Service Performance of Ibn Sina

Internship Report on"Service Performance of IBN SINA"

Internship Report On

Service Performance of IBN SINA

SUPERVISED BY:

Nighat FarzanaLecturer

School of Business AdministrationUttara University, Bangladesh

SUBMITTED BY:

Mazharul IslamID: M20911111090

18th batchMajor in Marketing

Department of Business AdministrationUttara University, Dhaka

Date: 31st December, 2012

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Internship Report On


SUPERVISED BY:

Nighat FarzanaLecturer

School of Business AdministrationUttara University, Bangladesh

SUBMITTED BY:

Mazharul IslamID: M20911111090

18th batchMajor in Marketing

Department of Business AdministrationUttara University, Dhaka


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Letter of Transmittal


Nighat Farzana

School of Business Administration

Uttara University,

Dhaka.

Subject: Transmitting the internship report on “Service Performance of IBN SINA”.

Dear Madam,

It is my pleasure to submit this internship report on the topic “Service Performance of IBN

SINA”.

I have tried my best to analyze all necessary information related to my topic and present as

affectionately as possible. It is not impossible that there will be minor mistakes in this report.

But still I hope that this report will provide the appropriate analysis on the topic of “Service

Performance of IBN SINA”.

In conclusion, I want to express my thanks to you, as without your co-operation it would

barely impossible for me to prepare this report related to my subject. If you need any help to

interpret anything of this report, please let me inform.

Thanking you

Mazharul Islam

ID: M20911111090

Major: Marketing

School of Business Administration

Program – B.B.A.

Section – 18th (B)

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Preface

After completion our BBA final examination, Internship Program is an important part for

our post-graduation degree. For this reason, I perused my Internship Program in IBN SINA

pharmaceuticals Ltd, from 14th October to 10th December 2012. The duration of the program

was two months. Like other employees of IBN SINA pharmaceuticals Ltd, I worked there at

regular basis aiming to acquire practical knowledge which will help me in my practical life.

In two months, I tried with my best ability to learn about the instructions, characteristics,

natures, functions, competitiveness, workflows etc. of pharmaceuticals sectors. IBN SINA

pharmaceuticals Ltd is one of the leading pharmaceuticals in the country. With the

pharmacy functions, it is very much huge and complex.

I tried to understand these complex and huge characteristics, nature, functions etc. However,

I tried my best to blend with these situations and realized most of these things. In a short

time, it is impossible to learn all things.

In the duration of nine weeks, I also tried to gather all the information and knowledge from

different text books, brochures to understand the difficult task of IBN SINA. In this report, I

have presented those in proper, chronological and precise way.

At the end, I can only state that by this Internship Program I am able to complete my BBA

course from Uttara University. I found all sorts of co-operation and good work environment

in two months working with IBN SINA. Everybody concerned with management and

administration of IBN SINA was compassionate to me.

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Acknowledgement

A lot of concentration, effort, responsibility and study have been involved in preparing this

paper into reality. In preparing a report one needs a number assistance and guidance from

reliable sources. This report also stands on the basis of such efforts. I have pleasure to

express my gratitude to the internship and placement committee for arranging such a

program from which I have carried a lot of practical experience.

At the very outset, I would like to express my profound respect to my honorable teacher

Nighat Farzana, lecturer of business faculty, who is my supervisor, of Internship Program

designed for the BBA students. Her continuous supervision has inspired me to make a more

feasible report based on in-depth analysis.

In preparing the report, I received active co-operations from the AVP, Second Officer,

Officers of IBN SINA. I sincerely express my heart-felt gratitude to them for their Co-

operation, which helped me to conduct and complete this Report. Those they’re frankly,

dynamic and helped me seriously and given me their valuable time during my internship

program. Some time I did interfere in their most important work by asking many questions

for my internship purpose and they’re very polite and willing to my questions with patience.

However, to my best I tried very hard and worked sincerely to prepare this report an

informative one. At last, my sincere apology goes to the readers for my conceptual &

printing mistake, if there is any.

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Executive Summary

Bangladesh has a vibrant pharmaceutical industry. The country is almost self-sufficient in

this sector with 97% of the country’s needs being met by the local manufacturers. Currently

valued at BDT 84 billion (USD 1 billion), the pharmaceutical market has been growing

steadily over the last few years. This industry has been consistently performing they’ll with a

CAGR of 20% in the last 3 years. From the positive trends in this sector, including increased

healthcare spending on medicine and medical coverage, enhanced healthcare system, and

rising government expenditure, IBN SINA expect the industry to continue to register healthy

growths in the foreseeable future. The sector is highly fragmented with 246 manufacturers:

top 10 companies enjoy more than 67% while top 20 companies have 85% of the market

share. All of the top 10 players are local manufacturers. IBN SINA predict that domestic

players will continue to dominate and become more competitive with further backward

integration in the near future and at the same time go up the value chain with increasing

focus on technology driven products.

The report is based on two months (14th October to 10th December 2012) working experience

on IBN SINA. I was assigned in the Dhanmondi branch. This report gives a clear idea of the

activities, operation strategies and the performance of IBN SINA, incorporated in 2001 and

become operational with view to provide exclusive service facilities to its client and

accordingly meet the demand of pharmaceuticals service all over Bangladesh.

The working environment of IBN SINA is very conductive and friendly. The staffs are

specialized in their respective fields. Each of them works on their own and there is close

supervision from the top. The motivation of the employees, I believe comes from the very

sense of responsibility. Each member is individually responsible for his or her work.

My overall experience had been very fascinating and I believe internship period of IBN

SINA will definitely help me a lot in building me future career.

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Table of Content

Chapter No. Title Page No.

Letter of Transmittal. 03

Preface. 04

Acknowledgement. 05

Executive Summary. 06

Chapter 01 1.1 Background of the Study 11

1.2 Methodology. 12

a) Primary source of data. 12

b) Secondary source of data. 12

1.3 Objective of the Study. 13

1.4 Scope of the Study. 14

1.5 Limitation of the Study. 15

Chapter 02 Introduction. 17

2.1 History of IBN SINA pharmaceuticals Ltd 17-18

2.2 Vision. 18

2.3 Mission. 18

2.4 IBN SINA dare to Dream 19

Chapter 03 Marketing Strategies of IBN SINA 20

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Chapter 04 4.1 Manufacturing Capability of IBN SINA 22

a) Oral Solid Dosage. 23

b) Metered Dose Inhaler. 25

c) Intravenous Fluid. 26

d) Pre- Filled Syringe. 26

Chapter 05 5.1 Health Solution of IBN SINA 28

5.2 Knowledge based Performance service. 29

5.3 Response to the Community at Large. 29

a) Trusted partner in Health. 30

b) Awareness Campaign. 30

c) Employee Volunteering Program. 30

d) Preserving Cultural Heritage. 30

5.4 Responsibility to the environment. 31

5.5 Responsibility to the Stakeholders. 31

Chapter 06 SWOT analysis of Jamuna Bank Ltd. 32

Chapter 07 Findings & Analysis. 33

Recommendation. 34

Conclusion. 35

References 36

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Orientation of the Report

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1.1 Background of the Study

Pharmaceuticals sector are the key financial institutions that play a vital role in the country’s

economy. Globalization in the pharmaceuticals sector has thrown up opportunities as they’ll

as challenges. Competition is getting edge day by day. It paces with the continuous

development occurring in the tremendous competitive environment.

To keep pace with this situation, they need pharmaceuticals knowledge for future career. If

they want to build our career in this area, only theoretical knowledge would not help us. As

internship program is established to gather practical knowledge regarding various sector of

economy, I chose to get practical knowledge regarding this sector and I select IBN SINA

pharmaceuticals Ltd, as my organization to work.

The duration of my program was nine weeks and during this period, I have learned many

things. I observed that there is a great difference between theoretical knowledge and practical

knowledge. I learned many terms, functions and nature of pharmaceuticals activities. I also

get practical knowledge regarding organizational environment.

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1.2 Methodology

A sample survey was conducted to collect primary data using two pre-designed survey

instruments from concerned groups following an appropriate sample design. In view of the

complexities involved in generating quantitative data for assessing the real impact,

qualitative data they’re also collected using Focus Group Discussions (FGDs). In the context

of the unique features of the area an attempt was made to identify the strengths, their

weaknesses, opportunities and threats of the pharmaceuticals sector.

Data Collection

This study is mainly based on secondary data available from the various divisions and

departments of IBN SINA pharmaceuticals Ltd, in addition to these other necessary

information have been collected from the daily newspapers, relevant journals, annual reports

of IBN SINA, They side and publications of other relevant institutions have also been taken

into consideration.

Primary sources of data:

Face to face conversation with the pharmacy officers & staffs.

Conversation with the clients.

Different' manuals of IBN SINA.

Different circulars of IBN SINA.

Discussion with pharmacy Officers.

Personal observation.

Desk work in different sections/departments.

Secondary sources of data:

Procedure manual published by the IBN SINA.

Files and documents of the pharmacy.

Annual report of IBN SINA, 2010-2011

Different papers of IBN SINA.

Unpublished data.

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1.3 Objective of the Study

The main objective of this study is to have some practical exposures that will be helpful for

my Final year courses in the BBA Program.

To achieve the broad objective the following specific objectives has been attained:

To find out the marketing strategy of IBN SINA Pharmaceuticals Ltd.

To find the financial performance of IBN SINA Pharmaceuticals Ltd.

Analyzing the performance of the pharmacy.

To find out the different procedures of the pharmacy.

To know the competitive strength and weakness of the pharmacy.

To know the marketing and expansion strategy of pharmacy that can help to face the

potential threats and opportunities.

To know the technological advantage and lacking of this pharmacy in the modern

pharmaceutical system.

To find out the relations among the various department.

To make a bridge between the theories & practical procedures of pharmacy day-to-

day operations.

To make possible recommendations for the internship organization to improve the

services & service range so that the department can cater to the needs and demands of

customers.

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1.4 Scope of the Study

At IBN SINA Pharmaceuticals Ltd, I have firstly tried to acquire knowledge and experience

about the overall pharmacy system. The report mainly focused on “Service performance of

IBN SINA”.

Here I have discussed about overall services and functions rendered by IBN SINA

Pharmaceuticals Ltd, i.e. customer advance, clearing, cash department, foreign exchange

department & modern equipment used by the pharmacy, which have been observed during

the two months Internship program.

The report also finds out some possible recommendations, which might be taken or accepted

by the management of the pharmacy.

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1.5 Limitations of the Study

Despite my sincerest endeavor in preparing a perfect report, some of the limitations are

inescapable. These are as follows:

Within such a short period of time (nine weeks), it was not possible for me to

study everything about IBN SINA Pharmaceuticals Ltd.

The officers are so much busy that they cannot properly co-operate with me,

which are a problem.

Pharmacy’s policy of not disclosing some data and information for obvious

reason, which could be very much useful.

To analysis SWOT of emerging market is a wide spread survey material.

However, time constraint restricted the report to specific feature.

The study requires experience to be fruitful but it was completely absent to me.

Sometimes the official’s they’re reluctant to give proper information regarding

their activities because they felt hesitation and ambiguity to give data and

information.

Lack of personal knowledge and experience.

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Introduction

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Introduction

2.1 History of IBN SINA Pharmaceuticals Ltd

IBN SINA Pharmaceuticals Ltd. belongs to IBN SINA Group, the largest private sector

business conglomerate in Bangladesh. Incorporated in the late 70s, IBN SINA Pharma began

as a distributor, importing products from global MNCs like Bayer, Germany and Upjohn

Inc., USA and selling them in the local market, which they’re later manufactured and

distributed under licensing arrangements.

The Company introduced its own branded generic products in 1983. Since then, the journey

continued, and today, IBN SINA Pharma is a leading manufacturer and exporter of

pharmaceuticals in the country, winning National Export Trophy (Gold) a record four times.

IBN SINA Pharma’s manufacturing facilities have been accredited by major global

regulatory bodies, and it has expanded its geographic footprint across four continents.

IBN SINA Pharma is the only Bangladeshi company listed on the AIM of London Stock

Exchange through issuance of GDRs.

Having a broad portfolio of more than 500 products and a dedicated team of around 2,700

employees, IBN SINA Pharma is committed to providing access to medicines which are

affordable and manufactured in strict compliance with global standards.

2.2 Vision

They will be one of the most trusted, admired and successful pharmaceutical companies in

the region with a focus on strengthening research and development capabilities, creating

partnerships and building presence across the globe.

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2.3 Mission

They are committed to enhancing human health and they’ll being by providing contemporary

and affordable medicines, manufactured in full compliance with global quality standards.

They continually strive to improve our core capabilities to address the unmet medical needs

of patients and to deliver outstanding results for our shareholders.

s

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Marketing Strategy of IBN SINA

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3.1 Marketing Strategies of IBN SINA Pharmaceuticals Limited

To attain the above vision and mission IBN SINA follow the following

Marketing Strategies:

Providing efficient customer service.

Maintaining corporate and business ethics.

Being trusted repository of customers’ and their financial advices.

Making its products superior and rewarding to the customers.

Display team spirit and professionalism.

Sound capital base.

Enhancement of shareholders wealth.

Fulfilling its social commitments by expanding its charitable and humanitarian

activities.

Providing high quality financial services in export and import trade.

Building tight personal relationship with customers and clients.

Taking less promotional activities and emphasizing on relationship marketing.

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Manufacturing Capability

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4.1 Manufacturing Capability of IBN SINA

Situated at Tongi, near the capital city Dhaka, IBN SINA’s manufacturing site extends over

an area of 23 acres. The site houses manufacturing facilities for producing various drug

formulae in different strengths and delivery systems such as capsules, tablets, intravenous

fluids, metered dose inhalers, sterile ophthalmic drops, prefilled syringes, dry powder

inhalers, injectable, nebulizer solutions, creams, ointments, suppositories, etc. The site has its

own utility infrastructure to ensure adequate generation and distribution of electricity with an

installed capacity of 10MW, in addition to water purifying and liquid nitrogen generation

facilities. The bulk drug unit for producing paracetamol is also located within this site. The

Company’s penicillin API and formulation units are situated at Kaliakoir, 20 km from the

main site.

4.1.1 Oral Solid Dosage

The state-of-the-art Oral Solid Dosage unit is designed as per US FDA standards. The facility

incorporates contemporary technological advancements with automated material handling

systems and multilevel designs to enable gravity feed between various processing stages.

This facility houses a total of five lines with an annual capacity to produce 5 billion tablets.

This facility is already accredited by the regulatory authorities of EU, Australia and the Gulf

member states, and is awaiting inspection and approvals from the USFDA, which would give

IBN SINA Pharma access to the most regulated markets in the world.

4.1.2 Metered Dose Inhaler

IBN SINA Pharma was among the first few companies in the world who made the transition

away from CFC-based inhalers to the ozone-benign HFA based formulations, in compliance

with the Montreal Protocol. As CFCs are harmful to the earth’s protective ozone layer, the

Company proactively developed ozone-benign HFA based MDIs which inevitably require

very high level of expertise and sophisticated technology. The company is currently the

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largest producer of MDIs in Bangladesh, and it produces a popular inhaler brand for a

reputed MNC under a contract manufacturing agreement.

4.1.3 Intravenous Fluid

The Intravenous (IV) fluid unit is ISO 9001: 2010 certified and was designed in collaboration

with Pharma Plan, a sister concern of Fresenius AG of Germany. Absolute sterile

manufacturing conditions are rigorously maintained through a series of fully automated

manufacturing procedures including robotics. The facility utilizes FFS (Form-Fill-Seal)

Bottelpack® aseptic system of Pharma Plan Germany. Plastic bottles are blow molded, filled

with the solution and sealed under sterile conditions, in a single working cycle where there is

no environmental exposure or human contact during manufacturing. The whole process is

performed in a class 100 environment which ensures the highest standards of quality and

purity. The facility produces a broad assortment of large volume parenteral (LVPs). As a line

extension of this IV unit, the company has installed an amino acid line to produce a range of

parenteral nutrition products such as Nutrimin and Nutrimin D.

4.1.4 Pre-Filled Syringe

Prefilled syringes (PFS) provide both convenience and accuracy to self-administered drugs.

With their ease of use and improved safety features PFS has become one of most widely used

drug delivery systems today. IBN SINA Pharma launched its PFS range with Enoxaparin

Sodium, a low molecular height heparin, which is widely used in cardiac emergency. The

Company plans to add a few more high value products to its PFS portfolio shortly. The high

precision PFS line employs sophisticated technology and the entire filling operation is done

under laminar flow in a class 100 environment to provide absolute sterile conditions.

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5.1 IBN SINA Health Solutions

IBN SINA offer their customers a comprehensive and high-quality product portfolio

encompassing all major therapeutic categories, available in various dosage forms including

tablets, capsules, syrup, suspension, sterile eye drops, injectable, nasal sprays, creams,

ointments, suppositories, IV fluids, metered dose inhalers, dry powder inhalers, prefilled

syringes etc.

Their therapeutic groups host quality solutions for treating cardiovascular, musculoskeletal,

endocrine, gastrointestinal, metabolic, allergic, respiratory and other disorders. Currently,

IBN SINA Pharma produces 284 generics in 508 strengths and dosage forms. Time after

time, their pharmaceutical brands are found in the top ranks in their respective therapeutic

categories.

In the domestic market, IBN SINA Pharma maintained its leadership position in key

therapeutic segments such as gastrointestinal and analgesic.

2011 was a year of restructuring spirits for their Marketing and Sales teams. The sales

division was restructured to pay particular attention to specialty and chronic care products,

with the goal of registering considerable growth in these categories in the near future. To add

to the momentum, the teams they’re also more aggressive than before in the race to the top.

In the year under review, the Company experienced a significantly more extended doctor

reach as they’ll as enhanced distribution reach. This is very important for them because,

today’s efforts at brand building will help them create a stronger platform for tomorrow’s

blockbuster products to carry on with high performance in keeping with the likes of their

emerging brands such as Amdocal Plus, Atova, Azmasol etc.

In the domestic market, their product brand equity remained respectably strong. When it

comes to the generic pharmaceutical markets, it is rightly said that prescription generation is

key to a pharmaceutical company’s health.

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On a bright note, IBN SINA Pharma’s prescription (Rx) share in terms of both product and

value crossed the double digits Rx share benchmark during the year.

To keep the impetus flowing, the Company shall continue to strengthen market penetration

beyond urban areas through their wholly-owned distribution network and further augment

their value added services for doctors.

5.2 Knowledge-based professional services

In 2011, they served the medical community with complementary knowledge-based

professional services such as the following:

Conducted around 300 clinical meetings nationwide.

Responded to over 1100 doctors by providing assistance according to their requests.

Responded to approximately 1000 doctors by sending latest clinical and medical

journals on a regular basis as per interest.

Prepared over 50 slide presentations on behalf of doctors on various occasions.

Prepared several poster presentations on behalf of doctors for both national and

international occasions.

Published 4 quarterly Medical Newsletter.

Published 12 online monthly E-Newsletter on Ophthalmology.

Published Cardiovascular Therapeutic Index.

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5.3 Responsibility to the Community at Large

Our vision is to make significant contribution to humanity by improving health. This vision

guides our Company’s operations, including its commitment to corporate responsibility.

Trusted Partner in Health

They work together with non-profit organizations who work to improve people's lives

through research, information, and advocacy. As the Company writes its success story as an

emerging leader in the pharmaceutical industry, they also realize that responsibility towards

all our stakeholders’ increases in tandem. They remain committed to being a good corporate

citizen.

In the year under review, they joined Mobile Alliance for Maternal Action (MAMA) in

Bangladesh. MAMA is a country-owned, country-led initiative managed by an alliance of

stakeholders. Through a core group of founding partners, MAMA Bangladesh is designing

and testing a platform to provide both audio and text health messages to pregnant women and

new mothers linked to their delivery date. The service also includes family gatekeepers for

inspiring healthcare seeking behavior. The commercial brand name to be tested is Aponjon.

As part of the new United States Global Health Initiative, the United States Agency for

International Development (USAID) catalyzed the creation of a public-private coalition in

Bangladesh to support the execution of the service. The Ministry of Health and Family They

fare (MOHFW) and Access to Information (A2I) Program at Prime Minister's Office are

official partners of the initiative. Global partners include Johnson & Johnson and United

Nations Foundation, among others.

The Objectives of the initiative are as follows:

Reach 500,000 pregnant women and new mothers within three years.

Deliver critical life-saving health messages, leading to sustained improvements in

health knowledge, behaviors and outcomes.

Build upon USAID and Government of Bangladesh maternal child health and family

planning programs.

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MAMA coalition activities are being organized by D.Net, a leading social enterprise working

for integration of ICTs in education, health, livelihood and social accountability.

Awareness Campaigns

Prevention is the best cure and the first step is to create awareness. Every year, they launch

campaigns touching on different forms of heath impediments ranging from asthma, diabetes,

hypertension and many more. Campaign activities include rallies in addition to organizing

and sponsoring scientific seminars and conferences for various associations and societies in

medical disciplines.

Employee Volunteering Program

In this program, IBN SINA sent employee volunteers to devote their time and energy in

spreading smiles across the faces of children battling the ultimate battle of survival against

cancer. The children are currently being treated at the ASHIC Foundation. They arranged an

outing at an amusement park in the capital city where the children theyre accompanied by

their parents and representatives from the not-for-profit organization. They had a wonderful

day together packed with fun rides and great food. Later on they donated hospital equipment

to the palliative care unit where the children at the terminal stage of cancer are being treated.

The ASHIC foundation is a full member of International Confederation of Childhood Cancer

Parents Organization (ICCCPO), which is an international forum to increase awareness and

action on childhood cancer related issues.

This small Foundation strives to improve the quality of life for children living with cancer in

Bangladesh by providing hope, physical and emotional support, and raising public awareness

for early detection, improved treatment and social acceptance. They appreciate their noble

cause and extended IBN SINA’s support.

They believe that a genuine spirit of giving itself is credential enough and therefore they

stand by the unsung heroes who dedicate their lives for the betterment but do not get the

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Recognition or enough support to carry out their intentions with optimized efficiency and

impact.

Preserving Cultural Heritage

Preservation and promotion of cultural heritage are linked to economic they fare of any

country. They at IBN SINA vibrant heritage in a way that would imprint its immortal beauty

in the hearts of their today’s modern demography and the generations to come. In 2011, they

sponsored and organized the grand cultural event, at the National Museum, marking the

150th birth anniversary of Rabindranath Tagore; the legend who had irrefutable contribution

towards the heritage and identity distribution of a comprehensive documentary, highlighting

Rabindranath Tagore's intermittent stay in Bangladesh. It was premiered on 7th May at the

National Museum, Dhaka. The documentary, based on research by the eminent Tagore

researcher Ahmed Rafique, was directed by Dr. Chanchal Khan, better known as a Tagore

singer distinguished personalities and recitals. The rich content lends it historical, archival

and educational value.

Pharma hope to preserve and promote our countries of Bengali culture. They also sponsored

the making and exponent. Elements of the documentary include nine songs that they’re

penned by the Nobel laureate poet during his stay in Bangladesh.

Children’s Education is a Right, not a Privilege

IBN SINA Pharma, being in knowledge based industry, fully understands the crucial role that

education plays in the building of a nation. They offer financial assistance to the children, of

their employees, who are brilliant and possess a thirst for knowledge; and yet may not be

able to actualize their dreams due to unfavorable financial circumstances. In the year 2011,

IBN SINA Pharma offered assistance to a total of 36 meritorious students coming from

diverse academic backgrounds.

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5.4 Responsibility to the Environment

They are always aware of environmental compliance and adopt policy to preserve the

environment by practically minimizing emission and waste, thereby reducing our carbon

footprint. The premise that drives us is they always put the needs of people before anything

else in every chapter of our success story. Our Safety, Health and Environment (SHE)

program is also based on a framework of consistent standards.

Our Path to Protecting the Ozone Layer

Inhaled therapy is essential for the treatment of patients with asthma and COPD.

Unfortunately, CFC gases used in inhalers as propellants have ozone-depleting properties.

The “Montreal Protocol on Substances that Deplete the Ozone Layer”, the international

agreement that established measures to control ozone-depleting substances, made it

mandatory for Bangladesh and many other countries to implement and complete the phase-

out of CFC based MDIs by December 31, 2009. It was a challenge for Bangladesh to make

the transition from ozone-depleting CFC to ozone-benign HFA-based inhalers to save the

environment and to ensure availability of inhalers for the patients. In 2006, they’re the first

Bangladeshi company to proactively and successfully make the shift to HFA inhalers to

ensure that no patient in Bangladesh suffers from a lack of availability of MDIs when CFC

would become scarce in the future. This was an enormous feat not only for a developing

country like Bangladesh but also for the world at large. In addition to proactively adopting

ozone-benign HFAs, IBN SINA Pharma actively advocated so that others would also do the

same. As a follow-up to UNEP’s Langkawi Declaration on Public-Private Partnership, IBN

SINA Pharmaceuticals Ltd. and Bangladesh Lung Foundation, designed an effective

awareness raising strategy for CFC-free MDIs for asthma and COPD patients. Today, they

are the single largest producer of ozone-benign MDI in Bangladesh, and as a responsible

company they conduct they’ll thought-out multi-stakeholder campaigns when they launch a

product. Such partnerships are now regarded as a successful role model of public-private

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Partnership involving government, pharmaceutical industries, doctors, environmental

agencies and others stakeholders that could be replicated in other developing countries.

5.5 Responsibility to the Stakeholders

Even though at the core of any business is the aim to maximize profit, they actively look out

for their stakeholders’ best interest and ensure that their growth is “sustainable” in the long

run. Once again, this year they achieved substantial growth and surpassed the industry

average. From the handsome revenues earned, they always make it a point to invest in the

future. They are committed to ensure the optimal utilization of resources in order to create

and sustainably maintain their shareholders’ health. Every day they are mindful of their

responsibilities to create value for their community, for instance, their support for Save the

Children’s program on human rights; nourishing employee relations through the creation and

maintenance of employment; creating change though environmental stewardship and

progressing into the future with excellence in financial performance. In their everyday

interactions with their stakeholders including employees, customers, suppliers, competitors

and so on, they do their utmost to maintain integrity and fairness in all dealings.

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SWOT Analysis

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SWOT ANALYSIS

SWOT analysis means the analysis of strength, weakness, opportunity and threats. For IBN

SINA Ltd. It is given below:

Strength

IBN SINA Ltd is a rapidly expending Company. Standing its journey in 1998 it has already

doubled the net turnover by the year of 2006. All the units of the pharmacy enjoy highly of

machinery are imported from Germany, Switzerland, Italy & Japan. As a result it can

maintain a smooth rate of production. Well trained human recourses are strength of the

Company. They train up their key personally in the country and abroad. So that the Company

can get some competitive advantages over the competitions. The HRM practice is also

remarkable.

Weakness

There are too many departments under the super vision of the general manager which can

cause low productivity due to large span of super vision.

Opportunity

There are bright opportunities for the Company in the overseas market. If it can communicate

well and capture a significant market portion in the Europe and USA market, it can get scale

of economic.

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Threats

BPL has a commitment to the society to supply world class Active Pharmaceutical Ingredients

(APIs). Therefore, BPL is not only engaged in formulations but also in fi ne chemicals

business with a view to supplying cost effective quality y materials to other local companies

as well as for captive consumption. IBN SINA Pharmaceuticals Ltd has been preparing itself

for the post-WTO open market competition. It has all the courage to compete with world

leaders in pharmaceuticals business when the tariff and non-tariff barriers will be

withdrawn the new USFDA standard plant is planned to be operational in early 2003. Once

completed, this will be one of the finest facilities to be available anywhere in the globe.

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Findings, Recommendation & Conclusion

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Findings

IBN SINA adopts industry best practices in all their operations to ensure highest

quality standards of their products.

They are committed to satisfying the needs of their customers, both internal and

external.

They give high priority on building capabilities of their employees and empower

them to realize their full potential.

They encourage transparency in everything they do and strictly adhere to the highest

ethical standards. They are accountable for their own actions and responsible for

sustaining corporate reputation.

They actively take part in initiatives that benefit their society and contribute to the

welfare of their people. They take great care in managing their operations with high

concern for safety and environment.

Recommendations

From the analysis with the organization structure we have seen that its span of super vision is

too large. A number of departments report directly to the general manager. If the number

were less the efficiency and productivity of the organization might be increased. Quality

control department should remain prompt always. So that it can maintain a certain level of

standard as per the market demand to capture the foreign market share it should strive more.

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Conclusion

The flourishment of any industry requires combined efforts and cooperation from several

parties. Social, political and macro-economic environment play pivotal role in this regard.

Though IBN SINA pharmaceuticals Ltd is a newly Ventured Company in the respective

sector, its growth and expansion is praiseworthy. It’s contributing the country and serving the

nation in different ways. If it can up hold it’s much toward advancement, it will be able to set

a role model in our country.

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References

Books

L.Franch.Wendell and H.Bell.Cecil 2001.”Consumer Behavior” 6th Edition.

Annual Report

Annual report 2009 IBN SINA pharmaceuticals Ltd.



Hand note

Mr. Md. Belal Hossain (manage) and Mr.Biplom Kumar Chakraborty (FAVP) (General

Manager)

Website

IBN SINA. Available from http://www.ibnsinabd.com/info

IBN SINA Limited 2012,” History of IBN SINA”, available from

http://www.ibnsinabd.com

http://www.Swift.co

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Documents

Service Performance of Ibn Sina