澳洲coursework指导 兰伯西制药的市场营销策略

近几年来。经济衰退已经沉重打击了全球的经济环境，对于一些公司来说也是受到不同程度的影响，一些公司能够应对这些危机，有些公司却通过各种手段削减成本来使公司稳定以应对金融危机。
 

在这篇文章中我们将会谈到在受到全球经济衰退的打击下，兰伯西公司的财务状况，同时也谈到了公司在应对克服经济衰退时所采取的所有措施。文章中也提到了也包括兰伯西的比率分和对于其竞争对手印度太阳制药的对比。
 

引言
 

制药行业是最近增长最快的一个产业之一，在印度因为有很多竞争对手，所以在价格和产品的质量上都有很大的竞争。在印度市场里，制药行业的主要竞争参与者是印度太阳药业，西普拉制药等等。
 

Company profile--公司简介
 

兰伯西实验室有限公司是印度最大的制药公司,是一家集研究基础、国际制药为一体的公司，生产范围包括优质，实惠的仿制药，值得信赖的医疗专业人员。今天兰伯西在世界排名前25位的制药公司中排名23位，兰伯西在全球有46个分店，在11个国家有世界级的生产设施，为超过125个国家和顾客服务。

 

An Over View Of The Ranbaxy Laboratory Limited Marketing Essay
 

The recession has hit the world's economy in last few years and have varying degree of effects on the economics of companies.Some companies were able to cope up and some lost their financial stability companies tried various means such as cost cutting in order to cope up with financial distress.

 

This assignment talks about the financial condition of the Ranbaxy after global recession hit. It also talks about the various measures or stratagies adopted by the ranbaxy to overcome recession.

 

Discussion also include ratio analysis of Ranbaxy and comparing it with its comprtitor sunpharma.

 

INTRODUCTION
 

The pharmaceutical industry is one of the the biggest growing industry in INDIA with more of competition over the price and the quality of the products due to presence of more of competitors providing the service.few of the major players of this industry in INDIA market are sunpharma,cipla,dr. readys,luppin etc.

 

Company profile
 

"Ranbaxy Laboratory Limited,India 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.

Today Ranbaxy ranked is 23rd of the top 25 pharmaceutical company of the world. Ranbaxy has a global footprint in 46 countries, world-class manufacturing facilities in 11 countries and serves customers in over 125 countries.

 

Ranbaxy was incorporated in 1961 and went public in 1973. In the year 2008, the Company recorded Global Sales of US $ 1,682 Mn, reflecting a growth of 4%. The Company has a balanced mix of revenues from emerging and developed markets that contribute 54% and 39% respectively.

 

Ranbaxy is a global unit, producing its pharmaceutical products in manufacturing facilities in 11 countries, connected by sales and marketing subsidiaries in 44 countries, approching more than 100 countries throughout the global.The company's largest global market—the United States, represents more than 40 percent of pharmaceutical sales of the world.

 

In June 2008, Ranbaxy tie up with one of the biggest Japanese innovator companies, Daiichi Sankyo Company Ltd., to produce an innovator and generic pharmaceutical company. Ranbaxy and Daiichi Sankyo combined companiese now ranks among the top 20 pharmaceutical industries, internationaly. The interchangable 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. The main aim of company to achieve a strong research based internationaly pharmaceutical company and vision to to acchieve best business to prescribe prescription product by 2012 in strong pharma market.

 

Ranbaxy main strategy to develops the momentum generic production market via inorganic or organic growth routes.Growth is well distribute across geographics with focus on emerged and developing market.Ranbaxy fixed aim to provide a wide basket of generic and innovator products, leveraging the unique Hybrid Business Model with Daiichi Sankyo. The Company will also main increasingly focus in high growth potential segments like Vaccines and Biogenerics

 

Ranbaxy thoughts its R&D capabilities as a vital part of its business strategy that will given a sustainable, long-term competitive advantage. The Company has a aim to developed a 1,200 R&D personnel engaged in path-breaking research.

 

Ranbaxy have started its research program in the late 1970's, in support of its global ambitions. The first world class R&D centre was developed in 1994. Ranbaxy its first significant international success using the NDDS technology platform interduced in September 1999.

 

QUESTION : 1
 

An analysis and evaluation of the data available in the organisations’ annual reports

Q;1a Company’s performance in 2007(source www.dancewithshadows.com)

 

1.Ranbaxy laboratory india’s top drug company has registered record profits for the quarter 2007 by global business.The company world sales grew 23% resulting a 79% high in net profits from Rs 71.81 crore to Rs 128.70 crore from Rs 71.80 crore last year.company earned per share on diluted basis worked ou t to 2.61 as against Rs 1.91 last year.

 

2.company emerging market is 54% of global sales with a 53% growth in Q1 20and the segment comprises with other countries like India, Romania, CIS, South Africa, Central & Eastern European nations, CIS and Latin America. The Developed countries USA, Canada, Western Europe and Japan shows sales of USD 140 million, a growth of 7% and these markets comprise 39% of global sales. International business recorded sales of USD 281 million, up 23% and contributed 79 % to total sales with strong growth.company sales is 78% in Europe to usd 93 million.

 

3.Company Sales in North America were USD 91 million recorded an increase of 3%. For the quarter, USA recorded sales of USD 86 million for quaeter it is similar to the corresponding previous quarter.ranbaxy achieved 9th position in Canada with 1.2% market share of total generic market and a 13% market share in represented molecule.

 

The Company registered an improved performance on the parameters.Company net sales is RS.66927 million in 2007 grew by 10.3% , while Profit after Tax registered a robust growth of 53% over 2006 year

 

Good performance is achieved by increasing in sales of dosage forms product across emerging and developed markets, improving operating efficiencies, a continuing focus on cost optimization and best management working management capital.

 

Merger & Acquisitions

 

1.Development of New Drug Discovery Research Unit

 

2.Zenotech Laboratories Limited- the Company increased from 6.94% to46.95% in its equity stake in Hyderabad.

 

3.Jupiter BioSciences Limited- achieved a strategic stake of 14.9% in Hyderabad, through equity warrants. The company total investment was Rs. 470 million.

 

The international Pharma market stated that sales grew by approximately 6.1% (at constant exchange rates) to reach United state $ 663.5 billion in 2007. The developed countries Europe,North America,and Japan continued to remain the key markets, calculating for 86% of the global pharmaceutical sales in 2007. The United States recorded worldwide prescription sales of United State $ 286.5 billion, a growth of 3.8%.

 

Pharmaceutical sales of north America increase by 4.2% to reach United State $ 304.5 billion, constituting 46% of the world sales in 2007. Sales of US$ 206 Bn, a growth of 6.7% and contributed 31% to totalinternational pharma market sales.

 

The world's second largest pharmaceutical sales market in japan stood at US $ 58.5 Billion, and recorded a growth of sales is 4.2% in Latin America,and key markets of Mexicol and Brazil to reach United State $ 32 Billion grew by 12% Otherside Australia , Africa and Asia is United State $ 62 Billion grew by 13%

 

The Global Pharmaceutical Sales in Top 10 therapeutic segments contributed 36% in 2007, with combined sales of United State$ 242 Billon.

 

Company performance in 2008

 

.The net growth of 9% in sales is recorded by company is recording revenue of Rs. 72,954 millions in 2008. Continued to grow of sales despite US operations getting impacted due to Import by United State FDA Alert in respect of some products of the Company. The growth was increasingly driven by change in sales towards more profitable mix screwed and emerging markets, which now contribute Global sales of 54% .

 

Worldwide markets 80% constitute of the total sales of the Company. A sharp decline at Rs. (9,349) millions profit after tax registered mainly due to sale return pursuant to Import Alert by FDA and rupee volatility coupled with provisions for inventory.

 

The continuous loss value of the rupee in 2008 and international markets the company business has resulted in unprecedented foreign exchange down of Rs. 10,856.24 millions on derivatives and loans represented in foreign currency, which has wrong effect of the financial performance of the Company.

 

The worldwide Pharmaceutical market state that sales grew by approximately 5.1% (at constant exchange rate) to reach United State $ 726* Billion in 2008.The developed countries like Europe, japan and North America continued to remain the key markets calculating for 85% of the globally pharmaceutical sales in 2008.

 

Some factor those are Significant which shows slowdown in growth figures includes an up volume for generic drugs, decreasing volume for new patent protected products in the market and the economic downturn contributing to slower consumer demand.

 

The world’s largest market, the United States recorded prescription sales of US$ 291 Bn, a growth of 1.1%. North American pharmaceutical sales grew by approximately 1.5% to reach US$ 312 Bn, constituting 43% of the global sales in 2008.

 

Sales in Europe grew by 6.2% to reach US$ 242 Bn, contributing 33% to global pharmaceutical sales.

 

Company’s performance in 2009