CHAPTER 1
INTRODUCTION
Pharmaceutical companies around the globe are continuously search
for extreme quality and innovation since their only product drug is highly
sophisticated and directly related to the alleviation of human sufferings.
Inhering this responsibly on shoulder GlaxoSmithKline is operating globally as
a world-class research based pharmaceutical company with its excellent
development capabilities, regulatory expertise, global marketing research, and
financial strengths. The augmentation of GSKs pipeline through in- licensing,
co-marketing and co-promotion agreements ensures balance in its portfolio, and
provides the basis for sustainable growth in a high- risk business like drug
development. GSK has an extensive history of successful collaborations, and it
brings a ” can do attitude “,rapid response times, and are a
relentless focus on achieving mutual goals. Similarly, the high quality of its
various exclusive brands is mitigating successfully the human sufferings
throughout the world. Like health sector, GSK’s contribution to the environment
and society is also noteworthy. However, the scenario in Bangladesh is a bit
different. GSk in Bangladesh is constantly facing competitive thrust for the
last several years. Like other multinationals, the local companies are rapidly
improving and generating threat as well. In such a restless situation, the
company stating measures to better up in every area an intern I had the
opportunity to work for the improvement of Doctor’s perception of GSK
Pharmaceuticals drugs.
has grown in Bangladesh in the last
two decades at a considerable rate. Its healthy growth supports development of
auxiliary industries for producing glass bottles, plastic containers, aluminum
collapsible tubes, aluminum PP caps, infusion sets, disposable syringes, and
corrugated cartons. Some of these products are also exported. Printing and
packaging industries and even the advertising agencies consider pharmaceutical
industry as their major clients and a key driving force for their growth.
The sector consistently creates job opportunities for highly
qualified people. Many established entrepreneurs of today started with
pharmaceutical companies in the country. Pharmaceutical companies are either
directly or indirectly contributing largely towards raising the standard of
healthcare through enabling local healthcare personnel to gain access to newer
products and also to latest drug information.
Following the Drug (Control) Ordinance of 1982, some of the
local pharmaceutical companies improved range and quality of their products
considerably. The national companies account for more than 65% of the pharmaceutical business in
Bangladesh. However, among the top 20 companies of Bangladesh 6 are
multinationals. Almost all the life saving imported products and new innovative
molecules are channeled into and marketed in Bangladesh through these
companies. Multinational and large national companies generally follow current
good manufacturing practices (CGMP) including rigorous quality control of their
products. The Drug Act of 1940 and its rules formed the basis of the country’s
drug legislation. Unani, ayurvedic, homeopathic and biochemical medicines were exempted from
control under the legislation. The foreign companies dominated the
pharmaceutical industry at that time. Even in the allopathic market there were extemporaneous
preparations dispensed from retail pharmacies.
The pharmaceutical industry, however, like all other sectors
in Bangladesh, was much neglected during Pakistan regime. Most multinational
companies had their production facilities in West Pakistan. With the emergence
of Bangladesh in 1971, the country inherited a poor base of pharmaceutical
industry. For several years after liberation, the government could not increase
budgetary allocations for the health sector. Millions of people had little access
to essential life saving medicines. With the promulgation of the Drug (Control)
Ordinance of 1982 many medicinal products considered harmful, useless or
unnecessary got removed from the market allowing availability of essential
drugs to increase at all levels of the healthcare system. Increased competition
helped maintain prices of selected essential drugs at the minimum and
affordable level.
In 1981, there were 166 licensed pharmaceutical manufacturers
in the country, but eight multinational companies, which manufactured about 75%
of the products, dominated local production. There were 25 medium sized local
companies which manufactured 15% of the products and the remaining 10% were
produced by other 133 small local companies. All these companies were mainly engaged in formulation out of
imported raw materials involving an expenditure of Tk. 600 million in foreign
exchange. In spite of having 166 local pharmaceutical production units, the
country had to spend nearly Tk 300 million on importing finished medicinal
products. A positive impact of
the Drug (Control) Ordinance of 1982 was that the limited available foreign
currency was exclusively utilized for import of pharmaceutical raw materials
and finished drugs, which are not produced in the country. The value of locally
produced medicines rose from Tk 1.1 billion in 1981 to Tk 16.9 billion in 1999.
At present, 95% of the total
demand of medicinal products is met by local production. Local companies (LCs)
increased their share from 25% to 70% on total annual production between 1981
and 2000.
In 2000, there were 210 licensed allopathic
drug-manufacturing units in the country, out of which only 173 were on active
production; others were either closed down on their own or suspended by the
licensing authority for drugs due to non compliance to GMP or drug laws. They
manufactured about 5,600 brands of medicines in different dosage forms. There
were, however, 1,495 wholesale drug license holders and about 37,700 retail
drug license holders in Bangladesh. Anti-infective is the largest therapeutic
class of locally produced medicinal products, distantly followed by antacids
and anti-ulcerants.
One of the major positive impacts of Drug (Control) Ordinance
is the rapid development of local manufacturing capability. Almost all types of
possible dosage forms include tablets, capsules, oral and external liquids
(solutions, suspensions, emulsions), ointments, creams, injections (small
volume ampoules/dry fill vials/suspensions and large volume IV fluids), and
aerosol inhalers are now produced in the country. In recent years, the country
has achieved self-sufficiency in large volume potential, some quantities of
which are also exported to other countries. The development of local
manufacturing capability helped contain dependence on the import of
pharmaceutical products (raw material and finished product) around pre-1982
level. Under the Drug (Control) Ordinance government fixes the maximum retail
prices (MRP) of 117 essential drug chemical substances. Drugs other than these
essential ones are priced through a system of indicative prices. This rule
applies on the locally manufactured products only. For imported finished
products, a fixed percentage of markup is applied on the C&F price to
arrive at the MRP, regardless of whether they are within the list of essential
117 molecules or not. It is interesting to note that, even with withdrawal of
price control from many products, prices have not shot up; healthy competition
has been keeping the prices within affordable levels.
Physical distribution of pharmaceuticals in Bangladesh has
evolved in a unique way. Unlike other countries Bangladesh pharmaceutical
industry is more retail oriented and the companies themselves do bulk of
distribution. Pharmaceutical companies distribute their products from their own
warehouses located in different parts of the country, as no professional
distribution house is available. Wholesalers play a limited role in this regard
since companies supply goods to both retailers and wholesalers. Export of pharmaceutical
products is still in an infant stage, although a number of private
pharmaceutical companies have already entered the export market with their
basic materials and finished products. They export their products to Vietnam,
Singapore, Myanmar, Bhutan, Nepal, Sri Lanka, Pakistan, Yemen, Oman, Thailand,
and some countries of Central Asia and Africa.
The primary responsibility for drug quality control lies with
the manufacturers. However, the government’s drug testing laboratories (DTL)
and the Directorate of Drug Administration (DDA) have the monitoring and
supervising role. There are two government drug-testing laboratories. DTL at
Dhaka is in the Institute of Public Health and the regional DTL at Chittagong
is under DDA. Drug administration is responsible for registration of drugs for
marketing in Bangladesh and for inspection of premises and licensing. With its
present set up and inadequate strength, DDA often finds it difficult to carry
out its very large volume of assigned work. The national drug policy and the
regulatory control policies are yet to achieve best results for a healthy
growth of the pharmaceutical industry. Because of the limited capacity of the government’s
drug testing laboratories, the quality of products manufactured locally cannot
be uniformly ensured. Restrictions on patent rights discourage foreign
investors to come up actively in the pharmaceutical market in Bangladesh.
Introduction of new research molecules is difficult due to slow registration
process and restrictions on patent protection. Although the fixed mark-up
system of pricing helped keep the prices of pharmaceutical products low, this
made it difficult to cover costs of marketing and distribution. The fixed
mark-up system also discourages some companies to invest for CGMP and assurance
of high quality production. Some important therapeutic classes of the
pharmaceutical market (antacids and oral vitamins) are only open to the local
companies even after 20 years of the drug ordinance. This policy is
discriminatory and also contrary to the announced investment policy of the
government.
The annual per capita drug consumption in Bangladesh is one
of the lowest in the world. However, the industry has been a key contributor to
the Bangladesh economy since independence. With the development of healthcare
infrastructure and increase of health awareness and the purchasing capacity of
people, this industry is expected to grow at a higher rate in future. Healthy
growth is likely to encourage the pharmaceutical companies to introduce newer
drugs and newer research products, while at the same time maintaining a healthy
competitiveness in respect of the most essential drugs.
The report On “…………………” is prepared to fulfill the
requirement of the internship program as a part of MBA .It emphasizes the
significance of theoretical
knowledge of MBA program that was gathered in the learning process as well as
its application in the practical field.
ORGANIZATION OF THE
REPORT:
This report consists of two parts:
·
Organization
Part
·
Project
Part
In Organization Part, An overview of the organization is
presented. This includes historical background of GlaxoSmithKline, its mission,
objectives, and strategies. The Organ gram of GlaxoSmithKline Bangladesh
Limited is attached in this part with major functional department.
In Project Part, Research design and methodology is
described. Response of the forborne has and the management practices of
the organization are analyzed in this part. Major finding of this research are
also given in this part.
CHAPTER 2
OVERVIEW OF
THE ORGANIZATION
2.1
COMPANY PROFILE:
Information
regarding GSK’s headquarters, registered
office and manufacturing site
and other important facilities are as follows:
Name |
GlaxoSmithKline |
Corporate Office
|
House No 2A, Road No 138, Gulshan-l, Dhaka-l212, |
Registered Office Kattali |
Fouzderhat Industrial Area Dhaka Trunk Road , PO North, Chittagong-4217 |
Sites and Facilities Kattali |
Fouzderhat Industrial Area Dhaka Trunk Road , PO North Chittagong-4217, |
Corporate head office
|
980 Great West Road Brantford Middlesex TW8 9GS England |
Zone Office |
District Marketing |
Dhaka |
Dhaka, Mymensingh |
Chittagong |
Chittagong , Maijdee |
Comilla |
Comilla, Sylhet |
Bogra |
Bogra ,Rajshahi,Rangpur |
Barisal |
Barisal, Jessore |
Timeline |
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1715 |
Plough |
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1800 |
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1830 |
John K Smith opens his first drugstore in |
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1842 |
Thomas Beecham launches the Beecham’s Pills business |
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1850 |
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1859 |
Beecham opens the world’s first factory to be built |
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1865 |
1873 |
Joseph Nathan, who left the UK to seek new business |
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1875 |
Mahlon Kline took on additional responsibilities as |
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1880 |
2.3.1 GlaxoWellcome PLC On January 25, 1995, Glaxo launched a takeover bid for 2.3.2 Smith Kline The merger in 1989 of Smith
On the 17th January 2000 Glaxo Welcome and Smith Kline
GlaxoSmithKline (GSK) is a world leading research-based
On September 27, 1880, two USA pharmaceutical, “Henry
The company started its business in Bangladesh in 1947 at Chittagong Name of company changed from “Glaxo Welcome Bangladesh
2.4.1 Mission The mission statement of GSK is as follows: Our 2.4.2 Strategic The strategic intent of GSK is as follows “Our strategic intent states 2.4.3 Quality The quality statement of GSK is as follows “Quality is at the heart of everything we do- from the discovery of the molecule, 2.4.4 Global The global manufacturing and supply mission of GSK is as
2.4.5 GlaxoSmithKline The skills and intellect of GlaxoSmithKline employees are
An extensive range of communications programs stimulates
Diversity is central to the effective deployment of the
GlaxoSmithKline remains committed to employment policies
GSK has its operational headquarters in Philadelphia. At 2.4.7 Business even GSK operates principally in two types of industry 1. Pharmaceuticals- 2. Consumer Healthcare-Over the counter medicines, oral care 2.5
2.6 ORGANIZATION The organization structure of GlaxoSmithKline Bangladesh 2.7 Description of Functional Departments GSK Bangladesh Limited has five major departments, namely
The company places great emphasis and commitment in
Finance Department GSK gives proper importance to their finance department. For
Medical and Regulatory
The pharmaceutical industry of Bangladesh is a limited field
The technical department of GSK is extra ordinarily strong.
.
It is mentionable here that training
2.8 INDUSTRY ANALYSIS 2.8.1 Dominant Economic The Dominant Economic characteristics are the factors that
The list of top ten pharmaceutical companies in Bangladesh
Table 4: Market Shares of Top 10
Figure 9: Market Shares of Top 10 Pharmaceutical Companies Source: Marketing The statistics give details that GSK stands at 8th position pharmaceutical companies. But at top position, there is a Table 5: GSK’s Market shares and positions Year Market Share Industry
2004 4.01% 8
Source: Marketing Department of GSK Figure 2: GSK’s Market shares GSK 2.09. SWOT ANALYSIS OF GSK BANGLADESH LIMITED 2.9.1 Strengths:
CHAPTER 6
Medicine is such a thing, which is compulsory to take for an
According to the doctor’s point of view, square is number one
Being a poor country, Bangladesh has to depend on important
However, this report is just an exploratory study but I |
GlaxoSmithKline (GSK) Bangladesh Limited has eleven district
marketing office (DMO) throughout the country that are divided in five zone.
The GSK’s products are sold through the DMOs. The zones and the respective DMOs
are given in the following table:
GlaxoSmithKline has its operational headquarter in
Philadelphia and operating companies in some 70 countries with products sold in
over 140 countries. The principal research and development facilities are in
the UK, USA. Japan, Italy, and Belgium .Products are currently manufactured in
some 40 countries. The major markets for the group’s products are the USA,
Japan, UK, France, Germany and Italy.
GlaxoSmithKline pharmaceutical’s international region is
split into seven geographical area-Asia pacific, Canada, China/Hong Kong,
Japan, Latin America, Middle East / North Africa and Sub – Saharan Africa Bangladesh
is the part of Asia Pacific area.
2.2 COMPANY HERITAGE:
GlaxoSmithKline is a forward-looking company with an exciting
future. They are mindful of their global quest to improve the quality of human life
for future generations.
Yet this can only be achieved by building on the solid
foundations of the companies that have led to the creation of today’s
organization and the pioneering exploits of the individuals of yesteryear.
They will always be grateful for the achievements of founders
and hope their spirit of entrepreneurial endeavor will be carried forward b>
their new company’s pioneers as they build what they plan will be the leader in
industry.
This text highlights some of these past achievements. They
are notable events that will lead to further successes in the future: