Question

In 2003, Glenmark Pharmaceuticals, a Mumbai-based branded and generics drugs manufacturer announced their first foray into drug sales in the US markets. Over the last 15 years, they have grown through strategic partnerships, outside investors, and collaborations with global firms, especially in the US. Several missteps along the way resulted in major recalls over mislabeled patient instructions and bad odors of drugs. In 2014, they announced they would build a manufacturing facility near Charlotte in the North Carolina Biotechnology Center and they are also in New Jersey.

In February 2018 at the Association for Accessible Medicines meetings in Orlando, Bloomberg Businessweek writer Cynthia Koons spoke with representatives of the generics industry, including Glenmark's President for North America, Robert Matsuk. Like his peers, Matsuk was concerned about falling prices for generics and the increasingly anti-pharma legislative mood in the US. In addition, consolidation of the drug-purchasing co-ops run by the biggest US pharmacy chains have increased their bargaining power against the generics manufacturers. Koons' summary of the event for BloombergBusinessweek was titled: Generics makers need a different strategy.

Matsuk came back from the conference and called a meeting.

You are a director who reports to one of the VPs who work directly for Matsuk. You are from R&D, HR, Supply Chain, Sales, Manufacturing, Business Intelligence, Finance & Accounting, or Marketing. (Choose your area). You have been invited to a meeting of all directors to start making an action plan. How can we change the company's culture and internal operations to strengthen our ability to successfully execute new cost cutting, product development, and continuous improvement measures while growing the business? All directors have been asked to submit their two separate ideas by Wednesday and are asked to discuss them with each other.

Discuss the key point in the context of our company, be sure to include research to strengthen your position, and thoroughly synthesize what you have learned from these readings. Tell us what we need to know, what resources we might need, and how we should proceed, based on evidence. Each post should be no more than 500 words and must be carefully paraphrased, cited, referenced, and clearly written.

By the end of the week, you should have made thoughtful and helpful comments to at least two of your peers. Be sure to answer their suggestions.

Reconsider your ideas, making replies to yourself and others as you proceed, and by Sunday night, pick and repost a polished version of your one best suggestion and explain why.  

Answer 1

As the marketing director the major recommendations for a differentiated strategy would be to recah out to the rural / semi-urban markets. These markets have a higher demand for generics, and sachet pricing would be hoghly feective for the affordability in these markets. Reaching out in the domestic american markets as a part of the health benefits program, having government engagements would go a long way in establishing effective and strategic relationships in the country.