ACME Pharmaceuticals is a Bangladeshi pharmaceutical company established in 1954. It has 7,000 employees and exports products to 16 countries in Southeast Asia, South Asia, and East Africa. ACME focuses on the domestic market, especially rural areas, and uses a results-based performance management approach to evaluate employees based on key responsibilities and objectives. Maintaining a strong performance management system helps ACME achieve competitive advantages such as improved employee performance, ability to make correct personnel decisions, ensuring legal compliance, and aligning organizational strategy and values with employee behavior.

1. SERIAL NO. NAME ID
01 Sharmin
Sultana Sharle
111 141 119
02 Farzana Zaman 111 141 183
03 Nafisa Jahan 111 141 452
04 Tahseen Baten 111 141 016
05 Khadiza Akter 111 141 197
06 Israt Jasim
Promee
111 141 409

2. Overview Company Products
 Established in 1954.
 It is ISO 9001:2008
certified company.
 Founder: Hamidur
Rahman Sinha.
 Firm presence: South
East Asia, Africa and
Central America.
 7,000 employees .
 Vision: To ensure
health ,vigour and
happiness for all.
 They became public
limited company in
1976.
 Pharmaceuticals
 Ayurvedik
 Herbal &
Nutraceuticals
 Veterinary
561
35
228
.
 They export their products
almost in 16 countries,
South East Asia, South Asia
and East Africa.
 SQUARE (18.7%. )
 INCEPTA PHARMA (10.42%)
 BEXIMCO (8.5%)
 OPSONIN PHARMA (5.6%)
 RENATA (5.1%)
 A.C.I (4.1%)
 ACME (4%) (Holds the 9th
position)
According to IMS Health, the top 10
companies hold 68.5% market share.
Domestic
Competitors
(Source: EBL Securities Ltd)
(In reference to our repot pg no 7)

3. Competitive Advantage
 Low price of their products than the competitors. ACME
medicines are purchased more in case of pregnancy
comparing to Square medicines because of their low price.
Because of low price these people become their loyal
customers.(Reference Dr. Imamul Kader)
 Low turn over rate.
 High tech specialized products like inhalers, suppositories,
nasal sprays, indictable and infusions are being exported
in around 16 countries in South East Asia, Central
Asia,South Asia and East Africa.
 ACME has growth rate of 14.1%. Which is higher than
their competitors, Square (7.3%), Beximco ( 7.6%) and
Reneta (13.5 %) (Report pg no 7)
 High tech chemical and microbiological laboratories.
 Collaborative support from some foreign companies that
provide access to valuable technological know-how.
 According to Mr. Arshadul Kabir (AGM of finance
department, ACME) ACME has never faced any
litigation in their history by the employees. Which
adds an extra advantage to their reputation in the
market.
 They have their own built in training center in their
corporate office in Kallyan Pur on the 8th floor.
 Modern research and development( R&D) facility.
 The ACME Laboratories Ltd received registration
certificate of A-Cal 500 Tablet (Calcium Carbonate 500
mg) from Jordan Food and Drug Authority (JFDA)
under food supplement category.
 While Beximco and Squire is expanding their market in
foreign market ,ACME is taking the advantage and
focusing more on domestic market, specially the rural
area.
 ACME Laboratories Ltd. packages their own medicines,
they don’t have to rely on 3rd party for that, which
reduces their cost of production.
ACME is working on expansion plans to make entry into other Arab,
African pharmaceutical markets soon. ACME is committed to meet
the pressing healthcare needs of people around the globe.Although
it will occur in the near future and we hope that it will add some
extra competitive advantage for ACMI Laboratories Ltd.

4. Approach Used by Acme
Pharmaceutical Ltd.
Tools
 Result approach
Focuses on :
 Key accountabilities of the
employees given in their job
description which is collected from
the job analysis and organization
level strategic priorities.
 Expected objectives which is a
statement for the each
accountabilities where if they are
fulfilled will cause dramatic impact
on the overall success of the
organization.
 Performance standard for each
employees where they set a
yardsticks to determine the level of
their employee performance by
comparing their conducted
performance.
1. 360-degree feedback:
 Self-appraisal.
 Supervisor’s appraisal.
 Subordinate’s appraisal.
 Peer appraisal.
2.Management by objectives(MBO):
They use it only for sales representatives to
evaluate their performance.
3.Ranking Method:
They rank their employee in a work
group against another employee and
position their employee in terms of
their numerical rank.
HR head sets the KRA & KPA
for the employees. Based
on those KRA(Key
Responsible/result Area) &
KPA(Key Performance Area)
they evaluate their
employees performance at
the end of the year.
KRA refer to general areas of
outcomes for which the
departments role is responsible,
KPA are the areas within the
business unit for which individual
or group is logically responsible.

5. Reciprocal Relationship between Performance
Management and Competitive Advantage
• First we must know what the good performance management system does(in case of
ACME)-
 Improved Performance: It can contribute to competitive advantage by improving employee job
performance in two ways- by directing employee behavior towards organizational goals, and by
monitoring that behavior to ensure that the goals are met.
 Makes Correct Decisions: Performance management system helps ACME to take correct decisions in
case of pay raise, promotion, transfer etc, as a result employees becomes satisfied,they show their
loyalty toward the organization, works hard,feels motivated as a result ACME their goals properly.
 Ensure Legal Compliance: As Acme keeps the proper document of their performance management
system, it works as an evidence of each of the employees, and how they performed during a certain
period? How they achieved the goals? Whether they met their targets or not? Etc. It also may work
as a very strong weapon for ACME against any litigation. According to Mr, Arshadul Kabir (AGM of
finance department, ACME) ACME has never faced any litigation in their history by the employees.

6.  Organizational Strategy Values and Behavior: Employees always behaves
according to organizations values, as acme believes in result approach so their
employees know that they will be evaluated based on the expected result, which
increases their performance toward specific result accomplishment and as a
result ACME accomplishes their specific goal through the employees individual
contributions.
If ACME maintains proper performance management system then they will
achieve their competitive advantage , on the other hand in order to achieve their
competitive advantage ACME has to focus on this above mentioned points and
correct any gaps or flaws.
 Minimizing Job Dissatisfaction and Turnover: Employees tend to become emotional
and frustrated if they perceive that the rating they get are unfair and inaccurate. Such
employees find that the efforts they had put in became useless and obviously get
demotivated. One of the outcomes of job dissatisfaction is increased turnover. So ACME
tries to maintain fair and accurate appraisal results in case of high motivation and increased
job satisfaction. Their turnover rate is very low.

7. ACME pharmaceutical product get maximum sales
profit (60%) from rural area and rest of the profit (40%)
comes from urban areas.
They use 360 degree methods mostly for their
performance management system.
They have a separate training center in their corporate
building, on the 8th floor for the employees.
They have placed their rank on the 9th position in total
ranking comparing with their competitors in
Bangladesh.
They conduct exit interview when any employee leaves
the organization.
Currently, they are closely working under the
supervision of European consultants eyeing for UK
MHRA certification and expect to achieve by the
middle of 2017.
Findings Recommendations
 Make their sales executives more efficient
and capable to make their products more
popular in the rural area, earn more profit
and grasp the market of the rural area,
provide more updated training programs
for that.
 Only a training center is not enough, it
must maintain working efficiently, they
must keep it updating with international
standard to compete with the
competitors.
 Should improve their ranking by taking
proper steps.
 Should apply the gathered information
from leaving employees properly and
keep those points in mind and improve
those sectors so that they can minimize
turnover rate.