This is a basic report of BEXIMCO pharma industry. Only basic tools and topics of management were used to prepare this report. This report might help the students who are doing MGT 210 COURSE in North South University of BANGLADESH.

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Contents
1.1 Introduction......................................................................................................................2
1.2 Products...........................................................................................................................3
1.3 Strengths and Weaknesses................................................................................................4
Strength.............................................................................................................................4
Weakness...........................................................................................................................6
1.4 BCG Matrix .......................................................................................................................7
STARS:................................................................................................................................7
CASH COW:........................................................................................................................7
QUESTION MARK:...............................................................................................................7
DOG:..................................................................................................................................8
1.5 Porter’s 5 forces model .....................................................................................................9
 Bargain Power of Customer...........................................................................................9
 Bargain Power of Supplier...........................................................................................10
 Rivalry among Existing Firms .......................................................................................10
THREAT OF SUBSTITUTE PRODUCTS............................................................................................10
 Threat of New Entrants...............................................................................................11
1.6 Conclusion......................................................................................................................12
References...........................................................................................................................13

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1.1 Introduction
BEXIMCO Pharmaceuticals Limited belongs to BEXIMCO Group of Industries.
BEXIMCO group is one of the largest private sector group in Bangladesh. BEXIMCO was
founded in 1972 by two brothers – Ahmed Sohail Fasiur Rahman and Ahmed Salman Fazlur
Rahman. BEXIMCO’s industrial sector includes jute, textiles, basic chemicals and
pharmaceuticals and marine foods. Non-industrial Sectors are real estate and construction,
engineering, media, information technology, trading and financial services. BEXIMCO has 4
public listed Companies and 8 private companies.
BEXIMCO Pharmaceuticals Ltd. was founded in 1976 and started their action from 1980. .
BEXIMCO Pharmaceuticals Ltd. manufactures more than 500 products in different dosage forms
covering broader therapeutic categories which include antibiotics, gastro-intestinals, respiratory,
analgesics, cardiovascular, anti-diabetics, etc. The Headquarter of BEXIMCO Pharmaceuticals
Ltd. is situated in Tongi, Dhaka, Bangladesh. Currently BEXIMCO Pharmaceuticals Ltd. has the
highest number of international accreditations which includes - AGES, Austria (European
Union); Therapeutic Goods Administration (TGA), Australia, Gulf Central Committee (GCC
member states); ANVISA, Brazil; INVIMA, Colombia; MCC, South Africa among many others.
BEXIMCO Pharmaceuticals Ltd. is the only Bangladeshi pharmaceutical company which got
listed on the AIM of London Stock Exchange
.

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1.2 Products
BEXIMCO Pharmaceuticals Ltd. Manufactures more than 500 products medicines such as
capsules, tablets, intravenous fluids, metered dose inhalers, sterile ophthalmic drops, prefilled
syringes, dry powder inhalers, injectables and nebulizer solutions etc.
Figure 1: Products of BEXIMCO Pharmaceuticals Ltd.
(www.beximco-pharma.com/products)

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1.3 Strengths and Weaknesses
Strengths and weaknesses are the internal factors of any company. For BEXIMCO
Pharmaceuticals Ltd. (BPL) the strengths and weaknesses are:-
Figure 2: Strengths and Weaknesses
Strength
 BRAND VALUE: BEXIMCO holds a stable and domineering position in the market
since 1980s. It has a great market share in Bangladesh Stock market. BEXIMCO has their
own health point to communicate directly with the local people.
Strength
Brand value
Skilled Scientists
and employees
High quality
standard
products
Developedlabs,
equipments and
manufacturing
Global
Recognition
Weakness
Dependencyon
importedraw
materials
Low investment
Too much loan

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 SKILLED SCIENTISTS AND EMPOLYEES: BEXIMCO group has created job
opportunities for 48,000 employees. They have highly experienced and efficient
employees. BEXIMCO offers many attractive incentives to motivate their workers.
BEXIMCO trains them for perfection and cares them as their family or asset.
 HIGH QUALTY STANDARD PRODUCTS: BEXIMCO maintain a standard
quality for their products. Their products are approved by Government of Bangladesh and
other countries like Australia, European Union, Gulf nations, Brazil, France, and Chile.
Moreover, their products are qualified by UNICEF.
 DEVELOPED LABS, EQUIPMENTS and MACHINERIES: BEXIMCO is
well known for their updated equipments and developed manufacturing machineries. It’s
one of their strong strengths.
 GLOBAL RECOGNITION: BEXIMCO exports their medicines to almost 25-30
countries and earned Tk. 553.3 core (2013-14). It has the highest number of international
accreditations in the country which include: AGES, Austria (European Union)
Therapeutic Goods Administration (TGA), Australia ANVISA, Brazil INVIMA,
Colombia MCC, South Africa. BEXIMCO also works as a medicine supplier for
UNICEF (United Nations International Children's Emergency Fund), Save the Children,
WHO (World Health Organization) and ADF (Asthma Drug Facility).

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Weakness
Everything in this world has both a good and a bad side. Though BEXIMCO has many
strong points, it has some flaws and lacking. They are:
 DEPENDENCY ON IMPORTED RAW MATERIALS: BEXIMCO has to
import almost one third of their raw materials from abroad which leads to the cut of the
production. Not enough resources cause a great drawback for them. Government policies
are also another fact.
 LOW INVESTMENT: BEXIMCO group has multiple industries and companies.
They sometimes can’t focus properly on their Pharmaceuticals sector. All the sectors
don’t bring them the same profit. Some may bring higher income and some may incur
loss. So their investment varies and mostly depends on their annual report and strategies.
 TOO MUCH LOAN: BEXIMCO has taken Tk. 1,849 core from SONALI BANK
LTD. Recently. It might hamper the production sector.

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1.4 BCG Matrix
BCG matrix is a tool for managers to analysis about their products. This tool helps organization
to find out which product will incur losses and which will help to increase profit. BCG matrix
includes STAR, CASH COW, QUESTION MARK, and DOG.
Figure 3: BCG Matrix
STARS: BEXIMCO pharmaceutical has some popular products like Neoceptin R, Azmasol,
Tofen, Amdocal. These products have a high market share and also a high market growth.
CASH COW: NAPA is the most famous medicine of BEXIMCO. Napa has a great market
share. Customers don’t think about any substitute of this medicine. Napa Tablets, syrup,
suppository, suspension, and drops are all time favorite of doctors and patients. Doctors
recommend these medicines for the fast and effective relief of pain & fever and discomfort
associated with headache, period pain, colds and flu, tension headache, backache and muscular
aches. As all these medicines are in their matured stage, they have a low growth share.
QUESTION MARK: BEXIMCO has occupied a group to invent the medicine of Cancer and
HIV AIDS. They are doing research on inventing a unique medicine against Cancer and HIV
AIDS. It has a low market share right now, but has a high growth rate. If they become successful,
BEXIMCO will be able to save many lives and earn a vast amount of profit.

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DOG: Pharmaceuticals sector is the most diversified sector. BEXIMCO is always ready to face
drastic changes. They improve and modify their products through research. If any product losses
its’ necessity, then BEXIMCO cut down that product line because of its’ low market share and
growth.
BEXIMCO group earns 2 billion annually. It’s indeed a huge amount of revenue for any
company. Efficient use of BCG matrix helps BEXIMCO to come up with new strategies and to
gain huge amount of profit.

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1.5 Porter’s 5 forces model
Porter’s 5 force model is a standard analysis process to identify the external environment of a
company.
Figure 4: Porters 5 forces
For BEXIMCO Pharmaceuticals:
 Bargain Power ofCustomer:Low
Consumer has no choice but to buy what Doctor says. BEXIMCO maintains a collaborative
relationship with doctors and hospitals. Doctors recommend medicines from BEXIMCO. So
consumers are left with zero options for bargain.

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 Bargain Power ofSupplier: Low
BEXIMCO has its’ own supplier channel. It’s less depended on outside supplier. Moreover,
switching cost for the bigger pharmaceutical industries like BEXIMCO is less costly and easier.
So the suppliers can’t bargain much.
 Rivalry among Existing Firms: High
The number of firms in the industry is very high. Competitors like SQUARE, INCEPTA, ACI;
etc holds a great market share. SQUARE pharmaceuticals Ltd. Is one of the biggest threats for
BEXIMCO.
Figure 5: Market Share (www.reportlinker.com, 2010)
THREAT OFSUBSTITUTE PRODUCTS:MEDIUM
Customers usually don’t think about substitute medicines. Brand value of BEXIMCO also is
another reason for having a great number of customers. But too many competitors might cause

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substitution of products sometimes.
 Threat ofNew Entrants: Low
Capital requirement for introducing a pharmaceutical company is very high in a country like
Bangladesh. It will be very costly to start from zero in this sector.
From this analysis we can come to a conclusion that pharmaceutical industry is highly
competitive and dynamic. It is Easy to access in the industry but difficult to retain due to
extensive competition. But BEXIMCO has Unlimited growth opportunity as there is little or no
substitute products. Consumers usually don’t bother about the pricing of the drugs/medicine as it
is a live saving product.

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1.6 Conclusion
Pharmaceutical is the second largest revenue generating industry in Bangladesh after readymade
garments (RMG). BEXIMCO Pharmaceuticals contribute a lot in our economy. BEXIMCO
introduced HIV/ AIDS medicines in the local market. It is the only pharmaceutical industry that
created group for resistance of Cancer and HIV/ AIDS. Strong competitors, Political barrier and
instability, Environmental factors are threats for BEXIMCO pharmaceuticals. But there are many
opportunities like, global recognition, exporting, improved distribution management; deals with
other MNCs will provide a chance for the company to gain a competitive edge.
Suggestions:
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References
1. BEXIMCO.org,. 'BEXIMCO | About Us'. N.p., 2015. Web. 15 July 2015.
2. P. Robbins, Stephen. Management. 12th ed. Pearson, 2010. Print.
3. Priyo News,. 'BEXIMCO Pharmaceuticals Gets US FDA Approval'. N.p., 2015. Web. 15
July 2015.
4. Squarepharma.com.bd,. 'Square Pharmaceuticals Ltd.'. N.p., 2015. Web. 15 July 2015.
5. User, Super. 'GMP Accreditations - BEXIMCO Pharmaceuticals Ltd.'. BEXIMCO-
pharma.com. N.p., 2015. Web. 15 July 2015.
6. User, Super. 'Products - BEXIMCO Pharmaceuticals Ltd.'. BEXIMCO-pharma.com. N.p.,
2015. Web. 15 July 2015.
7. WCRC Brands Illustrated,. 'BEXIMCO PHARMA, BANGLADESH - WCRC Brands
Illustrated'. N.p., 2015. Web. 15 July 2015.
8. Wikipedia,. 'BEXIMCO'. N.p., 2015. Web. 15 July 2015.
9. Wikipedia,. 'Square Pharmaceuticals'. N.p., 2015. Web. 15 July 2015.
10. The Daily Star,. 'Tk 1,849Cr Beximco Loans Rescheduled'. N.p., 2014.
Web. 16 July 2015.
11. Beximco-pharma.com,. 'New Product Launches In 2015 – Beximco
Pharmaceuticals Ltd.'. N.p., 2015. Web. 16 July 2015.