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Competitive Advantage Case Study

Case Title:

Matrix Laboratories: Road to Success

Publication Year : 2004

Authors: B N Renuka Prasad, G SrikanthNot Available

Industry: Health Care


Case Code: CCA0007

Teaching Note: Not Available

Structured Assignment: Not Available

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With the merger of Vorin and Medicorp on April 1 st 2003, Matrix emerged as one of India's leading bulk drug players. In 2003, the company registered a scorching growth rate of 1,575%, which was the highest for any Indian company. The company's stock price also grew at an exceptional rate and was one of the hottest stocks on the market. Matrix's 50% revenues came from a single drug called citalopram. Even without a significant presence in the world's biggest and largest pharmaceutical market, America, the company performed exceptionally well.

Pedagogical Objectives:

  • To discuss the path of Matrix from a small company to a formidable player in the Indian pharmaceutical industry and significant bulk active player in the international market
  • To discuss whether Matrix would sustain the growth rate with its entry into the US market or would change the strategy and enter the formulation business domestically and internationally and thereby move up the value chain

Keywords : Entrepreneurship Case Study, Matrix Laboratories Limited, Indian pharmaceutical industry, Lundbeck, United States Food and Drug Administration, Citalopram, cipramil, Contract manufacturing, contract research, Bulk drug industry, United kingdom Medicines Control Agency, Pharma value chain, American pharmaceutical industry, Non-infringing process patent, Generic drug manufacturers, Business strategy, Biotechnology industry, Ranbaxy Laboratories, Dr Reddy's Laboratories

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