Performance dynamics of Beximco Pharmaceuticals Ltd.
ID No. -----------------
Summer Semester 2010
MGT506: Strategic Management
School of Business
United International University
Table of Content
Topic Page 01. Historical Background03
02. Company profile03
03. Organizational Structure03
04. Market Scenario04
05. Business level Strategy Pursued05
06. Relationship between Business Level Strategy and Performance06 07. SWOT Analysis07
08. Possible Measures to Improve Performance08
Beximco Pharma is a leading edge pharmaceutical company and is a member of the Beximco Group, the largest private sector industrial conglomerate in Bangladesh. The firm started operation in 1980, manufacturing products under the licenses of Bayer AG of Germany and Upjohn Inc. of USA and now have grown to become nation's one of the leading pharmaceutical companies, supplying more than 10% of country's total medicine need. Today Beximco Pharma 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.
Beximco Pharma 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). They also contract manufacture for major international brands of leading multinational companies.
BPL is completely governed and maintained by a corporate body. The chief of the organization is the Chief Executive Officer and the total operation is divided into Marketing, Sales, Commercial, Manufacturing, Finance and Accounting, Product Planning, Business Research and Development, and MIS departments each supervised by a director. Directors of the departments report directly to the CEO.
Bearing the demands of dynamic environment in mind BPL designed its organizational structure as highly adaptive and flexible. It is a Learning Organization that has developed the capacity to continuously learn, adapt and change. In BPL employees are highly trained and empowered to handle diverse job activities and problems. They have minimal formalization with narrow span of control. The organizational members share information openly and collaborate on work activities.
For internal communication, BPL follows a strictly formalized Intranet based electronic communication system as well as informal verbal communication. For external communication BPL uses both internet based electronic communication and an array of printed communication material. All the external communications are supervised, mostly by Director, Marketing and in some cases by Director, Sales.
In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors which is contributing in the country's economy. The national companies account for more than 65% of the pharmaceutical business in Bangladesh. Except Beximco Pharma other leading companies are Square Pharma, Incepta Pharmaceuticals. Navana Pharma Ltd., Opsonin Chemical Industries Ltd., Aventis Pharma Ltd. Etc.
Among them Square Pharma is the market leader at this moment. BPL follows Square Pharma at the 2nd position. The analysis of the two company’s financial data shows that for the year 2007-2008 gross profit of BPL was 1,629,514,837(BDT) and Square...