Presented By Prachi Mule

Vishal PareekSarith Somasundaran

Gourav Nagar

Genzyme Corporation

Type: Public

Industry: Biotechnology

Founded: 1981

Products: Cerezyme

Revenue: (US $3.1 Billion) (2006)

Employees: over 8000

Product(): 25

Location: 25(Multinational)

Genzyme's Profile

› Unique Strategy

“Target small market of rare diseases”

› Business Model

“High-Risk, High-Reward”

› Orphan Drug Act - 1983

› Innovative initial marketing strategy to save cost

› First big success - Ceredase

Success Story

› Possible failures– Eg: Orphan Drug Act

› Failure to realize weaknesses

› Management too rigid

› Need to maintain total control

Problems Faced

› Partnerships to reduce manufacturing and sales cost

› Increase focus on marketing

› Management should be flexible

› Explore new opportunities to adapt to market dynamics

› Leverage the brand name to diversify operation

Recommendations