Ziska pharma's strategic management development. Presented by a group IUBAT students. Prepared by Afsana Jaman.

1. A study on Ziska
Pharmaceuticals Ltd.
Strategy Formulation tools for
Ziska Pharma
SL Name ID
1. Afsana Jaman 14102295
2. Fauzia-Tul Borat 15102169
3. Md. Mohiuddin Morshed 15102251
4. Samapti Sarkar 15102127
5. Sarmin Akter Shathi 15102138
6. Maksuda khanom Mou 15102277
Presented By:

2. Company Overview
Company Name Ziska Pharmaceuticals Ltd.
Factory Location Karol Surichala, Safipur, Gazipur
Head Office Nurul Tower, 34- Purana Paltan Line, Dhaka- 1000
Corporate Setup: Private Limited Company
Manufacturing Areas 146,500 Ft
Established Year 1986
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3. Mission & Vision
 Vision: To be a credible pioneer in changing the practice of medicine.
 Mission:
– A voyager in healthcare
– We have been steadfast in improving the quality of life in the society since the inception of the
company. At present, Ziska creates innovative medicines that helps millions within the national
boundary and also beyond it. Ziska Pharmaceuticals Limited will continuously improve its
technology, products and services by applying creativity to all aspects of its business. All
members of Ziska pharmaceuticals will pursue the following guiding principles:
– Trust: Establishing relationships with all stakeholders based on strong mutual trust and respect.
– Quality: Providing the best products with uncompromised quality.
– Ethics: Honor high ethical standards in all endeavors.
– Environment: Respect nature, and strive to protect and improve the global environment.
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4. Revised Mission & Vision
 Revised Vision: Our vision is to be to be a global leader of medicine sector
bringing innovation and great integration to its consumer.
 Revised Mission: We are providing a responsible promising healthcare solution
to our community as well as in different countries by building an ethical,
obligated trust worthy relationship with our loyal customers through creating
innovative medicines. Ziska Pharmaceuticals Limited believes in continuous
research for discovering new medicine with transparency so that people feel to
live in peace.
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5. Key strategy applied by Ziska
Pharmaceuticals
– Ziska holds the ‘Pioneer ship’ in bringing highest number of first ever in BD
products.
– Dementia, Methylprednisolone injection, Monoxide, Methoxsoler, Adepolane
and Benzyl peroxide gel, Melatrin cream, MM kit, Dixieland etc. these products
are first launched by Ziska. This can be the key reason for which Ziska has overcome
rate of revenue, assets as well as inventory turnover and now it holds a stable profit
margin. So, it can be said that the company is trying to follow product development
strategy.
– One of the sales manager said it has large distribution channel. As a result, the
company was able to achieve profitably by applying forward integration strategy.
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6. The five forces model of Competition
1. Rivalry among competing firms (High):
In BD, there are many large pharmaceutical companies doing business successfully. Such as Square,
Beximco, Incepta Opsonin, Renata etc. In pharmaceuticals industry, number of competitors compete with
each other much. For example, when one pharmaceuticals company launches new medicine, existing
companies are also enforced to produce the same type of medicines to take advantage of the opportunity
and it happened with Ziska Pharmaceuticals that when its launched Soluperea and minoxidil in the
market. All the rival firms are produces the same products as well.
2. Potential entry of new competitors (High):
It is also very easy for a company to enter into the industry, if it has enough capital. But, it is very tough for a
company to capture or control the market for the threats of competition.
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7. Cont’d
3. Potential development of substitute product (high):
Ziska Pharmaceuticals has also high rivalry on this issue. Now-a-days different kinds of products are introducing to the
patients and doctors in BD. As a result, patients have number of choices regarding medication and sometimes homeopathic
treatment is becoming more reliable to the patients in many cases.
4. Bargaining power of suppliers(Low):
Suppliers have not much bargaining power, because there are so many suppliers from different countries like china India
Germany, UK, France Italy, Denmark etc. are supplying raw materials. So pharmaceuticals company can easily switch to
other suppliers. It also depends on the product type. So, Ziska pharma has no threat for bargaining of suppliers and bargaining
power of suppliers is not so high.
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8. Cont’d
5. Bargaining power of consumers (Moderate):
– In BD, there is a trend of influencing physicians to prescribe a particular name of the
company’s product but not written by the generic name of that product. That’s why,
sometime consumers don’t have any bargaining power. On the other hand, all the
company have almost same price of the product consumer can switch easily to
substitute product.
– So, the bargaining power of consumers is moderate.
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9. Strengths
1. Factory Location is very near to Dhaka
2. Highest number of new products were introduced for the first time
3. Largest Pipeline in Factory for producing some distinguish products
4. Manufacturing Facilities has been designed by the latest recommendations of cGMP
5. Larger manufacturing Factory than many other companies
6. Strong Distribution Network all over Bangladesh
7. Quality Medicine at a competitive Price
8. Efficient and qualified technical manpower at minimum cost
9. Continuous research and development on new molecule development
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10. Weakness
1. Less Organized
2. Absence of Advanced Technology
3. Lower Customer Loyalty
4. No Market Share
5. Dependency on Imported Raw Materials
6. Low Investment in Export of Products
7. Benchmarking Approach is not Created
8. Obscure Marketing Activities
9. Lack of Brand Image
10. Lack of Modern Drug Testing Laboratory
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11. Opportunities
1. Gaining market Share
2. Possible New Product Units
3. Financing Back up from Financial Institutions
4. R & D activities may be initiated with external support
5. Students of Pharmacy department is increased
6. Sufficient Manpower
7. Intensive Government Support
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12. Threats
1. Inflation Risk
2. Large Number of Competitors
3. R & D efforts can become less effective
4. Less number of innovations
5. Tariffs and International Trade Restrictions
6. Currency Risk
7. Increasing Interest Rate
8. Threats of New Entrants
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13. SO Strategies
– Increase knowledge about industry, discuss with doctors and add more
researchers to research more & more and expand business getting govt. help
through fulfilling requirements of API. (S9, O7)
– Developing more innovations in products get opportunity to enter into share
market attracting rivalry companies. (S9, O1)
– Include an internship department in the factory to broaden medicine
investigations researches as many pharmacy students will very much
interested to do so at minimum costs. (S5, O4)
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14. WO Strategies
– Add new advanced technology taking loan from financing companies. (W2, O3)
– Develop marketing strategies with international standards by recruiting large
number of manpower in marketing department. (W8, O6)
– Train up marketing executives and create brand value through achieving customer
loyalty by attracting general people. (W9, O4)
– Invest more in laboratory test and export of products by taking help from the govt.
(W5,10, O7)
– Invest in share market initiating R & D activities (W4, O4)
– Make the organogram of the company newly taking a good benchmarking
approach. (W1, W7, O2, O6)
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15. ST Strategies
– Regain first mover advantage in the innovation of products by doing lots
of marketing to reduce the threat of having less number of innovations.
(S2, T4)
– Make sense in the head of consumer that it has very good quality
products maintaining cGMP criteria through advertising using
distribution channel network to minimize inflation risk at minimum level.
(W4, W6, T1)
– Using manufacturing facilities insure the development of R & D as well
as win-win competition with the rival companies. (S1, S3, S5, T2, T3)
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16. WT Strategies
– Invest more in financing to capture share market, make strong marketing
department. (W4, T2, T7)
– Install modern technology in laboratory. (W6, W10, T5, T3)
– Increase brand value through marketing to minimize different risks. (W3,
W9, T1, T,6, T7)
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17. 7/23/2018
17 Key External Factors Weight Rating Weighte
d Score
Opportunities:
1. Gaining market Share
2. Possible New Product Units
3. Financing Back up from Financial Institutions
4. R & D activities may be initiated with external support
5. Students of Pharmacy department is increased
6. Sufficient Manpower
7. Intensive Government Support
0.07
0.05
0.09
0.08
0.06
0.05
0.08
2
2
4
1
2
3
2
0.14
0.10
0.36
0.08
0.12
0.15
0.16
Threats:
8. Inflation Risk
9. Large Number of Competitors
10. R & D efforts can become less effective
11. Less number of innovations
12. Tariffs and International Trade Restrictions
13. Currency Risk
14. Increasing Interest Rate
15. Threats of New Entrants
0.10
0.08
0.03
0.08
0.06
0.07
0.06
0.04
4
4
1
2
2
3
2
1
0.40
0.32
0.03
0.16
0.12
0.21
0.12
0.04
Total 1 2.51
EFE MATRIX

18. 7/23/2018
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Key Internal Factors Weight Rating Weighted
Score
Strengths:
1. Factory Location is very near to Dhaka
2. Highest number of new products were introduced for the first time
3. Largest Pipeline in Factory for producing some distinguish products
4. Manufacturing Facilities has been designed by the latest recommendations of cGMP
5. Larger manufacturing Factory than many other companies
6. Strong Distribution Network all over Bangladesh
7. Quality Medicine at a competitive Price
8. Efficient and qualified technical manpower at minimum cost
9. Continuous research and development on new molecule development
0.07
0.05
0.06
0.03
0.06
0.08
0.06
0.02
0.05
4
3
3
4
3
4
4
3
4
0.14
0.15
0.18
0.12
0.18
0.32
0.24
0.06
0.20
Weakness:
1. Less Organized
2. Absence of Advanced Technology
3. Lower Customer Loyalty
4. No Market Share
5. Dependency on Imported Raw Materials
6. Low Investment in Export of Products
7. Benchmarking Approach is not Created
8. Obscure Marketing Activities
9. Lack of Brand Image
10. Lack of Modern Drug Testing Laboratory
0.05
0.08
0.10
0.13
0.02
0.04
0.01
0.09
0.04
0.03
1
1
1
1
2
1
2
1
1
1
0.05
0.08
0.10
0.13
0.02
0.04
0.02
0.09
0.04
0.03
Total 1 2.19
IFE MATRIX

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Ziska Pharma Incepta Pharmaceuticals Square Pharmaceuticals
Critical Success Factors Weight Rating Weighted
Score
Rating Weighted
Score
Rating Weighted
Score
Brand Reputation 0.13 1 0.13 4 0.52 4 0.52
Market Share 0.15 1 0.15 3 0.45 4 0.60
Advertising 0.08 2 0.16 2 0.16 4 0.32
Range of Products 0.10 3 0.30 3 0.30 3 0.30
Product Quality 0.08 4 0.32 4 0.32 3 0.24
Customer Loyalty 0.10 1 0.10 3 0.30 4 0.40
Strong Online Presence 0.10 2 0.20 3 0.30 4 0.40
Global Expansion 0.05 2 0.10 3 0.15 4 0.20
Organization Structure 0.06 2 0.12 3 0.18 3 0.18
Financial Position 0.15 3 0.45 4 0.60 3 0.45
Total 1.00 2.03 3.28 3.61
CPM

20. Findings
– Less recognition
– Less sales of product range
– Diversification focus strategy on women health care product
– Financial position is good
– Distribution channel in different districts
– Enough land property
– Take some great challenges such as intense competition, market specific risk,
currency volatility, restrictive legislations etc.
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21. Recommendation
 Should develop its forward integration strategy as well as has to adopt backward
integration.
 The company must go for market share by enlisting itself into stock exchange.
Because, market share will put the company at a competitive advantage. The
company can gain market share by:
– Bring more innovative products, discussing with scientists and doctors
– Strengthen customer relationship by sharing the values and views of the
company.
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22. Contd...........
 The company should develop its marketing strategy through market development. For
example,
– The company may go for geographical expansion in different countries.
– Ziska can develop its existing products newly through better packaging, finding new
uses of the products.
 Adopt a related or unrelated diversification strategy. For example,
– Launce bottled purified water as a new product and can also adopt diversification
focus by launching child health care products like nutritous baby milk, cereal etc.
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23. Conclusion
The analysis on Ziska Pharmaceuticals ltd gives a clear strategic plan development that
how a company can adopt its strategic planning tools by using different analytical
tools. Ziska Pharma has some internal strengths and weaknesses which should be
focused more than external opportunities and threats. Then, company can achieve its
target vision and do better in the market. To keep continue in the market Ziska should
develop its marketing strategy by the recommended ways.
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