DHAKA CITY COLLEGE

TERM PAPER
ON
Production, Pricing and Promotional Strategies of
Square Pharmaceuticals Ltd.

Submitted To:
Supervisor
Mr. Md. Tanzil Mowla
Lecteurer
Department of Management
Dhaka City College

Submitted By:
Kaniz Shahina Hossain
BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Date of submission: 20 February, 2014

DHAKA CITY COLLEGE

TERM PAPER
ON
Production, Pricing and Promotional Strategies of
Square Pharmaceuticals Ltd

Submitted To:
2nd Examinnar
Mr. G.M. Ferdous
Associate Professor
Department of Management
Dhaka City College

Submitted By:
Kaniz Shahina Hossain
BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Date of submission: 20February, 2014

DHAKA CITY COLLEGE

TERM PAPER
ON
Production, Pricing and Promotional Strategies of
Square Pharmaceuticals Ltd.

Submitted To:
The Controller of Examination
National University
Gazipur

Submitted By:
Kaniz Shahina Hossain
BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Date of submission: 20February, 2014

Letter of transmittal
Date: 20 February,2014
To
Mr. Md. Tanzil Mowla
Lecteurer
Department of Management
Dhaka City College

Subject: Submission of term paper.

Dear Sir,
Here in our report on Production, Pricing and Promotional
Strategies of Square Pharmaceutical Ltd. Which assigned us to
prepare as the course requirement. While writing this report, we have
tried to follow the given instruction. This report will help us to know
the present situation of Production, Pricing and Promotional Strategies
of Square
Pharmaceutical Ltd. We have tried to gather accurate
information about this topic.
We sincerely hope that this report will meet your approval. We would be
glad to furnish with any clarification if required.
Sincerely

Kaniz Shahina Hossain

BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Letter of transmittal
Date: 20 February,2014
To
Mr. G.M. Ferdous
Associate Professor
Department of Management
Dhaka City College

Subject: Submission of term paper.

Dear Sir,
Here in our report on Production, Pricing and Promotional
Strategies of Square Pharmaceutical Ltd. Which assigned us to
prepare as the course requirement. While writing this report, we have
tried to follow the given instruction. This report will help us to know
the present situation of Production, Pricing and Promotional Strategies
of Square
Pharmaceutical Ltd. We have tried to gather accurate
information about this topic.
We sincerely hope that this report will meet your approval. We would be
glad to furnish with any clarification if required.
Sincerely

Kaniz Shahina Hossain

BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Letter of transmittal
Date: 20 February, 2014
To
The Controller of Examination
National University
Gazipur
Subject: Submission of term paper.
Dear Sir,
Here in our report on Production, Pricing and Promotional
Strategies of Square Pharmaceutical Ltd. Which assigned us to
prepare as the course requirement. While writing this report, we have
tried to follow the given instruction. This report will help us to know
the present situation of Production, Pricing and Promotional Strategies
of Square
Pharmaceutical Ltd. We have tried to gather accurate
information about this topic.
We sincerely hope that this report will meet your approval. We would be
glad to furnish with any clarification if required.
Sincerely

Kaniz Shahina Hossain

BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Student Declaration
I would like to declare and confirm that this report is prepared by myself.
The material offered in this analysis is original and have been submitted
by me for the first time. This report is only for the partial fulfillment of
BBA in Management course. None of the part of this report has
previously been submitted by me for any other courses nor will be
submitted in future.

Kaniz Shahina Hossain

BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Student Declaration
I would like to declare and confirm that this report is prepared by myself.
The material offered in this analysis is original and have been submitted
by me for the first time. This report is only for the partial fulfillment of
BBA in Management course. None of the part of this report has
previously been submitted by me for any other courses nor will be
submitted in future.

Kaniz Shahina Hossain

BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Student Declaration
I would like to declare and confirm that this report is prepared by myself.
The material offered in this analysis is original and have been submitted
by me for the first time. This report is only for the partial fulfillment of
BBA in Management course. None of the part of this report has
previously been submitted by me for any other courses nor will be
submitted in future.

Kaniz Shahina Hossain

BBA (Hons) in Management
Part-2
College Roll: 439
Registration no: 1836444
Roll no: 9827745
Session: 2010-1011
Department of Management
Dhaka City College

Certificate of the Supervisor

I am declaring that Kaniz Shahina Hossain, Roll no: 9827745,
Registration no: 1836444, Session: 2010-2011, Part-2, Department of
Management, Dhaka City College, Dhaka has completed that term
paper Production, Pricing and Promotional Strategies of Square
Pharmaceutical Ltd. I believe that he has completed this term paper
himself while he was doing her work in this subject. This report is an
authentic work on the foresaid subject.

I wish her very success in life.

Mr. Md. Tanzil Mowla
Lecteurer
Department of Management
Dhaka City College

Certificate of the Supervisor

I am declaring that Kaniz Shahina Hossain, Roll no: 9827745,
Registration no: 1836444, Session: 2010-2011, Part-2, Department of
Management, Dhaka City College, Dhaka has completed that term
paper Production, Pricing and Promotional Strategies of Square
Pharmaceutical Ltd. I believe that he has completed this term paper
himself while he was doing her work in this subject. This report is an
authentic work on the foresaid subject.
I wish her very success in life.

Mr. G.M. Ferdous

Associate Professor
Department of Management
Dhaka City College

Certificate of the Supervisor

I am declaring that Kaniz Shahina Hossain, Roll no: 9827745,
Registration no:1836444, Session: 2010-2011, Part-2, Department of
Management, Dhaka City College, Dhaka has completed that term
paper Production, Pricing and Promotional Strategies of Square
Pharmaceutical Ltd. I believe that he has completed this term paper
himself while he was doing her work in this subject. This report is an
authentic work on the foresaid subject.

I wish her very success in life.

The Controller of Examination
National University
Gazipur

Acknowledgement
First of all we want to give thanks to Almighty Allah for giving us the
opportunity to complete this assignment. Then we would like to express
our grateful thanks to our honorable parents. After that we would like to
express our gratitude to our teacher Mr. Md. Tanzil Mowla,
Lecteurer
Department of Management, Dhaka City College assignment and he
never hesitates to give us valuable time while preparing the assignment
whenever we needed. We also want to give thanks to all of them who
have given a lot of valuable suggestions and moral support to us.

Acknowledgement
First of all we want to give thanks to Almighty Allah for giving us the
opportunity to complete this assignment. Then we would like to express
our grateful thanks to our honorable parents. After that we would like to
express our gratitude to our teacher Mr. G.M. Ferdous, Associate
Professor, Department of Management, Dhaka City College
assignment and he never hesitates to give us valuable time while
preparing the assignment whenever we needed. We also want to give
thanks to all of them who have given a lot of valuable suggestions and
moral support to us.

Acknowledgement
First of all we want to give thanks to Almighty Allah for giving us the
opportunity to complete this assignment. Then we would like to express
our grateful thanks to our honorable parents. After that we would like to
express our gratitude to our teacher The Controller of Examination
National University Gazipur assignment and he never hesitates to give
us valuable time while preparing the assignment whenever we needed.
We also want to give thanks to all of them who have given a lot of
valuable suggestions and moral support to us.

Executive Summary
Of late, the issue of market expansion has attracted the significant attention of academia
as well as industry. Market expansion as a strategic growth options particularly relevant
in developing countries like Bangladesh because of very low product penetration and
consumption. Levels. Bangladesh is one of Asia Pacific's most promising opportunities
for drug makers with

x $700 million sector. There are currently a total of 245

companies out of which 200 have operations in the country. The market is totally
dominated by the local companies and there are only 5 multi-nationals currently
operating. The total numbers of brands that are registered in Bangladesh are currently
estimated to be 5,300, while the total number of dosage forms & strengths are 8,300
from 450 generics. SQUARE today symbolizes a name - a state of mind. From the
inception in1958, 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. At the end
of 2007 as well, Square was the leading company with annual sales worth (USD
106.5mn) and market share of 18%.Such is the dominance of Square that the closest
competitor / Beximco has only about half the market share, and is now on its way to
becoming a high-performance global player. This paper presents a comprehensive
analysis of market Expansion Strategy of Square Pharmaceuticals Ltd, and some
strategic recommendations with criticism..

Table Of Contents
Topic

Page
No.

Introduction
a.
b.
c.
d.
e.
f.
a)
b)
c)
d)
a)
b)
c)
d)
e)
f)
g)
a)

Introduction
Company profile
General information
Vision
Mission
Objective
Production
Manufacturing and production strategy consulting features
Manufacturing and production strategy consulting is
organized by
Complete analysis includes
Production pricing
Pricing
Market strategy and marketing mix
Estimate the demand curve
Calculate cost
Environmental factors
Pricing objectives
Pricing method
Price discount
Promotion
Project on promotional strategies
Conclusion

01
01
02
03
03
05
09
09
10
11
11
13
13
14
14
14
15
16
17
18
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19