Market entry strategy for tier III emerging markets; Dr Reddy's Laboratories

Abstract

The purpose of the internship project was to identify new emerging markets that ftr Reddy's should consider for entering, with their 'Branded Generics' portfolio. The idea was to have a detailed study done on the regions which I identified as th~ target markets, and suggest the critical success factors for them. This work will be taken up further and presented to the top management for the final decision. In Dr Reddy's, l3UIIllller. internship is taken very seriously, as they usually share their actual work with the interns. The internship was a good learning experience for me, as I got to learn a lot about the pharmaceutical industry from the best pharmaceutical company in India. The work culture is very good, and like a regular IT company. It is more entrepreneurial in nature, and they provide a good amount of space for independent thinking and action. Infact, they appreciate this quality a lot from summer interns. The guides and the team-mates are very easily approachable, and knowledge exchange is very good.