Strategic Management:

Square Group of Company in

Bangladesh

Rajibul Ratul
University of Science and Technology Beijing,
Beijing, China
 Square Group of Company in
Bangladesh

• SQUARE today symbolizes a name – a state of mind.

• Founded in 1958 by Dr. Samson H. Chowdhury
• And Started with Pharmaceuticals Business at the
beginning period
• Square Pharmaceuticals Ltd., the flagship company,
is holding the strong leadership position in the
pharmaceutical industry of Bangladesh since 1985.
• and is now on its way to becoming a high
performance global player.
 Developmet Time Line
1958 : Debut of Square Pharma as a Partnership Firm.
1964 : Converted into a Private Limited Company.
1974 : Technical Collaboration with Janssen Pharmaceutical, Belgium, a
subsidiary of Johnson and Johnson International, USA.

1982 : Licensing Agreement signed with F. Hoffmann-La Roche Ltd.,

Switzerland.

1985 : Achieved first position in the Pharmaceutical Market of Bangladesh

among all national and multinational companies.

1987 : Pioneer in pharmaceutical export from Bangladesh.

1997 : Won the National Export trophy for exporting pharmaceuticals.
 What should
Problems they do
now???

They want to
extend their
business…
Decisions?

They want to extend their

business………..
• Start Medical service unit
(Build up a Hospital )
• Textile Unit
 SWOT Analysis: Hospital
Strengths Weaknesses
Pharmaceuticals Dependent on Doctors
Familiarity Dependent on Patients

Opportunities Threats
No good Private Hospital in BD No available Doctors
Huge Market Poor People
 Porter’s five forces: Textile
1. >International Buyers
Threats of >Hot Cake Business
New
Entrants

2. 5. 3.
Bargaining Bargaining
Intensity
> Mainly China Power of
of Rivalry
Power of Lower Labour cost
Suppliers Buyers
> Big Industry in BD
> Good reputation
of payment (BD)
4.
Threats of >Not so many big industries in
Substitutes Country
>India, China, Vietman
 SWOT Analysis: Textile

• Fully different sector

• Big Investment Capability
• Popularity in the world
market

• Row materials – China • Growing many Industries

• GSP facilities of Bd • Dependent on China
• International Industries
What They Did.....
 Buyers/Customers
Its main customers are GAP in the USA,
Marks & Spencer, George, Mackay's,
Littlewoods and Jeff & Co in the UK,
H&M in Sweden,
Mango and Zara in Spain,
and Auchan and Camaieu in France.
 Was it Right or Wrong Decision???
1997 : Won the National Export trophy for exporting pharmaceuticals.

: Debut of SQUARE Textiles Ltd.

1998 : Second Unit of SQUARE Textile Ltd. is established.

: Agro-chemicals & Veterinary Products Division on SQUARE Pharma starts its operation.

2000 : SQUARE Spinnings Ltd. starts its Journey.

2001 : SQUARE Knit Fabrics Ltd. is established.

: SQUARE Fashions Ltd. starts its operation.

: US Fda/UK MCA standard new pharmaceutical factory goes into operation built under
the supervision of Bovis Lend Lease, UK.

: SQUARE Consumer Products Ltd. Started its operation.

: SQUARE InformatiX Established.

: SQUARE Hospitals Ltd. Incorporated.
2003 : Management Agreement with Bumrungrad Hospital International of Thailand for the
management of SQUARE Hospitals Ltd.