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Growth Strategies Case Study
Case Title:
Novartis' Generic Drug Business: The New Growth Driver
Publication Year : 2005
Authors: Shalini, Sumit Kumar Chaudhuri
Industry: Generic drugs
Region: Switzerland
Case Code: GRS0092
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
In 2003, to lay more emphasis on its generics business, Novartis rebranded its entire generics product lines under the Sandoz brand, the brand that had merged with Ciba-Geigy to form Novartis in 1996. In February 2005, Novartis acquired Germany-based generic drugs company, Hexal, and its affiliate, Eon Labs, for enhancing its capability to grab a 10% market share in the US$100 billion global generics market by 2010.
Pedagogical Objectives:
- To highlight the growth strategies of Novartis in the generics business
- To discuss the strategies adopted by Novartis to face the twin challenges of low prices and high competition in the global generic drug industry.
Keywords : Novartis; Sandoz; Generics; Strategy; Branded drugs; Patent; Generics market; Growth Strategies Case Study; Pharmaceutical industry; USA; Germany; Growth; Eon; Hexal; Sabex
Contents :
The Generic Drug Business of Novartis
Novartis’ Strategy to be a Leader in Generics Market
Generics Penetration is Expected to Increase in Key Markets
Top Five Generics Manufacturers by US Dollar
Moving into the Top Rank
Generics Market Offers Significant Opportunities
Top 10 Sold more than $9 billion worth of Generic Drugs
Novartis’ Generic Strategy
