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Change Management Case Study

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Change Management case study:
Health line Pharmaceuticals is one of the traditional family run medium size company doing business in Thailand. Started by Hirati Mioka in 1973, the company expanded steadily till 1997 by launching new products across Thailand and in different parts of Malaysia, Vietnam, Myanmar, Bangladesh, Indonesia and Philippines. The company has the core competency in making generic drugs for the entire nation. However, with the entry of the large global multinationals in the region like UK based Glaxo Smithkline, Germany based Novartis, India based Sun Pharma, China based Hepa link Pharmaceutical etc., the company started facing difficulty. From 1973 till 1990, the business of Health line grew at the rate of 23% on an average per year, which increased to the level of 31-33% per annum till 1997. However, this phenomenal growth started declining since 1999. During 1999-2010, the growth rate reduced to only 6%-7% per annum. By 1986, the next generation of Mioka family took over the helm of affairs of the company, who were more radical and liberal minded than their ancestors. They were western qualified and had the exposure to modern medicine and pharma research, being held in USA and Europe. They had close interaction through professional channels with some of the greatest pharmaceutical entrepreneurs of Asia such as Li Li of Hepa link Pharmaceuticals, Dilip Sanghvi of Sun Pharmaceuticals etc. However, this second generation could not come out of their legacy completely and even,the Thailand Government’s liberalized drug regulations since early 1990s could not motivate them towards radical decision making. Not only, the company started witnessing increasing challenge in terms of market growth, it also started facing the difficulty of fast loosing the market share at home and abroad. A study conducted by ‘Pharma view’ , a globally known research…...

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