vineeth1-netkraft soft. tech. park

8/7/2019 Vineeth1-Netkraft Soft. Tech. Park

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I hereby declare that this dissertation work entitled BUSINESS

INTELLIGENCE IN PHARMA SECTOR A NEW VENTURE

TEAM BUSINESS PLAN REPORT FOR NETKRAFT SOFTWARE

TECHNOLOGY PARKis a bonafide study, completed under the

guidance and supervision of Dr.K.V.Prabhakar, adjunct professor-MPBIM,

Bangalore (Internal Guide) and Mr.Niladri Sinha, Manager Sales-

NETKRAFT, Bangalore (External Guide) and submitted in partial

fulfillment for the award of MASTERS OF BUSINESS

ADMINISTRATION degree at Bangalore University.

I further declare that this project is the result of my own effort and that

it has not been submitted to any other university/institution for the award of

any degree or diploma or any other similar title of recognition.

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Mr.VINEETH KUMAR02XQCM6065MBA, Fourth Semester

M.P.Birla Insitute of Management


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I hereby certify that this dissertation work entitled BUSINESS



TECHNOLOGY PARK is the result of research investigation carried out

by Shri. Vineeth Kumar.Vunder my guidance and supervision.

I also certify that he has fulfilled all the provisions of the covenant

governing the requirements for the research investigation and that this

dissertation has not formed the basis for the award of any degree/diploma in

any University/Institution.

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This is to certify that this dissertation work entitled BUSINESS



TECHNOLOGY PARK is the result of research investigation carried out

by Shri. Vineeth Kumar.V under the guidance and supervision of

Dr.K.V.Prabhakar, adjunct professor-MPBIM, Bangalore (Internal Guide)

and Mr.Niladri Sinha, Manager Sales-NETKRAFT,Banaglore(External

Guide).

This dissertation is submitted to the Bangalore University as a partial

fulfillment of the requirements for the award of MBA degree.

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I am extremely grateful to all the se who have shared their views, opinions,

ideas and experiences which have significantly improved this dissertation.

I would like to express my sincere gratitude to Mr.Niladri Sinha

(External Guide) for his technical as well as moral support. He has been a

constant source of motivation and inspiration for me during my entire stay at

Netkraft Software technology Park. He deserves a well worth praise for his

guidance and sincere efforts in mentoring me throughout the dissertation. I

have benefited immensely from his vast experience and advice, without

which this dissertation would not have been completed.

I extend my sincere gratitude to the entire Marketing team at Netkraft,

especially to Mr.Srinath, Mr.Sachin, Ms.Kavita, Ms.Shailaja for their

heartfelt support and guidance in the course of this dissertation.

I am indebted to Dr.K.V.Prabhakar (Internal Guide) for his constant

encouragement throughout this dissertation. I feel short of words in

acknowledging the excellent guidance and professional support he has

provided to me during the course of the dissertation. Special thanks are due

to Prof.Srinivasan for his valuable suggestions in my research

investigations.

I would be failing in my duties, if I do not mention the support

extended by my beloved principal Dr.N.S.Malavalli and our esteemed

Directors Sri.R.Thothadri and Sri.A.Krishnamurthy without whose

guidance this dissertation would never have been a reality.

Mr.Vineeth Kumar.V

02XQCM6065


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&217(1776+(((7PARTICULARS PAGE NO.

3$577, 5(6($5&++%$&.*5281' 1 - 58

1. NEED AND IMPORTANCE OF THE STUDY 1 - 3

2. PROBLEM STATEMENT & OBJECTIVES OF THE STUDY 4

3. HYPOTHESIS & LIMITATIONS OF THE STUDY 5

4. A - HEALTH CARE INDUSTRY BRIEF 06-16

HEALTH CARE SYSTEM IN THE US 6 - 12

HEALTH CARE INDUSTRY THE INDIAN CONNECTION 13 16

5. B - PHARMACEUTICAL INDUSTRY BRIEF 17-29

GENERAL - PHARMACEUTICAL INDUSTRY 17 - 19

Pharmaceutical - key asset to the Global Neo Classical Economy? 17

What trends have been observed? 18

What Goes Into R&D Costs? 18

Why Patients Are Using More Medicines? 18What is the Impact of Increased Medicine Use? 19

THE US: PHARMACEUTICAL MARKET 20 - 23

US pharmaceutical industry - an emerging Industry Leader? 20

Why do they have to cost so much? 20

Win-Win Situation? 21

New York: The pharma state of U.S.A 22

THE INDIAN PHARMA-MARKET 24 - 26

Does Market India have the sting? 24

Who are the Top players in the Indian Market? 24

Advantage India - Importance of 2005? 25

GLOBAL PHARMA-MARKET FORECASTS THROUGH -2010 27 29


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6. C - BUSINESS INTELLIGENCE (BI) BRIEF 30-44

CONCEPTUAL FRAMEWORK OF BI 30 - 38

What is the essence Of BI? 30

Business Intelligence workflow 31

What issues need consideration? 32

Bi tool selections: General considerations 33

So how much can it cost on an average? 34

Data warehouse Project Requirements 35

Companies eye web-based bi tools 36

BENEFITS OF BI 39 - 44

Scope of BI: 39

What are the Benefits of BI? 41

Why BI Applications must be the next step? 42

Industry Pulse 44

7. D - NETKRAFT COMPANY PROFILE 45 - 49

Background & Industry verticals 45

Technology & Processes 47

Alliances 49

Recent news: Adea solutions of US to acquire netkraft 50

8. E - RESEARCH METHODOLOGY 53 - 58

Scope of Industrial Marketing Research 54

A typical Industrial Research Process 55

Research Methodology for the Study undertaken: 56

Type of research 56

Sampling technique 57

Sample size 57

Sample description 57

Sampling procedure 58

Tools used for testing the hypothesis 58

Software used for data analysis 58


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9. MARKET OPPURTUNITY ANALYSIS 59 - 79

Industry trend analysis 60 - 66

Regression analysis 67 - 68

Industry requirements analysis 69 - 79

Competitor analysis 81 83

Swot analysis 84 86

10. DEDUCTIONS FROM THE ANALYSIS 87 89

11. CONCLUSIONS FROM THE STUDY 90 - 93

MARKET ENTRY PLAN 91

Segmentation of the Pharmaceutical Market: 91

Targeting of the right segment: 91

Positioning in the Right Segment 92

Simultaneous Plan of Action 93

12. IMPLICATIONS FROM THE STUDY 94

13. SUGGESTIONS FOR FURTHER RESEARCH 95

14. BIBLIOGRAPHY 96 98

15. ANNEXURES 99 - 111

PHARMA CHARTS 99 - 104

PHARMA TABLES 105 108

BI CASE STUDY REPORT FROM NICHOLAS PIRAMAL 109 - 111

BI COLLATERAL FOR NETKRAFTS NEW VENTURE 112 117

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PARTICULARS PAGE NO.

United States Health Care System In A Nutshell 11

BI Loop from an Organizational Perspective 31

BI Tools 36

Data Warehouse Stages 38

Data Warehouse Project Execution Phases: 38

Scope of BI 39

Research Paradigm 56

Enterprise Information Portal 76

External Information Technology Environment 79


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G2.1: Bar Chart Showing The Total Pharmacy Market 99

(At Ex Factory Prices) Average Growth Rate (1991-2001)

G2.2: Pie Chart Showing The Breakdown Of 99

Global Pharmaceutical Industry In 2002

G2.3: A Pie Chart Showing The Amount Spent 100

On Pharmaceuticals Drugs And Other

Healthcare Services In Terms Of A Dollar.

G2.4: A Bar Graph Showing The Continuous Growth 100

In The R&D Expenses In The Us From 1980 To 2002

G2.5: A Bar Graph Showing The R&D Expenses Per Drug 101

G2.6: A Chart Showing The Time Taken For The 101

Entire Process From R&D To Marketing Of A Drug

G2.7: A Special Bar Graph Showing An Example 102

Of Higher Patient Spending On Drugs Results

In Lower Medical Spending

G2.8: A Line Graph Showing The Pharma State: 102

The Growth In Pharmaceutical Jobs As Compared

To The Manufacturing Jobs In The State OfNew York Between 1980 & 2000

G2.9: A Bar Graph Showing The Growth Of 103

The Indian Pharmaceutical Industry (2000-2003)


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G2.10: A Chart Showing The Pervasive Connectivity 103

With Patients Which Will Enable Cost-Effective In-Life Surveillance

G2.11: A Chart Showing The Disease-Led Approach 104

To Drug Development, Which Will Massively,

Reduce The Time And Resources That Are Required

G2.12: A Diagram Showing The New Business Model 104

Will Require Dramatic Changes at Every Step in The Pharma Value Chain

GENERAL GRAPHS WITHIN THE REPORT

Pie Chart Showing Global Pharma Market Share % 63

A Bar Graph Showing Generics Share Of 63

Us-Prescription Drug Market (1984 And 2006)

A Bar Graph Pharma-Industry Level Expenditure 64

Forecast Are Encouraging Signs.

A Bar Graph Showing The Continuous Growth In 64

The R&D Expenses in The US From 1980 To 2002.

A Special Bar Graph Showing The Research Based 65

Pharmaceutical Industry R&D Spending Exceeding The Promotional Dollars

Graph Showing No. Of Industry Players 82

In Various Health Care Domains


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T2.1: A Table Showing The Top 20 Global Pharmaceutical Industries 105

Based On Their Revenues In 2002

T2.2: A Table Showing The Top Ten Most Selling Drugs 105

In The Year 2001 Based Of Their Sales

T2.3: A Table Showing The 25 Major Players 106

In The Indian Pharmaceutical Market

T2.4: A Table Showing The Sales Of Major Domestic 107

And Foreign Multinational Companies In India

T2.5: Swot Analysis On The Indian Pharmaceutical Industry: 108

GENERAL TABLES WITHIN THE REPORT

Netkraft Skills Matrix 49

Difference between Industrial & Consumer Marketing Research 53

Table Showing Total Spending On Healthcare 60

As A Percentage Of Its Gdp (1970 2000)

Table Showing G7-nations Total Spending On Healthcare 60

As A Percentage Of Its Gdp (1970 2000)

Healthcare Sector Investment potentiality 61

H/C among The Top 3 List Of Global Investment Market.

Role Of Pharmaceutical In Healthcare Domain 61

The United States Healthcare Services Market Split Up 62

Global Pharma Market Share Percentage 63

Global Pharma Sales Have Been A Success Story (Upto 2003) 66

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During the course of the study, the relevance of BI in Pharmadomain was tested

through a hypothesis using chi-square test. Sample clusters were drawn from the Pharma

industry population, which were designed using suitable clustering criteria based on the

researchers discretion. For the purpose of study, the report was ideally divided into two

main sections namely Research Background study and Research Findings. Background

study aimed at performing a brief industry study that was purely based on secondary

data. Once the initial data mining process was over, further work was carried out in

digging further into the Pharma industry requirements with regards to BI thereby finding if

there was any service gap anywhere. For this purpose, trends, regression, requirements,

Competitor analysis and SWOT analysis were carried out and data were suitably

represented using graphs and tables.

Conclusions from the study indicated that, the industry - BI solutions provider for

the Pharma markets was still relatively untapped at the SME level and that the market

was shaping up for a brighter future for the IT companies involved in this business

specially India being established as a global Pharma-Outsourcing hub.

Key Opportunities areas for the application Business intelligence in the Pharma sector

exists in Data warehousing, Research & Development, Clinical Data Management,

Enterprise Information Portal, Supply chain and E-business related issues.

The competitor analysis (domestic) clearly showed that the window of opportunity exists

in the Small and Medium segment (SME) and hence incremental to Netkrafts growth in

this sector as an established BI player in pharma.

As a part of suggestions, a suitable market entry plan was devised keeping

in mind the various analysis performed. As a sequel to the go-to-market strategy solution

a carefully designed Business collateral was prepared which could aid Netkraft in its

endeavour to stake claims as a Bi player in pharma in the near future. This would also

create further scope for research and investigation for them in this direction.

Wishing them all the best in their efforts.

vineeth1-netkraft soft. tech. park

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