Professional Documents
Culture Documents
2011
2012
2013
Cipla
Mankind
Sun farma
Lupin
19.2
34.2
28.4
18.2
12.5
13.5
24.1
25.2
17.5
18.5
21.2
12.52
Analytical interpretation
The latest orgims rankings of the market shares of pharma companies in the domestic market for
the 12 months ended may have thrown up many insights. in the cipla10.5%,19.2%,,12.5%,,17.5
%,in the year 2010 -2013 mankind 27.5%, ,34.5%,,13.5%,,18.5 %,sun pharma 15.5%,, 28.5%,
24.1%, ,21.2%, lupin 12.3%,, 18.2%, ,25.2%,, 12,52% in the year 2010 -2013.
LUPIN
MANKIND
GLAXOS
PFIZER
CIPLA
PROFILE
MITHKLINE
Established
1968
1995
1924
1849
1935
Turnover
1.39
30 billion
26.4 billion
51.6 billion
1.5 billion
billion
Employee
12710
10000
100000
103700
26000
Product
Anti-TB,
Antibiotics,
Anti-infective,
Pain
Cardiovascu
Range
Cephalos
Antifungals,
dermatology, gy
,Genitourinar
lar,
porin
Gastrointestinal, NS
necology,
y ,Allergy
and
AIDs,Anthelmintic,
diabetes,
and
Cardiova
Cardiovascular,
oncology,
Respiratory ,
scular
cardiovascular
Neuroscienc
drugs,
Dysfunction
disease and
diabetes,
categories
respiratory
Antibacterial
, respiratory,
diseases.vaccin
, Stem Cells
urology,
and
children
A, hepatitis B,
Regenerativ
health,
invasive disease
e Medicine
diabetes,HI
Antibody
V AIDS
antiinflamma
tory and
respirator
y therapy.
OTC &
FMCG
brands:Unw
anted72,
PregaNews,
Kustody,
Adiction,
Gas-O-Fast,
and
Manforce
Condoms
caused by H,
influenza,
chickenpox,
diphtheria,
pertussis,
tetanus,
rotavirus,
cervical cancer,
streptococcus
Technologie
s ,Allergy
and
Respiratory,
Peptide
Technologie
s,Tissue
Repair
Antiinfective, an
ti-malarial,
oncology,
osteoporosis
pneumonia and
Pain
others.
,Genitourinar
y ,Allergy
and
Respiratory ,
Molecular
and
Translation
al Medicine
Reduction in support costs between SaaS SFA & onsite SFA solution
Bringing CRM and Branding together. Consistent product or service proposition at all
times
Year
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
2013-14
Analytical interpretation
The above data the researcher analyze that the growth of mankind company in india
Making a strategic decision on what problems the CRM system is to address, what
improvements or changes it should bring in the business processes of the organization.
Empowering team members with the required authority to complete the tasks.
Selecting the correct implementation partner. They must have both vertical and horizontal
business knowledge, as well as technical expertise.
Analytical interpretation
The above data the researcher analyze that the CRM policy of mankind company in India
Ensuring executive sponsorship and top management support. Empowering team
members with the required authority to complete the tasks. Selecting the correct
implementation partner. They must have both vertical and horizontal business knowledge,
as well as technical expertise.
VALUE
CHAIN
COMPONE
NTS
LUPIN
FIRM
INFRASTR
UCTURE
corporate office
biotechnology
R&D center
Manufacturing
Units
MANKI
ND
corporat
e office
Researc
h Centre
Manufac
turing
Units
GLAXOS
PFIZER
CIPLA
corporate
office
corporate
office
consumer
healthcare
center
Manufacturi
ng Units
MITHKLINE
corporate office
Manufacturing
Units
R& D
department
R& D unit
Manufacturin
g Units
R& D unit
HUMAN
RESOURCE
MANAGEM
ENT
Recruitment ,
training,
Employee
benefit
Recruit
ment ,
training,
Compensation,
Work
Learning and
Organizational
Development,
Talent
Acquisition,
HR
Generalist,
Learning and
Development
Talent
Acquisition,
RESEARCH
AND
DEVELOP
MENT
Process
Research,
Advanced Drug
Delivery Systems
(ADDS) Researc
h,
Novel Drug
Discovery and
Development
(NDDD),
life
balance
Development
Mankin
d
Researc
h Centre
Innovati
on in
technolo
gy, new
molecul
e
Bioelectronics
Neuroscience
Tackling, the
threats of
antibiotic
resistance, and
Antibacterial,
Stem Cells
and
Regenerative
Medicine
Epigeneticturn-ons and
turn-offs
Biotechnology
Research.
OPERATIO
N
Lupin's global
manufacturing
operations are
spread across
India and Japan.
manufacturing a
ndsupplying
APIs andformula
tions.
Its
business
operatio
n in
India
namely
Discove
ry,
Future,
Special,
Vet, &
Lifestar.
Starting
its
operatio
n in
Operation
includes
manufacture,
formulate, fill,
pack, control,
release and
deliver over 1.4
billion doses.
Operational
Sustainability
Team help for
this purpose
Learning and
Developmen
t
API
development
Respiratory
device
Formulation
development
Molecular
and
Translational
Medicine
,Antibody
Technologies
,Peptide
Technologies,
Tissue Repair
Business
Operations
strive to set
the standard
for quality,
safety and val
ue in the
discovery, de
velopment
and manufact
ure of
medicines
technologic
allychallenging
formulation
s
sophisticate
d
manufacturi
ng plants
Srilanka
,
Vietnam
,
Philippi
nes,
Nepal &
Rwanda
SALES AND
MARKETIN
G
SERVICES
Large Dynamic
Sales Force,
Robust
Distribution
Network
Patient
Education,
Medical help,
Customer help
aggressi
ve
marketin
g
policy ,
custome
r
engage
ment
model
Commercial
teams are
responsible for
understanding
our patients,
consumers and
customers.
Home
health
care,
GlaxoSmithKlin
e consumer
healthcare India
Toll free
number
Strategy
Marketing
Market
Access
Sales (outside
US)
Direct Stock
Purchase and
Dividend
Reinvestment
Plan,
Direct
Deposit of
Pfizer
Dividends
Strategic tie
up for sales
and
marketing
with global
MNCs
Employee
self service
Shareholder
information
Suppliers
Buyers
Rivalry from
entrants
bargaining
bargaining
competitors
power
power
Lupin
Low
Medium
Low
High
Pfizer
Low
Low
Low
High
GlaxoSmithKlin
e
Low
Low
Low
High
Mankind
Medium
Low
Low
Medium
Cipla
Low
Low
Low
Medium
ORGANIZATION
STRENGTH
LUPIN
MANKIND
PFIZER
1. Worldwide leader in
1.Highest Prescribed
1. Excellent research
2. strong distribution
and development
TB drugs
network
2. Mergers and
3. unique ads
acquisitions
2. In the US and
Japanese market it is the
3. Strong brand
name
1.High dependence on
1.issue of safety of
global formulation
of market
drugs
business
2. Patent expiry
2.Forecasting done on
1. Negative
technological level is
campaigns by AHF
less
2. Tough competition
OPPORTUNITY
1. Emerging
1. Related
1. Increasing
technological trends in
diversification
awareness
drug delivery
2. Growth in modern
2. mergers and
2.
retail
acquisitions
1. Promotion and
1.Risk of
Increasing prevalence
of TB
THREATS
1.Rigid opposition
2. Soaring cost of
advertising a little
unsuccessful new
discovering novel
difficult
Products
products
2. Competition from
2.Regulatory
environment
products.
Analytical interpretation
From the above table all the strength, weaknesses, opportunities and threats can be analyzed and
used in the strategy formulation of the above five companies of pharmaceutical industry. This
information can also be used in decision making of any important situation.
Finding
The latest org ims rankings of the market shares of pharma companies in the domestic
market for the 12 months ended may have thrown up many insights. in the
cipla10.5%,19.2%,,12.5%,,17.5 %,in the year 2010 -2013
mankind 27.5%, ,
34.5%,,13.5%,,18.5 %,sun farma 15.5%,, 28.5%, 24.1%, ,21.2%, lupin 12.3%,, 18.2%, ,
25.2%,, 12,52% in the year 2010 -2013 ,
The above data the researcher analyze that the CRM policy of mankind company in india
Ensuring executive sponsorship and top management support. Empowering team
members with the required authority to complete the tasks. Selecting the correct
implementation partner. They must have both vertical and horizontal business knowledge,
as well as technical expertise.
From the above table all the strength, weaknesses, opportunities and threats can be
analyzed and used in the strategy formulation of the above five companies of
pharmaceutical industry. This information can also be used in decision making of any
important situation.
Recommendation
After completion of the research work the researcher came to some suggestion to the
Pharmaceutical brands. This could help the company in development & improvement of brand
image, product selling process, market share and distributions hip. This is helpful in future
development of the company. The following points come in the suggestion parts which came
after the analysis and finding of the research report:1. The company should improve the quality of the product.
2. The company should improve its promotional activities through advertisement, free gifts
etc.
3. Since the price of the product is also an important factor which influence the purchasing
decision so the company should design the products price according to the customer
affordance level.
4. Company should instruct the sales representatives not to make extra ordinary
commitments on behalf of the company for sale.
5. The distribution channel should be arranged according to the convenient of the customer.
6. Pharmaceutical brands should try to emphasis more on providing their infrastructure in
the market to facilitate their customers.
7. The companies should introduce new varieties of products for
attracting the various age group and different gender.
Conclusion
Starting with a turnover of Rs 3.8Cr in 1995 Mankind Pharma is expected to touch Rs 2500 Cr in
2013.
Mankind Pharmaceutical business has been growing at about 18 per cent annually, compared
with the industry average of 13-14 percent. But the profit margin is growing at 12-13%
compared with industry average of 20%.
They operate at profit margin of 13-14% compared to industry average of about 25-30%.
After strategic analysis of five companies namely Lupin, Mankind, GlaxoSmithKline, Pfizer, and
Cipla it can be straight way concluded that their strategies are aligned with their vision and
mission; Lupin heading towards it vision by continuous innovation and healthcare improvement
with having competitive advantage of anti TB drug and cephalosporin, Mankind by its strong
portfolio of businesses, geographies and products range looking forward to achieve its vision,
GlaxoSmithKline investing huge money in R&D and exploring new market to become
indisputable leader of industry, Pfizer by its wide range of medicines and brand image its
fulfilling its promise to deliver innovative product, and Cipla is providing varied range of
medicines to make the customers self-reliant and self-sufficient. These comparative strategic
analyses of these five companies provide the concise analysis of those companies.
Mankind is already present in 90 % of the total market product portfolio. Therefore to launch
new drugs it will need to come up with new dosage forms and delivery systems in much the
way its competitors are doing. Current pricing strategy of Mankind leaves it vulnerable to attacks
from other emerging low price players in the market. Entry of an ultra low cost player can wipe
out Mankind from the market. Another major concern is that there is a perception in the metros
and tier 1 cities that Mankind's drugs are of poor quality simply because they are cheap. For an
aggressive entry in to chronic segment, mankind needs a face change. To substantiate the quality
of their products a modern R&D facility needs to be setup or strategic alliances should be made.
The initial investment is huge and so is promise of high profit margins. It will also enhance
Mankinds image as a legitimate and credible competitor in the global pharmaceutical arena.
Limitation
The study is confined only to specific sectors and few examples are given only due to
data and time constraints.
This research report is part of my course-curriculum and I have analyzed the problem
with the limited time and knowledge which was at my disposal.
Bibliography
1. Magazines
a. Business World
b. Business Today
c. Business India
d. Strategic Management
e. The Business Enterprise
2. Newspapers
a. Times Of India
b. Economic Times
c. The Asian Age
d. Hindustan Times
e. Business Standard
3. Websites
a. http://agro.indiamart.com/agricultural-commodities/soft-drin
b.
http://www.mankind.com
c. http://www.rasnainternational.com/
d. http://en.wikipedia.org/wiki/madicine
e. www.researchersworld.com
f. www.managementparadise.com
4. Reference Books
o Strategic Management Society
o Strategic Human Resource Management In Small And Growing Firms