Introduction

The pharmaceutical industry in Bangladesh is one of the most developed hi-tech sectors within
the country's economy. In 2000, there were 210 licensed allopathic drug-manufacturing units in
the country, out of which only 173 were in active production; others were either closed down on
their own or suspended by the licensing authority for drugs due ton on compliance to good
manufacturing practices or drug laws. The industry manufactured about 5,600 brands of
medicines in different dosage forms. There were, however, 1,495wholesale drug license holders
and about 37,700 retail drug license holders in Bangladesh. After the promulgation of Drug
Control Ordinance - 1982, the development of this sector was accelerated. The professional
knowledge, thoughts and innovative ideas of the pharmaceutical professionals working in this
sector are the key factors for these developments. Due to recent development of this sector, the
industry is exporting medicines to global markets, including the European market.

Company Background
Beximco Pharmaceuticals Ltd. is the leading pharmaceutical company of Bangladesh. Founded
in 1976, Beximco Pharmaceuticals Ltd. has been producing world class pharmaceutical products
following current Good Manufacturing Practice (CGMP) as required by the World Health
Organization (WHO) in order to improve health, happiness and quality of life. Beximco
Pharmaceuticals Ltd. has products of different therapeutic classes, each of which occupies a
prominent position in the market and the heart of our customers and shareholders. Beximco
Pharmaceuticals Ltd. is always committed to improve the lives of people through the
development and commercialization of high quality and cost-effective medicines.

Quick View of BPL

Official Name – BEXIMCO Pharmaceuticals Ltd (BPL)

Type – Public Limited Company

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Founded – 1980

Headquarters – Dhaka, Bangladesh

Key people – Nazmul Hassan (CEO)

Industry – Pharmaceutical

Slogan – ‘We are building a healthier tomorrow’

Logo –

Business Information– The Company’s annual production exceeds

$50million. It employs over 1900

Mission:
“Each of our activities must benefit and add value to the common wealth of our society. We
firmly believe that, in the final analysis we are accountable to each of the constituents with
whom we interact; namely; our employee, our customer, our business associates, our fellow
citizens and our shareholders.”

Vision:
“Our vision is to building a healthier tomorrow where our fellow citizens will live longer,
healthier and happier. Our activities have always been centered non developed core competences
to deliver the best in the industry ensuring superior value and return to our customers’’.

Goals:
The innovation of new products and satisfying the ever-changing need of consumers is the top
priority goal of BPL. Ensuring full effort to enhance shareholders highest returns and growth of
their asset is also a goal of the company.

Objectives
We work at the heart of policy development and decision-making to ensure that patients are able
to benefit from the latest and most advanced medicines. Our members include the large majority
of pharmaceutical companies in the Bangladesh and we bring together both large and small
companies that research and develop prescription medicines. The pivotal role that the
BEXIMCO pharmaceutical industry has played, and continues to play, in improving the health,

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wellbeing and productivity of Bangladesh population is often underestimated. The impact of
poor health on the population is hard to quantify, but the pharmaceutical industry has been
shown to contribute significantly both directly and indirectly to the welfare of the Bangladesh
population as a whole. Our objective is to ensure that this is better understood.

Products & Service

Beximco Pharmaceuticals Ltd (BPL) is a leading manufacturer of pharmaceutical formulations
and Active Pharmaceutical Ingredients (APIs) in Bangladesh. The company is the largest
exporter of pharmaceuticals in the country and its state-of-the-art manufacturing facilities are
certified by global regulatory bodies of Australia, European Union, Gulf nations, Brazil, among
others. The company is consistently building upon its portfolio and currently producing more
than 400 products in different dosage forms covering broader therapeutic categories which
include antibiotics, antihypertensive, antidiabetics, antireretrovirals, anti-asthma inhalers among
many others. Their products come in a wide range of dosage forms including tablets, capsules,
dry syrup, powder for suspension, cream, ointment, suppositories, metered dose nasal sprays,
large volume intravenous fluids, metered dose inhalers etc. ensuring the global standard of
quality product.

Corporate Governance & Committees

The Company has a three-tier management structure, comprising the Board of Directors, the
Executive Committee and the Management Committee. There is also an Audit Committee,
constituted in 2006.The Board is the highest level of authority within the Company comprising
mainly non-executive directors, none of whom receive directors' remuneration from it. The
Board meets with the Executive Committee, comprising six executive directors, twice a year to
conduct full review of the Company's operations.

Competitive Advantage
Business level strategies developed by BPL help them to earn competitive advantage through
quality products, superior services, and outstanding customer relationship. Innovation strategies
have been the key to their success both in product differentiation and in product promotion. BPL
had been the first-mover to bring Marketing Approach rather than traditional Selling Approach
in local pharmaceuticals industry. BPL also believes in Focus Strategy and concentrates on a
particular segment of the market. They strive to retain existing customers as well as to attract
new ones. BPL has developed unique customer service through their Unbiased Medical Service.

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BPL has also developed superior human resource for earning competitive advantage in the
market.

SWOT Analysis
The aim of any SWOT analysis is to identify the key internal and external factors that are
important to achieving the objective. These come from within the company's unique value chain.
SWOT analysis groups key pieces of information into two main categories:

Internal factors – The strengths and weaknesses internal to the organization.

External factors– The opportunities and threats presented by the external environment to the
organization.

 STRENGTH
Characteristics of the business, or project team that give it an advantage over others.

-Brand Leadership

As survey showed that 27 of BPL‟s products are found to be brand leaders out of 47 products
surveyed while 10 stand at second place,

-Market Recognition

Beximco has secured market recognition in the market through innovative marketing strategies
and aggressive product promotion. The company’s strong support to the medical community has
gained its brand loyalty from the doctors.

-Market Growth

The market is expected to grow by 15 to 20% per annum for the next 5 years. The compounded
annual growth for the previous 6 years was 15%. The next stage of growth is expected to come
from backward integration to manufacture high volume raw materials, introduction of Hi-Tech
manufacturing process that is difficult to imitate products, and exports.

-Diversification

The strength of Beximco Pharmaceuticals Ltd. lies in its diversified products and dosage
forms.BPL diversify to solid, liquid & semisolid products.

-Achievement of national export trophy

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First export market operation with finished pharmaceutical products1994-95 : Achievement of
National Export Trophy (Gold) as the first pharmaceutical company of the country.

-Research & Development

B P L has a strong R&D and they spend a huge amount of capital for it.

-Employee Empowerment

Employee Empowerment Capability to Bring Innovation & product differentiation Outstanding

Product Quality World Class Professional Service

 WEAKNESS
Characteristics that place the team at a disadvantage relative to others.

-In able to produce injectibles

The company does not produce any kind of injectibles. The company can increase its market
share by producing injectibles. BPL has a narrower product line and number of products than its
principal competitors in the market. Unless the product line and number of product are expanded
the market share of BPL will be endangered in near future.

-Lack of Working Capital

The company does not have sufficient working capital.

 OPPORTUNITIES
External chances to improve performance (e.g. make greater profits) in the environment.

-New products of different therapeutic classes

BPL always tried to add new products of different therapeutic classes in its portfolio and these
products are highly appreciated by the health professionals. Most important of them are Triocim,
Arixon, Prosan, Recox, Atova etc. Introduction of these new products enriched isproduct
portfolio and is contributing to enhance its sales.

-Technology

The benefits of technology belong to all of us benefits that create new opportunities and open
doors to a better life. For example, the new inhaler plant of BPL has been designed in a way to
ensure highest-possible quality at every stage of manufacturing and quality control.

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-Sectors

There are some of the sectors where BPL has not entered but that possess ample opportunities.
One of such sector is SVP or small volume Parenteral that is known as injections in the market.
Due to having the quality attainment capability as evident in producing IV products, expertise
and resource BPL should immediately think of this product and decide upon having the
feasibility study.

-International market

International market is also another very lucrative sector for BPL. In the world market the low
cost of product is an important upper hand for BPL to market its product. The new FDA
compliant plant will assist BPL to confirm the world market about the quality of its products.

 THREATS
External elements in the environment that could cause trouble for the organization.

-Social Commitment

BPL has a commitment to the society to supply world class Active Pharmaceutical Ingredients
(APIs). Therefore, BPL is not only engaged in formulations but also in fine chemicals business
with a view to supplying cost effective quality materials to other local companies as well as for
captive consumption.

-Open Market Competition

Beximco Pharmaceuticals Ltd. has been preparing itself for the post-WTO open market
competition. It has all the courage to compete with world leaders in pharmaceuticals business
when the tariff and non-tariff barriers will be withdrawn the new USFDA standard plant is
planned to be operational in early 2003. Once completed, this will be one of the finest facilities
to be available anywhere in the globe.

-Local Competition

Competition from the local pharmaceutical companies and the very specifically in context of
price is a major threat for BPL. The poor economic status of Bangladesh requires a low price of
drugs to ensure public health. For the reasons like high cost of maintaining quality of products
and high distribution cost etc the products of BPL cost higher than that of other companies. As a
result, BPL is in fear of losing market in the rural areas of Bangladesh.

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 EFE MATRIX ANALYSIS

Opportunity weight score Weighted Score

1.New products of different 0.30 4 1.2

classes

2.Technology 0.20 3 0.60

3.Sectors 0.15 3 0.45

4.International Market 0.10 3 0.30

Threats

1.Social Commitment 0.10 1 0.10

2.Open market competition 0.10 1 0.10

3.Local Competition 0.05 1 0.50

TOTAL WEIGHTED SCORE 1.00 3.25

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Conclusion
After knowing the whole strategic management techniques followed by Beximco Pharma it is
clear that, no company can follow one form or approach from the corporate level strategy.
Situations vary and so do the business strategies to meet the demand at given point of time.
However, Beximco Pharma has also been that of a kind where they practiced different types of
growth strategies, reached boom and at the same time company followed to the need for recovery
stage where they have gone through the renewal strategy. But more or less it can be said that
Beximco Pharma preferred either growth through market developments and if not so then
stability; with a consistent approach towards consumer. Well the sum up we can be stated as that
with all their superior strategies and techniques they have continued to stay prosperous from
centuries and hope to maintain that throughout.

References-

-www.beximcopharma.com

-www.beximco.com

-database.dife.gov.bd

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