Presentation on Beximco Pharmaceuticals Ltd
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Transcript of Presentation on Beximco Pharmaceuticals Ltd
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Presentation on
Beximco Pharma
the first US FDA approved company in Bangladesh
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Presented by
Md. Hafiz-Al-AsadEMBA 18th BatchZR 1401003
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Sequence of Presentation
1 • About the Study
2 • Organizational Overview
3 • Strategy Overview
4 • Evaluating External Environment of Beximco Pharma
5 • Evaluating Resources, Capabilities and Competitiveness
6 • Generic Competitive Strategy of Beximco Pharma
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Sequence of Presentation
7 • Strengthening Company’s Competitive Position
8 • Strategies for Competing in International Market
9 • Diversification Strategies of Beximco
10 • CSR, Ethical Practices and Corporate Culture of BPL
11• Building of the Organization Capable of Good Strategy
Execution
12 • Recommendations
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About the Study6
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Rationale of the Study
• Management practices as a strategic growth option isparticularly relevant in developing countries like Bangladesh,because of:• Insufficient strategic management knowledge• Lack of best practices• Less use of effective strategic management guides• Less priority in top managements mind set• Not achieving optimization in management processes
• As such, this study is highly significant to improve the efficiencyand effectiveness of strategic management practices inBeximco Pharmaceuticals Ltd. (BPL).
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Objectives of the Study
• Broad Objective
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To conceptualize the current strategicmanagement practices and problems ofBeximco Pharma
To identify and suggest scopes ofimprovement
To devise some recommendations toimprove the strategic manoeuvre of thecompany
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Objectives of the Study• Specific Objectives
• To understand and analyze various concepts, tools and techniques ofstrategic management to evaluate BPL’s overall strategy.
• To present and analyze the vision and mission statement.• To analyze the objectives and core values.• To conduct situation analysis considering external and internal
environmental factors.• To identify the competitive business strategy of BPL.• To identify on the strategies for diversification of BPL.• To highlight BPL practices on ethics and CSR.• To present an overview of the corporate culture in BPL.• Offer some recommendations to improve the strategic management
practices of BPL.
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Methodology
Primary Source
• Current working experience• Discussion with different levels of mid and high ranking officials;
Sample size: 35 (Directors, Head of Department, SeniorManagers and Managers)
Secondary Source
• Annual reports, periodic reports, articles and brochures• Journals, research papers and articles from various online
sources and websites
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Organizational Overview11
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Contribution of Pharma Industries in GDP of Bangladesh
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Market Size13
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Top 10 Pharmaceutical Companies14
Ser Name of the Company Market Size (BDT) Market Share (%) Growth (%)
1 Square 19,722,066,693 19.50 12.55 2 Incepta Pharma 10,184,993,624 8.20 11.84 3 Beximco Pharma 8,967,999,031 7.70 8.04 4 Opsonin Pharma 5,302,711,389 4.80 4.77
9 Acme 3,954,249,448 4.80 5.76
6 Eskayef 4,547,963,290 4.60 4.28
5 Renata 5,056,968,911 4.50 8.75
8 ACI 4,263,630,198 4.50 8.69
7 Aristopharma 4,382,948,837 4.10 11.37
10 Drug International 3,924,562,931 3.90 10.51
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Market Share of Top 10 Pharmaceuticals in Bangladesh
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SQUARE19.5%
INCEPTA8.2%
Beximco7.7%
ACME4.8%
OPSONIN4.8%
ESKAYEF4.6%
RENATA4.5%
A.C.I.4.5%
ARISTOPHARMA4.1%
DRUG INT3.9%
OTHERS33.4%
Source: Source: IMS Health Survey
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Key Company Information16
Year of Establishment : 1976Country of Incorporation : BangladeshCommercial Production : 1980Status : Public Limited CompanyBusiness Lines : Manufacturing and Marketing of Pharmaceutical ProductsCountry of Operation : BangladeshAuthorized Cap (Taka) : 9,100 millionPaid-up Capital (Taka) : 3,862.4 millionNumber of Shareholders : Around 90,000Stock Exchange Listings : DSE, CSE and AIM of London Stock ExchangeNumber of Employees : 3,063
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CFO
ED, A&F
ED, SLS
MD
COO
ED, PRD
ED, Quality
Qua
TRACK I
TRACK II
Factory Wing
Head, R&D
Dir, Mfg
Dir, IMT
Dir, Commercial Mfg
MKT & COM
Organogram of Beximco Pharma
Dir, Mfg
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Organizational Divisions of Beximco Pharma18
Factory Wing
Commercial/ Supply Chain Management
Marketing & Sales
Management
Financial Management
Human Resource
ManagementSource: Primary
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Core Business Focus
Branded GenericsFormulation products for localand international markets300+ generics in 500+presentations
APIsLocal market share 70%ParacetamolPenicillinsHigh value APIs (pipeline)
Contract ManufacturingSuccessful track record ofcontract manufacturing forglobal MNCsBayer, Upjhon, GSK, Novartis
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Company Operations
• One of the largest pharmaceuticalcompanies in Bangladesh.
• In local market, BPL operates inall over 64 districts.
• Largest exporter ofpharmaceutical products fromBangladesh.
• Received National ExportTrophy (Gold), the highestnational accolade for export, forthe record 04 times.
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Performance Analysis of 2014Launched 28 products (24 generics) in the domestic market
Introduced Oral Soluble Film (OSF) technology
Entered 02 new markets (Romania and Uganda)
A total of 55 new registrations done in 15 different countries
Net sales increased to BDT 11,206.9 million, registering a y-o-y growth rate of 6.8%
Net Profit after tax increased 8.8% to BDT 1,528.3 million
EPS rose by 8.64% to BDT 4.15
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Strategy Overview22
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Vision Statement of Beximco Pharma23
“We will be one of the most trusted, admired and successfulpharmaceutical companies in the region with a focus onstrengthening research and developmentcapabilities, creating partnerships and buildingpresence across the globe”
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Analysis of BPL’s Vision Statement
• Characteristics:• Easy to communicate• Graphic• Directional • Focused • Flexible • Feasible
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• Shortcomings:• Too generic• Too broad• Not easy to memorize
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Mission Statement of BPL
“We are committed to enhancing human health andwell-being by providing contemporary and affordablemedicines, manufactured in full compliance with globalquality standards. We continually strive to improve ourcore capabilities to address the unmet medicalneeds of the patients and to deliver outstandingresults for our shareholders.”
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Analysis of BPL’s Mission Statement
1. Who we are? Does not clearly identify the company.
2. What we do? Enhancing human health and well-being byproviding contemporary and affordable medicines.
3. Why we are here? To address the unmet medical needs of thepatients.
4. Who is satisfied? Human health, patients and shareholders.
5. What is satisfied? Enhancing human health and well-being,address unmet medical needs of the patients and deliveroutstanding results for the shareholders.
6. How is satisfied? By providing contemporary and affordablemedicines, manufactured in full compliance with global qualitystandards; by continually striving to improve their core capabilities.
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5 Core Values of BPL27
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Objectives
Financial Objective
Strategic Objective
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Financial Objectives
1. A 10% increase in annual revenues.
2. Annual increases in after-tax profits of 10%.
3. Annual increases in earnings per share of 10%.
4. Annual dividend increases of 15%.
5. Profit margins of 10%.
6. A 10% return on capital employed (ROCE).7. To ensure strong bond and credit ratings and larger cash flows.8. Increased shareholder value-in the form of an upward-trending
stock prices.
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Strategic Objectives
1. To achieve large volume of sales and increase marketcoverage.
2. To introduce wider product line and superior on time delivery.3. Improving innovation and flexibility through improved
knowledge creation and sharing .4. Continuous learning and developing a learning organization.5. Explore and keep on exploring new markets for products.6. Meet and exceed our customer requirements and expectation.7. Increase networking with partners.8. To contribute to the personal wellbeing of its employees.
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Balanced Scorecard
Financial Perspective
Customer Perspective
Business Process
Perspective
Learning and Growth Perspective
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Balanced Scorecard32
Perspective Strategic Theme: Smart, Profitable ExpansionObjective Measure Target Initiatives
Financial
Increase 10% of Revenue from Custom Products
% of Revenue from custom orders initiated in last 3 years
> 30% year 1Marketing to new target markets> 50% year 3
Avg. number of days to cost recovery
< 160 days year 1Operations review
< 130 days year 3 Project selection
Increase Sales Efficiency
Revenue per order delivery
> 30% more revenue year 1
Priority based project development
> 50% more revenue year 3
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Balanced Scorecard33
Perspective Strategic Theme: Smart, Profitable ExpansionObjective Measure Target Initiatives
Customer Acquire New Customers
Avg. Number of local customers
> 30K in first 6 mos.
Local marketing/PR campaigns
> 50K in first year> 200K by year 3
Avg. Number of long term custom clients
> 10K in first 6 mos.
Value added service like optimization, auto bill
> 20K in first year> 80K by year 3
Avg. number of foreign development clients
> $ 3K year 1Free subscription for some existing customer
> $ 10K year 3Targeted marketing for start-ups
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Balanced Scorecard34
Perspective Strategic Theme: Smart, Profitable ExpansionObjective Measure Target Initiatives
Process
Fact-based Project Selection
Market trends and new technology adaptation
< 90 days year 1Design & software Outsourcing
< 70 days year 3Research on existing projects
Streamline Development Process
Project duration, project acquisition to delivery
< 365 days year 1 Standardize design/build processes
< 300 days year 3
% of project delivered on schedule
> 93% year 1 Web-based project management
> 95% year 2
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Balanced Scorecard35
Perspective Strategic Theme: Smart, Profitable ExpansionObjective Measure Target Initiatives
Learning and Growth
Use Business Intelligence Systems
% Eligible employees trained
>90% year 1In-house system training
>99% year 2
Integrated Knowledge Management
Online forms/surveys< 200 year 1
Corporate digital nervous system
< 100 year 2< 5 year 3
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Strategic Intent
1. Strives to provide quality health care products, at the least costreaching the lowest rungs of the economic class of people.
2. Strives for the protection of shareholders’ capital, ensurehighest return and growth of their assets.
3. Strives for best compensation to all the employees.4. Strives for the best cooperation of the creditors and debtors;
the suppliers, utility service providers and the customers.5. Try to understand client’s needs and to fit in with the
competitive advantage.6. Try to face customers’ real-life issues through R&D.7. Strives for practicing good-governance in every sphere.
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Strategies at Different Levels37
Corporate StrategyMission & Vision
Long-Term Value Creation
Business Strategies
Functional StrategiesR&D, Marketing, Manufacturing, HR,
Finance, etc.
Operating Strategies Regions, Plants, Departments within
Functional Areas
Board of Directors10 member
Executive Committee4 member
Management Committee10 member
Departmental Heads
Source: Primary
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Business Model
Profit Formulae
Value Proposition
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Value Proposition• One of the best quality drugs manufacturer in the country.• Benchmarked to the highest global regulatory standards, TGA,
Australia, AGES (EU), Health Canada (Canada), ANVISA(Brazil), TFDA (Taiwan) and finally the US FDA authority.
• Continually strive to provide access to safe, effective andaffordable medicines.
• Able to respond to the needs of physicians, patients, andhealth care providers, both therapeutically and economically.
• Continue to expand its product portfolio; strong differentiationin specialized dosage delivery systems.
• Strong research orientation in generic formulation development,which are very difficult to imitate.
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Profit Formulae40
Source: Annual Report of 2014
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Evaluating External Environment of BPL41
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Industry’s Development42
80%
20%
1980MNC Local
20%
80%
2008MNC Local
Source: Website of Ministry of Trade and Commerce
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Industry Life Cycle of Pharma Industry
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Drivers of Change in Pharma Industry
Regulatory Influences and Government
Policy
Technological Change
Changes in the Long-term
Industry Growth Rate
Manufacturing Innovation
Marketing Innovation
Changes in Cost and Efficiency
The Internet and e-commerce Technologies
Socio-cultural Changes
Increasing Globalization of
the Industry
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PESTLE Analysis45
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PESTLE Analysis46
• Political.• A troubled political history since
1971.• Political instability is blighting its
prospects for economic growth.• Political situation of Bangladesh
is calm and quite now.
• But very recent politicalinstability caused a greatharm to pharmaceuticalbusiness.
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PESTLE Analysis47
• Economical.• Rapidly developing market-based economy.• Inflation pulled demand (GDP) growth is significantly
potential for growing market.• The economy has grown at the rate of 6-7% per annum
over the past few years.
• Buying power of Bangladeshi people is increasing.
• Health conscious buyer is increased too.• Pharmaceutical market size is around 12,000 Crore BDT.
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PESTLE Analysis48
• Social.• Unplanned urbanization and the changing lifestyle, taking
of more and more fast foods and soft drinks by the urbanpeople is the main cause of diabetes in the country.
• The death rate of non-infectious diseases likediabetes or cardiac disease in Bangladesh is more thantwo times higher than infectious ones.
• As such, the social values and practices in Bangladesh isinfluencing the industry product requirements.
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PESTLE Analysis49
• Technological.• Major companies are very
much aggressive to introduceany technological changethrough strategic alliance andjoint venture.
• Application of newtechnologies in planning,process, distribution andother activities have becomecommon in this industry.
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PESTLE Analysis50
• Legal.• DGDA is the Drug Regulatory Authority of the country.• DGDA supervises and implements all prevailing Drug
Regulations in the country• Two pricing method for locally manufactured items;
controlled and decontrolled category.• In controlled category, govt. fixes the MRP and in
decontrolled category, company does the same.• At present, the legislation and regulation in pharmaceutical
industry is favourable to boost the industry.
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PESTLE Analysis51
• Environment.• Have to handle different kinds
of drugs, chemicals etc. whichare very harmful for both thepeople, who are dealing withit, as well as for theenvironment, when it isexposed.
• Many of the pharmaceuticalscompanies have world class'Effluent Treatment Plant(ETP)'.
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Porter’s Five Forces Model
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Source: https://saylordotorg.github.io/text_principles-of-marketing-v2.0/s05-02-components-of-the-strategic-pl.html
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Porter’s Five Forces Model53
Source: Primary
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Strategic Group Mapping54
Low Medium HighProduct Quality
Prod
uct L
ine
Nar
row
Med
ium
Wid
e SquareIncepta
Beximco PharmaRenata
OpsoninAcme
SK+FAristopharmaACIDrug InternationalSanofi Aventis
GacoNavanaRAKSomatecRangs
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Evaluating Resources, Capabilities and Competitiveness
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SWOT AnalysisStrengths
• Strong Brand Image andfavourable corporate image
• Decentralized decision-makingstructure.
• An attractive loyal customerbase.
Weakness• Excessive overhead cost, and
hence low profit margin.• Fragile share market images to
customers.• Lack of proper integration
between functional units.
Opportunity• Faster market growth.• Government regulations are in
favour of local manufactures.• Opportunity to enter in the
biggest market like US market.
Threats• Intense competition.• Highly regulated market.• Strong competitors are
working on backward linkage for API production.
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Assessing Competencies57
• Competencies of Beximco Pharma
Quality Competent HR
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Assessing Competencies58
• Competencies of Beximco Pharma
2008 2015
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RegulatoryApprovals
Therapeutic Goods Administration (TGA), Australia AGES, Austria; for European Union TFDA, TaiwanANVISA, Brazil INVIMA, Colombia MCC, South Africa
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Assessing Competencies60
• Core Competencies of Beximco Pharma
State of the Art Manufacturing Capability
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Assessing Competencies61
• Distinctive Competencies of Beximco Pharma
Strong R&D Capabilities
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Supply Chain Management in BPL62
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Value Chain Analysis
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Key Success Factors (KSFs)Manufacturing Related KSFs
• Zero defect manufacturing.• High capacity utilization.• Availability of skilled labour.• Low cost product design and
engineering.
Marketing Related KSFs• Breadth of product line and
product selection.• In time filling of customer
orders.• Attractive style and packaging
design.
Skills Related KSFs• Expertise in R&D and
technology.• Ability to develop innovative
products.• Quality control know-how.
Technology Related KSFs• Technical capability to make
innovative improvements inproduction process.
• Product innovation capability.• Research expertise in
introducing new products.
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Generic Competitive Strategy of Beximco Pharma
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Broad Differentiation Strategy
R&D capabilities with successful development of difficult-to-make formulations
Created strong differentiation by offering technology-driven, specialized drug delivery systems
Focusing on innovation, differentiation and diversification of products for a broad cross section of customer segments including the global customers
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• Metered dose inhalers• Dry powder inhalers• Prefilled syringes• Lyophilized injectable etc.
• Multi-layer tablet• Sustained release formulation• Dispersible tablet etc.
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Strengthening BPL’s Competitive Position67
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Offensive Strategy
Key to the offensive strategy - Innovation and Differentiation.
Continuously developing its diversified manufacturing capabilities.
In 2014, Beximco Pharma expanded its portfolio with 24new generics in a total of 28 presentations across 09
different therapeutic categories; 03 products were launched for the first time in Bangladesh.
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Red Ocean Strategy
• Difficult for a technology driven pharmaceutical company to findor create a new uncontested market space.
• BPL competes in existing market place & beats the competition.• Exploits existing demand, makes the value cost trade-off and
align its activities with its strategic choice of broaddifferentiations.
• The domestic market is highly concentrated and competitive.• BPL continuously thrives its efforts to increase its existing
market share competing with Square and Incepta.• Offensively exploring the international market and trying to
enter in the regulated market.
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Merger of Beximco Pharma and Beximco Infusions (2005)
• Went for an 'amalgamation scheme' of merger on June 2, 2005.• Strategy to grow and lead in pharmaceuticals export at a
competitive price.• Benefits:
• Improved organisational capability• Combination of people having diverse skills, talent and vast
experience.• Rationalised overhead costs, use of raw-material and HR
ensuring ‘value for money’.• Reducing cost and improving efficiency.
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Strategic Alliance and Partnership71
Strategic Alliances with global MNCs
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Textiles
Others
Partnerships with Leading International Corporations
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Outsourcing Value Chain Activities
I&I Service is the distribution partner of BPL, which helpachieving excellence in product distribution to customers
Outsource the printing materials, their design, technicaltraining to the technical person (SMSRC, IMS, Chlorofil),Software to run the business
It does not create hollow out effect of company
It does not lose its touch to the value chin activities that arecritical for long term sustainability
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Integrating the Backward & Forward Linkage
Backward LinkageManufacturing API
like amoxicillin, paracetamol,
cloxacillin, flucloxacillin to meet
own demand and also supplying to
other local manufactures and
MNCs.
Forward LinkagePossessing Suktara
Printers and Packaging Unit that
is providing the secondary
packaging materials like packaging carton, leaflet,
brochures, annual reports etc.
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Strategies for Competing in International Market
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Export Strategies
• Aggressively pursuing the exportoperation as a strategy tocompete in international market.
• A global footprint in 45countries.
• Growing presence in differentcountries across Africa, LatinAmerica, Asia, Middle East andCentral America.
• Received National Export
Trophy "Gold" for a record 4times for its outstandingachievement in export.
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AsiaSingapore Hong KongCambodiaNepalSri LankaPhilippineThailandBhutanMacauMalaysiaAfghanistanAzerbaijanVietnam
Current Export Markets
Middle EastYemen Jordan
AfricaKenya Ghana SomaliaNigeriaBeninLiberiaSouth AfricaEthiopiaMauritiusMozambiqueSudanBurundiUgandaLesotho
Caribbean Jamaica Netherlands Antilles
Pacific IslandFijiPapua New GuineaSolomon IslandKiribatiTongaSamoa
Latin & Central AmericaChileBelizeEl SalvadorColombiaSurinamNicaragua
Europe Austria GermanyTurkey
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Latin America &Central AmericaBrazil3
Mexico VenezuelaParaguayEcuadorUruguay BoliviaCubaPeruCosta RicaHondurasPanamaDominican RepublicGuatemala
AfricaTanzaniaCameroonBotswanaTogoNamibiaSwazilandMadagascarDR CongoGabonMauritaniaZimbabweTchadSierra Leone
AsiaIndonesiaTaiwan
MENASaudi Arabia2
Kuwait2
Bahrain2
Oman2
Qatar2
UAE2
IraqAlgeria LibyaTunisia
Australia1 &New Zealand1
USA4
1Received GMP clearance and product approvals from TGA Australia 4Subject to approval by USFDA2Received GMP approval from GCC 3 Received GMP approval from ANVISA, Brazil
Expanding Global Footprint Across all the Continents
Canada
North America
Europe
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Licensing Strategies
• Beximco Pharma wasincorporated in the late 1970s,and began as a distributor,importing products from globalMNCs like Bayer, Germanyand Upjohn Inc., USA andselling them in the local market,which were later manufacturedand distributed underlicensing arrangements.
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Strategies NOT Adopted Yet80
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Diversification Strategies of Beximco81
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Product Diversification82
Product Categories
Regular (14) Specialized (8) Newly Developed (13)
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Specialized ProductsMDI DPI Prefilled Syringes
IV Infusion Lyophilized Injectables Ophthalmics
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Related Diversification
• Beximco Group is the largest private sector industrialconglomerate in Bangladesh.
• Beximco comprises of 05 publicly listed companies and 16private companies.
• The Group turnover in 2008 was BDT 18.5 billion.• Beximco employs 48,000 people and has 230,000
shareholders.
• Beximco’s shares constitute 4.34% of the marketcapitalization of DSE.
• No related diversification; diverse unrelated diversification.
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TEXTILES CERAMICSPHARMACEUTICALS
JUTE MEDIA HOSPITALITY
25 Companies, 4 are publicly listed48,000 employees, 250,000 shareholders
Unrelated Diversification
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Unrelated Diversification“Yellow” “Shinepukur Ceramics Ltd.”
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CSR, Ethical Practices and Corporate Culture of BPL
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Corporate Social Responsibility (CSR)88
Responsibility to the Community at Large
Responsibility to the Environment
Responsibility to the Stakeholders
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Responsibility to the Community at Large
• Mobile Alliance for Maternal Action(MAMA).
• Extending Support to JaagoFoundation.
• Support to Rana Plaza Victims.• Free Medicines for UN Health Camps.• Sponsoring to Promote Maternal and
New-born Health.• Sponsoring National Campaign on
Healthy Living.
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Support to Jaago Foundation
MAMA Campaign
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Responsibility to the Community at Large
• Support for Developing LowCost Mechanical ProstheticHand.
• Sponsoring ‘Spreading Care’.• Universal Children’s Day, 2014.• World Osteoporosis Day, 2014.• World Heart Day, 2014.
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Universal Children’s Day, 2014
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Responsibility to the Environment
• World Environment Day, 2014.• Path to Protecting the Ozone
Layer.• CFC gases used in inhalers have
ozone-depleting properties.• In 2006, BPL were the first
Bangladeshi company to proactivelymake the shift to HFA inhalers.
• Beximco Pharma and BangladeshLung Foundation, designed aneffective awareness raising strategyfor CFC-free MDIs for asthma andCOPD patients.
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Ethical Practices in Beximco Pharma92
Promote ethical
business practice
Ensure equal opportunities
Provide a safe and
healthy work environment
Value diversity in
the workplace
Do business ethically
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We Don’t Practice in Beximco Pharma93
Faulty oversight that implicitlyallows the overzealous pursuitof personal gain, wealth, andother self-interests
Heavy pressures on companymanagers to meet or beatperformance targets
A company culture that putsprofitability and "good"business performance aheadof ethical behaviour
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A Strong and Healthy-Culture Company
The Managing Director (MD), established consistent and sensible values, principles, and practices
A sincere, long-standing company commitment to operating the business according to these established
traditions
A genuine concern for the well-being of the organization’s three biggest constituencies -customers, employees, and shareholders
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Building of Beximco Pharma; An Organization Capable of Good Strategy Execution
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10 Basic Tasks of Strategy Execution Process
1• Staffing the organization with the right people for executing the strategy
2• Build the organizational capabilities required for successful strategy
execution3
• Establish a strategy supportive organizational structure
4• Allocate sufficient resources to the strategy execution effort
5• Institute policies and procedures that facilitate strategy execution
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10 Basic Tasks of Strategy Execution Process
6• Adopt best practices and business processes that drive continuous
improvement7
• Install information and operating systems that support strategy execution activities
8• Tie rewards and incentives directly to the achievement of strategic and
financial targets 9
• Instill a corporate culture that promotes good strategy execution
10• Exercise strong leadership to propel strategy execution forward
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Recommendations1. A top level, highly empowered “Strategic Value Chain Optimization Team” may
be formed in Beximco Pharma, in order to coordination the entire value chain activitiesof the company to enhance cross-functional coordination in order to attain maximumsupply chain surplus.
2. Measures may be taken to form “Joint Venture” with foreign leadingpharmaceuticals companies and develop Active Pharmaceuticals Ingredients (APIs)manufacturing capability internally; thereby to improve the backward integration, inorder to reduce absolute dependency on input suppliers and external environment.
3. The company may strengthen their focus in “Differentiated PromotionalApproach” by providing medical representatives with more professional knowledgebased training and communication materials (beyond company’s traditional sales aids)to develop and increase the hoard of MR knowledge of Beximco Pharma.
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Corporate Video99
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