ASSIGNMENT

ON
STRATEGIES OF RANBAXY

SUBMITTED BY:- LOVENISH SINGH SANDHU

CLASS :- MBA (PHARMA MANAGEMENT)
ROLL NO. :- 12151

DEPARTMENT:- UIAMS

Company Profile
Ranbaxy Laboratories Limited (Ranbaxy), India's largest pharmaceutical
company, is an integrated, research based, international pharmaceutical
company, producing a wide range of quality, affordable generic medicines,
trusted by healthcare professionals and patients across geographies.
Ranbaxy today has a presence in 23 of the top 25 pharmaceutical markets of
the world. The Company has a global footprint in 46 countries, world-class
manufacturing facilities in 7 countries and serves customers in over 125
countries.

In June 2008, Ranbaxy entered into an alliance with one of the largest
Japanese innovator companies, Daiichi Sankyo Company Ltd., to create an
innovator and generic pharmaceutical powerhouse. The combined entity now
ranks among the top 20 pharmaceutical companies,
globally. The transformational deal will place
Ranbaxy in a higher growth trajectory and it will
emerge stronger in terms of its global reach and in
its capabilities in drug development and
manufacturing.

Mission & Vision

Ranbaxy's mission is ‘To become a Research-based
International Pharmaceutical Company’. The
Company is driven by its vision to ‘Achieve
significant business in proprietary prescription products by 2012 with a
strong presence in developed markets’.

Financials
Ranbaxy was incorporated in 1961 and went public in 1973. For the year
2010, the Company recorded Global Sales of US $ 1868 Mn. The Company
has a balanced mix of revenues from emerging and developed markets that
contribute 50% and 44% respectively. In 2009, North America, the
Company's largest market contributed sales of US $ 660 Mn, followed by
Europe garnering US $ 272 Mn and Asia clocking sales of US $ 468 Mn.

Strategy
Ranbaxy is focused on increasing the momentum in the generics business in
its key markets through organic and inorganic growth routes. Growth is well
spread across geographies with focus on developed and emerging markets.
It is the Company’s constant endeavour to provide a wide basket of generic
and innovator products, leveraging the unique Hybrid Business Model with
Daiichi Sankyo. The Company will also increasingly focus in high growth
potential segments like Vaccines and Biogenerics. These new areas will add
significant depth to the existing product pipeline.
R&D
Ranbaxy views its R&D capabilities as a vital component of its business
strategy that will provide a sustainable, long-term competitive advantage.
The Company has a pool of over 1,200 R&D personnel engaged in path-
breaking research.

Ranbaxy is among the few Indian pharmaceutical companies in India to have

started its research program in the late 70's, in support of its global
ambitions. A first-of-its-kind world class R&D centre was commissioned in
1994. Today, the Company has multi-disciplinary R&D centers at Gurgaon,
in India, with dedicated facilities for generics research and innovative
research. The R&D environment reflects its commitment to be a leader in the
generics space offering value added formulations and development of
NDA/ANDAs, based on its Novel Drug Delivery System (NDDS) research
capability. Ranbaxy’s first significant international success using the NDDS
technology platform came in September 1999, when the Company out-
licensed its first once-a-day formulation to a multinational company.

In July 2010, Ranbaxy’s New Drug Discovery Research (NDDR) was

transferred to Daiichi Sankyo India Pharma Private Limited as part of the
strategy to strengthen the global Research and Development structure of the
Daiichi Sankyo Group. While NDDR will now become an integral part of
Daiichi Sankyo Life Science Research Center in India, based in Gurgaon,
Ranbaxy will continue to independently develop and later commercialise the
anti-malarial new drug, Arterolane + PQP, which is currently in Phase III
trials. Ranbaxy will also explore the further development of late stage
programs developed by NDDR in the last few years, including the
development programs in the GSK collaboration. Within Ranbaxy, R&D of
Generics will now get a sharper focus, as the Company is increasingly
working on more complex and specialist areas.

People
The Company’s business philosophy based on delivering value to its
stakeholders constantly inspires its people to innovate, achieve excellence
and set new global benchmarks. Driven by the passion of it’s around 14,000
strong multicultural workforce comprising of over 50 nationalities, Ranbaxy
continues to aggressively pursue its mission ‘To become a Research-based
International Pharmaceutical Company’.

Mission
➢ To become a research- based international Pharmaceutical
company

Values
 ➢ Achieving customer satisfaction is fundamental to our
business.
➢ Provide Products and services of the highest quality.
➢ Practice dignity and equity in relationship and Provide
Opportunities for our people to realize their full Potential.
➢ Ensure profitable growth and enhance wealth of the
shareholders.
➢ Foster mutually beneficial relations with all our business
Partners.
➢ Manage our Operations with high concern for safety and
environment.
➢ Be a responsible corporate citizen.

Vision 2012
➢ Achieve significant business in proprietary prescription
products by 2012 with a strong presence in developed
markets.

➢ History
➢ When we set out on our way in 1961, little did we realise the impact
we would make on the Indian and global pharmaceutical industry.
➢ Take a look at how Ranbaxy has grown through the decades......

2010
➢ Ranbaxy enters its golden jubilee year.
➢ Ranbaxy launches first to file (FTP) product, Donepezil
hydrochloride tablets 5mg and 10mg with 180 days market
exclusively in the U.S Healthcare system.
➢ Ranbaxy delivers quarterly sales of over US $ 500 mn for the
first time.

➢ Executive Team
➢ The Executive Committee is an apex body at Ranbaxy, that
oversees Company's global functioning. The group deliberates
on important Company issues steering it in the right direction.
The Committee ensures that all decisions are taken in the best
interest of the organisation. This forum brings in different
perspectives on a subject. Issues are discussed, analysed and
concluded through exchange of ideas, reflecting the Company's
philosophy of participative management. It also facilitates the
 Company's compliance with the best standards of Corporate
Governance.
➢ Worldwide Operations
Global Pharma Companies are experiencing an ever changing
landscape ripe with challenges and opportunities. In this
challenging environment Ranbaxy is enhancing its reach
leveraging its competitive advantages to become a top global
player.
➢ Driven by innovation and speed to market we focus on
delivering world-class generics at an affordable price. Our
unwavering determination to achieve excellence leads us to new
global benchmarks. Our people have consistently risen above all
challenges maximized opportunities and positioned Ranbaxy as
a leader in the global generics space.
➢ Ranbaxy’s global footprint extends to 46 countries embracing
different locales and cultures to form a family of 50 nationalities
with an intellectual pool of some of the best minds in the world.
➢

Manufacturing Facilities
An organisations’ capabilities and intent are strongly reflected in the product
it manufactures. In other words, the manufacturing competencies and
facilities echo truly, the R&D extent and the ability to implement it for the
best of the market it targets.
RANBAXY® possesses the manufacturing strengths that have established it
as a producer of world-class generics, branded generics and a major
supplier of its range of Active Pharmaceutical Ingredients for
pharmaceutical products of companies worldwide.

Ranbaxy has world-class manufacturing facilities in 7 countries namely

Ireland, India, Malaysia, Nigeria, Romania, South Africa and USA. Its
overseas facilities are designed to cater to the requirements of the local
regulatory bodies of that country while the Indian facilities meet the
requirements of all International Regulatory Agencies. Some of the
agencies such as MCA-UK, MCC-South Africa, FDA-USA and TGA-
Australia, have audited Ranbaxy’s manufacturing facilities for the
compliance with international Good Manufacturing Practices and have
registered its products for safety, quality and efficacy.

Products
Using the finest R&D and Manufacturing facilities, Ranbaxy Laboratories
Limited manufacture and markets generic pharmaceuticals, value added
generic pharmaceuticals, branded generics, active Pharmaceuticals (API) and
intermediates.
The Company remains focused on ascending the value chain in the
marketing of pharmaceutical substances and is determined to bring in
increased revenues from dosage forms sales.
Ranbaxy's diverse product basket of over 5,000 SKUs available in over 125
countries worldwide, encompasses a wide therapeutic mix covering a
majority of the chronic and acute segments. Healthcare trends project that
the chronic treatment segments will outpace the acute treatment segments,
primarily driven by a growing aging population and dominance of lifestyle
diseases. Our robust performance in Cardiovasculars, Central Nervous
System, Respiratory, Dermatology, Orthopedics, Nutritionals and Urology
segments, clearly indicates that the Company has strengthened its presence
in the fast-growing chronic and lifestyle disease segments.
Top 10 Products (2009)
• Valacyclovir
• Simvastatin
• Co-Amoxyclav
• Ciprofloxacin and Combinations
• Amoxycillin and Combinations
• Isotretinoin
• Ketorolac Tromethamine
• Loratadine and Combinations
• Ginseng+Vitamins
• Cephalexin
• Atorvastatin and Combinations

CSR
Corporate Social Responsibility - Community Healthcare
Corporate Social Commitment and Public Service is deeply embedded into the cultural fabric of Ranbaxy. Over the years
serious efforts have been directed towards making a meaningful contribution
in uplifting and transforming the lives of the underprivileged. The Company
is also extremely conscious of its duty and responsibility towards the
environment. We continue to make sincere efforts to promote good health,
social development and better environment, through various Company
programs that contribute to sustainable, all round growth.
In 1978, in the wake of the grim health scenario in India, Ranbaxy realised
the urgency to reach out to the underprivileged sections of society that had
little or no access to basic healthcare. The Company took a conscious
decision to contribute towards the national objective “Health For All”.
Towards this end, the “Ranbaxy Rural Development Trust” was set up and
the first well equipped mobile healthcare van was introduced, in certain
underserved areas of Punjab. As the programme grew, the Ranbaxy
Community Healthcare Society (RCHS), an independent body, was created.
RCHS is devoted to the health of the disadvantaged. Today, multiple well
equipped mobile healthcare vans and an urban family welfare centre, run by
Ranbaxy, benefit over 2 lakh people, in identified areas in the State of
Punjab, Haryana, Himachal Pradesh, Madhya Pradesh and Delhi. The
programme is based on an integrated approach of preventive, promotive and
curative services, spanning areas of maternal child health, family planning,
reproductive health, adolescent health, health education including AIDS
awareness.

List of Services Provided

• Maternal &Child health
○ Antenatal Care
○ Immunization – (Tuberculosis, Diptheria, Polio, Whooping Cough,
Tetanus & Measles)
○ Growth Monitoring
○ Safe Motherhood
○ Post natal care
○ Family Planning
○ Sterilization (Referral and follow up)
○ Provision of Family Planning Methods (Copper T, Oral Pills,
Condoms)
• Prevention and Treatment of Sexually Transmitted Diseases &
Reproductive Tract Infections
• Health Education including AIDS awareness
During 2009, maternal and infant mortality were the focus of particular
attention and efforts in these areas were intensified in RCHS serviced areas.
The results of these interventions have been most encouraging and the
general health profile of the local community has shown further
improvement in terms of coverage for immunisation, vitamin A deficiency
and family planning. The problem of malnutrition has been addressed to a
large extent and birth rates and infant mortality rates have declined
substantially. Amongst women, the risk of mortality due to pregnancy or
child birth has also been reduced when compared with the prevailing level of
risk, in India and other developing countries.
Ranbaxy has also dovetailed its CSR efforts in a manner that is synchronous
with the larger health goals of the State and Central Government. RCHS
continues to work actively on critical issues related to HIV/AIDS,
tuberculosis, malaria, polio, non communicable chronic diseases and female
foeticide. In 2009, RCHS continued its partnership with the Voluntary Health
Association of Punjab for the project on Reproductive Child Health (RCH), in
the districts of Nawanshahar and Fatehgarh Sahib, in Punjab and achieved
the targets set under the RCH-II plan, of the Government of India.
The company has entered into a Public Private Partnership (PPP) with the
Punjab State Government, to deliver healthcare services in identified
districts of Punjab. This program will be rolled out in a phased manner.
Ranbaxy’s special efforts and significant focus on reducing Child Mortality,
Improving Maternal Health and Combating HIV/AIDS, Malaria and other
neglected diseases tie in seamlessly with the Millennium Development Goals
(MDG) set forth by the United Nations Development Programme (UNDP).
Ranbaxy’s products are pre qualified under the WHO QSM scheme and this
ensures that high quality bio equivalent products reach patients, across
geographies
Environment, Health and Safety
Ranbaxy is fully committed to achieve Environment, Health &
Safety (EHS) excellence and conduct its activities in the most
responsible manner. Over the years, importance of EHS has
been stressed and extensively promoted as a corporate culture
within Ranbaxy. It is also clearly reflected and well defined into
Ranbaxy’s value statements of “Managing our operations
with high concern for safety and environment” and “Be a
responsible corporate citizen”.

Thinking and working responsibly so that the employees, the

community at large, and the environment including the natural
resources, are protected leaving minimal environmental
footprints, is integral to Ranbaxy’s EHS philosophy. On the road
to EHS excellence, Ranbaxy has adopted a top down approach
and embraced the principles and codes of best EHS practices
into its redefined world class EHS Management System.
Business Development & Partnerships

Ranbaxy Laboratories Limited, India's largest pharmaceutical

company, headquartered in India, is an integrated, research
based, international pharmaceutical company, producing a wide
range of quality, affordable generic medicines, trusted by
healthcare professionals and patients across geographies. The
Company has a ground presence in 46 countries, manufacturing
operations in 7 countries and sells products in over 125
countries.

The Company has adopted a multi-pronged strategy. Acquisition

of generic brands overseas, strong emphasis on brand marketing
in the US and Europe, entering high potential new markets with
value added product offerings, are the major thrust areas.
Successful business development transactions form a key
component of its business strategy.

In each of our partnerships, we strive to build enduring, mutually

beneficial relationships that can produce positive results for both
parties.

We are interested in sales and marketing partnerships and

product acquisition opportunities in all the markets where we
operate. We are exploring opportunities through Licensing and
Alliances to draw maximum value from such arrangements. We
continue to evaluate opportunities to add to our product basket,
enhance our therapeutic presence and expand our distribution
reach.