BUSINESS COMUNICATION

PRACTICES IN:
BEXIMCO PHARMACEUTICAL LTD.

BUS 231:Term Paper

Business Communication
Practices in BEXIMCO
Pharmaceutical Ltd.
Submitted To:
Engr. Kamrul Hassan
Lecturer
Department of Business Administration
East West University

Submitted By:
Sl No.
1.
2.
3.
4.

Name
Emtiaz Sakir
Mehrab Ashrafi

ID. No.
2009-2-10-189
2012-1-10-088

Rifat Bin Bari

2010-2-10-254

Ahashan Habib

2011-2-10-235

Submission Date:
April ,2013

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LETTER OF TRANSMITTAL
April ,2013
Kamrul Hassan
Lecturer
Department of Business Administration
East West University
Dear Sir,
We are very pleased to submit this Report on Organizational Behavioral Practices in
BEXIMCO Pharmaceuticals Ltd as you have authorized us in this semester.
We are honored to prepare this Report under your guidance since it gave us the opportunity to
know the real Organizational Behavioral Practices in the BEXIMCO Pharmaceuticals Ltd.
and analyze its effect on the organizational performance of the company.
We tried our level best to accumulate the information for you as comprehensive as possible.
We will be obliged to provide further clarification on this report whenever necessary.
Sincerely Yours

Sl no.

Name

ID.No.

1.
2.

Emtiaz Sakir
Mehrab Ashrafi

2009-2-10-189
2012-1-10-088

3.

Rifat Bin Bari

2010-2-10-254

3|Page

Signatures

4.

Ahashan Habib

2011-2-10-235

Table of Content
1.

INTRODUCTION
1.1
Origin of the Report
1.2
Background of the study
1.3
Objective of the study
1.4
Scope
1.5
Methodology of the study
1.6
Definitions and Acronyms
1.7
Limitations

7-12

2.

ORGANIZATION

13-28

3.

2.1

Historical Background of BEXIMCO

2.2

Mission, Vision, Goal & Core Values

2.3

Organizations structure & size

2.4

Product, Service, Customer & Market

2.5

2011 Highlights

2.6

Future Plan of BEXIMCO

2.7

Some other flora of BEXIMCO

2.8

Global Footprint

2.9

Research & Development

2.10

Corporate Citizenship

FINDINGS & ANALYSIS

3.1

Analysis of Questionnaire based survey

3.2

Managing Communication

3.3

Findings

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29-38

4.

CONCLUTION & RECOMMENDATION

39-40

5.

APPENDED PART

41-46

Bibliography/References
Maps & Photos
Additional Data

ACKNOWLEDGEMENT
First of all we would like to our gratitude to Allah. Thereafter we would like to express our
thankfulness and indebtedness to our honorable course instructor, Kamrul Hassan, Lecturer,
Department of Business Administration, East West University (EWU). With his inexhaustible
guidance, valuable advice, continuous inspiration, constructive criticism and generosity he
helped us to carry out this report successfully.
We would also like to express our gratitude to the website that helped us to gather all the
necessary information.
Finally, we would like to thank to all group members that directly or indirectly helped us to
provide and accumulate all the necessary information for the accomplishment of this report.

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EXECUTIVE SUMMARY
Advanced Chemical Industries (BEXIMCO) Limited is one of the leading conglomerates in
Bangladesh, with a multinational heritage. BEXIMCO is the first company in Bangladesh to
achieve ISO 9001 certification in 1995. BEXIMCO maintains a congenial and supportive
relationship with the healthcare community of Bangladesh. It fBEXIMCOlitates various
types of products & services. To fuel the continuous growth of BEXIMCO, the company has
started exploring international markets. The organizational culture of BEXIMCO
pharmaceutical Ltd is very workaholic. They give proper value their employees. Both
Employer and employees maintain a good relationship.
In this report the organizational behavior pattern of BEXIMCO is described. There are four
major models or frameworks that organizations operate out of, Autocratic, Custodial,
Supportive, and Collegial. Although there are four separate models, almost no organization
operates exclusively in one. The pattern of group behavior is also took place for
consideration. To analyze group development two theories are applied. These are (a) the five
stages model and (b) the punctuated equilibrium model.

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Chapter 1: Introduction:
1.1 Origin of the Report:
We are assigned to prepare a report on Business Communication Practices in an
organization by our respected course instructor Kamrul Hassan. We have chosen BEXIMCO
Pharmaceutical Ltd.

And we will focus on how they use motivational incentives to

encourage employees to work spontaneously and to improve performance individually as

well as collectively. The report is one of the requirements of the course BUS 231. We have
tried our best make our report as informative as possible.
1.2 Background of the study:
Employees are and should be treated as resources for an organization. If they are not satisfied
an organization cant increase the revenue. So its very important to keep them satisfied. We
are learning new concepts and for learning it in a good way, practical implementation is very
important. Managers use different ways to manage the employees. The ultimate aim is to
maximize the profit and revenue but this cant be fulfilled if the employees are not satisfied.
If they are not satisfied they may be get involved in sabotage and can destroy the resources of
an organization. For learning Organization behavior practices in a good way along with a
practical way, the study has been conducted as a partial fulfillment of our Business
Communication course.

1.3 Objective of the study:

The objective of the report is to know the real Business Communication practices in
BEXIMCO Pharmaceutical Ltd. that is the actions and attitudes of individuals and groups
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toward one another and towards the organization as a whole, and its effect on the
organization's functioning and performance. We have selected a topic that is the
Motivational Incentives in the Organization. We have tried to find out the motivational
incentives that are used by BEXIMCO Pharmaceutical Ltd and to know the effect of the
application of the incentives on the organizational performance.
Moreover, this study wants to analyze: Organizational commitment of the employees
Job satisfaction of the employees
Analyzing the relationship between employer and employees
Identifying the management style of BEXIMCO Pharmaceutical Limited
Identifying the Organizational culture of BEXIMCO Pharmaceutical Limited
Measuring the motivation of the employees
Strengthening our knowledge on OB
To blend our Theoretical knowledge with practical ones.

1.4 Scope:
The scope of preparing this report is limited to the Business Communication practices in the
BEXIMCO Pharmaceutical Ltd. This Behavioral Practices include performance of group and
team, their beliefs, attitudes and perception of the organization. Here we have focused on the
use of Motivational Factors and the result of using these factors in the BEXIMCO
Pharmaceuticals Ltd. It will help us to know about Management philosophy, grouping jobs,
Retaining good relationships with the employees, distributing authority among jobs,
coordinating activities, differentiating among positions. This report will help to know about
strong and weak points along with the managerial errors of BEXIMCO Pharmaceutical Ltd in

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details. And there have some suggestion about those weak points and recommendations to
recover these weaknesses.
At last way can claim that, this report will provide a clear image of Business Communication
practices in BEXIMCO pharmaceutical Ltd.
Furthermore all sorts of information regarding the employees point of view and employers
point of view is also included to convey the employees wants and desires that will give a
clear view of the company and to interpret the data to the fullest so that the proposal is carried
forward to enhance the objectives of the study the broader scope will enable us to find the
proposals long term objectives that will have a complete and clear cut view of the operations
of BEXIMCO Pharmaceutical. So finally we can say that it will be successful to convey the
message and also have a significant scope to make the report successful in all aspects of our
study.
1.5 Methodology:
As a research methodology we have used mainly secondary information as well as
primary information. We have selected a number of persons for doing our survey. We have
used a questionnaire to collect the relevant information from the selected samples.
Because of many limitations we could not collect as much data as possible in the
fieldwork. Most of the information used to furnish this paper has been collected from both
primary and secondary sources.
The primary sources of information:

Sample survey on 37 persons with a designed questionnaire.

Face to face conversation to the respective officers and staff.

Informal conversation with some sales persons.

The secondary sources of information:

Relevant journals and articles available in website.

Official website of BEXIMCO pharma.

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1.6 Definitions and Acronyms:

Organizational Behavior: The study of the way people interact within groups. Normally this
study is applied in an attempt to create more efficient business organizations. The central idea
of the study of organizational behavior is that a scientific approach can be applied to the
management of workers.
Job satisfaction: Contentment arising out of interplay of employee's positive and negative
feelings toward his or her work.
Job Enrichment: A job design technique that is a variation on the concept of job
enlargement. Job enrichment adds new sources of job satisfaction by increasing the level of
responsibility of the employee.
Motivation: Internal and external factors that stimulate desire and energy in people to be
continually interested and committed to a job, role or subject, or to make an effort to attain a
goal.
Organizational Commitment: Strength of the feeling of responsibility that an employee has
towards the mission of the organization.
Perception: The process by which people translate sensory impressions into a coherent and
unified view of the world around them. Though necessarily based on incomplete and
unverified (or unreliable) information, perception is equated with reality for most practical
purposes and guides human behavior in general.
Efficiency: A level of performance that describes a process that uses the lowest amount of
inputs to create the greatest amount of outputs. Efficiency relates to the use of all inputs in
producing any given output, including personal time and energy.
Goal: An observable and measurable end result having one or more objectives to be achieved
within a more or less fixed timeframe.
Mission: A written declaration of an organization's core purpose and focus that normally
remains unchanged over time. Properly crafted mission statements (1) serve as filters to
separate what is important from what is not, (2) clearly state which markets will be served
and how, and (3) communicate a sense of intended direction to the entire organization.
Group: A collection of individuals who have regular contact and frequent interaction, mutual
influence, common feeling of camaraderie, and who work together to achieve a common set
of goals.

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Synergy: A state in which two or more things work together in a particularly fruitful way
that produces an effect greater the sum of their individual effects. Expressed also as "the
whole is greater than the sum of its parts."
Social Loafing: Tendency of certain members of a group to get by with less effort than what
they would have put when working alone
Halo Effect:
The halo effect is a term used in marketing to explain the bias shown by customers towards
certain products because of a favorable experience with other products made by the same
manufacturer or maker. Basically, the halo effect is driven by brand equity.
Projection: an estimate or forecast of a future situation based on a study of present trends
Self Serving Bias: A self serving bias is a cognitive bias which tends to enhance the ego and
self confidence of an individual,
Personality: The totality of qualities and traits, as of character or behavior, that are peculiar
to a specific person.
Attitude: A predisposition or a tendency to respond positively or negatively towards a
certain idea, object, person, or situation.
Working condition: The conditions in which an individual or staff works, including but not
limited to such things as amenities, physical environment, stress and noise levels, degree of
safety or danger, and the like.
BUS=

Business Communication

NDDS =

Novel Drug Delivery Systems

ISO =

International Organization for Standardization

EMS =

Expanded Memory Specification or Service

CME =

Continuing medical education

HR =

Human Resource

TQM =

Total Quality Management

MIS =

Management Information System

IT =

Information Technology

1.7 Limitations

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There are some difficulties which we have faced in preparing this report. Present and
past statistical data and information which are confidential and also not available could not be
accurately obtained. Because some analysis of the role and relative amount are based on our
interpretation, there may be some biases as lack of knowledge and depth of understanding
might have hindered our ability to produce an absolutely authentic and meaningful report.
Another problem I have faced is to bring out the relevant data and information from
the BEXIMCO is that as we have visited the organization and met with the officials, many of
them are not so helpful and feared about the confidentiality in sharing information.
Another limitation was that we could not always have internet connection where needed and
there was load shedding at times during preparing out report.
They can be cut short into: Lack of information
Relevant data and document collection were difficult due to the organization
confidentiality.
Limitations of time and constraints in collecting data.
Unavoidable condition in various circumstances.
Lack of materials.
Lack of financial support.
Sample size will not cover all the subscribers of GP.
Interviewee can give biased answers.

Non availability of data in a systematic way

Availability of the reference book is another limitation

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Chapter 2: Organization:
2.1 Historical Background of BEXIMCO
Beximco Pharmaceuticals Ltd (BPL) is a leading manufacturer of pharmaceutical
formulations and Active Pharmaceutical Ingredients (APIs) in Bangladesh. The company is
one of the largest exporter of pharmaceuticals in the country and its state-of-the-art
manufacturing facilities are certified by global regulatory bodies of Australia, European
Union, Gulf nations, Brazil, among others. The company is consistently building upon its
portfolio and currently producing more than 500 products in different dosage forms covering
broader therapeutic categories which include antibiotics, antihypertensives, antidiabetics,
antiretrovirals, anti asthma inhalers etc, among many others.

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With decades of contract manufacturing experience with global MNCs, skilled manpower
and proven formulation capabilities, the company has been building a visible and growing
presence across the continents offering high quality generics at the most affordable cost.
The company was incorporated in 1976 and commenced operations in 1980 with the
manufacturing and marketing of products of Bayer AG, Germany and Upjohn Inc., USA
under licensing arrangements.
In 1983, the company started manufacturing its own formulations and it launched export
operation in 1992.
In 2005 Beximco Infusions Ltd, the company that produces intravenous fluids, was
amalgamated with the parent company. In the same year it completed the state-of-the-art oral
solid dosage plant in compliance with the US FDA and UK MHRA standards, which has
been approved by major global regulatory bodies.

Today Beximco Pharma is the largest exporter of pharmaceuticals in the country and the only
company to win National Export Trophy (Gold), the highest national accolade for export, for
record three times.

2.2 Mission, Vision, Goal, Core Values:

Mission:
BEXIMCOs mission is to committed to enhancing human health and well being by
providing contemporary and affordable medicines, manufactured in full compliance with
global quality standards. They continually strive to improve our core capabilities to address
the unmet medical needs of the patients and to deliver outstanding results for the
shareholders.

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Vision:
To realize the mission BEXIMCO will:
Endeavor to attain a position of leadership in each category of its businesses.
Attain a high level of productivity in all its operations through effective and efficient
use of resources, adoption of appropriate technology and alignment with our core
competencies.
Develop its employees by encouraging empowerment and rewarding innovation.
Promote an environment for learning and personal growth of its employees.
Provide products and services of high and consistent quality, ensuring value for
money to its customers.
Encourage and assist in the qualitative improvement of the services of its suppliers
and distributors.
Establish harmonious relationship with the community and promote greater
environmental responsibility within its sphere of influence.

Goal:
The goal of BEXIMCO Pharmaceutical Ltd. is to be one of the market leaders through
providing best quality medicine in the highly competitive market. It also wants to make a
highly qualified group of employees by retaining skilled professionals and providing them
with everything that they think as necessary for their improvement. The goal of BEXIMCO
Pharmaceutical Ltd. can be simplified into followings:

Best Quality

Strong Customer Focus

Fairness Everywhere

Transparency

Continuous Improvement

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Creative Innovation

Core Values:
Our core values define who we are; they guide us to take decisions and help realize
our individual and corporate aspirations.
Commitment to quality: We adopt industry best practices in all our operations to ensure
highest quality standards of our products.
Customer satisfaction: We are committed to satisfying the needs of our customers, both
internal and external.
People focus: We give high priority on building capabilities of our employees and empower
them to realize their full potential.
Accountability: We encourage transparency in everything we do and strictly adhere to the
highest ethical standards. We are accountable for our own actions and responsible for
sustaining corporate reputation.
Corporate social responsibility: We actively take part in initiatives that benefit our society
and contribute to the welfare of our people. We take great care in managing our operations
with high concern for safety and environment.

2.3 Organization Structure and Size:

Manufacturing Facilities:
Located at Tongi, near the capital city Dhaka, BPL s manufacturing site is spread over an
area of 23 acres which houses a number of self contained production units including oral
solids, metered dose inhalers, intravenous fluids, liquids, ointments, creams, suppositories,
ophthalmic drops, injectables, nebulizer solutions etc. The bulk drug unit for producing
paracetamol is also located within this site. Company s penicillin API and formulation units
are situated at Kaliakoir, a few kms from the main site.
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The plant and machinery throughout the site have been designed by and procured mostly
from renowned European companies.
Beximco Pharma has its own utility infrastructure to ensure adequate generation and
distribution of purified water at all times. The installed capacity of power generation is 8
MW. There is also liquid nitrogen generation facility on site.
Regulatory Approvals:
The manufacturing facilities of BEXIMCO Pharma have been audited and approved by:

National Health Surveillance Agency (ANVISA), Brazil (MDI)

Therapeutic Goods Administration (TGA), Australia (OSD, MDI and Spray)

Gulf Central Committee for Drug Registration (for GCC member states)(OSD &
MDI)

Qualified by UNICEF (MDI & OSD)

Qualified by Global GlaxoSmithKline (MDI)

Qualified by Asthma Drug Facility (ADF), France (MDI)

Qualified by Global F Hoff Mann La Roche (OSD)

** Approvals by UK MHRA and USFDA are under process

The company is the largest producer of Metered Dose Inhalers (MDIs) in the country, and the
first to produce CFC free inhalers. BPL is also the first company to produce anti-retroviral
drugs (ARVs) locally.
Ensuring access to quality medicines is the powerful aspiration that motivates more than
2,700 employees of the organization, and each of them is guided by the same moral and
social responsibilities the company values most.

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2.4 Product, Services, Customer, Markets:

Products:
The name Beximco Pharma assures you of many things: outstanding product quality, leadingedge technology, advanced new products, and a commitment to serve the medical
community.
They offer the customers a comprehensive and high-quality product portfolio available in
various dosage forms including tablets, capsules, syrup, suspension, sterile eye drops,
injectables, nasal sprays, creams, ointments, IV fluids, metered dose inhalers, dry powder
inhalers, suppositories, lyophilized injectables, prefilled syringes etc.

Service:
Scientific seminars: BEXIMCO frequently arranges seminars and symposia covering
a wide range of medical topics attended by members of health care community. The faculty
of these programs usually consists of both reputed medical experts and experts from
marketing team of BEXIMCO and its international principals.

Continuing medical education of physicians and surgeons : BEXIMCO regularly

arranges CME programs of both physicians and surgeons all over the country. These
programs cover medical problems frequently faced by the practitioners, update their
knowledge, and make them aware of the new therapies and medical technologies.
Clinical meetings: BEXIMCO arranges clinical meetings, covering case related
medical problem faced by the physician in their daily practice. Every meeting is being
supported by audio-visual media.

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Responding to doctors queries: It is the most regularly performed task of the

marketing team of BEXIMCO. The company has developed a postage paid business reply
card attached to every literature in which the doctors usually send their queries. BEXIMCO
tries to provide a comprehensive answer to the queries of the physicians covering all the
details.
Medical illustration and audiovisual aids: BEXIMCO is ready to assist in preparing
presentation packages including computer slides, transparencies and printed text whenever
medical experts wish to share their experiences and results of their research with the health
care community.
Reprint services: BEXIMCO provides the doctors with reprints of selected
publications on topics that can assist the doctors in their professional practices.

Info Medics: BEXIMCO publishes quarterly medical news letter for the physicians
with current medical information particularly emphasizing common diseases.

Customers:
BEXIMCO has customers from all round the world. Its products are being sold in Bangladesh
and outside of Bangladesh. At present BEXIMCO is ranked second among all the
Pharmaceutical companies in Bangladesh. So it can be said that, its customers are growing
rapidly.

Market:
1. Domestic market:
Being a developing country, the pharmaceutical market and at the same time, the
pharmaceutical industry of Bangladesh is growing. In this growing market, BEXIMCO has
been able to maintain its growth through its innovative marketing strategies.
In Bangladesh, BEXIMCO introduced the concept of quality management system by
being the first company to achieve ISO 9001 certification that reflects its commitment to
quality in every aspect of business.

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BEXIMCO covers the health care community of whole Bangladesh based in both
urban and rural markets, through its 18 strategically located depots.

2. International market:
To fuel the continuous growth of BEXIMCO, the company has started exploring
international markets. The quality of BEXIMCO products, strengthened by its ISO 9001
certification, has brought immediate success in Sri Lanka, Yemen, Myanmar and Vietnam.
GMP Accreditations
At present Beximco Pharma has the highest number of international accreditations in the
country which include:

AGES, Austria (European Union)

Therapeutic Goods Administration (TGA), Australia

Gulf Central Committee (GCC member states)

ANVISA, Brazil

INVIMA, Colombia*

MCC, South Africa*

2.5 2011 Highlights:

Achieved the highest sales growth among the top ten pharmaceutical companies (IMS
2011)
Received EU GMP accreditation for OSD and Ophthalmic facilities
Registered 48 new products in 8 countries including New Zealand, Azerbaijan,
Kuwait, Singapore and Colombia

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 Became the only pharmaceutical company to win National Export Trophy (Gold) for
the fourth time
Introduced 40 new generics in 55 different dosage forms and strengths
Launched

combination

therapies:

NapaDol

(Paracetamol+tramadol),

Dinovo

(Naproxen+Esomeprazole) & Glipita M (Sitagliptin+Metformin) for the first time in

Bangladesh
Launched operation of Dry Powder Inhaler (DPI) and Prefilled Syringe (PFS) units
Took up a major corporate rebranding initiative

2.6 Future Plan of the Organization:

Due to secrecy of the organization we could not know much about the future plan of
the organization. But studying other aspects of this organization we could understand that,
this company has a large future plan, which includes creating a larger market for its products,
improving its products by research and other activities. The other future plans
of this company are getting more involved with some beneficial works for the mass people
for the country, creating more employment for the people etc.

2.7 Some Other flora of BEXIMCO:

Oral Solid Dosage (OSD) Plant: Beximco Pharma has invested over US $ 50 million
on this new Oral Solid Dosage (OSD) plant complying with guidelines of highly regulated
markets (for example, USFDA, UKMHRA, TGA Australia etc.). This state-of-the-art facility
incorporates modern technological advancements.
The building finishes have been made to comply with our design standards which have been

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prepared with the global standards (e.g. non shedding materials, resistant to cleaning agents,
flush fitting etc.). Same is the case for HVAC system which has been installed to meet the
global standards for air classification, air changes etc.
The manufacturing and packaging facilities have been designed to minimize generation and
maximize containment of dust particles using closed transfer system and clean in place
facility. All practicable measures have been taken to ensure that members of the staff are not
exposed to unacceptable concentrations of dust particles. Process area, cubicles, storage area
have been connected to vacuum dust cleaning. The design of the plant ensures automated
materials handling systems and multilevel designs to enable gravity feed between processing
stages. The building design has also allowed maximum engineering maintenance access
without entering into the production areas.
Precise selection of equipment is also critical to improve process capability and ensure
process robustness. A wide range of equipment has been procured from world renowned
companies like Glatt, Romaco, Noack, Korsch and Nicomac.
A state-of-the-art chemical laboratory and dedicated microbiological laboratory equipped
with a wide range of equipment have been set up to facilitate the quality control activities.
The major equipment include HPLCs, UV spectrophotometer, FTIR spectrophotometer, AA
Spectrophotometer, Karl Fischer titrator etc.
This plant provides greater capacity and a strong platform to launch Beximco Pharmas
products into highly regulated developed markets including Europe and the USA.
State of the art MDI Plant: The Metered Dose Inhaler (MDI) manufacturing plant of
Beximco Pharma is one of the finest facilities in the world to produce Ozone benign HFA
based MDI products. The plant was designed and installed under the technical collaboration
of Pamasol, Switzerland.
The facility has dedicated areas for dispensing, manufacturing, canister and valve cleaning,
canister filling, quarantine storage area, spray testing, packaging, propellant storage and in

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process control. As the inhaler manufacturing operation requires stringent control of humidity
and temperature, automatic monitoring equipment are in use to continuously record
temperature and relative humidity in areas like dispensing room, suspension manufacturing
room, filling room, quarantine room etc.
The manufacturing equipment like manufacturing vessel, filling machine, weight checker,
spray checking have been procured from Pamasol, Switzerland, a world renowned equipment
supplier for Inhaler product manufacturing. The state-of-the-art Quality Control laboratory
has been equipped with equipment like HPLC, Karl Fischer Titrator, Andersen Cascade
Impactor etc.
MDI facility is the only approved outsourced facility of GlaxoSmithKline for their Ventolin
inhaler.
Due to the potential risk to the environment posed by CFCs, the technology shift in MDI
industry is currently towards using hydrofluoroalkane (HFA) as propellants. Considering this
changing trend in pulmonary drug delivery technologies, the company has already developed
the HFA based MDIs which inevitably requires very high level of expertise and sophisticated
technology. We are among the very few companies in the world manufacturing CFC-free
HFA MDIs.
Now with this state-of-the-art MDI facility, the company aims at obtaining marketing
approvals from stringent regulatory authorities of the developed markets.
IV Fluid Manufacturing Plant: Beximco Pharma s intravenous (IV) fluid
manufacturing plant may be regarded as one of the most technologically advanced plants in
the world. The plant was designed and installed in collaboration with Pharmaplan of
Germany, a sister concern of Fresenius AG of Germany.
In designing the whole process, special care has been taken by providing absolute sterile
manufacturing conditions. The prime feature of the process is that there is no human physical

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contact with the product at any given time. This has been ensured by way of a series of fully
automated manufacturing procedures including robotics. The bottle pack aseptic system
(Form-Fill-Seal or FFS) is a unique and innovative manufacturing technology. Plastic bottles
are blow moulded, filled with the solution and sealed under sterile conditions, in a single
working cycle where there is no environmental exposure or human contact during
manufacturing. The IV fluids are presented in a scientifically designed bottle where there is
an extra protective eurohead cap and a resealable rubber disk. The whole process is
performed in a class 100 clean room. The air inside this room is cleaned up to 100 particles
per cubic feet passing it through HEPA (High Efficiency Particulate Air) filters.
Thus, an advanced sterile environment is maintained in manufacturing the IV fluids in order
to avoid the entry of bacteria, pyrogen and inert particles into products. This ensures the
highest standards of quality and purity in order to ensure the highest level of safety.
The plant is ISO 9001: 2000 certified.

2.8 Global Footprint:

Beximco Pharma is the only pharma company in the country which has won the
National Export Trophy (Gold) a record four times. This is the highest recognition for the
companies in the export sector for significant contribution to Bangladesh's economic growth.
They hope to persevere in stride in our service towards the progress of our country. At the
moment, we have the highest number of international accreditations in the country and we
aim to leverage our resources as we venture into new territories. They have so far expanded
our global footprint to 47 countries across the continents and our strategy is to capitalize
further on the generic drug opportunities. In addition to strengthening their position in current
export markets, we are targeting export opportunities in new overseas markets, particularly in
the regulated and emerging markets.
BEXIMCOs products have been well received in the overseas markets and our global
customers include reputed institutions such as the Raffles Hospital, Heathway and K K
Women's & Children's Hospital in Singapore, MEDS and Kenyatta National Hospital, Kenya,
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among others. Beximco Pharma is also an enlisted supplier for UNICEF (United Nations
International Children's Emergency Fund), Save the Children, WHO (World Health
Organization) and ADF (Asthma Drug Facility).

2.9 Research & Development:

R&D is the key to success for any pharmaceutical company. We have given top
priority and made substantial investment in upgrading our generic drug capabilities as we
firmly believe R&D plays the most important role in spurring innovation and helps a
company go up the value chain. Our research and development activities are closely focused
on market needs and driven by technological progress in order to create product
differentiation.
Our team comprising top class formulation and analytical scientists continuously strives to
integrate the advanced technological changes in order to create competitive edge and match
international standards. We have shown our generic drug capability with successful
development of difficult-to-make formulations such as multi-layer tablets, dispersible tablets,
chewable vitamins, sustained release tablets, CFC-free inhalers and so on. We have recently
expanded our dosage delivery portfolio with technology driven products like prefilled
syringes, total parenteral nutrition, dry powder inhalers, lyophilized products etc.
BEXIMCO Pharmas well defined organizational structure, policy guidelines and internal
controls ensure efficiency of operations, and compliance with applicable regulations. The
Company continuously upgrades these systems in line with the best practices in the industry.
Other initiatives to keep our team updated with the recent advances in analytical
methodology, platform technology, and regulatory affairs include frequent in-house and
overseas workshops and training programs. The benefits we derive as a result of these
initiatives will only increase in the coming years.

2.10 Corporate Citizenship:

25 | P a g e

Every successful corporation has a responsibility to use its resources and influence to
make a positive impact on the world and its people. Beximco Pharma endeavors to achieving
success in ways that respect ethical values, people in need, their communities and the
environment. The Companys key strategies always aim to provide a strong return for
shareholders, while creating social and economic value in the communities where it operates.
Responsibility to the Community at Large
Our vision is to make significant contribution to humanity by improving health. This vision
guides our Companys operations, including its commitment to corporate responsibility.
Trusted Partner in Health
We work together with non-profit organizations who work to improve people's lives through
research, information, and advocacy. As the Company writes its success story as an emerging
leader in the pharmaceutical industry, we also realize that responsibility towards all our
stakeholders increases in tandem. We remain committed to being a good corporate citizen.
In the year under review, we joined Mobile Alliance for Maternal Action (MAMA) in
Bangladesh. MAMA is a country-owned, country-led initiative managed by an alliance of
stakeholders. Through a core group of founding partners, MAMA Bangladesh is designing
and testing a platform to provide both audio and text health messages to pregnant women and
new mothers linked to their delivery date. The service also includes family gatekeepers for
inspiring healthcare seeking behavior. The commercial brand name to be tested is Aponjon.
As part of the new United States Global Health Initiative, the United States Agency for
International Development (USAID) catalyzed the creation of a public-private coalition in
Bangladesh to support the execution of the service. The Ministry of Health and Family
Welfare (MoHFW) and Access to Information (A2I) Program at Prime Minister's Office are
official partners of the initiative. Global partners include Johnson & Johnson and United
Nations Foundation, among others.
Awareness Campaigns
Prevention is the best cure and the first step is to create awareness. Every year, we launch
campaigns touching on different forms of heath impediments ranging from asthma, diabetes,
hypertension and many more. Campaign activities include rallies in addition to organizing

26 | P a g e

and sponsoring scientific seminars and conferences for various associations and societies in
medical disciplines.
Employee Volunteering Program
In this program, we sent employee volunteers to devote their time and energy in spreading
smiles across the faces of children battling the ultimate battle of survival against cancer. The
children are currently being treated at the ASHIC Foundation. We arranged an outing at an
amusement park in the capital city where the children were accompanied by their parents and
representatives from the not-for-profit organization. We had a wonderful day together packed
with fun rides and great food. Later on we donated hospital equipment to the palliative care
unit where the children at the terminal stage of cancer are being treated.
We believe that a genuine spirit of giving itself is credential enough and therefore we stand
by the unsung heroes who dedicate their lives for the betterment but do not get the
recognition or enough support to carry out their intentions with optimized efficiency and
impact.

Preserving Cultural Heritage

Preservation and promotion of cultural heritage are linked to economic welfare of any
country. We at Beximco Pharma hope to preserve and promote our countrys vibrant heritage
in a way that would imprint its immortal beauty in the hearts of our todays modern
demography and the generations to come.
In 2011, we sponsored and organized the grand cultural event, at the National Museum,
marking the 150th birth anniversary of Rabindranath Tagore; the legend who had irrefutable
contribution towards the heritage and identity of Bengali culture. We also sponsored the
making and distribution of a comprehensive documentary, highlighting Rabindranath
Tagore's intermittent stay in Bangladesh. It was premiered on 7th May at the National
Museum, Dhaka. The documentary, based on research by the eminent Tagore researcher
Ahmed Rafique, was directed by Dr. Chanchal Khan, better known as a Tagore singer and
exponent. Elements of the documentary include nine songs that were penned by the Nobel
laureate poet during his stay in Bangladesh. The film also features glimpses from a play

27 | P a g e

based on a Tagore short story; interviews of distinguished personalities and recitals. The rich
content lends it historical, archival and educational value.

Responsibility to the Environment

We are always aware of environmental compliance and adopt policy to preserve the
environment by practically minimizing emission and waste, thereby reducing our carbon
footprint. The premise that drives us is we always put the needs of people before anything
else in every chapter of our success story. Our Safety, Health and Environment (SHE)
program is also based on a framework of consistent standards.
Our Path to Protecting the Ozone Layer
Inhaled therapy is essential for the treatment of patients with asthma and COPD.
Unfortunately, CFC gases used in inhalers as propellants have ozone-depleting properties.
The Montreal Protocol on Substances that Deplete the Ozone Layer, the international
agreement that established measures to control ozone-depleting substances, made it
mandatory for Bangladesh and many other countries to implement and complete the phaseout of CFC based MDIs by December 31, 2009.
It was a challenge for Bangladesh to make the transition from ozone-depleting CFC to ozonebenign HFA-based inhalers to save the environment and to ensure availability of inhalers for
the patients. In 2006, we were the first Bangladeshi company to proactively and successfully
make the shift to HFA inhalers to ensure that no patient in Bangladesh suffers from a lack of
availability of MDIs when CFC would become scarce in the future. This was an enormous
feat not only for a developing country like Bangladesh but also for the world at large. In
addition to proactively adopting ozone-benign HFAs, Beximco Pharma actively advocated so
that others would also do the same. As a follow-up to UNEPs Langkawi Declaration on
Public-Private Partnership, Beximco Pharmaceuticals Ltd. and Bangladesh Lung Foundation
designed an effective awareness raising strategy for CFCfree MDIs for asthma and COPD
patients.

28 | P a g e

Today, we are the single largest producer of ozone-benign MDI in Bangladesh, and as a
responsible company we conduct well thought-out multi-stakeholder campaigns when we
launch a product. Such partnerships are now regarded as a successful role model of publicprivate partnership involving government, pharmaceutical industries, doctors, environmental
agencies and others stakeholders that could be replicated in other developing countries.
Responsibility to the Stakeholders
Even though at the core of any business is the aim to maximize profit, we actively look out
for our stakeholders best interest and ensure that our growth is sustainable in the long run.
Once again, this year we achieved substantial growth and surpassed the industry average.
From the handsome revenues earned, we always make it a point to invest in the future. We
are committed to ensure the optimal utilization of resources in order to create and sustainably
maintain our shareholders wealth. Every day we are mindful of our responsibilities to create
value for our community, for instance, our support for Save the Childrens program on
human rights; nourishing employee relations through the creation and maintenance of
employment; creating change though environmental stewardship and progressing into the
future with excellence in financial performance. In our everyday interactions with our
stakeholders including employees, customers, suppliers, competitors and so on, we do our
utmost to maintain integrity and fairness in all dealings.

Chapter 3: Findings and Analysis:

29 | P a g e

3.1 Analysis of Questionnaire based survey on consumer perception of

product, service and firm:
1. Are you using any kind of medicine regularly?
Table: i)
Yes
37

N0
0

Figure: 1

2. What Type of medicines are you using?

Table: ii)
Category
Tablet
Drop
Saline & other Fluid
Insulin
Spry
Inhaler
Cream

30 | P a g e

Frequency
32
3
4
2
2
2
2

RF (%)
57
5.5
7.5
3.6
3.6
3.6
3.6

CRF
57
62.5
70
73.6
77.2
80.8
84.4

Powder
Capsule
Syrup

1
6
2

2
10
3.6

86.4
96.4
100

Figure: 2

3. For which diseases you are taking medicines?

Table: iii)
Catagory
Diabetics
Asthma
Fever
Influenza
Pain
Gastric
Blood Pressure
Skin Diseases
Eye diseases
Heart Diseases
Kidney Diseases
Diarrhea

31 | P a g e

Frequency
7
2
9
0
15
12
11
1
3
0
1
2

RF (%)
11.11
3.17
14.29
0
23.81
19
17.46
1.59
4.76
0
1.59
3.17

CRF
11.11
14.28
28.57
28.57
52.38
71.38
88.84
90.43
95.19
95.19
96.78
100

Figure: 3

4. Name of the pharmaceutical, usually which you prefer for buying your medicines:
Table: iv)
Category
Square
Incepta
Beximco
ACI
Opsonin
others

Frequency
14
2
21
4
0
1

Figure: 4
32 | P a g e

RF (%)
33.33
4.76
50
9.52
0
2.39

CRF
33.33
38.09
88.09
97.61
97.61
100

5. Causes of Preference
Table: v)
Catagories
Reliable Quality
All time available
More Affordable than others
Attractive Packing & Design
Market Brand
Prescribed by doctor

Preference
23
20
1
1
6
8

RF (%)
38.98
33.89
1.69
1.69
10.16
13.55

CRF
38.98
72.87
74.56
76.25
86.14
100

Figure: 5

6. If physician prescribes you a medicine, which is not manufactured by your preferred

pharmaceutical, then what you do?
Table: vi)
Catagories
Request doctor to change the medicine
Buy the same medicine prescribed by doctor
At first compare quality & price then buy
Tell retailer, to give same medicine from
your preferred pharmaceutical, if available
Visit another doctor

33 | P a g e

Frequencies
17
1
4
13

RF (%)
43.58
2.56
10.25
33.33

CRF
43.58
46.14
56.39
89.72

7.69

97.41

Ask retailer for best one

2.56

100

Figure: 6

7. Do you think Bangladeshi Pharmaceutical Companies are producing world class

medicines?
Table: vii)
Yes
36

No
1

Figure: 7

34 | P a g e

8. Name some of the medicines, which are frequently used by you/ your family
members:
Table: viii)
Category
BEXIMCO
Square
Incepta
ACI
Others

Frequency
49
31
11
7
5

RF (%)
47.57
30.09
10.67
6.79
4.85

CRF
47.57
77.66
88.33
95.12
100

Figure: 8

9. Give a rank for top five Bangladeshi pharmaceuticals, in your general views:
The weight is calculated according to the ranking position.
Table: ix)
Rank
1st
2nd
3rd
4th

35 | P a g e

Point
5
4
3
2

5th

Table: x)
Category
BEXIMCO
Square
Opsonin
Incepta
ACI

Frequency (Weighted)
4.66
4.25
1.29
2.16
3.25

Figure: 9

10. Do you have any suggestion to improve consumers satisfaction by the Bangladeshi
Pharmaceutical Companies?
Table: xi)

36 | P a g e

No

Yes (Recommended)

24

13

Figure: 10

3.2 Managing Communication:

Communication, in general, may be defined as the process by which information is
exchanged between individuals using written messages, spoken words, or gestures. It is a
dynamic, interpersonal process in which an individual modifies his response on the basis of
the behavior of the recipient of the message. Henri Fayol and Chester Barnard have
contributed greatly to the field of communication. The more recently proposed managerial
communication model is based on the modern research findings on communication.
Managers need timely and appropriate information to make sound decisions. Therefore,
communication is essential for the effective functioning of organizations. In the two-way
communication process, a sender or speaker transmits a message to a receiver through a
proper medium and gets feedback from him. Downward communication is the primary means
of organizational communication and is directive in nature. Upward communication is less
frequent and non-directive in nature. Lateral communication or cross communication
involves communication across the chain of command. Interactive communication helps
employees coordinate their work to achieve overall organizational objectives.

37 | P a g e

Communication need not always involve the exchange of words. Nonverbal communication
refers to the use of non-word human responses like facial expressions and gestures and the
perceived characteristics of the environment through which the human verbal and nonverbal
messages are transmitted.
There may be a number of interruptions in the communication process that act as barriers to
communication. These barriers may totally prevent communication, filter a part of it, or
convey the wrong meaning. Filtering, selective perception, defensiveness and linguistic
differences are some of the barriers to effective communication.
A network refers to a group of people who develop and maintain contact with others to
exchange information of common interest in an informal manner. The grapevine is an
informal network in which information moves freely in all directions, goes beyond the chain
of authority and satisfies the social needs of organizational members.
Information technology has, to a great extent, revolutionized the communication process in
organizations. A computerized MIS facilitates faster and efficient communication in
organizations. Electronic mail is a computer-based communication system which allows
messages to be exchanged instantly. Telecommuting involves the accomplishment of all or
part of a person's work at home through computer links to the office. Though telecommuting
benefits employees, organizations and society in many ways, it can lead to the social isolation
of employees working from home.

3.3 FINDINGS:
The analysis of data helps us to draw the following findings
1) Level of autonomy:
Empowering employees to have some decision making capabilities is a great way to
provide motivation. Offer staff the tools to utilize their talents and want some responsibility.
Most people want to have some independence as they make the day to day decisions that may
arise.

38 | P a g e

Some employees who are micro-managed get frustrated and as a result become demotivated. By offering some autonomous choices, employees feel some ownership in their
jobs and as a result want to succeed. Remember to always remain a source of support that
people can turn to for advice.
2) Specific goals and offer feedback using positive reinforcement:
Employees want to hear they are doing a good job. If they are achieving great results tell
them. Even if they are having some difficulties, some constructive criticism through feedback
goes a long way.
3) Integrate room for growth on the promotion scale:
Most people want to do better in job and like to feel as if they are contributing. Those
employees deserve personal growth and promotion to continued development.
4) Job enrichment:
Some staff members bored out of their minds with the redundancy of the same tasks day
in and day out. Provide a little variety by rotating responsibilities or changing the monotony
in the office environment by introducing innovative ways to set about tasks.
5) Profit sharing:
There are some employees who prefer to feel a sense of ownership; this also gives them a
direct reason to want to see the company succeed because they are financially invested. As a
means to invigorate many companies offer profit sharing as a reward for strong motivation in
a job well done
6) Offer Flex-time benefits
Many employee want Alternative work schedules. Sometimes employees flourish on
different kinds of work schedules as opposed to the traditional (and often monotonous) 9 to 5
schedule.

39 | P a g e

Chapter 4: Conclusion & Recommendation

CONCLUSION
Pharmaceutical is the second largest revenue generating industry in Bangladesh, and the
country looks well set to merge as a global hub for quality medicines. A new era has begun
for Bangladesh pharmaceutical sector with the TRIPs agreement from 2005 and will continue
up to 2016. These eleven years will be very crucial and important for the pharmaceutical
industry. Investors and entrepreneurs may engage in and benefit from the potentials.
Government support is also very important for the growth and expansion of the sector at this
stage. Healthy growth is likely to encourage the pharmaceutical companies to introduce
newer drugs and newer research products, while at the same time maintaining a healthy
competitiveness in respect of the most essential drugs.
From the analysis we find that most of the employees are motivated with
their current job.. BEXIMCO gives proper training to its employees and they succeed in
utilizing their skills at its best. The communication between top level managers and
executives is somewhat smooth. The executives take their job as challenge.

RECOMMENDATIONS:
Level of Activity

Check you understand employees needs.

Ensure employee doesn't work too much.
Try to fix the right person at the right place

40 | P a g e

 Avoid unnecessary distractions

Structure

Make sure that the goals for a task is set at a high level, avoiding too much detail
Try to allow a degree of flexibility in the way they approaches tasks provided any
objectives and measures are met.

Equality in the organization

Try to allow a degree of flexibility in the way they approaches tasks provided any
objectives and measures are met.
Competition & Material Reward

Provide Performance bonus.

Increase Salary and Promotion scale.
Check what constitutes fair remuneration for each employee
In as far as is possible, ensure that salary, bonuses and other financial rewards are
awarded equitably.
Fear of Failure

Avoid setting objectives that are so unrealistic that employee unlikely to succeed no
matter how hard they tries.

Provide employees sufficient support and that they do not feel exposed to the
likelihood of failure

Encourage to overcome any personal problems or issues

Ensure Job security
Personal Growth

Support and authority to make decision necessary for accomplishing their assigned
tasks.

41 | P a g e

 Give opportunity to exchange employees views freely in the workplace

Recruit some psychiatrists to remove and manage the stress of the employees

APPENDED PART
Bibliography/References:
1. http://www.beximco.com/
2. http://beximco-pharma.com/
3. http://www.stockbangladesh.com/
4. http://www.beximco.org/about.php
5. http://www.beximco-bd.com/quality-policy.php
6. Annual Report of BEXIMCO 2011

Maps and Photos:

42 | P a g e

Additional Data:
Domestic Industry Scenario:
In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors
which is contributing in the country's economy. After the promulgation of Drug Control
Ordinance - 1982, the development of this sector was accelerated. This sector is providing
97% of the total medicine requirement of the local market. Leading pharmaceutical
companies are expanding their business with the aim to expand export market. Local
pharmaceutical sales have grown to 21 percent in the April-June period, a rise from 19
percent in the first three months of this year, according to a report of a global pharmaceutical
market intelligence agency. Currently, the market size of the local pharmaceutical industry is
worth BDT 70 Billion, said industry insiders. Pharmaceutical sector of Bangladesh forecast to
grow by 13 per cent in 2010.
Two organizations, one government (Directorate of Drug Administration) and one semigovernment (Pharmacy Council of Bangladesh), control pharmacy practice in Bangladesh.
The Bangladesh Pharmaceutical Society is affiliated with international organizations
International Pharmaceutical Federation and Commonwealth Pharmaceutical Association.
In July 2010, Prime Minister Skeikh Hasina Wajed urged the World Intellectual Property
Organization (WIPO) for another 15 years waiver of Bangladeshi pharmaceuticals from IPR
43 | P a g e

restrictions. The current exemption is set to expire in 2016. The Bangladeshi pharmaceutical
industry has achieved rapid growth under the IPR waiver, and there are concerns that the
expiry of this could have adverse effects on the industry. There are 276 small, medium and
large local and multinational pharmaceutical companies operating in Bangladesh. Of the
companies, the top ten companies take up nearly 70 percent of the total market, according to
an IMS survey conducted in 2008.

RANK
1
2
3
4
5
6
7
8
9
10

COMPANY
SQUARE
INCEPTA PHARMA
BEXIMCO
ESKAYEF
OPSONIN PHARMA
RENATA
ACME
A.C.I
ARISTOPHARMA
DRUG
INTERNATIONAL

VALUE (Cr.
Taka)
1,156.15
527.31
464.99
297.48
293.02
282.21
278.83
255.14
244.37
239.34

Growth (%)
13.36
31.09
19.36
24.90
23.65
30.75
7.80
6.48
13.59
34.24

Bangladeshs Top Ten Pharmaceutical Companies (June, 2011)

Bangladesh is an extremely poor country, and many of the population cannot afford to see
health professionals when they fall ill, therefore been a long tradition of self-medication in
the country. The pharmaceutical distribution network tends to be more retail-orientated and
the bulk of distribution is done by the companies themselves.
Bangladesh can compete with these countries in the international export market due to its
quality compliance. According to Export Promotion Bureau (EPB), pharmaceutical export
witnessed 6.21 per cent growth in the fiscal 2008-09, earning US$45.67 million, which was
44 | P a g e

recorded US$ 43 million in fiscal 2007-08. The annual per capita drug consumption in
Bangladesh is one of the lowest in the world. However, the industry has been a key
contributor to the Bangladesh economy since independence. With the development of
healthcare infrastructure and increase of health awareness and the purchasing capacity of
people, this industry is expected to grow at a higher rate in future.
According to market share percentage, BEXIMCO is also the leader by a high margin. The
graphical representation of BEXIMCOs position in market and also description of some of
BEXIMCOs closest competitors is as showed as perspective

Key Financial Information of BEXIMCO:

(Amount in thousand TK)

Authorized Capital

45 | P a g e

2011
9100000

2010
9100000

2009
9100000

2008
2000000

2007
2000000

Paid up Capital
Total Sales
Export Sales
Gross Profit
Profit before Tax
Net Profit
Fixed Assets (Gross)
Shareholders' Equity

2517678
7890242
390315
3786533
1677849
1198525
19289525
17128128

2098065
6490847
330541
3173207
1361532
1051649
18191956
15974086

1511493
4868255
272126
2302048
867467
624740
15621366
10885707

1259577
4010167
170604
2007296
714121
545341
14291850
10450202

1145070
3597025
122752
1629515
399678
353068
10516030
8250940

Financial Results and Appropriation of Profit:

Net Profit after Tax

Adjustment for depreciation on revalued assets
Profit brought forward from previous year
Profit Available for Appropriation
Proposed Dividend
Profit Carried Forward

2011
1198525
23560
4667699
5889784
-528712
5361072

2010
1051649
26811
4008852
5087312
-419613
4667699

Performance at DSE on 18 Apr, 2013

Authorized Capital
Paid up Capital
Total Sales
Export Sales
Gross Profit
Profit before Tax
Net Profit
Fixed Assets (Gross)
Shareholders' Equity

46 | P a g e

2011
9100000
2517678
7890242
390315
3786533
1677849
1198525
19289525
17128128

2010
9100000
2098065
6490847
330541
3173207
1361532
1051649
18191956
15974086

2009
9100000
1511493
4868255
272126
2302048
867467
624740
15621366
10885707

2008
2000000
1259577
4010167
170604
2007296
714121
545341
14291850
10450202

2007
2000000
1145070
3597025
122752
1629515
399678
353068
10516030
8250940

Total amount traded at DSE

Amount traded of BEXIMCO
Percentage
Total Market Cap. of DSE
Total Market Cap. of
BEXIMCO
Percentage

47 | P a g e

BDT(mn)
2,028.54
88.77

USD(mn)
24.79
1.08

4.38%
2,212,525.13
27,038.07
45,868.97
560.54
2.07%