OBS Case Study

1- High turnover of human resource: OBS would have to illustrate their employees company trust them by giving them tasks that allow them to develop. Support them to gain new skills. Provide sufficient continuing education opportunities. The plunder you give your employees should speak to their touching needs and should go beyond their economic reward. Acknowledgment in front of the company, company and department parties, service projects, lunches with the boss, logo clothing, handwritten notes, etc., can all contribute to the positive culture of the company and can be good morale builders as well. Employees want to know they are respected and appreciated. As the saying goes, people may readily forget the things that you said, but they will always remember the way you made them feel. Many workplace legends are built around the horrific things weary and stressed-out managers said or did. But if managers make it a priority to show outward respect for employees on a regular basis, it will lead to a strong and enduring workplace culture as well as positive experiences and memories that they will never forget. OBS would create offer a market compensated salary package with fringe benefits to current employees so that the employees would be loyal to company. Tie a part of your employees' wages to the company's performance. This will align their interests with the company's revenue and profit goals and will serve as an inherent incentive to stay with the company as it grows. 2- Failure in Generic products: As Pakistans pharmaceutical industry is on the rise in both branded products and generic market. OBS Pharma is operating in generic industry but it is not going well. OBS would be paying attention on Patent periods of drugs when they are going to close so they easily and rapidly make drugs. They have to capture those markets where other generic brands are not present. OBS should focus on those products which are less available in market. For that they can do market research by surveys. They have to use good quality of raw material. They make collaboration with government institutions for sales of generic products in rural areas. 3- Very low growth: OBSs growth is low because there is problem of turnover of employees and unethical practices. OBS would incline its growth by capturing new markets, increasing portfolio and a much concern on sales force team. Company would diversify portfolio into syringes and surgical instrument. They would have to increase portfolio into Diabetes Mellitus, medicines for Hepatitis B and C, Treatment of HIV, dermatology products and much more. They have to focus on manufacturing and R&D. For improvement, IT would be helpful.

4- Failure in Vaccine portfolio: OBS is not operating into vaccines. It should extend its portfolio into vaccines such as Hepatitis B vaccine, BCG, Chicken pox, Diphtheria, H. Influenza type B, Polio Vaccine, Measles, Mumps, and Tetanus etc. 5- Consistent declining at IMS ranking and Damage Corporate Image If OBS would consider above mentioned suggestions then the growth of OBS would be inclined in IMS. By hiring and retaining well trained, goal oriented and efficient employees, company could create a good corporate image. Also OBS should have to participate into CSR to improve its image. The management should make collaboration with KOLs, consultant and different institutions to arrange awareness programs for diseases and medical camps. By doing this, OBS could recover its position in pharma industry and could go higher in IMS ranking. Besides this, OBS would be inclined in IMS ranking by diversifying its portfolio into vaccines and other diseases, maintaining sales and growth of brand leader products and strengthen the Generic portfolio. 6- Low penetration into international markets OBS would have to expand its business into Gulf countries and more. 7- Unethical practices As we know, there is very thin line between ethical and unethical practices in pharmaceutical industry. OBS have to focus on ethical practices such as Free Samples & Gifts, Scientific Activities, National & International Conferences, KOL Influence, Journal Articles & Studies, Drug Coupons, Cut-Prices and other practices. They have to stop unethical practices by giving training to sales force and implementing good marketing strategies.