School of Business & Economics

Report Title : Business Communication Process of Beximco Pharmaceuticals Ltd

Course Title : Business Communication
Course Code : BUS251 (Section#02)

Prepared for:
Rahnuma Sanjana (Rsj)

Lecturer, Department of Management

North South University

Prepared by:
Name ID

Date of Submission: 22nd December 2019

Letter of Transmittal
Date: 22-12-2019

Rahnuma Sanjana
 Beximco Pharmaceuticals Ltd

North South University

Dhaka

Dear Madam

As per the requirement of the subject “Business Communication”, we are submitting the
report on Business Communication Process of Beximco Pharmaceuticals Ltd, in accordance
with your instructions.

The purpose of the paper is to look into the Beximco Pharmaceuticals Ltd. to find out its
overall business communication process and external and internal problems. We also find out
some communication barriers that might hamper the business and provide recommendation
for further improvement.

We hope the report will be satisfactory and up to the guidelines you provided us.

Thank you

____________________

____________________

____________________

Acknowledgement
We needed the support, assistance and guidance that were bestowed upon us to complete this
project successfully. First of all, we owe our deepest appreciation and profound gratitude to
our honorable faculty, Mrs. Rahnuma Sanjana for all her help, productive suggestions,

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valuable guidance, encouragement and timely support. We heartily thank her for being so
nice and helpful throughout the semester.

We would also like to express our earnest gratitude to the Rayeda Mohammad, Human
Resource Officer. Without her assistance and permission, we would not be able to conduct
the interview, gather information and complete the report successfully. We would like to
thank her for sharing the information.

Executive Summary
This report is on ‘Business Communication Process of Beximco Pharmaceuticals Ltd’ is the
part of Business Communication (BUS251) course requirement. As students of BBA; it’s an
important to have sufficient knowledge about a real organization. So, we have chosen

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Beximco Pharmaceuticals Ltd and analyzed its internal and external communication process
with stakeholders.

First of all, we started with introduction part where we discussed what is business
communication, what is good communication in an organization. Then we talked about the
company overview where we included company’s background, acheivemnets, and etc. Then
we included areas of research and research methodology.

Secondly, we narrate the communication process of Beximco Pharmaceuticals Ltd. with

internal and external stakeholders. There we included who’s the stakeholders and also talked
about the communication channel process such as email, formal letter, reports etc. Then we
analyzed the data based on communication we gathered from the interview. After proper
analyzing we prepared set of recommendation for Beximco Pharmaceuticals Ltd.

Lastly, from all of our observation, we found that BPL have a good communication process.
However, they give more priority to formal communication. We gave few potential
recommendations for the BPL. Overall BPL’s communication process is one of the best in
Bangladeshi corporate.

Table of Content
CONTENTS
INTRODUCTION................................................................................................................................6

ORGANIZATIONAL OVERVIEW.....................................................................................................6

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AREAS OF RESEARCH.....................................................................................................................8

PURPOSE STATEMENT:..............................................................................................................8

CONTEXT:.......................................................................................................................................8

RESEARCH METHODOLOGY.........................................................................................................8

PRIMARY RESEARCH..................................................................................................................9

SECONDARY RESEARCH............................................................................................................9

COMMUNICATION WITH ALL STAKEHOLDERS......................................................................9

INTERNAL STAKEHOLDER........................................................................................................9

EXTERNAL STAKEHOLDER.....................................................................................................10

ANALYSIS..........................................................................................................................................11

FACTORS THAT AFFECTING SMOOTH RUNNING OF THE BUSINESS:.........................14

COMMUNICATION CHALLENGES..........................................................................................15

RECOMMENDATION.....................................................................................................................16

CONCLUSION...................................................................................................................................16

REFERENCES:.................................................................................................................................18

APPENDIX........................................................................................................................................19

INTRODUCTION
Communication is a vital part of our life as we use it in our daily lives continuously.
Communication refers to the exchanging of information by speaking, writing, or using some
of other medium. Communication is an important attempt to affect a transfer of message,
ideas or opinions between minds. The word ‘transfer’ tells us that communication is
essentially two-way process, involving a sender and a receiver. Here involves at least two
persons; one person cannot alone communicate. Only receiver can complete the
communication process.it is not effective, if it does not produce the desired process. Business
communication is the sharing of information between people within and outside the

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organization that is performed for the commercial benefit of the organization. Without
effective communication and good understanding organization cannot operate their operation
perfectly and easily. Organizations and managers that openly share information and
encourage communication in an effective way have a higher rate of employee’s job
satisfaction. So a good business communication is key to success.

Business communication involves constant flow of information. Feedback is one of the

important part of business communication. Organizations these days are very large and
involve large number of people. There are various levels of hierarchy in an organization.
Greater the number of levels, the more difficult is the job of managing the organization.
Communication here plays a very important role in process of directing and controlling the
people in the organization.

Company also needs to communicate well to build and maintain effective relationships with
their suppliers and clients. To run a business organization a company should know about their
business communication process and procedures properly. A lack of communication can
cause serious efficiency problems and at the end of the day will harm the company and its
shareholders or customers. Therefore, here we tried to find out the business communication
process and procedures of Beximco pharma. We also found how they communicate with their
internal and external stakeholders. We collected information through primary and secondary
sources. Our main source data collection is interview. Beximco Pharmaceuticals Ltd (BPL)
mainly use Email, Intranet, Telephone and meeting for their communication. There are some
flaws of communication process. We tried to find out those flaws or the barrier which affect
their communication process. In the end there are some suggestions or recommendations by
which they can improve their communication process in a better way.

ORGANIZATIONAL OVERVIEW
Beximco Pharma (BPL) is a member of the Beximco group. Beximco Pharma is one of the
significant Bangladesh based company. Though the company started manufacturing their
own formulations in 1983 but it incorporated in 1976 and introduced in 1980 of
manufacturing and marketing of Bayer AG, Germany and Upjohn Inc. For producing
intravenous product BPL started a new company named Beximco Infusions Ltd. Later on,
which was merged with the parent company. In 2005 they also finished the state-of-the-art
oral solid dosage plant in nurture with the US FDA and UK MHRA standards and that is

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approved by major global regulatory bodies. Nowadays National Export Trophy (Gold), the
highest national accolade for export, for record three times winning only company BPL is the
biggest pharmaceuticals company of Bangladesh. In Bangladesh BPL produce the large
amount of Metered Dose Inhalers (MDI) and the first to produce CFC free inhalers. This
company is also the first company to produce anti-retroviral drugs (ARVs) locally. This
company’s shares are actively traded in Dhaka Stock Exchange and Chittagong Stock
Exchange. It is the only company in the country listed on AIM of London Stock Exchange.

This is one of the leading pharmaceuticals manufacturing and largest exporter company in the
country. Global regulatory bodies of Australia, Gulf nations, Brazil certified this company’s
state-of-the-art manufacturing facilities. Currently BPL produce more than 400 different kind
of medicines such as antibiotics, antihypertensive, antidiabetics, anti-reretrovirals, anti-
asthma inhalers and many more. It manufactures this medicines in different kind of dosage
forms such as tablets, capsules, dry syrup, ointment, cream, powder, metered dose inhalers
etc. They ensure world class quality of their products complying with the World Health
Organization (WHO). By 2010 BPL has 322 products registered in Asia, 91 in Africa, 5 in
Central and Latin America and 22 in Middle East. In 2010 their key blockbuster products
Napa and Neoceptin-R are stands 2nd and 4th on the national top five list.

This company is contract manufacturer with many international brands of multinational

company. This company continuously working on to build up its portfolio. BPL is trying to
develop a strong market in USA and Europe. To meet up the goal it has invested US 50
million dollar to build a new manufacturing plant. BPL has good reputation on donating food
and medicines during natural disaster.

Beximco Pharmaceuticals company run by the Board of Directors, an Executive Committee

and a Management Company. Corporate governance is maintaining by Board of Directors.
There are eleven members in the board. A S F Rahman is the Chairman and salman F
Rahman is the Vice Chairman. Executive Committee is responsible for the operational and
financial performance. They also look after budget approval, policy adoption or changes, new
project review etc. Mr. Nazmul Hasan is in charge of management committee. He is CEO of
the company and responsible for overall management of the business. Almost 3800 employee
work on this company guided by the same rules and social responsibilities

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AREAS OF RESEARCH
We have worked on Beximco Pharmaceuticals Ltd., We tried to look for different areas of
BPL. We collect information on how they do their business communication with different
parties, how their HR department works to meet the company’s goal. For the success of a
business HR department and communication are most important factors. Perfect
communication is very important for a company to meet its object.

PURPOSE STATEMENT: To look into the Beximco Pharmaceuticals Ltd. to find

out its overall business communication process and external and internal problems. We also
find out some communication barriers that might hamper the business and provide
recommendation for further improvement.

CONTEXT: The purpose statement of this report is based on organizational context. BPL
is one of the leading pharmaceuticals company in Bangladesh. They have built a strong
communication network in order to maintain a professional relationship with their buyers and
suppliers. It has some internal and external communication barriers. These barriers have
negative impact overall the business process of the company. So, through our research we
will try to figure out the barriers and proper solutions for Beximco Pharmaceuticals Ltd.

RESEARCH METHODOLOGY
We have collected information from both primary and secondary sources.

PRIMARY RESEARCH
For our primary research we took the interview of Rayeda Mohammad, HR Officer, Beximco
Pharmaceuticals Ltd. We asked them a series of questions about the company such as,
communication with their stakeholders like customers, employees etc. We also asked them
how their employees communicate with each other and communicate with their customers.
They also informed us about the communication barrier of the company and their efforts to
improve their current situation.

SECONDARY RESEARCH
To collect our information about Beximco Pharmaceuticals Ltd we mainly looked through
their website to collect the information about the organization’s origin, their communication

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with their stakeholders and various communication barriers they are facing in day to day
activity.

COMMUNICATION WITH ALL

STAKEHOLDERS
Stakeholders are the people and organization those who have direct and indirect connection
to the company. They play important role in the business operation. They are affected by
organization’s actions, objectives and policies. It is important to communicate with
stakeholders. Stakeholders include employees, suppliers, labors, customers, business partners,
investors, shareholders, local community, labor union, government authorities and regulators.
Their actions and attitude have an impact on the company. Effective communication with
stakeholders ensures that they receive the relevant information, which is important to build
positive attitude to the company.

Importance of communication

Communication is the way to link people in an organization to achieve a common purpose.

Without communication group any activity is not possible because coordination and changes
would not be effected. Importance of communication in interpersonal relationships have also
been realized by the sociologists and psychologists. To running an organization selling and
delivering products or services without excellent communication can be a huge problem.

Beximco pharmaceutical Ltd (BPL) always believe in a good communication with their all
stakeholders. And they believe that retaining customers are only possible through for proper
communication. For keeping a good communication this is very important to create a friendly
environment in workplace and BPL always keep it in their mind and they create the
workplace friendliest for their internal stakeholders.

Types of business communication: Business Communication is mainly two types I)

Internal operational and ii) External operational.

Stakeholders of Beximco pharmaceutical Ltd (BPL) includes employees, managers, owners

and board of directors who are the internal stakeholders and the external stakeholders are
customers, creditors, buyers and regulators. Different stakeholders have different interests,

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attitudes and priorities. Effective communication ensures that they receive information that is
relevant to their needs and builds positive attitudes towards the company.

Beximco pharmaceutical Ltd (BPL) formal communication tools are e-mails, mobile phone,
intranet and Informal communication consists mainly of personal communications which
exists outside the formal communication structure. Sometimes Grapevine also exists which is
informal in nature and outside the control of management.

INTERNAL STAKEHOLDER
Communication into an organization is called internal communication. A good internal
communication system can increase a company’s productivity, profits, job satisfaction and
many more. BPL has many forms of internal communications.

In BPL internal communication occur in two ways:

1. Formal Communication

2. Informal Communication

Formal Communication

BPL’s internal communication is mostly based on the formal communication. BPL always
prefer to keep evidences of its work activity. It’s easy for the company to keep evidences
when they communicate in a formal way. Formal communication of BPL occurs in different
ways. Such as:

 Email: It enables users to create, send, and read written message on computer. It’s
a very documentary way for the communicating. Basically, they want to keep prove
about all of their work activities so that email is best for them in this purpose.

 Internal Software: They use their own dedicated software to take leave formally.
When an employee needs any kind of leave, they had to update that date before a
certain time also get approval by that software. They also use this software for many
reasons such as update meetings time, to get notifications about important dates for
the company.

 Formal Letter: When a question of privacy occurs, BPL communicates with their
employees through letters and applications. For example, they send letter to their

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employees when any employee is get promoted or transferred or they send letter for
any kind of appreciation. They also send letter when any employee couldn’t meet up
their work target to warn them.

 Memorandums: For purpose of sharing information BPL use memorandum

written by higher authorities. The aims of the memorandum are to record information.
 Reports: BPL makes report when they want to transmit information with a clear
purpose to a specific audience. They use report when they need to give some
information about any research or analysis of data and issues.

Informal Communication

When a communication occurs that is not under formal communication is informal

communication. Because of some communication barriers from time to time informal
communication occurs in BPL. This type of communication is not under control of
management. The ways informal communication occurs is given below:

 Telecommunication: BPL permits employee to telecommunicate rarely because

they mostly prefer email.
 Grape Vine: Gossiping is under this kind of communication. Through tea room,
wash room, prayer room this kind of communication occurs.

EXTERNAL STAKEHOLDER
Communication outside the organization is considered as external communication. It means
giving and receiving information with external audiences. Different kind of external audience
BPL communicate includes customers, suppliers, service companies and general groups.
External communication is equally important as internal communication to link a bridge
between external parties. It is must to maintain a relationship with external parties. Moreover,
it helps to achieve organizational goal and customer satisfaction.

External communication in BPL: In BPL external communication helps the managers to

become aware of the needs or demand of the customers, the availability of suppliers, the
claim of stockholders. BPL has no business partners. But they have many buyers and

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suppliers. They have also international and local suppliers. They have the job regulating
affairs team whom they called the contact person.
Types of stakeholders
 Communication with client: Clients are most important for any organization. For
BPL they have the main clients are Doctor. They have also retailer and the
international buyer.
1) Doctor: Doctors are their important client who recommend the medicine to their
patients. For this, BPL use face to face conversation mostly for which drugs or
medicine should be provide to the doctors. And they have a team only to
communicate with the doctors only. They just go to the hospital and talk to the
doctor and make sure that they will recommend that medicine in prescribe. The
medical promotion officers go directly to the clients and listen their requirements.
And after negotiations it will be fixed up. After that it turned into a documentary
paper. They more believe in signature. So every document is kind of evidence to
them. It through by email or phone sometimes. Because for every situation it
cannot be possible to meet everyone.
2) Retailer: They have the another client are retailers. The representatives are
delivery the drugs or products to the retailer shop after the discussion with
doctors. And the doctors are also recommending the retailer shop. So the medical
representatives are playing the important role in here.
3) International Buyer: Then they have the international buyer also. BPL also takes
the order from foreign country. They got the approval to supply their medicine in
that countries. USA, Canada, Germany and Arabic country. But in these case, they
have the different types of auditors. And the auditors came to visit how the drug
has been produced. And for BPL auditors are their priority. And they always
maintain their product quality. They never compromise with their quality.

 Communication with suppliers: BPL have international and local both suppliers.
They have the BGDA which is job regulating affairs and they called them contact
person. This group of people check out the drugs and make sure how much drug will
be allowing in Bangladesh. And by them BPL has to be approved the drugs. They
have the local suppliers from where they can have got the products. And they have the

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international suppliers. The products can have got by many countries including Japan,
Germany etc.

Channels of external communication

External channels include Telephone, Email, Fax, advertisement, website and face to face
contacting. BPL uses each & every types of communications has been need they use all of
that channels for different external parties.

 Medical representatives: For any pharmaceutical company medical representatives

are more important person. BPL has also the medical representatives. And they are to
promote and sell the company’s product, whether that’s pharmaceutical drugs or
medicine. Here’s the customers include doctors, nurses and pharmacists. The medical
representatives will increase medical awareness. They answer the queries about the
medicine to the doctors, they provide advice about that drugs or medicine, and they
introduce the products. They are delivering the product also the retailer shop. In these
case, they are working as a middle man between the doctor and the retailer shop.
 E-mail: This is very documentary way for communicating. And BPL always want to
keep a document. It enables users to create, send and written message. By e-mail they
are communicating with their buyers, suppliers, clients etc. It’s a very formal way
also.
 Telecommunication: BPL also use the telecommunication. Sometimes they are using
mobile phone for the buying and suppling the products. as they can keep a
documentary voice call through this.
 Promotional video: BPL has the promotional team who are supporting their clients
and make some appreciation for them. Their most important clients are doctors and
the promotional team making video for them mostly. This is way to approach them.
 Face to face communication: BPL mostly use the face to face communication. And
they are believing in this. There has an extra team for this communication. As their
most important clients are doctors. So they have the medical promotion officers to
deal with the doctors. And they are handling the clients and negotiation with them.

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ANALYSIS

FACTORS THAT AFFECTING SMOOTH RUNNING OF THE

BUSINESS:

Size and Complexity: According to the interview Beximco Pharmaceuticals Ltd. have 3800
employees. They mainly use email to communicate with each other and rarely use other types
of communication process to communicate. As business becomes larger the communication
process gets complicated. Because of high number of personnel in workplace, there can be
communication gap. However, according to the interview it was mentioned that they don’t
face that much of communication issues because size of the company.

Geographic Dispersion: Beximco Pharma’s factory is located on Tongi, Dhaka and their
head office is in Dhanmondi. For communication of both office and factory they mostly use
email to issue any instructions. Also they use phone call for emergency. Since the employees
are dispersed it is natural to have communication gaps with each other.

Cultural Barriers: The world is made up of diverse cultures. A cultural barrier arises when
two co-workers in an organization belong to different religions, states or countries. Some
employees may not have a full range of vocabulary in the office's primary language, causing
misunderstandings. Cultural values also impact workplace communication. In Beximco
Pharmaceuticals Ltd there are few employees from different country such as china, India who
has different culture, religion than our own. In Japan vowing down mean showing respect
where in our country handshaking is enough for that. That Japanese employee may find
difficulty to accept our culture. Different culture people translate meaning of words based on
the assumptions of their own culture. As a result, they can develop misconception because of
cultural barriers. Also it was mentioned in the interview that BPL mainly dependent on email
for communication. An employee may come from village and isn’t comfortable with email or
computer rather prefers to use memos or paper based communication system which can
create a local cultural problem.

COMMUNICATION CHALLENGES
Need of expanded media literacy: BPL is mainly use email to communicate and rarely use
other form of communication. It’s more formal and traditional company. According to them,

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they try to keep evidence and track of the document. They are highly concerned about this.
However, in an urgent situation writing an email will be inefficient and waste of time. As a
result, because of lack of information, in an urgent situation making decision will be difficult
for the company personnel.

Language Barriers: Language that describes what we would want to express and
communicate to each other. In today’s global scenario, the greatest compliment we can pay to
foreign customers is by speaking and effectively communicating to them in their local
language. For that we need to understand the native language of those foreign customers. It
was mentioned in the interview that as a buyer and seller Beximco Pharmaceuticals Ltd.
always use international standard. When defining the meaning of it, they mentioned that they
always use international language which is known as English. BPL is the first company who
had the opportunity to export generic medicine to regulated markets of USA and Australia.
BPL has many international buyer and supplier which are from different language such as
China. As we know Chinese actually don’t use English that much. As a result, clients from
different language can misunderstand the concept of written email of BPL. Still, BPL didn’t
consider any kind of alternative to solve this problem. They said, as a traditional company we
always try to use international standard.

Inappropriate method of refusal: From the interview information, we found that BPL
supplies their products to customers and for that their primary method of communication is
email. In terms of refusing any orders they use direct method to send the refusal message.
Just because they are reputed company, they think its okay to use direct method. This kind of
communication can weaken strong relation between supplier and company or company and
client.

No Feedback Taken: In interview it was mentioned that Beximco Pharma’s main client is
doctor. Doctors are being contacted by BPL’s marketing representative. Their marketing
representative is persuasive in terms of communication. They always keep track about their
clients. However, they never take feedback from their client or employees. According the
information, we gathered their main goal is to provide best quality medicine whether others
like it or not. As a result, clients and employees may feel like they are not the priorities.

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RECOMMENDATION
 Use Back Translator: In our analysis we saw that they don’t use any type of
translator. They have foreign supplier and buyer like USA, Australia, and
European Union, Canada, Japan, Germany. They use International language for
communication. They are the buyer so they thought foreign country should know
the international language. But for better communication back translator should
use BPL.
 Take feedback: BPLs have marketing representative. They always try to keep
track their clients. They never try to take feedback from their client or employees.
BPL should take feedback from clients. Clients are important so BPL should give
priorities to their clients.
 Using indirect method for refused request: From our interview we came to know
that when BPL get some orders that they have to refuse they directly reject it. The
company should use indirect method to refuse requests since a bad news message
usually use indirect order. This will help the company to present the bad news
positively. Because of this relationship with client will be better or good will also
be maintain.
 Using different communication method for internal: They use email for
communication because they want evidence or keep track with suppliers and
clients. They also use email for internal communication with employees which is
definitely right method but in case of emergency they should use phone text
method because they use rarely phone for communication. It will help employee
for better communicate in case of emergency
 Video conferencing: For foreign client they only use email and rarely phone calls.
If they use video conferencing it will be better communication because they have
foreign client like Japan Germany so that they can analysis their gestures, voice
tone etc. which is not possible in written email format. Cultural diversity effects
on smoothly running business. It is a better and affective method for
communication also there will be no communication gap.

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CONCLUSION
After the interview with Beximco Pharma we analyzed their whole communication process of
the company and we can conclude that company is doing a great job communicating with its
stakeholders. Their communication systems with external and internal both are smooth going.
BPL has no business partners. They have built a strong communication network in order to
maintain good relationship with their buyers and suppliers. We have given them some
recommendations so that hoping that adopting these practices. This will make their better
relationship with their suppliers, stakeholders which also make them to earn more profit for
long run. As the right communication system can help them to build goodwill for the
company. This good will maintain favorable relationship with the stakeholders. This will
make them dealing with people more friendly enjoyable and courteous. We believe that
proper business communication is a major part of good business courtesy.

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REFERENCES
Admin. (n.d.). Our People. Retrieved from https://beximcopharma.com/about/our-people.html.

Admin. (n.d.). Manufacturing Facilities. Retrieved from

https://beximcopharma.com/about/manufacturing-facilities.html.

Organization Overview and Business Procedure of Beximco Pharmaceutical. (2016, April 10).
Retrieved from https://www.assignmentpoint.com/business/management/organization-
overview-and-business-procedure-of-beximco-pharmaceutical.html.

Overview and analysis of Beximco Pharma, Bangladesh. (n.d.). Retrieved from

https://www.ukessays.com/essays/business/overview-and-analysis-of-beximco-pharma-
bangladesh-business-essay.php.

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APPENDIX
Interview of Rayeda Mohammad, HR officer, Beximco Pharmaceuticals Ltd.

Name: Rayeda Mohammad

Designation: HR Officer

Phone: 01990-439123

Email: rym@bpl.net

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