a) Origin of the report:
To understand the implementation of marketing theories through a relevant practical situation, we were instructed by Mrs. Rabeya L Yousuf, our course instructor, to prepare this report.
The major objective of this study is to get the practical experience and knowledge about the marketing strategic theories undertaking the marketing strategy of ACME Laboratories Limited. For presenting the report concisely and precisely, one of the popular products OXYCONE-M (Double Strength) of ACME is focused on this report. The specific objective of this study is to determine how the marketing strategies are applied in an organization. This situational analysis helps to compare the theoretical knowledge with the practical experience.
c) Source of information:
The primary source of information of this report is the marketing personnel of the ACME Laboratories. ACME Laboratories is situated in 46 satmasjid road, Dhanmondi; Secondary source:
Data acquired from the company profile and product booklet provided by the company are one of the main sources of this report. Other sources are internet, field survey and many journals.
Information, collected from the field survey, are applied in various types of marketing strategic theories. The theories are :
Boston Consulting Group [BCG] approach
e) Scope of this report:
This study includes those strategic theories, which are directly related with the marketing department. This report is mainly based on the survey of Dhaka city. It will cover about 80% of the marketing policy of ACME Laboratories Ltd.
Following obligations may arise during operation of study program:
Lack of co-operation from the persons (consumers) taken as sample
Lack of co-operation from the drug houses
Free mind information by the authority (fear of the disclose the secret)
Information are fully Dhaka-based.
Lack of information in websites
2. Company overview
2.1 History of the Company
The history of ACME laboratories Limited dates back to 1954 when a proprietorship firm was conceived to manufacture ethical drugs. It started with the modest introduction of a few oral liquid products. Late Hamidur Rahman Sinha was the founder of the firm and had been the man visionary of the organization since its inception until his sad demise in February 1994.After its initial years of trials and tribulations the firm was converted in to a private limited company in the year 1976 and the balancing materialization, replacement and expansion (BMR&E) work on the small old unit started in 1976 at a large new premise at Dhamri, Dhaka Commercial operation at the new modernized plant equipped with sophisticated and advanced facilities began toward the end of 1983. Many challenges were faced and overcome successfully to transform the company from a very small unit to what it is today a giant in its field.
In February 1994, -son of the founder Chairman became the chairman of the organization. With the help of his efficient activities and active guidance, the ACME continued to increased and develop its marketing manufacturing facilities as well as to broaden the base of its operation to cover more and more markets local and overseas.
In order to cater to the demand of under explored veterinary sector, the company in mod-1997 ventured to set up an agro –vet division for the manufacturing veterinary and animal health care drugs. This project is altogether an independent unit within the existing factory and is expected to yield production towards the end of 1997.
Under the proper marketing and manufacturing facilities the ACME covers the wide range of pharmaceutical formulations which includes Broad spectrum,Antidiarrhoeal, Antiallergies , NSAIDS...
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