Abstract

The caselet talks about the global marketing strategy followed by Ranbaxy that helped the company to become an Indian MNC. It examines the company’s focus on generic drug markets that involves identifying off-patent drugs and capturing the market for these drugs. The caselet discusses the company’s strategy towards prescription drug market. Finally, it highlights the challenges that Ranbaxy might face in pursuing its global marketing strategy successfully.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Global marketing strategy and Indian companies
• Product strategy in global markets
• Role of environmental analysis in designing global marketing strategy
• and Global pharmaceutical market.

Keywords

Ranbaxy, Parvinder Singh, Russia, Brazil, Cephalexin, Formulation, Japan, Nihon Pharma Industries, Zocor, Norvasc, Zoloft, Rashmi Barbhaiya, Patent