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Group 7
Chinmaya Panday
WMP08096
Prashant Kr. Rai
WMP09096
Pranav Kumar
WMP09030
Ranjit Kr. Das
WMP09101
Saurabh Shukla
WMP09043
Back Ground:
Case Facts
For marketing, they were clear that partnering with a larger firms is the best option as they cant
afford marketing of their products
Case Facts
Challenges on External Environment
Competition:
Was one of 200 Firms formed during mid 1970s to develop pharmaceutical technologies.
Company had 22 employees and 18 of them were involved in R&D. And of them 1/3rd
Scientists.
Competitors included pharma giants like Ely lily, Merck, & Hoffman LaRoche; made the
competition Intense.
Other Competitor were also working on similar technology for developing CRP-1, thus race of
succession, was intense to gain first developer advantage.
Biotechnology laws were very uncertain, as this was a newly upcoming field.
Investors wanted to see a strong proprietary position of the product before investing.
Nucleon was specialized in Laboratory Development but not manufacturing and Marketing
Financial Environment :
1.
2.
3.
4.
5.
Venture capitalist become more selective and demand at least 30% Return on Investment
Issuing an IPO was not really an option for company like Nucleon
Options
Advantages
Disadvantages
quality
Contract CRP-1
Clinical
Manufacturing to
an Outside Firm
termination penalties
willing to do
High risk of disclosing confidential
information
High Price due to fixed costs of scale
option 1
License the
Manufacturing to
another
biotechnology
company or a
Advantages
Disadvantages
Vertically
Integrated
into
Commercial
Manufacturi
ng
required.
R&D can loose focus.
investment
Phase-III Recommendation
Inhouse
Manufacturi
ng
Nucleon
In house
Manufacturing
Licensing Out
In house
Manufacturing
Contract
Manufacturing
Licensing
Out
Licensing Out
Licensing Out
Nucleon should license all the manufacturing and Marketing functions to a bigger
Pharma Company for all phases.
In long term the company should invest in its own manufacturing plants.
However they can still share the marketing part with the bigger players ,
as they have a better marketing and distribution network.
This will result in increasing the profits and reducing the marketing risk.
The current product, CRP-1 is expected to be clinically used for Burns, but
the upcoming products were for kidney failures, thus by the time of launch
of the Kidney failure CRP, they must have a manufacturing plant of own,
as this will help them in securing their specifications and composition of
the CRP.
Particular
R&D Boutique
Advantages
Integrated Manufacturing
Enterprise
Disadvantages
In 10 years , the company would be matured and cash rich to accommodate all expenses
to protect its researches.
All the departments would be well established and well functioning and experience enough
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THANK YOU
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