customer satisfaction if silva pharma

7/27/2019 Customer Satisfaction if Silva Pharma

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CHAPTER -1

THE BEGINNING


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1.1 INTRODUCTION

Silva Pharmaceuticals Limited plays a leading role in the health-care sector by producing safeand effective prescription drugs. They are one of the modest members of the raising

pharmaceuticals sector of Bangladesh. The company has taken place in brand medicine

manufacturer in a very short time from the very beginning of its establishment. So Silva

Pharmaceuticals Ltd is one of the fastest growing industries in Bangladesh that is rapidly

growing every day. Their aim is to expand our company nationwide and also worldwide to

conquer the minds and hearts of millions with quality medicines to ensure a healthy society in

rural and urban area. The company management consists of experienced business professionals

who bless the company with their insights, visions & dynamic leadership and stepping the

company to achieve the excellence. The sincere and dedicated employees work as a team, as they

belief organizations success depends on sharing the knowledge, working together and

harmonizing every little tasks among about 1200 employees throughout the entire organization.

The company is strongly represented by ever-increasing product line in the market. Its

production facility located in Noakhali with the state-of-the-art technology and high quality

control. The Company selected to walk through the path of innovation & quality and aimed to

conquer the minds and hearts of millions with quality medicines with the vision to ensure a

healthy society.

The highly experienced management personnel who have been leading the company with their

dynamic management style and mentorship bless Silva Pharmaceuticals Limited. The number of

employee is increasing day by day with the present number of about 1000. At Silva people are

committed in maintaining high ethical standard, producing innovative medicines, providing

friendly and flexible working environment. Silva aspires its Human Resource is the driving forceof the company, to enrich its driving force to become highly competent professionals

Silva began its journey in the year of 2003 in Bangladesh. Silva has set up a modern

pharmaceutical plant that is equipped with the most advanced and modern machineries. The

company has a quest to add value to the quality and cost-effective healthcare solution for the


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people of this country. In addition to deploying the worlds best machinery, they clam that have

hired a team of highly skilled and talented pharmacists, scientists, chemists, and doctors to make

the life saving medicine.

Silva is committed to maintaining GMP and FDA standard. Silva believes in Healing minds and

Healing hearts.

NOTE: SPL Means (SILVA Pharmaceuticals Limited)


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1.2 ORIGIN OF THE REPORT

Today, practical experience is as much essential as academic education that enables someone to

be successful business executive especially in the glove, competitive business environment. In

order to gather knowledge and exposure, regarding the organizational culture and behavior, the

business student have to do internship after the successful completion of their business degree.

This report has been prepared as a requirement of the internship under the BBA program of

Daffodil International University. For my internship program, I got the opportunity to work at

countrys leading pharmaceutical company, Silva Pharmaceuticals Limited (SPL). I have done

my course of study on one of the important departments in the company. My internship program

instigated from and during this period,I have chosen the topic Customer satisfaction Analysisof the Silva Pharmaceuticals Limited.


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1.3 OBJECTIVES OF THE STUDY

The objectives of the study are divided into two categories, one is general objective and the other

is specific objectives.

General Objective: The general objective of the study is to analyze the views of the customers

towards the company. In a sense the customer satisfaction level of the company.

Specif ic Objective:To achieve general objective, the study requires accomplishing the following

specific objectives:

To identify the satisfaction factors of the customers.

To have a clear view of the products by customers evaluation. To know the overall marketing strategies of the company. To know the customers perception of the company. To make some recommendations to develop its position based on the findings.


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1.4 METHODOLOGY OF THE STUDY

Every report follows some methods and principles. This report is based on both primary and secondary

data. The sources of data are given bellow. The report is actually explanatory, or descriptive.

Type of the data: there actually two types of data are used in making this report:

Primary data Secondary data

Data sour ce:

The primary data sources are collected from the customers of Silva pharmaceuticals Limited

who was very much informative and helpful to have the findings.

The secondary data have collected from different relevant books, news papers, advertisements,

questionnaire, etc. Some data have collected by the discussions with the people who are directly

related to the customer and service concern.

Target population: Actually the data are collected to make this report from the customers who

are the main concern of marketing system.

Sampling Technique: The sampling was actually made in the random procedure in case of the

customers we talked about the products of SPL.

Sample size:the survey was conducted over 30 persons, who were actually customers of Silva

Pharmaceuticals Limited.

Data analysis:All the data was collected from the sources and analyzed through the simple

statistical procedure like rates, ratios, and percentages etc. The data was also analyzed and

demonstrated with the pie diagram.


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1.5 SCOPE

Scope means area of operations or field of the study. The scope of this report was extended to the

point of finding out the satisfaction level and factors of the customers of Silva Pharmaceuticals

limited.

1.6 L IM I TATIONS OF THE REPORT

There were some problems while doing internship. A whole hearted effort was applied to

conduct the internship and to bring a reliable and fruitful result. In spite of having the best effort,

there exist some limitations, which acted as a barrier to conduct the program. The limitations

were noted below

1. Officials dont want to disclose all the information I need.2. Although the officers of the Silva Pharmaceuticals Limited have been very helpful, but

they didnt have enough time to provide the sufficient information required to prepare the

report, as they are very busy with their assigned works. So, in some cases, observation

was needed.

3. Customers usually remains very busy with their works as the person were chosen fromthe patient so most of them were in quite uncomfortable situation to talk and answer the

questions with their observed point and opinions.


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CHAPTER2

ORGANIZATI ON PART


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2.2 PHARMACEUTICALS SECTOR OF BANGLADESH

In Bangladesh the pharmaceutical sector is one of the most developed hi-tech sectors which is

contributing in the country's economy. After the promulgation of Drug Control Ordinance -

1982, the development of this sector was accelerated. This sector is 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.

Local pharmaceutical sales have grown to 21 percent in the April-June period, a rise from 19

percent in the first three months of this year, according to a report of a global pharmaceutical

market intelligence agency. Currently, the market size of the local pharmaceutical industry is

worth BDT 70 Billion, said industry insiders. Pharmaceutical sector of Bangladesh forecast togrow by 13 per cent in 2011.

Two organizations, one government (Directorate of Drug Administration) and one semi-

government (Pharmacy Council of Bangladesh), control pharmacy practice in Bangladesh. The

Bangladesh Pharmaceutical Society is affiliated with international organizations International

Pharmaceutical Federation and Commonwealth Pharmaceutical Association.

In July 2010, Prime Minister Skeikh Hasina Wajed urged the World Intellectual Property

Organization (WIPO) for another 15 years waiver of Bangladeshi pharmaceuticals from IPR

restrictions. The current exemption is set to expire in 2016. The Bangladeshi pharmaceutical

industry has achieved rapid growth under the IPR waiver, and there are concerns that the expiry

of this could have adverse effects on the industry.

There are 276 small, medium and large local and multinational pharmaceutical companies

operating in Bangladesh. Of the companies, the top ten companies take up nearly 70 percent of

the total market, according to an IMS survey conducted in 2008.


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TOP PHARMACEUTICAL COMPANY OF BANGLADESH: 2011

TK

(CRORE)SHARE

GROWTH

%

RANKTOTAL MARKET 7,186 100.00 24.30

1 SQUARE 1,378 19.18 23.54

2 INCEPTA PHARMA 50 9.05 32.17

3 BEXIMCO 20 8.62 40.33

4 OPSONIN PHARMA 55 4.94 26.09

5 ESKAYEF 48 4.84 24.82

6 RENATA 40 4.73 29.63

7 ACME 19 4.44 17.34

8 A.C.I. 93 4.08 18.81

9 ARISTOPHARMA 86 3.99 21.63

10 DRUGINTERNATIONAL 70 3.75 18.18

11 SANOFI AVENTIS 185 2.57 8.77

12 GLAXOSMITHKLINE140 1.95 10.84

13ORION PHARMA

LTD.140 1.94 31.47

14 NOVO NORDISK 128 1.79 27.72

15HEALTHCARE

PHARMA126 1.75 33.20

16 GENERAL 117 1.63 19.25

17 SANDOZ 109 1.51 12.2518 POPULAR PHARMA 4 1.31 54.53

19 NOVARTIS 4 1.30 46.01

20 IBN SINA 3 1.29 19.49

21 NUVISTA PHARMA 3 1.16 37.93

22UNIMED

&UNIHEALTH8 0.94 22.80

23 SUN PHARMA 0 0.84 54.63

24 GLOBE 57 0.80 24.72

25 BIO PHARMA 56 0.78 21.07

26 ROCHE 50 0.70 42.24

27 RADIANT PHARMA 1 0.57 71.73

28 PACIFIC 1 0.57 18.46

29 JAYSON 8 0.52 10.97

30 BEACON PHARMA 7 0.52 18.11

31 SMC 3 0.46 -1.25


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32 ORION INFUSION 2 0.45 12.26

33 OPSO SALINE 0 0.42 1.85

34KEMIKO PHARMA

LTD.9 0.41 4.68

35 NAVANA 9 0.40 -1.94

36 DELTA PHARMA 7 0.38 53.11

37 SERVIER 7 0.37 23.61

38 SOMATEC 3 0.33 4.37

39 RANGS PHARMA 2 0.31 -3.85

40 LIBRA 1 0.30 -4.70

41 ALCO PHARMA 1 0.29 5.44

42 APEX PHARMA 0 0.28 38.84

43 PHARMADESH 19 0.26 80.09

44 SILVA PHARMA 14 0.19 -1.21

45 MEDIMPEX 12 0.17 -50.5346 EDRUC 11 0.15 -19.17

47 ZISKA 10 0.15 -0.71

48WHITE HORSE

PHARMA10 0.14 81.65

49 RAK PHARMA LTD. 0.12 441.79

50 ASIATIC 0.12 65.29

Table 1: Bangladeshs TopFifty Pharmaceutical Companies (2011)

Bangladesh is an extremely poor country, and many of the population cannot afford to see health

professionals when they fall ill, therefore been a long tradition of self-medication in the country.

The pharmaceutical distribution network tends to be more retail-orientated and the bulk of

distribution is done by the companies themselves.

Meeting over 97 per cent of total domestic requirements, pharmaceutical products from

Bangladesh have reached the international market spreading over 72 countries around the world

including Pakistan, Nepal, Sri Lanka, India, Thailand and China and are now trying to penetrateinto the medicine market of European and African continents. Bangladesh can compete with

these countries in the international export market due to its quality compliance. According to

Export Promotion Bureau (EPB), pharmaceutical export witnessed 6.21 per cent growth in the

fiscal 2008-09, earning US$45.67 million, which was recorded US$ 43 million in fiscal 2007-08.


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The annual per capita drug consumption in Bangladesh is one of the lowest in the world.

However, the industry has been a key contributor to the Bangladesh economy since

independence. With the development of healthcare infrastructure and increase of health

awareness and the purchasing capacity of people, this industry is expected to grow at a higher

rate in future.

The country has a large generic market, and large companies are beginning to have success

overseas. However, despite the country possessing huge manufacturing capabilities, the complete

lack of R&D in domestic companies could cause the market to stagnate.

As presented in the Table 1 value wise Square Pharmaceutical Limited is the leader company

among all the manufacturers followed by Incepta Pharma and Beximco. Though the firm is

growing at a relatively low rate than the other top companies. Again though the overall scenario

is showing Incepta and Beximco as closest competitors but value wise there is a huge gap. Again

Square Pharmaceutical Limited is one of the oldest companies in pharmaceutical market, so

growth rate is relatively low for the company than others. And also for different products under

different classes, SPL needs to compete vigorously with different companies.

There are several products of different companies in the market and brands of SPL are well

accepted. Top 20 products represent 14% of total market and among them there are nine products

of SPL and also top ten product list has six names of SPL brands on it. Top ten brands of

Bangladesh pharmaceutical industry are as following,


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RANK PRODUCT VALUE (Cr. Taka) Share (%) Growth (%)

1 Seclo (SQA) 89.69 1.49 20.75

2 Losectil (SK+F) 71.50 1.19 84.88

3 Neotack (SQA) 51.76 0.86 2.52

4 Neoceptin R (BXM) 50.94 0.84 -9.94

5 Pantonix (IAP) 47.43 0.79 20.90

6 Napa (BXM) 47.11 0.78 -1.41

7 Cef-3 (SQA) 43.75 0.73 9.50

8 Ciprocin (SQA) 43.31 0.72 -9.83

9 Zimax (SQA) 36.92 0.61 26.38

10 Lebac (SQA) 31.65 0.52 7.34

Table 2: Bangladeshs Top Ten Products (2011)


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According to market share percentage, SPL is also the leader by a high margin. The graphicalrepresentation of SPLs position in market and also description of some of SPLs closest

competitors is as showed on the next page,

Graph A2:Market Share of Bangladeshs Top Ten Pharmaceutical Companies

2.1.1 BEXIMCO PHARMACEUTICALS LTD

Beximco Pharmaceuticals Ltd (BPL) is a leading manufacturer of pharmaceutical formulations

and Active Pharmaceutical Ingredients (APIs) in Bangladesh. Beximco Pharma started

operations in 1980 and now supplies more than 10% of country's total medicinal needs. The

company is the largest exporter of pharmaceuticals from Bangladesh and the only company to

receive National Export Trophy (Gold), the highest national accolade for export, for record three

times. BPL has a global footprint in more than 45 countries across four continents and currently

SQUARE, 19.17

8.74

7.714.93

4.86

4.68

4.62

4.23

4.053.97

Market Share (%)SQUARE

INCEPTA PHARMA

BEXIMCO

ESKAYEF

OPSONIN PHARMA

RENATA

ACME

A.C.I

ARISTOPHARMA

DRUG INTERNATIONAL


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in the process of entering the emerging markets of CIS with increasing focus on regulated

markets like EU and USA. The company is consistently building upon its portfolio and currently

producing more than 400 products in different dosage forms covering broader therapeutic

categories which include antibiotics, antihypertensives, antidiabetics, antireretrovirals, anti

asthma inhalers etc, among many others.

2.1.2 INCEPTA PHARMACEUTICALS LIM I TED

Incepta Pharmaceuticals was established in 1999 and produced its first product, ranitidine, in

December of that year. Incepta also conducts research and development on advanced dosage

forms for various drugs and devices including poorly-soluble drugs, dry powder inhalers, coated

pellets, modified-release products, and taste-masked preparations. The company sells its

products in Bangladesh and plans to begin exporting to both developed and developing countries

around the world.

2.1.3 ESKAYEF BANGLADESH LIM I TED

Eskayef Bangladesh Limited, the world-class healthcare solution provider, is one of the leading

and fastest growing pharmaceutical companies of Bangladesh. Eskayef is growing more global

since 2005 and exporting bulk pellets and finished products in Asia, Africa, and Central America

and also in the process of exporting in the European countries. Eskayef Bangladesh Ltd. has

started supplying medicines in 16 countries like Germany, UAE, Nepal, Bhutan, Sri Lanka,

Myanmar, Vietnam, Ghana, Iraq, Indonesia, Kenya, Guatemala, Belize, Yemen, Macau and

Somalia. They are the sole agent in Bangladesh for marketing the ophthalmic products of

Allergan Pharmaceuticals Ltd., Ireland in Bangladesh.


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2.2 SI LVA PHARMACEUTICALS LTD. IN A BRIEF

Al-Amin Group of Industries, a venture with a dream was initiated 35 years ago, in 1969. The

entrepreneur Mr. Anwar Mirza sowed the seed of his dream in Maijdee, Noakhali, which neither

was any large business city nor even an industrial zone in that time.In spite of that, with the

dynamic management style and hard working and creative employee group,AL-Aminis now

become a symbol of TASTE and TRUST.

Apart from food industry, Al-Amin blends its TRUST into fully automated Chips Products and

roasted peanuts. In addition, they leaped into Beverage, Textile, Fisheries and Insurance. Pacing

with the time and strong marketing network, Al-Amin is now a leading Group of Industries with

a Global Standard, paving their way to their own Modern Industrial Zone within a very shorttime as well as an employer of more than 18,000 people.After satisfying the needs of millions

domestically, Al-Amin, with its TRUST and TASTE, confidently got itself a space on the shelf

of more than ten different countries in the Global Market including Saudi Arab, Kuwait, Nepal,

Myanmar etc.Al-Amin always has a deep commitment for the health & well being of the people

of this country.

To alleviated human sufferings, Al-Amin has entrusted upon a major initiative to set up a world-

class pharmaceutical plant. In its successive expansion, with an act of humanity, Al-Amin

initiated its latest endeavor, Silva Pharmaceuticals Limited with the maxim Healing Minds

Healing Hearts.The inauguration ceremony was held on 26th July 2003 in Hotel Sheraton,

Dhaka with the kind presence of Dr. Khandaker Mosharraf Hossain, Honorable Minister, Health

& Family Welfare, Government of Peoples Republic of Bangladesh; Professor Dr. M. A. Hadi,

Chairman of Bangladesh Medical Association; Prof. (Dr.) Md. Mizanur Rahman, Director

General of Health Services, Government of Peoples Republic of Bangladesh; Dr. Suniti

Acharya, WHO Representative in Bangladesh; Professor Dr. Abdul Ghani, Director, Directorate

of Drug Administration & Licensing Authority (Drugs), Government of Peoples Republic of

Bangladesh and Dr. A. Z. M. Zahid Hossain, General Secretary, Bangladesh Medical

Association and Md. Anwar Mirza, Managing Director,Silva Pharmaceuticals Limited.From its

very first day,Silva Pharmaceuticals Limited has been committed to become a leading

pharmaceutical company in the industry. The company is strongly represented in the market by


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its ever-increasing quality product line. With its most advanced & modern machineries and state-

of-the-art technology, Silva Pharmaceuticals Limited is devoted to produce safe & quality

medicines for the people of the country as well as to export abroad; by thus, contribute to the

countrys healthcare system and economic development.


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2.2.1 ORGANIZATION CHART OF SI LVA PHARMACEUTICALS LI M ITED

Managing Director

Deputy Managing

Director

Director Operations

Sales

PMD

Commercial

Factory

Training

M

Asst. Sales

Manager

Zonal Sales

Manager/ Zonal In

charge

Sr./Field

Manager

Sr/ Medical

Promotion officer

Production

Manager

QM

APM

AQM

GM

DGM

AGM

Dy. Manager

Asst.

Manager

Sr. Executive

Executive

Jr. Executive

F&A

HR

IT

Transport

Head of HR

(DGM)

Manager

Manager

Executive ,

Transport

Jr. Executive

Executive

Executive

Asst. Manager

Executive

Sr. Executive

Dy. Manager

Manager

Dept.

post

Sr. Executive

Executive

Others Supervisor

Front Desk

Officer/Others

Sr. Executive

Sr. Executive

Executive

Exe

NSM

Dy. Manager

Jr. Executive

Distribution

Distribution

Manager

Asst. Distribution

Manager

Distribution In

charge

ADO/Store In

charge

Delivery Asst.

Asst. Manager


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2.2.3 MAJOR DEPARTMENTS

With the maxim to be a leading entity in the healthcare industry, Silva Pharmaceuticals Limited

has been continuously thrusting for the best since its inception in 2003. As a company, ti may be

new in the Pharmaceutical industry, but we are from the family of renowned AL-AMIN Group,

who has been one of the successful business entities in the Business world of Bangladesh for 36

years since 1969.

The management consists of experienced business professionals who bless the company with

their insights, visions & dynamic leadership and stepping the company to achieve the excellence.

Its sincere and dedicated employees work as a team, as we belief organizations success depends

on sharing the knowledge, working together and harmonizing every little tasks among about 700

of our employees throughout the entire organization by our ever-increasing product line in the

market. Our production facility located in Noakhali with the state-of-the-art technology and high

quality control. We have chosen to walk through the path of innovation & quality and aimed to

conquer the minds and hearts of millions with quality medicines with the vision to ensure a

healthy society.

Silva Pharmaceuticals Limited is blessed by the highly experienced management personnel who

have been leading the company with their dynamic management style and mentorship. Thenumber of employee is increasing day by day with the present number of about 700. At Silva

people are committed in maintaining high ethical standard, producing innovative medicines,

providing friendly and flexible working environment. Silva aspires its Human Resource the

driving force of the company, to enrich their driving force to become highly competent

professionals.


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2.2.3.1 MARKETI NG DI VI SION

PRODUCT MANAGEMENT DEPARTMENT (PMD)

Product Management Department is focused by the every single piece of our marketing tasks

from market research to demand forecast and from R&D to final formulation. A motivated team

with solid professional exposure comprising of Pharmacists and Medical Graduates is thrusting

this department to the excellence. The are not only dedicated to manage their assigned products,

but also formulates strategies to elevate market share of companys products, prepare

promotional plans, conduct training session, collect feedback from the market, and up-to-date the

organizations knowledge base regarding the products.

SALES DEPARTMENT

Sales team is one of the core important drivers for the organizational success. The sales team

comprising of about 510 hardworking and skilled personnel, including Zonal Sales Managers,

Fiend Managers and Medical Promotion Officers. The number is ever increasing with the

demand of time and situation. These people are dedicated enough to do their best in order to

bring the success to Silva.

Thirteen sales zones of the company are distributed across the country. Total sales division of the

company is divided in two Zones. There are

1. Sales division -12. Sales division -2

Sales division-1 includes

1. Noakhali2. Comilla


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3. Dhaka Gazipur4. Narayongong5. Rangpur Bogra6. Rajshahi Sirazgonj7. Sylhet Hobigonj

Sales division-2 includes

1. Barisal2. Chittagong-Coxs Bazar3. Chittagong-Hathagary4. Dhaka-Manikgonj5. Khulna-Kustia6. Mymensingh-Tangail

BUSINESS DEVELOPMENT DEPARTMENT

Growth of an organization depends on identifying potential business opportunities and

proactively moves for the action. Business Development Department is involving in the search

for the novel and potential business opportunities and ways to capitalize the potentiality for the

organizational success. The department consists of professional personnel with real business

exposure, who are dedicated to bring Silva the excellence in the world of business. They are

involving in factors and activities like International Marketing, Regulatory Affairs, Joint

Venture, Partnership building etc.


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demanding sophisticated distribution system has been introduced by which people are interlinked

with each other and ensures the efficiency as well as timely presence of the products in the

market. There are twelvedepots of Silva Pharmaceuticals Limited throughout the country and

the number is increasing with the demand of time, situation and market forces. These twelve

depots cover all of these 64 districts of the country presently. These twelve depots are called

DMO (District Marketing officer). There names are as follows-

1. Chittagong DMO2. Noakhali DMO3. Comilla DMO4. Sylhet DMO5. Dhaka DMO6. Mymensingh DMO7. Rangpur DMO8. Bogra DMO9. Rajshahi DMO10.Faridpur DMO11.Khulna DMO12.Barisal DMO

2.2.3.2 INFORMATION TECHNOLOGY (I T) DEPARTMENT

From the very beginning, Information Technology (IT) has been using in Silva Pharmaceuticals

as a tool of everyday work in all functional as well as strategic levels. With the support from the

higher management, IT department is working hard to keep the company up-to-date with the

changing time. The company is equipped with dedicated broadband connection and LAN system

is used to ensure that all the employees are remain connected always with each other. The

company uses World Class software package, like ERP solution, that has added value to Silva

Pharmaceuticals Limited in this competitive age.


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2.2.3.3 THE PLANT

The pharmaceutical manufacturing plant is located at Maijdee, Noakhali. The plant is in the area

of Al-Amin groups own Modern Industrial Zone. The whole production plant of Silva

Pharmaceuticals Limited is designed for segregation of raw materials, proper management of in-

process materials and storage of finished products under controlled conditions. Lighting,

ventilation and other environmental controls are designed to facilitate the manufacturing process

and eliminate contamination. Waste materials are removed at appropriate intervals and properly

disposed.

To ensure the highest degree of purity and formulation accuracy, as well as production speed,

Silva Pharmaceuticals Limited is using state-of-the-art equipments and machineries, stringent in-

process quality monitoring. Equipments and machineries are cleaned maintained and sanitized at

appropriate intervals (according to SOPs) to prevent contamination. These procedures are carried

out under the strict monitoring by the skilled & qualified personnel.

Advanced technology has been installed to produce tablets and capsules. Technicians monitor

each tableting and encapsulating station continuously to check the product quality during the

production processes. It has automated blister machine in which physical monitoring is also

conducted at regular intervals as well as quality assurance for overall quality. Industry challengesare met everyday at Silva Pharmaceuticals with speed, efficiency and confidence.

Appropriate written procedures (Batch record, Analytical Methods etc.) are followed carefully

during the production and in-process quality control time. These procedures are drafted,

reviewed and approved by the Research & Development as well as the Production Department.

The Quality Control Department gives the final approvals. High Standard practices. Good

Laboratory Practices (GLPs), and Current Good Manufacturing Practices (cGMPs) are the basic

operating principles at Silva Pharmaceuticals Limited that ensure the quality of the products.

The Quality Control and Quality Assurance Department have adequate facilities and trained

personnel. At Silva Pharmaceuticals, a rigorous analytical and scientific laboratory procedure

assures the quality of products. All the raw materials, in-process batches and finished dosages are


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Out of these twelve drugs Duet, Omesil and Cipronil mostly known drugs and they can rank

consecutively from the first in consideration of sales revenue.

Duet: It is a drug used to get rid from fever, headache, migraine, common cold, sore throat,

toothache, backache, muscular pain, arthritis, neuralgia and menstrual pain. It provides faster

relief from pain, fever and headache with extra energy. It offers a new treatment option in

idiopathic headache and postoperative pain. Duet energizes body during pain and fever.

Disintegration time is shorter than any other competitive brand (DT of duet is only 40-50

seconds but DT of other competitive brands 8-12 Minutes).

Omesil: The drug fight against gastric ulcer, duodenal ulcer, NSAID induced ulcers,

GORD/GERD, reflux, oesophagitis, acid related dyspepsia, zollinger-ellison syndrome, and

eradication of helicobacter pylori.

Cipronil: This drug work against gastrointestinal tract infections, urinary tract infections,

loweRTI, gonorrhea, skin and soft tissue infections and bone and joint infections. Cipronil lacks

plasmid-mediated resistance that is why it is very much suitable for different infections. It is

equally effective and but more economic compared to ceftriaxone.

2.2.3.5 HUMAN RESOURCE DEPARTMENT

It is the people who make an organization either a successful or a failure concern. The Human

Resource Department of Silva is engaging not only in recruiting the best candidates for the

organization, but also to provide them the realistic and necessary training for their career

development. The department arranges and supervises all the requirements for a motivating,

competitive and up-to-date workforce, who are prepare to give their best for the company.


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2.3 VISION AND M ISSION

VISION

The company have a pursuit to become a leader in Pharmaceutical Industry through commitment

to the best quality and excellence as well as by excelling in everything that we endeavor.

MISSION

Silva Pharmaceuticals Limited has been chosen to walk through the path of innovation & quality.

We have a quest to add value to the quality and to manufacture cost-effective pharmaceutical

products to serve the ailing people of the country. The key to our success is never to be contented

with out achievements. In our continuing search for improvement & to become the leader;

We uphold our corporate policy to be the best in everything we do.

We aspire to enrich our people to become highly competent professional.

We enhance conformance to the requirements of International Standards.


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CHAPTER -3

CUSTOMER SATI SFACTION SURVEY


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3.1 SURVEY PART

As the requirement of the report topic the satisfaction level of the customer was the main

working part of the report. To know the factors and levels of satisfaction of the customers, a

questionnaire was designed for the customers to run the survey. Initially the survey was not only

for the pharmaceuticals product but for the views of the customers towards the industry, so the

standard was strictly maintained for the actions of the survey.

Responses from the people were not that helpful initially but as it has moved forward with the

randomly selected sample, it started getting good response from the people. 30 persons were

selected randomly, who were mostly common people and patients of the reputed doctors.

For the survey two types of areas have chosen

Pharmacy shop areas


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3.2 F INDINGS

As we have directed the survey we found some remarkable findings based on the questionnaire.

But to have the view clearly and at a glance we have just summarized the report and selected the

answers of five random questions and focused on them. We also tried to interpret those answers

and finally have constructer the recommendation part.

1. Products were available in the market?

figure-01

In figure-01 we can see that the percentage on the same category is equal. That means the

company should improve their distribution system and the company should also emphasize on

their marketing strategy, to meet the market demand and capture the market they really should go

fort some fast distribution team and marketing plans.

2. Medicines effectiveness

figure-02

By observing the figure -02 we may say that the products are good but need some batterment inthe chemical departtment for solving those negativity of 29%.

yes

50%

no

50%

yes71%

no

29%


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3. How effective was their action comparing with the other drugs existing in the

market?

figure-03

In figure-03 there is really a scope of analysis. Several comments have been made to compare

the products with the existing market products. Based on the comments we can interpret that the

company have to prepare themself for competing the strong market competitors.

4. Reasonability of the price

figure-04

The price is one of the main concerns to make the company run in the market. The reasonabilityof different price of different products may be more reasonable for the mass people. In a wordthe company should be more customer friendly than the profit factors.

not good

18%

good12%

batter23%

very good47%

yes

47%

no

24%

affordable

29%


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5. The company is producing quality product

figure-05

In term of product quality we can say that the products have quite a good impression in themarket. But for the long run and fulfilling the vision the company should improve their quality tothe possible level of satisfaction.

yes

82%

no

6%

can make

good

product

12%


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3.3 RECOMMENDATIONS

Customers are the main concern of any business. So they are very much important factor for any

product or service related business. Their likings, comments, and recommendations are the

advises for the company. Based on our survey and the findings I have figured out some point onwhich the company should emphasize. The recommendations are stated below

1. As we can see at the marketing related questions the satisfaction levels are quiteunsatisfactory. The company yet needs the desired recognition at the market. Many of the

customers dont even know about them. They need to conduct more promotional actions

for there product.

2. The organization should go for more investment and wider business. More productsshould be produced and all kind of drugs should be produced. It would be helpful to

capture the existing as well as the potential markets.

3. Marketing and distribution system are the two vital factors to be focused by anyorganization. The system actually should be fast and flexible enough to meet any crucial

situation demand. To meet the overall market demand and the demand of the industry,

faster production, faster marketing and faster distribution should be ensured.

4. Bringing out the best set of employees for the whole business operation can make theultimate position in the market. Taking care of the employees and the hr department is

also necessary.

5. As a newly established company they should make the data and information available tothe mass level.

6. Finally, the company should do things to keep pace with the market, And to know themarket they should go for random surveys and activities according to the surveys.


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APPENDIX


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QUESTIONNAIRE

SILVA PHARMACEUTICALS LIMITED

CUSTOMERS SATISFACTION

(Survey was made on 30 persons)

1. Sir/madam do you know about Silva pharmaceuticals limited (SPL)? Yes No Listened about it

2. Sir/madam has you ever taken any drug of SPL?

Yes No

3. Sir/madam have you ever been prescribed any medicine of SPL by thedoctors?

Yes No

4. Was those products were available in the market? Yes No

5. Were those medicines effective? Yes No

6. Was their any side effects? Yes No

7. How effective was their action comparing with the other drugsexisting in the market?

Not good Good Batter Very good


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8. Was the price of the medicine reasonable? Yes

No Affordable

9. What do you think the medicines were packaged well and can bepreserved up to the expire date?

Good Not good Ok Can be done batter

10.Was the production information available on the pack? Yes No Not good Good Clear

11.Is the company maintaining international standard? Yes No Should do batter

12.In which volume doctors are recommending the medicines of spl? Good Rare Often Very low

13.Do you think the company is producing quality product? Yes No Can make good products

14.What is the prospect? Good Very good Not good It can do well


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BIBLIOGRAPHY

1. www.silvapharma.com2. www.google.com3. http://dspace.bracu.ac.bd/4. www.citehr.com5. www.slideworld.com6. http://www.al-amingroup.com/index_silva.html7. http://learex.com/search.php?s=silva8. http://www.al-amingroup.com/silva.html
http://www.silvapharma.com/http://www.silvapharma.com/http://www.google.com/http://www.google.com/http://dspace.bracu.ac.bd/http://dspace.bracu.ac.bd/http://www.citehr.com/http://www.citehr.com/http://www.slideworld.com/http://www.al-amingroup.com/index_silva.htmlhttp://www.al-amingroup.com/index_silva.htmlhttp://learex.com/search.php?s=silvahttp://learex.com/search.php?s=silvahttp://www.al-amingroup.com/silva.htmlhttp://www.al-amingroup.com/silva.htmlhttp://www.al-amingroup.com/silva.htmlhttp://learex.com/search.php?s=silvahttp://www.al-amingroup.com/index_silva.htmlhttp://www.slideworld.com/http://www.citehr.com/http://dspace.bracu.ac.bd/http://www.google.com/http://www.silvapharma.com/


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