Hrm Case on Square Pharma Ltd

Topics: Pharmaceutical industry, AstraZeneca, Marketing Pages: 10 (2880 words) Published: April 26, 2013
Historical Background of the company:
Square today symbolizes a name – a state of mind. But its journey to the growth and prosperity has been no bed of roses. From the inception in 1958, it has today burgeoned into one of the top line conglomerates in Bangladesh. 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. The company plays a significant role in producing quality drugs in Bangladesh. It also plays a vital role in developing the socioeconomic condition of our country by paying a large amount of tax and taking participation in social activities.   

Square Pharmaceuticals Limited is the largest pharmaceutical company in Bangladesh and it has been continuously in the 1st position among all national and multinational companies since 1985. It was established in 1958 and converted into a public limited company in 1991.The sales turnover of SPL was more than Taka 5 Billion (US$ 90 million) with about 15%market share (April 2010 – March 2011) having a growth rate of about 16%.

The flagship company of the Square group of industries, Square Pharmaceuticals Limited (SPL) is the largest pharmaceuticals company in Bangladesh. Founded in 1958 and headquartered in Dhaka, Bangladesh, SPL develops, manufactures and markets drugs for humans and the animal world. The company owns and operates modern pharmaceutical factories mainly in Bangladesh and also has a separate division to operate a modern chemical factory which produces and sells basic chemical products. It also has divisions to produce and sell agro vet and pesticide products. It exports its products to Europe, Asia, Africa and South America. Product Profiles:

Ace Plus Bicozin Entacyd Plus Gynepro
Ace ButefinEpinal Giloba
Afun VTCalbo Jr.Equra Gelora
Alacot Eye DropsCalboplexEsloric Gayvet
AlatrolCandex Fungidal BT Ispergul
AmbroxCapsi Flonaspray Intimate
AmodisDepram Flexi Imotil
Anclog PlusDeprex Bactrocin Filwel KidsLumertam
BeclominDermasolFemastin Livolite
EczenaEmcil Famotack Lido
LansoNilac GelSagaTicamet
Levostar Nomi ScabexTicas
MaxpimeNorvis SensimetTorax
MelixolPanodin SR ServinTosirin
MenoralPenvik SilybinTrispray
NebanolPeridol SpecbacVerde
Neuro-BPiramed Suev 10Vigorex
Neurolep PreponaTetraxVirux

Competitive Status:

The pharmaceutical sector, which is widely regarded as a “hi-tech” industry, is the most developed among the manufacturing industries in Bangladesh. Roughly 250 companies are operating in the market. According to IMS, a US-based market research firm, the retail market size is estimated to be around BDT 55 billion, which grew by 16.8% in 2009. The market size in 2008 was BDT 47 billion with a growth of 6.9%. The actual size of the market may vary slightly since IMS does not include the rural market in their survey. The retail market is about 90% of the total market. In that respect, the total market size is more than BDT 60 billion. The market is expected to reach BDT 100 billion in 2011.

One of the fastest growing sectors, Bangladesh’s pharmaceutical industry is the third largest tax paying industry in the country. Bangladeshi pharmaceutical firms focus primarily on branded generic final formulations using imported APIs. Branded generics are a category of drugs including prescription products that are either novel dosage forms of off-patent products produced by a manufacturer that is not the originator of the molecule, or a molecule copy of an off-patent product with a trade name. About 80% of the drugs sold in Bangladesh are generics and 20% are patented drugs. The country manufactures about 450 generic drugs for 5,300 registered brands which...
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