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Research Paper
on
Business Communication problem








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Report on Business Communication Problem in
Incepta Pharmaceuticals Ltd


Prepared for:
Kashfah Khan Chowdhury(Kdc)
Lectuer, School of Business
North South University

Prepared by:






Course: Bus251
Section: 2

Date of submission: 21
st
April, 2014
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EXECUTIVE SUMMARY
Incepta Pharmaceuticals Ltd. is a leading pharmaceutical company in Bangladesh established in
the year 1999. The company has a very big manufacturing facility located at Savar. The
company produces various types of dosage forms which include tablets, capsules, oral liquids,
ampoules, dry powder vials, powder for suspension, nasal sprays, eye drops, creams, ointments.
Incepta wants to become a research based global pharmaceutical company in addition to being a
highly efficient generic manufacturer. To discover and develop innovative, value-added products
that improve the quality of life of people around the world. And contribute towards the growth of
our Nation. Provide people globally with high quality health care products at affordable prices in
order to improve access to medicine and to provide employees an enabling environment that
facilitates realization of their full potential, they take this as their mission. Beginning in 2000,
Incepta has been launching new and innovative products at a faster pace than its competitors.
During the last 13 years of operation Incepta launched as many as 138 new generics for the first
time ever in Bangladesh.













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Table of Contents

No. Topic Page number
1.0 Introduction 5-6
i. Origin 5
ii. Purpose 5
iii. Scope 5-6
iv. Methodology 6
v. Scope 6
2.0 Business Communication flow chart 7
3.0 Literature Review 8-9
4.0 Methodology 10
5.0 Limitations 10
6.0 Data Analysis 10-15
7.0 Findings 15-16
8.0 Recommendations 16
9.0 Conclusion 16-17
10.0 References 17
11.0 Appendix 18-22





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1.0 INTRODUCTION
The pharmaceutical industry in Bangladesh is the most developed technical regions within our
financial system. This industry manufactures almost 5600 brands of medicines and they follow
different forms for different medicines. This sector is providing 97% of the total medicine
requisite of the local market. With the aim to expand into the export market, leading
pharmaceutical companies are escalating their business.
Incepta Pharmaceuticals Ltd. is a foremost pharmaceutical company in Bangladesh. It stepped
into our economy in 1999. Their vision is to become a research based global pharmaceutical
company. But this organization is facing some problems for quite a long time. By evaluating
Incepta Pharmaceuticals Ltd. we can easily find that they are facing some crucial crisis in their
organization. This study attempts to evaluate which problems they are facing.
The major problem they are facing is communication problem between employees and
employers within Incepta Pharmaceuticals Ltd. This problem has aroused because of not
maintaining a formal relationship between the employer and the employees. A well managed
business organization normally considers the employees as the vital foundation of efficiency
gains. As it is a large organization, so most of the times it has been seen that the top level
employer gives orders to the lower level employees but they do not do their work and as they
maintain a friendly relationship those top level managers cannot take adequate steps against
them.
i. Origin: This report aims at investigating the impact of business communication problem of
Incepta Pharmacy. We got this research paper through our Business Communication (Bus251)
course which was assigned by our respected faculty member.
ii. Purpose: The purpose of this report to complete the course of Business Communication skill
(BUS 251), to meet the assessment requirements for this course and demonstrate understanding
about the course objectives.
iii. Scope: Maintaining a friendly relationship within an organization is not a bad thing but
sometimes the top level managers should behave in a formal way in order to make the employees
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work. If this problem can be solved they will give their best performance to enhance the
organization.
iv. Methodology: The methodology of this research is consisting of primary research and
secondary research.
v. Limitation: Time was a limitation and also the employers/employees did not disclose their
position in Incepta.


















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2.0 BUSINESS COMMUNICATION FLOW CHART OF INCEPTA
PHARMACEUTICALS LTD



















Senior manager (finance & accounts)
Deputy manager (f&a)
Treasury
dept

Accounts
recieveable
Accounts
payable
Core
accounts
Senior
executive
Executive
Officer
(f&a)
Assistant
Officer
SEO

Officer
SEO
Senior
Officer
Officer
SEO
EO
(Cost&budget)
Deputy manager(f&a)
Costing
dept
SEO
Officer
Budget
dept
SEO
Officer
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3.0 LITERATURE REVIEW
A review of relative literature to the research problem found that there are a number of variables
effecting communication that can lead to lack of communication, ineffective communication, or
misrepresentation of the message trying to be sent and creating barriers in the communications
process. Communication skills are the foundation for success. The ability to communicate
effectively and with influence will determine the success in transmitting the message (Palazzolo,
2008).
Communication is the exchange and flow of information and ideas from one person to another. It
involves a sender transmitting an idea to a receiver. Effective communication occurs only if the
receiver understands the exact information or idea that the sender intended to transmit. Many of
the problems that occur in an organization are the direct result of people failing to communicate.
Leaders of organizations who keep everything inside or cannot communicate a message leave
individuals to their devices to try and figure out what they may, or may not, want. This is a
failure of leadership and communication (Baldoni, 2003). Faulty communication causes the most
problems. It leads to confusion and can cause a good plan to fail.

A typical communications model has five elements: a sender, a message, a medium, a receiver,
and a feedback process. The sender has information that they are wishing to deliver and share
through a method of communication. The message is the information being communicated. The
medium is the method the sender chooses to transmit or share the information. The receiver is
the recipient of the message and the feedback process allows the sender to know that the message
was received and understood (Smoke, 2005). If one of these components of the communication
model is not present, then the communications process or message trying to be conveyed could
become misunderstood, or communicated in a manner that the sender did not intend. Many of the
break downs in communications throughout organizations has had one of these components
missing that has led to the miscommunication, lack of communication, or some barrier affecting
the communication. Many times, different barriers negatively affect the communications process
and impede the message trying to be sent. Some of these barriers include the use of an
inappropriate medium, incorrect grammar, words that conflict with body language, or lack of
feedback pertaining to the message being sent (Sanchez, 2008).
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Non-verbal communication in the messages being sent, greatly influence how messages are
received through the course of the communications process. People inherently have different
ways of expression or body language to assist in the transmission of a message. Effective
communication is a total package. It must be a perfect combination of body language, positive
vocal inflection and eloquent, meaningful words delivered with a sincere smile (Wilson, 2008,
p. 33). These visible cues, such as hand gestures, facial expressions, and looking directly at the
sender of the message when it is beginning conveyed provide immediate feedback for the sender
to process.
Incepta Pharmaceuticals Ltd. is a leading pharmaceutical company in Bangladesh established in
the year 1999. The company has a very big manufacturing facility located at Savar, 35 kilometer
away from the center of the capital city Dhaka. Since its inception, Incepta has been launching
new and innovative products in order to fulfill unmet demand of the medical community. The
focus has always been to bring new, more technologically advanced molecules and innovative
dosage forms to this country. Incepta wants to become a research based global pharmaceutical
company in addition to being a highly efficient generic manufacturer. To discover and develop
innovative, value-added products that improves the quality of life of people around the world and
contribute towards the growth of our Nation. The responsibilities for the technical aspects of
Quality Assurance are defined in the Quality Manual. It encompasses all activities necessary to
generate, maintain and verify the quality of drugs. Research & Development is responsible for
formulation development and method development, implementing technical transfer to
Production and Quality Control, and also covers process validation, cleaning validation, method
validation and follow up stability. Manufacturing and packaging operations are carried out
according to the validated methods through systematically qualified machines with full
documentation at all stages of operations. Incepta currently sells its product in many countries of
Asia, Africa, and Central America and has started to sell in Latin America. Incepta is focusing on
to produce high quality and cost effective products to attract potential customers around the
world.



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4.0 METHODOLOGY
Primary research: For our primary data we did a survey on the employer and the employees of
Incepta through a questionnaire to find out their perception regarding this business
communication problem and how it can be solved. Also we took an interview of one of the
employers of that organization to know his opinion about this problem and what actions should
be taken in order to solve this matter. The research population consists of Incepta
Pharmaceuticals employees in the low level management, middle level management, and top
level management (20 in number). A stratified random sample method according to managerial
level was utilized in order to ensure that particular managerial levels within the study population
are adequately represented in the sample. Location of samples was within the company.
Secondary research: The secondary data of this report are collected from Incepta
Pharmaceuticals and some other reports from which we got an idea about the way of writing a
report.

5.0 LIMITATIONS

Time was a limitation while doing this research paper because of which we were not able to find
too much data regarding this report. Besides, the employees and employers did not disclose their
job position in Incepta because of safety issues. Also, as the survey was done in Inceptas
conference room so most of the answers were biased as the surveyed employers or employees
were sitting together and discussing and doing the survey. Moreover, we were unable to find
many detailed information of this communication problem for our report.

6.0 DATA ANALYSIS
We have conducted surveys to 20 employees/employers of Incepta Pharmaceuticals Ltd. The
purpose of our survey is to find the major business communication problem of this company.
The analyses of some questions are given below.
1. What type of relationship do you maintain with your co worker?
2. How do you think employee and employer communication problems can be solved?
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3. What type of benefits the organization can get if communication problems between employee
and employer be solved?
4. Do you think the authority is taking any action to solve this problem?
5. What kind of steps should be taken by the high level employer to low level workers to solve
this communication problem in Incepta?


Figure: 1
Analysis of question no.4
We have asked 20 employees of Incepta about what type of relationship is maintained with the
co workers. On the above graph it is seen that 20 employees are on the favor of informal
relationship and it also matches the hypothesis. Among 20 employees it is seen that 0 employees
which means no one was on the favor of maintaining formal relationship. So we can see that
most of the employees in the company maintain informal relationship.
0
20
0
5
10
15
20
25
Formal Informal
N
o

.


o
f


e
m
p
l
o
y
e
r
s
/
e
m
p
l
o
y
e
e
s

Type of relationship maintained with co-workers in Incepta
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Figure: 2

Analysis of question no. 9
The second question was about the solution of communication problems between employer and
employees. On the above graph, it is seen that there were four options, staff meeting, annual
picnic, monthly feedback and good working environment which was rated the most. Among 20
employees, only 1 employee was in the favor of staff meeting and 19 employees were in the
favor of good working environment. There were no employee in the favor of other two options
that is annual picnic and monthly feedback.




1 0 0
19
0
2
4
6
8
10
12
14
16
18
20
Staff meeting Annual picnic Monthly picnic Creating a good
working environment
N
o
.

o
f

e
m
p
l
o
y
e
r
s
/
e
m
p
l
o
y
e
e
s

Solutions of communication problem
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Figure: 3

Analysis of question no. 10
The above graph showed the information to the question of what type of benefits the
organization can get if this communication can be solved. Here, all the surveyed workers chose
the option of target revenue can be achieved. On the other hand, none of the workers chose the
option of employees can be sincere to work and productivity can be increased.
0 0
20
0
5
10
15
20
25
Productivity can be
increased
Employees can be sincere
to their work
Target revenue can be
achieved
N
o
.

o
f

e
m
p
l
o
y
e
r
/
e
m
p
l
o
y
e
e
s

Benefits of organization if communication problem gets solved
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Figure: 4

Analysis of question no. 11
This question was about the sincerity of authority if they are taking actions to solve this problem
or not. It is seen that among 20 people, everyone answered the first option which is Yes. No one
answered the second option which is No. So the employees think that the authority is actually
taking action to solve this communication problem.



20
0
0
5
10
15
20
25
Yes No
N
o

.


o
f


e
m
p
l
o
y
e
r
s
/
e
m
p
l
o
y
e
e
s

Action taken by authority to solve this problem

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Figure: 5
Analysis of question no. 12
The fourth question was about the steps should be taken by the employer to solve this problem
and there are three options. It is seen that only 1 employee answered that behaving rude with the
workers, which was the first option, can solve this communication problem. 19 out of 20
employees answered that implementing new strategy; the third option can solve this problem
properly. There was no one who thinks that creating work format can solve this problem.

7.0 FINDINGS
From the analysis of data collected from both the primary and secondary sources, we found that
the communication system of Incepta Ltd is not very formal. The workers over there maintain a
very informal relationship which hampers in their working system that is not doing the work in
time. A good and systematic working environment can be created in order to solve this problem.
From the analysis we have also seen that the workers are very concerned with achieving the
targeted revenue which is a benefit for the organization if this problem gets solved. We have also
found that the authority is taking action to resolve this problem but maybe they are not taking the
necessary step which is leading the problem to arise. From the data analysis we figured out that
5%
0%
95%
Necessary step which can be taken by the authority
Behaving rude with the workers
Creating strict and disciplined
work routine format for workers
Implementing new strategy by
the authority
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the proper action the authority can take according to the workers and as well as Mr. Syed Md.
Ashhaduzzaman, is to implement a new strategy which will help solve this communication
problem and also benefit the organization.

8.0 RECOMMENDATIONS
Incepta Pharmaceuticals Ltd. should revise the recruitment and selection policy for the executive
level. As we have seen that the major problem is they are not maintaining a formal relationship
within the organization. So, the managers should be little bit strict to the employees in the
workplace. They should check whether employees are giving their level best or not. They should
create a good working environment to solve the problem. To get better performance the authority
of the company should monitor their new staffs carefully. The main benefit is that they can
achieve the target revenue of their organization. Top-level managers should take adequate steps
against the employees if they do not perform their duty whole-heartedly. The organization should
also come up with some incentive policy to encourage employee motivation.

9.0 CONCLUSION
During the last thirteen years of operation Incepta launched as several as 138 new generics
for the primary time ever in Asian nation. High specialized in quality and timely introduction
of a lot of required essential medications antecedently unprocurable within the country has
enabled Incepta to become the second largest company of the country.
Though Incepta prescription drugs Ltd. may be a leading company in Asian nation however it
has ton of issues to confirm their desired success. World Health Organization thinks
that making work format will solve this drawback. If they manage their lower level work
management and implement their advance technology they will solve their business
communication drawback & that will help them to carry their fame and profit.
The pharmaceutical industry in Bangladesh is the most developed technical regions within our
financial system. Among them Incepta is one of the leading companies. Although they are facing
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some communication problems but if they implement a new strategy then it will help them to
solve this communication problem and also benefit the organization.

10.0 REFERENCES
Norris,C.,Improving organizational communications[online].Availablefrom:
http://www.usfa.fema.gov/pdf/efop/efo42672.pdf
No Author,Eassy and report writing skill[online].Available from:
http://www.open.edu/openlearn/education/essay-and-report-writing-skills/content-section-5
No Author,First online drug index in Bangladesh[online].Available from:
http://www.bddrugs.com/company_profile.php?nid=7
Shikhdeep,Z.,2008.The Role of Business Communication in decision Making Process
[online].Gaza,The Islamic University. Available from:
http://library.iugaza.edu.ps/thesis/83324.pdf








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APPENDIX
Other Graphs are given below:
Question no. 1

Figure: 6











2
17
1
0 0
0
2
4
6
8
10
12
14
16
18
Strongly Agree Agree Neutral Disagree Strongly Disagree
N
o

.


o
f


w
o
r
k
e
r
s

Perception of workers regarding Incepta has a communication
problem or not
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Question no. 2

Figure: 7
Question no.3

Figure: 8
15%
35%
30%
10%
10%
The major communication problem in worker's opinion
Not gettting feedback
Communication barrier
communication gap
Indirect communication
Technological advancement
1
0
19
0 0
0
2
4
6
8
10
12
14
16
18
20
Keeps us fully
informed
Keeps us well
informed
Keeps us
adequately
informed
Gives us only a
limited amout of
information
Doesn't tell us
much at all about
what's going on
N
o
.

o
f

e
m
p
l
o
y
e
r
/
e
m
p
l
o
y
e
e
s

Impression of employers/employees of communication within
the company
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Question no. 5

Figure: 9
Question no. 6

Figure: 10
20
0 0 0 0
0
5
10
15
20
25
I know the
company very well
I know a Fair
amount about the
company
I know just a little
about the
company
I know almost
nothing about the
company
Knowing about
the company is
not important to
me
N
o
.

o
f

w
o
r
k
e
r
s

Amount of knowledge employees have about the company
20
0 0 0 0
0
5
10
15
20
25
Much more
knowlegable
Somewhat more
knowlegeable
Same level of
knowledge
Somewhat less
knowledgeable
Much less
knowledgeable
N
o
.

o
f

e
m
p
l
o
y
e
r
/
e
m
p
l
o
y
e
e
s

Perception of the workers about the knowledge of the
company, strategies and its ongoing accomplishments
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Question no. 7

Figure: 11
Question no. 8

Figure: 12
19
1
0 0 0
0
2
4
6
8
10
12
14
16
18
20
Excellent Very good Good Fair Poor
N
o
.

o
f

e
m
p
l
o
y
e
r
/
e
m
p
l
o
y
e
e
s

Manager's communication skills
5%
90%
5%
Employees expectation from their employers
Amiable behavior
Good working environment
Attractive salary
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Question no 13

Figure: 13
Question no. 14

Figure: 14
15
4
1
0 0
0
2
4
6
8
10
12
14
16
Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied
N
o
.

o
f

e
m
p
l
o
y
e
r
/
e
m
p
l
o
y
e
e
s

Satisfaction of employers/employees about the
communications in Incepta
1
1
18
0
0
2
4
6
8
10
12
14
16
18
20
If yes, because to
follow strict routine
If yes, because
meeting between all
level employers and
employees
If yes, because to
develop our IT sector
If no, because .
N
o
.

o
f

e
m
p
l
o
y
e
r
/
e
m
p
l
o
y
e
e
s

Necessity of the business communication problem to be solved
or not