Question 1 : We have selected a well-known company Square Pharmaceuticals Ltd for our project.

Question 2 : We have selected Vietnam as the parent country for Square Pharmaceuticals limited, which is located on the eastern Indochina Peninsula in Asia. Question 3 : SQUARE Pharmaceuticals Limited is the largest pharmaceutical company in Bangladesh and it has been continuously in the 1st position among all national and multinational companies since 1985. It was established in 1958 and converted into a public limited company in 1991. Square Pharmaceuticals Limited has extended her range of services towards the highway of global market. It pioneered exports of medicines from Bangladesh in 1987 and has been exporting antibiotics and other pharmaceutical products. This extension in business and services has manifested the credibility of Square Pharmaceuticals Limited. It strives, above all, for top quality health care products at the least cost reaching the lowest rungs of the economic class of people in the country and value their social obligations. The company's annual turnover exceeds $300 million, far higher than the competitions. The sales turnover of SPL was more than Taka 7.5 Billion (US$ 107.91 million) with about 16.92% market share (April 2006 March 2007) having a growth rate of about 23.17% (company annual report 2007). It is exporting its pharmaceuticals and other products to around 30 countries of the world and Vietnam is one of those countries. There are three sources of competitive advantage of Square pharmaceuticals in Vietnam. Those are: (1) Cost efficiencies that make more efficient use of the firms assets and supplier inputs or that lower supplier cost; (2) Product differentiation to raise customer benefits; and (3) Transaction innovations that lower the costs of transactions or that create new combinations of customers and suppliers.

Competitors of square Square Pharmaceutical Limited (SPL) is the largest pharmaceutical company in Bangladesh, with the largest domestic market share of 19.3%, in what is a highly competitive pharmaceuticals market. The pharmaceutical sector, which is widely regarded as a hi-tech industry, is the most developed among the manufacturing industries in Bangladesh. Roughly 250 companies are operating in the market. According to IMS, a US-based market research firm, the retail market size is estimated to be around BDT 55 billion, which grew by 16.8% in 2009. The market size in 2008 was BDT 47 billion with a growth of 6.9%. The actual size of the market may vary slightly since IMS does not include the rural market in their survey. The retail market is about 90% of the total market. In that respect, the total market size is more than BDT 60 billion. The market is expected to reach BDT 100 billion in 2011. One of the fastest growing sectors, Bangladeshs pharmaceutical industry is the third largest tax paying industry in the country. Bangladeshi pharmaceutical firms focus primarily on branded generic final formulations using imported APIs. Branded generics are a category of drugs including prescription products that are either novel dosage forms of off-patent products produced by a manufacturer that is not the originator of the molecule, or a molecule copy of an off-patent product with a trade name. About 80% of the drugs sold in Bangladesh are generics and 20% are patented drugs. The country manufactures about 450 generic drugs for 5,300 registered brands which have 8,300 different forms of dosages and strengths. These include a wide range of products from anti-ulcerants, flouroquinolones, anti-rheumatic non-steroid drugs, non-narcotic analgesics, antihistamines, and oral anti-diabetic drugs. Some larger firms are also starting to produce anti-cancer and anti-retroviral drugs. Companies and MNCs based in Bangladesh produce 95%-97% of the drugs and the rest are imported. Although about 250 pharmaceutical companies are registered in Bangladesh, less than 100 actively produce drugs. The domestic market is highly concentrated and competitive. However, the local manufacturers dominate the industry as they enjoy approximately 87% of market share. Another notable feature of this sector is the concentration of sales among a very small number of top companies. The top 10 players control around two-thirds of the market while the top 15 companies cover 77% of the market. Square Pharmaceuticals is the stand out market leader with a market share of 19.3% and domestic revenues of BDT 11.2 billion in the four quarters from April 2009 to March 2010.

Squares nearest competitors are Incepta Pharmaceuticals and Beximco Pharmaceuticals with market shares of 8.5% and 7.6% respectively. Incepta and Beximco had BDT 4.9 billion and BDT 4.4 billion in domestic sales for the last four quarters. Although a number of MNCs are operational in Bangladesh, no MNC is among the top ten in terms of domestic sales.

Table 1: Domestic retail market share of companies

Revenue April 09 - March 10 (MM BDT) Market Share Revenue 2009 (MM BDT) Market Share Square Pharmaceuticals 11,158 19.3% 10,701 19.5% Incepta Pharmaceuticals 4,919 8.5% 4,524 8.2% Beximco Pharmaceuticals 4,415 7.6% 4,239 7.7%

Opsonin Pharmaceuticals 2,817 4.9% 2,614 4.8% Eskayef Pharmaceuticals 2,788 4.8% 2,520 4.6% Acme Laboratories 2,717 4.7% 2,640 4.8% Renata Limited 2,623 4.5% 2,495 4.5% ACI Limited 2,466 4.3% 2,460 4.5%

Aristopharma 2,355 4.1% 2,240 4.1% Drug International 2,283 3.9% 2,132 3.9% Sanofi-Aventis 1,700 2.9% 1,634 3.0% GlaxoSmithKline 1,266 2.2% 1,229 2.2% Novo Nordisk 1,005 1.7% 878 1.6%

Sandoz 936 1.6% 908 1.7% Novartis 675 1.2% 558 1.0% Others 13,691 23.7% 13,158 24.0% Total 57,815 100.0% 54,929 100.0%

Source: BAPI and BRAC EPL Research

Products of Square SQUARE has latest technologies for production of a wide varieties of dosage forms including Tablet, Sustained Release formulation, Capsule, Metered Dose Inhaler (MDI), Injectable, Syrup (liquid and dry), Suspension (liquid and dry), Pediatric Drops, Nasal & Ophthalmic formulations, Topical Gel/Ointment/Cream, and oral care formulations. Current product mix of Square Pharmaceuticals Ltd. comprised of products from the following types of Drug Delivery Systems: Tablets Non-coated (Vaginal, Dispersible, Chewable, Plain) Coated (Sugar coated, Film coated, Enteric coated) Sustained released (coated/non-coated) Capsules Injectables Vials containing dry powder for injections Small volume parenterals Liquids and drops) Oral (suspension, syrup, drops, and stomatologicals) Topical solutions Nasal drops

Dry powders Oral (for reconstitution to make suspension, syrup Topical

Semisolids (creams, ointments and gels) Solid suppository formulations Metered Dose Inhalers (MDIs) Dry Powder Inhalers (DPIs) Sterile Ophthalmic Formulations (drops)

Therapeutic Range (Formulation) Analgesics/AntipyreticsAnthelmintics Antiallergics Antidepressants Antidiabetics Antidiarrheals Antiemetics/Gastroprokinetics Antifungal Systemic Antigout Antihistaminics Antihypertensive / Antianginal Antiinfectives/Antibacterial Antimalarial Antiprotozoals Antiseptics/Disinfectants Antispasmodics Antiulcerants AntiviralsBone resorption preparations Dermatologicals Enzymes Expectorants/Antitussives Hematinics Lipid modifiers/Antiobesity Nootropics NSAIDs Ophthalmic preparations Sedatives/Tranquilizers/Muscle Relaxants Bronchodilators/Antiasthmatic Vitamin and mineral preparations

Androgen suppressants Anti-migraine Laxatives Neurological

Suppliers of Square Pharma

Bangladesh has a competitive disadvantage when compared to India, since pharmaceutical manufacturing is not backward-integrated. Most APIs for Square pharma has to be imported, and even if the API is manufactured in Bangladesh, the raw materials have to be imported. This generates higher factor costs, especially in cases where the provider of the API is a competitor in selling the finished product. Building up backwards-integration for all relevant APIs is not a realistic option: scale disadvantages and infrastructure constraints are more relevant in the early stages of the value chain, where the products have a strong commodity character. Raw materials for Square Pharma comes from countries like, Switzerland, Spain, Denmark, France, Germany, Netherlands, Belgium, Italy, and India etc

Question 8 Foreign Competitions At the beginning the foreign pharmaceuticals were dominating the market in our country. Still now, Pharmaceuticals industries are facing foreign competition. But our industry is not afraid of this foreign competition. There are many multinational pharmaceutical organizations which have established their plants in Bangladesh and importing their raw materials from abroad. Among these

competitors, Roche, Glaxo SmithKline, Novartis are leading. In export market, the Novartis is playing the dominant role

References file:///C:/Documents%20and%20Settings/Sharif1/My%20Documents/Downloads/9995-36813-1-PB.pdf

Question 10 Problems of Marketing i. Because of having no sufficient incentives in comparison with their effort, the turnover rate of medical representatives is very high. ii. Most of the time costs of marketing hardly affect the price of the medicine. iii. Professionalism in marketing is not achieved yet in Bangladesh like other developing countries. iv. Lack of proper governmental laws and this implementation the law by the drug administration. v. Unstable political situation and different types of violence. vi. Effect of globalization that has increased the competition. vii. Smuggled production counterfeit, thats coming from the neighbor countries. Prospects of Marketing i. Marketing system is improving in this sector and proper marketing may help a firm to achieve the aim. ii. For free and fair competitions marketing can play a major role. iii. Marketing can be regarded one of the most important weapons to face

the challenges of open market economy. Prospects of Foreign Competition i. Foreign competitions made the country firms more eligible to face challenges that arose after the year 2005. ii. Pharmaceuticals industries will become more efficient in producing medicine which may save our lives. iii. The local firms will not face any rigorous problem in foreign countries as they are accustomed in competition with foreign firms. Problems of Export i. Unstable political situation is one of the vital reasons for not achieving the expectation in export. ii. Problems of port (both sea and air) hinder the timely export. iii. Irresponsibility of customs officers is a regular phenomenon which results in increase on the price and cost of medicine. iv. Sometimes competition tends to follow unfair promotional activities. v. Still now, the products of the pharmaceuticals industries of Bangladesh are not world class. Prospects of export i. Competition is increasing the quality of medicinal products. ii. For surviving in the future, competitive environment is necessary. iii. Competition reduces monopolistic attitude of the firms. A

Question 11

MEDIA Latest News

SQUARE Pharmaceuticals Ltd. sponsored the "SQUARE-Dhaka Residential Model College 7th National Science Festival 2014"

As a part of CSR activity SQUARE Pharmaceuticals Ltd. has participated as the title sponsor in the SQUARE-Dhaka Residential Model College 7th National Science Festival 2014. The science festival was held from 6th February 2014 to 8th February 2014. Students of different schools and colleges presented their science project results in the form of a report, display board, and models in this science festival to enrich their science knowledge. The program was inaugurated by Mr. Aminul Hoque, General Manager, Sales, SQUARE Pharmaceuticals Ltd. on 6th February 2014 as a special guest and the honorable Managing Director of SQUARE Pharmaceuticals Ltd. Mr. Tapan Chowdhury was present as a chief guest at the prize given ceremony in the closing day. SQUARE has been awarded the Asia Responsible Entrepreneurship Awards 2014-South Asia Annual Sales & Marketing Conference 2013 CME on Pulmonary Hypertension & its Management held at National Heart Foundation Hospital & Research Institute CME titled as Practical Aspects of Contact Lens was sponsored by SQUARE Herbal & Nutraceuticals Ltd. on December 23, 2013 Square Pharmaceuticals Ltd awarded for excellence in export Celebration of World Mental Health Day Program at NIMH D&B awarded SPL with Corporate Awards 2012 Launching of Samson H Chowdhury Web Portal CME held at Neurology Department of DMCH Seminar on Thyroid Disorders, & Osteoporosis at Jahangirnagar University SQUARE pharmaceuticals Ltd. rewarded for being environment friendly "Samson H Chowdhury Centre of Excellence" inaugurated CME titled as Herbal Medicine - Science Behind It was organized by SQUARE Herbal & Nutraceuticals Ltd. on September 05, 2013 CME titled as 'Herbal Medicine- Science Behind It was organized by SQUARE Herbal & Nutraceuticals Ltd. on August 23, 2013 Samson H Chowdhury Memorial Lecture inaugurated in the University of Dhaka, organized by SQUARE Herbal & Nutraceuticals Ltd. on July 09, 2013 CME titled as Immunity in childhood: The role of probiotics was organized by SQUARE Herbal & Nutraceuticals Ltd. on July 04 , 2013 Role of Probiotics in Boosting Childhood Immunity was sponsored by SQUARE Herbal & Nutraceuticals Ltd. on June 16, 2013 SQUARE arranged day long plant visit program for pharmacy students of Jahangirnagar University Participation of SQUARE in National Career Fair, 2013 arranged by North South University Samson H Chowdhury Memorial Lecture inaugurated in Jahangirnagar University Participation of SQUARE in Job Incubator-2013 arranged by BRAC University Square Knit Fabrics Ltd. received Award of the Environmental Compliance Program Samson H Chowdhury Memorial Conference 2013 Takes Place Square Pharmaceuticals Limited donates 02 Haemodialysis machine to National Heart Foundation Hospital & Research Institute (NHFH&RI) Square Pharmaceuticals Ltd. has been awarded Best Employer Award 2012 by bdjobs.com The Annual Sales & Marketing conference 2012 of Square Pharmaceuticals Ltd., Square Herbal & Nutraceuticals Ltd., & Agrovet Division of Square Pharmaceuticals Ltd. held at Hotel Sea Palace, Coxs Bazar Belaruss Prime Minister Visited Square Pharma Plant Sabazpur Tea Company Ltd. Gets Organic Certificate Debate Competition Sponsored by Square

SQUARE Pharmaceuticals Limited and SQUARE Cephalosporins Limited have achieved TGA Approval SQUARE Pharmaceuticals Ltd. has been awarded Enterprise of the Year 2009 BSJA gives sports awards in colorful function A D B Board of Directors visits SQUARE Pharmaceuticals Kaliakoir facilities SAFA awarded Square Pharma Ceylon National Chamber of Industries (CNCI) Gold Award to SQUARE Pharmaceuticals Ltd.

Question 12

Mission

Our Mission is to produce and provide quality & innovative healthcare relief for people, maintain stringently ethical standard in business operation also ensuring benefit to the shareholders, stakeholders and the society at large.

Vision

We view business as a means to the material and social wellbeing of the investors, employees and the society at large, leading to accretion of wealth through financial and moral gains as a part of the process of the human civilization.

Objective

Our objectives are to conduct transparent business operation based on market mechanism within the legal & social framework with aims to attain the mission reflected by our vision.

References

http://www.squarepharma.com.bd/mission-vision.php