Ranbaxy and its Global Marketing Strategy



Case Code : CLMM025
Publication date : 2005
Subject : Marketing Management
Industry : Pharmaceuticals
Length : 04 Pages
Price : Rs. 100

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Key words:

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


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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.


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


Ranbaxy is a leading pharmaceutical company in India. It is also one of the few Indian multinational companies whose operations spread across 60 countries. Nearly 70% of its total revenues come from its global operations.

The business model of the company is quite different from other Indian multinationals. Companies like Reliance, Sundaram Fasteners, Hero cycles, and Amara Raja Batteries use the 'economies of scale' advantage achieved in the domestic market to export goods manufactured at their Indian plants.

However, Ranbaxy has plants and operations in the countries where it has a presence, representing a true multinational company...

Questions for Discussion:

1. What are the various factors that encouraged Ranbaxy to venture into the global market? Do you think it is a multinational company?

2. What are the salient features of Ranbaxy's marketing strategies that enabled it to capture the global market?