Business and Corporate Strategies

Added on - Sep 2019

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Biocon India GroupStrategic Management AnalysisStudent Name:Student ID:Course Name:Course ID:Faculty Name:University Name:
1Table of ContentsIntroduction................................................................................................................................21.2 Stakeholder Analysis............................................................................................................2Employees..............................................................................................................................3Customers...............................................................................................................................3Suppliers.................................................................................................................................4Creditors.................................................................................................................................4Investors.................................................................................................................................4Government............................................................................................................................5Community.............................................................................................................................5Stakeholder Mapping.............................................................................................................52.2 Industry Analysis.................................................................................................................6Power of Suppliers.................................................................................................................6Power of Buyers.....................................................................................................................7Barriers to Entry.....................................................................................................................7Threat of Substitutes..............................................................................................................8Competitive Rivalry...............................................................................................................83.1 Strategic Capabilities...........................................................................................................84 Business and Corporate Strategies........................................................................................10Conclusion................................................................................................................................11References................................................................................................................................12
2IntroductionBiocon is an innovation oriented biopharmaceutical company which is based out ofBangalore, India. Kiran Mazumdar-Shaw is the chairman and managing director of thecompany. The started its business with enzyme business in the year 1978 and now itexpanded its wing into the pharmaceutical industry (Suryanarayan, 2003). Thepharmaceutical products of the company are sold in various markets such as India, UnitedStates, and various European countries. There are multiple subsidiaries of the company andkey ones are Syngene International Pvt Ltd, and Clinigene (Kalegaonkar et al, 2008). Thecompany has achieved appreciable growth since its inception and is looking forward to gainthe benefit out of the changing market place and need.This paper is concerned with analysing the various strategic aspects of the company tounderstand the opportunities and challenges that lies ahead. The second chapter focuses onthe stakeholders’ analysis of the company. The third chapter will focus on analysing thepharmaceutical industry in which the company is active at present. The fourth chapteranalyses the resources and capabilities of the company using the VRIO/VRIN criteria. Thefifth chapter suggests applicable and possible business and corporate strategies for thecompany. The final chapter gives conclusive remarks on the overall study of the company’sstrategies and possible growth.1.2 Stakeholder AnalysisStakeholders refer to the individuals or entities that are associated with the company in oneway or the other and will be impacted by the rise and fall of the company (Donaldson &Preston, 1995). There are various stakeholders of the Biocon India Group that has beendiscussed in the sub-sections of this chapter. As the company is into the field of
3pharmaceutical, therefore it becomes an important aspect that the stakeholder analysis isconsidered carefully. There are various entities who will be impacted by the actions of thecompany.EmployeesThe employees of the company are the most important stakeholder. These stakeholderscontribute directly to the growth of the company and get impacted by the decisions of thecompany. The employees of Biocon have been given enough freedom and flexibility toconduct their everyday activites. The company has ensured that the working environment ofBiocon stay conducive for the individuals with the presence of all kinds of facilities.Moreover, the provision to help grow those who are meritorious has instilled the culture ofgrowth. The employees strive for more and learn more. The interesting thing that has beenidentified is that the company do not expect any ideas or major contribution from theemployees for at-least two years from their joining as it considers that usually it takes twoyears to open up in Biocon.CustomersThe customers of Biocon are from wider geography, ranging from US, Europe, and India.The customers are also directly impacted by the decisions made by the company. Thecustomers of the company are either entity from the distribution channel like distributors,retailers, end consumers, government (for free distribution purposes), private hospitals, andothers. The customers are depended on the company’s decisions of price fluctuations and thesupport it provides to the customers. Biocon has kept its price moderate in all its marketwhich has helped its customers stay with the company with good relations. The companyshould ensure that the decisions does not put any adverse impact on the customers as they arethe reason company exists in the market.
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