Ranbaxy Laboratories Ltd is an Indian pharmaceutical company with strengths in multi-disciplinary R&D centers, worldwide presence in over 50 countries and generic products in 125+ countries, and additional support from Sun Pharma. However, it is also more dependent on generic drugs and subject to government regulatory efficiency. It also lacks effective marketing strategies and direct customer advertisement. The company aims to provide quality affordable medicines globally to address changing disease patterns, but financial losses led to its acquisition by Sun Pharma. It uses a hybrid business model combining a generic company and innovator through complementary strengths.

1. COMPANY SELECTED: -
“RANBAXY LABORATORIES LTD”

2. Strengths & weakness of Ranbaxy
STRENGTHS
 Multi-disciplinary R&D centers.
 Worldwide presence.
 Operations in more than 50+ countries
& Generic products in 125+ countries.
 Now Sun Pharma support.
WEAKNESS
 More dependent on generic drugs.
 Efficiency is affected by Govt. regulatory.
 Lack of effective marketing strategies.
 Direct to customer advertisement is
almost nil.
My view on company’s Mission & Values
Statements
• The mission followed by the company is quiet clear as it has a reach to customers
over 150 countries and yet to reach more.
• Changing lifestyle has led to change in disease patterns, and increased demand for
new quality medicines to combat lifestyle related diseases for what Ranbaxy is
trying to provide these quality medicines at an affordable cost’s.
• Financial losses disturbed the company which made Ranbaxy to be get sold to
Sunpharma Ltd.

3. Strategies and Value chain analysis...
VALUE CHAIN ANALYSIS
• The value chain analysis at this company is like a Hybrid business model. This
unique business model brings together the complementary strengths of a global
generic company (Ranbaxy) and a top global innovator (Daiichi Sankyo).
FUNCTIONAL STRATEGIES
• There are working with various teams on manufacturing, R&D, etc., to assess per-
month productivity of each department.
• Strong emphasis is being given to effective cross-functional teamwork, with a view
to inculcate a vibrant, enabling and empowering work culture.
INTERNAL ANALYSIS
• It is heavily dependent upon generics for its revenue generation. The company has
applied rigid quality measures at every stage of manufacturing at their plants.
EXTERNAL ANALYSIS
• Redefine our business model, bringing in Daiichi Sankyo Co., Ltd. as a majority
partner to create a strategic combination of a giant innovator and a generic
powerhouse.