Beximco Pharmaceuticals

Overview :

Beximco Pharmaceuticals Ltd (Beximco Pharma) is a leading manufacturer and exporter of medicines
in Bangladesh. Incorporated in the late 70s, Beximco Pharma began as a distributor, importing products
from global MNCs like Bayer, Germany and Upjohn, USA and selling them in the local market, which
were later manufactured and distributed under licensing arrangement. Since then, the journey continued,
and today, Beximco Pharma is one of the largest exporters of medicines in Bangladesh, winning
National Export Trophy (Gold) a record five times.
The company continues to adhere to the global standards and its manufacturing facilities have been
already certified by the regulatory authorities of USA, Europe, Australia, Canada, Latin America and
South Africa. Over the last three decades Beximco Pharma has grown from strength to strength but the
simple principle on which it was founded remains the same: producing high quality generics and
making them affordable. Ensuring access to quality medicines is the powerful aspiration that motivates
more than 3,800 employees of the company, and each of them is guided by the same moral and social
responsibilities the company values most.

Position in the Matrix :

High market share and high anticipated growth rate is called star. In Beximco Company their

pharmaceuticals market share is high and anticipated growth rate high. Beximco Company is well

known for its pharmaceuticalBusiness. So we can put it in BCG matrix’s Star part. This year

Beximco’s market share is 8.26, which is the 3rd largest in the country. Also the market growth is 16%,

which is almos double of last year.

Recommendation :

Beximco pharma is the leading pharmaceuticals company in Bangladesh. Here are some
recommendations for Beximco pharma.

As a star :
TStars are products with aThus, there is a lot of competition in this segment

Unlike cash cows, Stars cannot be complacent when they are top on because they can immediately be
overtaken by another company which capitalizes on the market growth rate. However, if the strategies
are successful, a Star can become a cash cow in the long run.rsAll types of marketing, sales
promotion a. This is because in cash cow, already these strategies have been used and they have
resulted in the formation of a cash cow. Similarly in Stars, because of the high competition and rising
market share, the concentration and investment needs to be high in marketing activities so as to
increase and retain market share.

General reccomendations :

 Beximco pharma is now one of a leading position for their modernization ideas and various
facilities for their customers. Moreover to retain the customers, if BPL gives more importance
on their marketing strategy, it will outperform their competitors.
 It will be more helpful if, Beximco pharma adaptation of more advance technology in the
production process and improvement of compensation structure for the staffs and employees.
 Training facilities must be given to employees and officials to increase their efficiency and
effectiveness.
 To retain customers, Beximco pharma should give more attention on their field force. In this
regard, they can employ more talented & educated people as representative.
 Training facilities must be increasing the productivity of the employees that helps the Beximco
pharma further to achieve its long-term goal.

 Training amenities in improving upon the quality of work and work-life.

 Beximco pharma Training facilities lead to improved profitability and more positive attitudes
towards profit orientatio