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Southeast University

The communication process of Beximco Pharmaceuticals Ltd Managerial Communication Bus 5116 Submitted to
Reaz Mahmud

Submitted By
Salma Akter Shuchi
ID# 2013110005024

Program: MBA (Friday)

This report on The communication process of an organization is the part of Managerial Communication (Bus 5116 ) cours e requirement . As a student of MBA; its an important for having a sufficient knowledge about the communication process in a real organisation. So I have chosen Beximco Pharmaceuticals Ltd and analyzed its communication process throughout the report. In this report 1st of all I started with introduction part where I discussed what is communication, what is business communication, what is good communication in an organization. Then I narrate objectives of preparing the report, source and limitations we faced while preparing the Report and about Beximco Pharmaceuticals Ltd (BPL). Then I tried to discuss the communication process of Beximco Pharmaceuticals Ltd (BPL) step by step. At the discussion part of my report I showed three (3) types of communication generally occurs in BPL, which are Internal Communication; External Communication; & Personal Communication. These three processes are the major communication process occurring around BPL. Then I tried to elaborate those processes and segment it eventually. For proper understanding I was trying to draw diagram when it was suited. Finally I discussed some of my findings in the major communication section of BPL and come with a recommendation. In my recommendation part, I was trying to advice them for overcoming their shortcomings. For my overall observation and research, I have seen that BPL is very much aware for their communication. Not only communication but their productivity also. As a result they are one of the best company in our pharmaceuticals arena.



Introduction Objectives Literature Review Methodology Limitation About Beximco Pharmaceuticals (BPL) Communication system of Beximco pharmaceuticals ltd 1. 2. 3. Internal Communication External Communication Personal Communication 8-12 12-13 13

4 5 5 6 6 7 8-13

Major findings Recommendation Conclusion Reference

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According to the dictionary, communication is defined as A process by which information is exchanged between individuals through a common system of symbols, signs, or behavior Communication is an important attempt to affect a transfer of messages, ideas or opinions between minds. The word transfer tell us that communication is essentially a two-way process, involving a sender and a receiver. It could be a mechanical instrument like a computer, a writer and a reader and a speaker and a hearer. Thus, communication always involves at least two personsa sender and a receiver. One person alone cannot communicate. Only the receiver can complete the communication process. Communication is not effective, if it does not produce the desired response. It is not enough for a manager to give an order; he or she must also ensure that it is correctly received, understood and carried out by the receiver. Communication skills can be particularly important during times of higher workplace stress, for example during downsizing, where good communication is an essential part of change management. Company also needs to communicate well to build and maintain effective relationships with their suppliers and clients. Communication skills are crucial to dealing with customer complaints effectively and limiting any negative word-of-mouth about your business. Company can draw on communication skills when they assess the effectiveness of their marketing campaigns.

Good communication can be understood by using the chart below:

COORDINATION Keep other informed of what they need to know, without over burdening them with unnecessary information INFORMATION who need to know what,


TIMELINESS - A message delivered too early or too late may add to confusion ACCURACY - The wrong message may be worse than none at all CONFIRMATION - make sure the right people have the information they need


The general objective of this assignment is to fulfill the requirement of Business Communication (BUS 5116) course of South East University as per University policy. To be more specific, this study entails the Communication process of Beximco Pharmaceuticals Limited to figure out and observe the communication practice of Beximco Pharmaceuticals Limited. The objective of this assignment is given bellow: How BPL communicate with the Employee, Customers, Clients and Shareholders. What are the strategies that BPL implements. Provide some relevant recommendation.

Communication is the exchange and flow of information and ideas from one person to another; it involves a sender transmitting an idea, information, or feeling to a receiver. Communication is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behavior. It is the meaningful exchange of information between two or a group of living beings. Pragmatics defines communication as any sign-mediated interaction that follows combinatorial, contextspecific and content-coherent rules. Communicative competence designates the capability to install inter subjective interactions, which means that communication is an inherent social interaction. When communication takes place to the business world is called business communication. This type of communication is used to promote a product, service, or organization; relay information within the business or deal with legal and similar issue. It is also a means of relying between a supply chain, for example the cosumer and manufacture It is the way through which the basic management functions are carried out. Manny scholars and experts have given opinions regarding business communication. Some are given bellow : Communication is the sum total of directly and indirectly, consciously and unconsciously, transmitted feelings, attitudes and wishes. ------------------Elliot Jawuer Communication is defined as the process of passing information and understanding from one person to another, it is essentially a bridge of meaning between people. By using the bridge of meaning a person can safely cross the river of misunderstanding.---------Keith Davis Communication occurred between two or more business men for organizing and administering business efficiently is business communication---------- J. Haste Communication is a dynamic, ever changing, unending process by which people transmit information and feeling, ideas, events, instructions to others.--------- Baker


The following methodology was followed throughout the study .The study is based on both primary as well as Secondary data. Data regarding the organization profile collected in the following ways: Primary Source Careful observation of various activities of related section of that particular department. Discussions with the officials of BPL.

Secondary Source Organizational Brochures/ Annual Reports. Online information. Different BPL publications. Other relevant written materials.

Data Collection Techniques:

Some of the primary data were collected by observing others doing their jobs. Much of the primary data were collected by the informal interviewing of the company officials. Most of the secondary data were collected by the review and study of relevant reports and documents.

I have faced many obstacles during prepared this assignment. The limitations of this report are as follows: All the comments made, conclusion reached and suggestions for possible improvement provided are purely based on my level of understanding, knowledge and my way of interpreting a particular statement. Unable to collect specific information of BPL. To protect the organizational confidentiality some parts of the report are not in depth. Time constrains.


About Beximco Pharmaceuticals (BPL)

Beximco Pharmaceutical Ltd. is a leading edge pharmaceutical company based in Dhaka, Bangladesh and is a member of the Beximco Group. The history of pharmaceutical business of the company dates back to the early 70s, when it started to import market and distribute medicines from world renowned companies like Upjohn Inc. of USA and Bayer AG of Germany. Since the very beginning, the company was highly successful in generating increased demand for its products which eventually justified local production. It completed its registration in 1976 and started its operation in 1980 by manufacturing and marketing licensee products of Bayer AG of Germany and Upjohn Inc. of USA. After its initial years of struggle it broke ground with the launching of its own products in 1983. In 1985 BPL was listed in Dhaka Stock Exchange (DSE) as a Public Limited Company. The journey continued and barrier after barrier were crossed, challenges were faced and overcome to transform BPL into what it is at present. Now it has grown to become nation's one of the leading pharmaceutical companies, supplying more than 10% of the country's total medicine need. In the process, it was enlisted in Chittagong and London Stock Exchange. Today Beximco manufactures and markets its own `branded generics' for almost all diseases from AIDS to cancer, from infection to asthma, from hypertension to diabetes for both national and international markets. It manufactures a range of dosage forms including tablets, capsules, dry syrup, powder, cream, ointment, suppositories, large volume intravenous fluids, metered dose inhalers etc. in several world-class manufacturing plants, ensuring high quality standards complying with the World Health Organization (WHO) approved current Good Manufacturing Practices (cGMP). Beximco also contract manufactures for major international brands of leading multinational companies. Beximco has a strong market focus and is anticipating continued future growth by leveraging business capabilities and developing superior product brands and markets. In particular it is very interested in developing a strong export market in USA and Europe. To meet the future demand it has invested over US 50 million dollar to build a new state-of-the-art manufacturing plant, confirming to USFDA and UK MHRA standards. This new plant will also offer contract-manufacturing facility to leading pharmaceutical companies, especially from Europe and US.



There are three (3) types of communication process in BPL. These are: 1. Internal Communication; 2. External Communication; & 3. Personal Communication.

1. Internal Communication:
Communication within an organization is called internal operational. This form of communication includes all communication within an organization. Effective internal communication is a vital mean of addressing organizational concerns. Good communication may help to increase job satisfaction, safety, productivity, and profits and decrease grievances and turnover. This is the communication among the workers of the business organization that is done to implement the operating plan of the business. Internal communication takes many forms in BPL. It includes the orders and instruction that supervisors give to workers as well as oral exchanges among workers about work related matters. It includes reports and records that workers prepare concerning sales, production, maintenance, finance and so on. It includes all the memorandums email, message and reports that workers write in carrying out their assignments.

Internal communications occur 2 ways: I. II. Formal Communication; Informal Communication

I. Formal Communication:
Formal Communication is the structured communication which is the most vital types of communication in BPL. Formal Communication are directly related with BPLs goals,rules-regulation, planning,direction, decision making, controlling, etc. Formal communication of BPL occurs three ways: A. Upward Communication, B. Downward Communication, & C. Horizontal Communication. 8|Page

A. Upward Communication:
Upward communication is the flow of information from subordinates to superiors or from employees to management. Without upward communication, management works in a vacuum, but knowing if messages have been received properly, or if other problem exists in the organisation. The primaries purposes for which upward communication are made in BPL include: Provide feedback to higher ups. This mainly includes technical information about performance. Provide personal information about ideas, attitudes and performan ce. Correspond current problem. Counseling attitude questionnaires and exit interviews: The human resource department BPL can periodically administer attitude questionnaires, hold confidence counseling sessions and conduct meaningful exit interviews for those who leave the organization. Valuable insight about the organization can be gained by these methods. Participative techniques: E m p l o y e e s m a y b e i n v o l v e d i n t h e o r g a n i z a t i o n a l communication process by informal networks or formal participation programs like union-management committees, junior boards, suggestion boxes and cross functional teams. An empowerment strategy: E m p l o y e e s c a n b e s y s t e m a t i c a l l y e m p o w e r e d b y giving them access to information and other resources. This creates an atmosphere of openness and trust and facilitates in the attainment of organizational g o a l s . The methods of improving the effectiveness of upward communication in BPL are as follows: The grievance - Most collective bargaining agreements provide for this procedure, whereby an employee can appeal upward beyond their direct managers, thereby protecting them from arbitrary decisions taken by their immediate superior. The open-door policy - It literally means that the managers door is always open for employees to come and discuss about anything that is bothering them. The use of e-mail - Any employee may send an e-mail to any higher-up in the organization. This method preserves the identity of the complaint and is prompt, secure and popular. Problems and exceptions - These messages describe serious to routine performance in order to make the leader aware of difficulties. Suggestions for improvement - These messages quality or efficiency of organization members. problems and exceptions

are ideas for improving task- related procedures to increase the


Upward communication in BPL occurs following way:

B. Downward Communication:
Communication that flows from a higher level of group organization to a lower level is called downward communication. In other words, communication from superiors to subordinates in a chain of command. Most of the information communicated is to achieve in BPL as following factors: To provide information to assist employees in performing their jobs. This is including job instruction, explanations, operating procedures and job descriptions. Coaching, to give information about organizational procedures and practices. Exchange information. To tell subordinates about their performances. To provide ideological information to facilitate the indoctrination of goals. Achieve job satisfaction. Provide feedback.

The methods of improving the effectiveness of upward communication include the following: Implementation of goals, strategies, and objectives: Communicating new strategies and goals provides information about specific targets and expected behaviors. It gives direction for lower levels of BPL. Job instructions and rationale: These are directives on how to do a specific task and how the job relates to other activities in BPL. BPL needs to coordinate individual and departmental objectives with organization-wide goals.

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Procedures and practices: These are messages defining the BPLs policies, rules, regulations, benefits, and structural arrangements in order to get some degree of uniformity in organization practices. In BPL, this information is transmitted to staff members through board and organization-wide policy manuals, handbooks, and the day-to-day operation of BPL. Performance feedback: Departmental progress reports, individual performance appraisals, and other means are used to tell departments or individuals how well they are doing with respect to performance standards and goals. Socialization: BPL tries to motivate staff members to adopt the institution's mission and cultural values and to participate in special ceremonies, such as picnics and United Way campaigns. It is an attempt to get a commitment, a sense of belonging, and a unity of direction among staff members

Downward communication in BPL occurs following way:

Chairman and Vice-Chairman

Managing Director



Marketing Director

Commercial Director

Project- EX Director

Sales Director

Departmental Managers

Departmental Officers

Office Staffs

Factory & Warehouse

C. Horizontal Communication:
When communication occurs between members of the same work group, among members of work groups at the same level, among managers of the same level or among any horizontally equivalent personnel, it is termed as horizontal communication. The purposes of horizontal communication in BPL are: Task-coordination: Department heads may meet periodically to coordinate among themselves about progress of each department. Problem solving: The members of a department may meet for a brainstorming session to solve a common problem facing the department. 11 | P a g e

Conflict resolution: Members of one department meet to discuss a conflict inherent in the department or between departments. Information sharing: The members of one department may exchange new data or information with another department. A considerable amount of horizontal communication occurs outside the formal chain of command, often with the knowledge and approval of the management. Horizontal communication can also be seen as communication with peers which provides much needed social support for organizational members that releases them from the job tension.

Horizontal communication in BPL occurs following way:

Chairman and Vice-Chairman

Managing Director



Marketing Director

Commercial Director

Project- EX Director

Sales Director

Departmental Managers

Departmental Managers

Departmental Officers

Departmental Staff

II. Informal Communication:

Informal communication occurs in BPL when an employee communicate with others without communication that takes place without following the formal lines of communication is said to be informal communication. This channel is not created by the management as is usually not under the control of the management. This sort of communication takes place w h e n e m p l o y e e s a r e u n a b l e t o c o m m u n i c a t e t h e r e q u i r e d i n f o r m a t i o n t o t h e h i g h e r authorities. Because of communication barriers, they may resort to informal channels of communication. Distortion may appear in the transmission of such messages through grapevine in the form of rumors and gossips.

2. External Communication:
The work related communication that BPL does with the people and group outside the business is external communication. This is the communication of BPL with its publicsuppliers, service companies, customers and the general public. 12 | P a g e

External communication includes all the efforts of the business at direct selling-descriptive brochures, telephone callbacks, follow-up service calls and the like. It also includes the advertising that BPL does in radio and television messages, newspaper and magazine advertising and point- of- purchase display materials. The importance of external communication to a business hardly requires supporting comment. BPL is dependent on outside people and groups for its success and because the success of BPL depends on its ability to satisfy customers needs, it must communicate effectively with its customers.

3. Personal Communication:
All communication that occurs in BPL is not operational. Most of it is without purpose from the viewpoint of the business. Such communication is called personal communication. Personal communication is the exchange of information and feelings in which human beings engage whenever come together. Such personal communication occurs also at the workplace and it is part of the communication activity of BPL. The workers attitude towards the business, each other and their assignments directly affect their willingness to work and the nature of conversation in a work situation affects attitudes. Also affecting the workers attitude is the extent of personal communication permitted. Absolute denial of personal communication could lead to emotional upset. On the other hand, excessive personal communication could interfere with the work done. Again, the middle ground is probably the best.

Throughout this assignment I have tried to narrate the overall communication of BPL. Although I have found following types of communication usually occurs in BPL:

Formal Communication:

Oral Communication: Oral communication takes place in staff meeting, departments meeting, monthly and yearly conference and seminar. Written Communication: Written communications are accomplished by office memorandums, Company newsletter, reports, Official Order and Notice.

Informal Communication:
Through tea room, dining room, wash room, prayer room and recess room; Through Phone call and email.

External Communication:
External communication generally occurs with customers, suppliers, stake and share holders, general public, Peers Company, etc through email, telephone, fax, website, advertisement, tender notice, AGM, etc.

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Beximco Pharmaceuticals Ltd (BPL) tries to ensure better quality and better management. The staffs demonstrate their knowledge and experience with sheer professionalism. Despite these efforts some shortcomings may remain and there is always an opportunity to overcome those. Trough out my study I have found that they have some opportunity that they can take being taking proper steps. On the basis of my understanding and observation I am proposing the following recommendation to the BPL:

The official website should be more informative. Employees should be more aware of their company policy so that, they dont not mess with restricted and unrestricted things. Should be aware of their internal communication because sometimes important and confidential information flash out in outside. As a multinational pharmaceutical company Beximco Pharma Ltd should improve the Internate Based Performance Appraisal System. This will save money in long term associated with this process and will also save the time of busy personal. Beximco cannot follow all the channel method totally. As a result it is not getting the 100% benifit of all the channel method. So, BPL should try to implement it as early as possible. Beximco has not yet introduced extranet facilities for the suppliers. As a result the suppliers cannot get enough information about the companies or organizations demand. So, Beximco shoul introduce extranet in their company. Beximco also should be more concern about their transportation aystem for the supply. Because, they usually bring their agro based products from the very rural area.Their roads are not that much standard. So beside, trucks and covered van they also should take care of the transport which can be used on water. Refrigerating system is also important. Training facilities must be given to employees and officials to increase their efficiency and effectiveness. Training facilities must be increasing the productivity of the employees that helps the BPL further to achieve its long-term goal.

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Beximco Pharmaceutical Ltd is one of the most developed hi tech and growing company in Bangladesh pharmaceuticals sector. BPL doing exceptionally well operating their business not only in Bangladesh along with 92 other countries in the word. They are highly committed for producing well medicine. For that reason they have a strong relation with suppliers, customers, stake holders, their staff- workers, distributors, medical re-preventatives, doctors, and so on. It is worthy for them because they build up a strong communication system. Through this assignment I learnt a lot of things about an organizations communication process. After talking with BPL official I know that maintaining communication in an organization is a very tough thing. It takes a lot of experience and knowledge to control such organization. During this assignment I gain a very little experience but it will help me in the future.


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REFERENCE Business communication. 27 July. <> 17 Easy Ways to Improve Your Business Communication. 28 july03. < > Beximco Pharmaceuticals Limited: < > John Thill, Courtland L. Bovee(2011). Excellence In Business Communication (6th Edition). Prentice Hall. Kitty O. Locker, Stephen Kyo Kaczmarek(2007). Business Communication: Building Critical Skills(3rd Edition). Irwin/McGraw-Hil. Fred C. Lunenburg (2010). Formal Communication Channels: Upward, Downward, Horizontal, and External, VOLUME 4, NUMBER1, 2010, Sam Houston State University. Keyton, Joann & Shockley-Zalabek, Pamela 2009, Case studies for organizational communication: understanding communication processes (3rd Edition), Oxford University Press, New York, NY. Modaff, Daniel P, Butler, Jennifer A & Dewine, Sue 2011, Organizational communication: foundations,challenges and misunderstandings(3rd Edition), Allyn & Bacon, Boston, MA. Belanger, France 1999, Communication patterns in distributed work groups: a network analysis, IEEE Transactions on Professional Communication, vol. 42, no. 4, pp. 26175.

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