Beximco Pharmaceutical Ltd.

Submitted by:

Noor Ibne Salehin

111082071

Department of Business Studies United International University

Introduction

Beximco Pharmaceutical Ltd is the manufacturer and marketer of pharmaceutical product under chemical divisions of Beximco Group. Beximco Pharmaceuticals is one of the leading pharmaceutical companies in Bangladesh. It also is one of the biggest suppliers of pharmaceutical product of any Bangladeshi based company. BPL is the first Bangladeshi company to supply pharmaceutical product to Riffles Hospital the most prestigious hospital of Singapore.

History

Beximco was the first private sector company to be registered in Bangladesh as a public limited company in September 1972. Since then, Beximco has taken the lead in public equity offerings in Bangladesh. At the end of 1996, the ten publicly listed companies of the Beximco Group accounted for Tk. 33.87 billion or 20.4% of the market capitalization of the Dhaka stock exchange and Tk. 31.12 billion or 21.3% of the market capitalization in Chittagong stock exchange.

Quick view of BPL

Official Name BEXIMCO Pharmaceuticals Ltd (BPL) Type Public Limited Company Founded 1980 Headquarters Dhaka, Bangladesh Key people Nazmul Hassan (CEO) Industry Pharmaceutical Slogan We are bulding a healther tomorrow Logo Business Information The company's annual production exceeds $50 million. It employs over 1900 Source : web page

Vision
Our vision 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 costumers.

Mission
Each

of the activities must benefit and add value to the common wealth of the society We firmly believe that in the final analysis we are accountable to each of the constituents with whom we interact namely our employees our customers, our business associates, our fellow citizens and shareholders..

Sister Concern of BPL

There are four sub division of BPL, Those are following:

Pharma Tek

I & I Service

Beximco Chemical

>Beximco pharmaceuticals Ltd. >Pharma Tek >Beximco Chemical >I & I Service Ltd.

International Business of BPL

BPL has been able to establish a very successful international marketing network in Asia, Middle East and Africa. So, far Beximco has market its presence in 22 countries. These countries are:
Mozambique Yemen Kenya Malaysia Ukraine Taiwan Singapore Myanmar Nepal Russia Philippines Pakistan Georgia South Korea Srilanka Hong Kong Iran Vietnam Cambodia

Success Area of BPL

Until now I have tried to explain the performance of Beximco pharmaceuticals Ltd in the overall market and also in different area of country and abroad. But let us try to analyze the reason for which Beximco Pharmaceuticals is one of leading Brand in country. From my point of view I think the following variables plays the most important part behind the success of Beximco Pharmaceuticals Ltd. in Bangladesh and also across the globe. They areNew Technology New Innovation. Nation Wide Distribution Strength. New People Experienced Work.

New Technology :

Quality is the ultimate factor that works in the mind of the customers which create brand image at the end of day. The Beximco Pharmaceuticals Ltd. is known for its products. The strength of BPL lies in its quality controls system and up to date manufacturing facilities. It has established manufacturing facilities conforming to GMP and WHO standards. During all stages of manufacturing operation from receiving raw material to the release of the finished product the requirement of GMP are strictly adopted.

New Innovation:

Product innovation is successive factor behind the success of Beximco Pharmaceuticals Ltd in the pharmaceutical industry of Bangladesh. BPL knew that in order to survive in this challenging market product innovation is need to focus on deeply. So, as result research and development department were established in order to innovate new product, improving production process, product quality for further strengthen the position of BPL in the industry. This R & D teams is also continuously monitoring market feedback of various product to find ways of betterment. In 2005 BPL adds 49 new products lunched across a range of therapeutic classes with its existing brands including dosage forms and strength.

Nation Wide Distribution Strength:

Distribution of product is very important no matter how good product is. In case Beximco pharmaceuticals Ltd. the distribution of BPL product is really good. In fact BPL has a distribution unit I & I services Ltd which is the distribution wing of chemical divisions. It maintained a large distribution network and covers over 25000 retail pharmacies every month all over the country. Along with this a highly sophisticated computerized order processing system, adequate logistic facilities like vehicles, depots and also professional sales people are also there in order to keep pace with increasing market demand. So, strong distribution system of BPL plays a vital role in the success of BPL in Pharmaceutical industry Bangladesh.

New People Experienced Work :

BPL is adopting all modern technology which strengthen the quality of product in more efficient manner. From my point view I think this is another reason for the success of BPL in Bangladesh and also across the globe. BPLs most vital resource is its people. Its dedicated team of professionals form various disciplines are integrated in conducive environment to achieve companies objective. The people of BPL strongly believe in the companys philosophy of serving the nation and contributing to the society. BPLs over 1,981 young, energetic, professionals ensures the timely promotion and smooth running of the product to every parts of the country. Thus this is another factor for the success of BPL.

Products of BPL
Arbit

Apresin
Arixon Azmasol Bextrum Betapro Burnsil Cesonide

Cox B Curin Deflux Diapro Ecotrim Napa Omnivit Neoceptin R

Share Condition
Last Trade Price: 181.70 Yesterday Close Price: 183.80 Change Amount: -2.1 Change (in Percentage): -1.14% Opening Price:184.50 High Price: 184.50 Low Price: 181.10 Total Trade: 4514

Source: DSE: April 5,2010

Achievement of BPL

With a record of highest growth rate in the history of Bangladesh Pharmaceutical industry, BPL has maintained its leadership position with consistent growth over the year. The company maintained its growth performance in 1999 even when the industry experienced a decline in market growth during the same period of time. It is continuously adding new products of different therapeutic classes in its portfolio and those products are always appreciated by the health professionals.

Top Ten Pharmaceutical Companies Perception Share in Pie chart

Conclusion

Pharmaceutical sector is one of the fast growing and most developed scientific sector in Bangladesh. There are about 250 registered pharmaceutical companies operating in Bangladesh pharmaceutical industry. The market is highly competitive. It is really difficult to get response from the market. Here the target customer is different type of specialist doctors. Company depends on those physicians prescription, because doctors are prescribing some medicines and accordingly patients follows the doctors instruction. Sometime chemists shops also influence the patients to take medicine as their choice. So, the pharmaceutical companies have to know about their target customers behavior and market condition to develop marketing strategies based on this situation.