Market Entry Strategies Case Study

Dr. Reddy's Laboratories, the Leading Indian Pharmaceutical Company, in Europe: The Inorganic Growth Strategy

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Abstract:

In February 2006, the Indian pharmaceutical company, Dr. Reddy’s Laboratories Limited (DRL), announced that it would acquire the Germany’s fourth largest generic pharmaceutical, betapharm. The deal was settled at US$ 570 million. After the US, Europe was the second largest pharma market with Germany as its largest constituent. Moreover, worldwide it was the third largest generic market. The market trends showed that generics had a better market potential over their branded counterparts. In addition, the European generic market proved to be more lucrative than the US market because it had less of governmental rules directed towards drug approvals and marketing.

The case analyses the synergies and possible challenges of such an acquisition and discusses the inorganic growth strategy of DRL that was aimed at penetration into the German and subsequently the European generic market. It also provides a brief overview of the two companies.

Pedagogical Objectives:

• To discuss DRL’s inorganic strategies by which it aimed to penetrate into the world’s fourth largest generic market, Germany and subsequently the European generic market
• To discuss the possible synergies and challenges of the acquisition.

Keywords : Dr Reddy's Laboratories; Betapharm; Pharmaceutical industry; Generics; United States Food and Drug Administration (USFDA); Abbreviated new drug application; Paragraph IV filing; Active pharmaceutical ingredients; Patent right; Market Entry Strategies Case Study; Branded drugs; Inorganic growth strategy; First to file; Research and development (R&D)

Contents : 
Introduction
Dr. Reddy’s Laboratories
Betapharm: European Opportunity For Drl
Possible Challenges
The Modus Operandi Of Para Iv Certification
The Valuation Of The Branded Drugs Of Europe
The Size Of The Generic Market