In 1999, Bayer AG, Germany and Ranbaxy signed an agreement for `International Strategic Alliance’ where Bayer obtained exclusive development and worldwide marketing rights to an oral once daily formulation of Ciprofloxacin, originally developed by Ranbaxy .

Ranbaxy Laboratories Limited

Ranbaxy, at present, has manufacturing operations in more than a dozen countries and its products are available in over 125 countries. The company has an expanding international portfolio of alliances, joint ventures and representative offices across the globe with a presence in top markets of the world such as USA, Japan, China, Mexico, Canada, Brazil and South Africa. Similarly it has a presence in 22 of the 25 European Union Countries including Germany, France, Italy, UK, and Spain.

Ranbaxy Laboratories Limited

Repositioning strategy steps taken up in 1992:-

• Change in export mindset.• Sticking to its core area of pharmaceuticals.• Internationalization.• Research based company discovering its

own innovative drugs

Ranbaxy Laboratories Limited

Yes , that repositioning helped Ranbaxy in establishing the company’s image & name in international market; not only as a fastest emerging & sales record breaking company, as a joint venture in China, US, UK & other parts of globe but also as an authentic international company of innovative researched based drugs with patents & IPR (Intellectual Property Rights)

Ranbaxy Laboratories Limited

Joint Venture:- in 1992 with Eli Lily Corporation of USA.

In 1993 with Guangzhou China in China.In 2005 with Nippon Chemiphar in Japan.

Ranbaxy Laboratories Limited

Acquisition:- In 1995 acquired Ohm Laboratories of US.

In 2000 acquired Bayer’s Generic Business in Germany.

In 2004 acquired RPG (Aventis) of South Africa.

In 2005 acquired EFARMES of Spain.In 2006 acquired Allen a division of Glaxo

Smith Cline in Italy.

Ranbaxy Laboratories Limited

Subsidiary :- headquarters in UK, US.In 2001 in Vietnam new manufacturing

plant.Launched its POC Phase-2 studies in

Canada in 2005.Opened third state of art R&D in Gurgaon

on NCE discovery research.

Ranbaxy Laboratories Limited

To create an image as an international pharmacy company of India with high-quality pharma production with IPR.

Signing an agreement in 1992 with Bayer AG, Germany for ‘International Strategic Alliance’ Ranbaxy’s basic strategy was to market its product globally with that strong brand name. Later on, acquiring Bayer’s generic business in Germany Ranbaxy become the largest pharma company in South America with an achievement of US$ 2.5 million sales globally.

Ranbaxy Laboratories Limited

With Eli Lily it started because they wants to improve Indian pharma image globally. And also the want to expand their business internationally. This joint venture gave them exposure in global market and a chance for development in international pharmaceutical industry.

Ranbaxy Laboratories Limited

Yes, because by getting IPR Ranbaxy developed as an international brand. Ranbaxy has taken it as challenge & made overseas expansion strategy. Thus become the fastest growing company globally. They do expansion across the world and made their brand name in globe. Their market entry strategies in global context were helpful for better image and in building a strong brand.