Introduction:

In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors within the
country's economy. After the promulgation of Drug Control Ordinance - 1982, the development of
this sector was accelerated. The professional knowledge, thoughts and innovative ideas of the
pharmaceutical professionals working in this sector are the key factors for these developments. Due
to recent development of this sector it is exporting medicines to global market including European
market. This sector is also providing 97% of the total medicine requirement of the local market.
Leading pharmaceutical companies are expanding their business with the aim to expand export
market. Recently few new industries have been established with high tech equipment and
professionals which will enhance the strength of this sector.

Square symbolizes a name – a state of mind. But its journey to the growth and prosperity has been no
bed of roses. From its inception in 1958, it has today burgeoned into one of the top line conglomerates
in Bangladesh. Square Pharmaceuticals Ltd., the flagship company, is holding the strong leadership
position in the pharmaceutical industry of Bangladesh since 1985 and is now on its way to becoming
a high performance global player. “Square Pharmaceutical Ltd.” 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. The sales turnover of SPL was more than Taka 11.46 Billion (US$ 163.71 million)
with about 16.43% market share (April 2010– March 2011) having a growth rate of about 16.72%.
“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.

Square now has one of the largest and competent sales force and large distribution network of its
own, operated from 18 different locations throughout the country. A most dynamic skilled and
dedicated marketing team comprising of pharmacists and doctors are at the core of the marketing
operation. These highly skilled professionals play a crucial role in providing the necessary
strategic guideline for the promotion of its product.

Objectives of “Square Pharmaceuticals Limited” are to conduct transparent business operation based
on market mechanism within the legal & social frame work with aims to attain the mission reflected
by their vision.
Strategic Management Process in The Organization Company’s strategy is an important and secret
subject. All the time the company doesn’t want to disclose the information. So it is very difficult to
know about the strategy of the company.

But when we talked to the management of the company they said us usually there is not any fixed
strategy, the market condition and the competition rapidly change so the strategies are also changes,
though there does not happen any massive change in the corporate level strategy.

Management Square Pharmaceuticals Ltd. also said that at the corporate strategy there had used
formal strategic management process. Such as defining the organization’s guiding philosophy,
purpose, mission; establishing long range objectives to achieve the mission; selecting the strategy to
achieve the long range objectives; development of organizational structure, selecting leadership and
providing motivational system; establishing short range objectives, developing budgets and
developing functional strategy and establishing standards to evaluating the performance, monitoring
progress in the execution; initiating corrective actions etc.

When we wanted to know about the strategy process model, the management said any strategy is not
formulated based on model but when any strategy is goon to formulate the model is automatically
followed.Management also said when they go to formulate any strategy for business unit and function
unit, first they identify the reason which indicates the guiding philosophy, purpose and the mission.
Then they analysis all the factors relevance to the strategy which may be inside of the organization
and outside of the organization. After that they find out the best way to do the job and then they set
factors to implement or to get done the job. This over all process actually indicates the model.

One thing more, In case of formulating business unit and functional unit strategy the company give
priorities on competitors. The management also said us the pharmaceutical companies spend heavily
on marketing and promotion. The larger drug companies maintain a large sales force, which makes
direct regular contact with individual prescribing physicians and other pharmaceutical decision
makers. The sums spent on marketing are large. Pharmaceutical marketing efforts are not only
directed at physicians and consumers; drug companies have also sought to directly influence
pharmacists, in some cases paying pharmacists to induce customers to change their drug consumption
habits. So the strategy process for marketing an other functional units are different from other
industries and they have to change and develop the strategy for functional units frequently to survive
in the competition.
Methodology of the Report:

Data Collection:
For smooth and accurate analysis we have decided to impute both the primary and secondary sources.
• Primary sources: For the primary sources of the data we have conducted a survey more than
twenty people by using Survey Monkey. We have arranged some questionnaire for them and
based on those we have collected our primary data.
• Secondary sources: We used secondary data to prepare this report. We browsed the Wikipedia,
different official websites and articles to gather more information about our chosen topic.

Limitations:
There might be some biases, as lack of knowledge & depth of understanding might hinder us to
produce an absolutely authentic & meaningful report. Lack of sources of information is the main
challenges that we faced while doing this report. So this report has its own limitation factors.
 Any type of such report requires long time.
 We did not have much free time to concentrate on our work.
 Duration of the study was too short to prepare the overall report.
 Scope of our study is so wide that analytical and comprehensive study is not possible.
 Lack of sufficient books caused serious problem while preparing this report.
 Time constraint was another limitation restricting this report from being more detailed &
analytical.