Product details

The case describes challenges facing Ranbaxy, the third largest pharmaceutical company in India, as it attempts to move from being a generics marketer, to a player in the branded drugs business. The case focuses on issues relating to the launch of Cifran OD, Ranbaxy's first drug based on a patented new drug delivery system. The case aims to demonstrate: (1) the power of a good positioning strategy; (2) the importance of understanding the consumer in developing an effective positioning strategy; (3) the benefits and downsides of collaborating with competitors; and (4) ways in which a small emerging market firm, in a technology-led business, can compete globally with larger players in the industry.