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Improved Business Performance Through Resource Based View of Aci Pharmaceutical Ltd.

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Report on:  Improved Business Performance through Resource Based View of ACI Pharmaceutical Ltd.


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Course Name: Strategic Management

Course Code: MGT 4356

Submitted to:

Prof. Abu Saleh Md. Sohel-Uz-Zaman PhD

School of Business and Economics

United International University

Submitted By:



Md .Anim Islam

111 161 182

 Zahid Bin Habib

111 152 186

Tahara Zinnat

111 141 351

Jobear Hossain Munna

111 151 245

Date of submission-10april, 2019


Letter of Transmittal

10th April, 2019

Prof. Abu Saleh Md. Sohel-Uz-Zaman, PhD

School of Business & Economics

United International University

Subject: Letter of transmittal for the final repot.

Dear Sir,

With due honor, we wish to inform you that it was a matter of great pleasure as well as learning to prepare report on “Improved Business Performance through Resource Based View of ACI Pharmaceutical Limited. under the course of Strategic Management. To prepare the paper, we collected and studied materials in due time and analyzed these and eventually finalize the term paper.

Actually we have enjoyed more in preparing this term paper. We have worked hard to prepare this report. So we would highly oblige if the content of the report have been acceptable to you.

Though we have put our best efforts yet it is very likely that the report may have some mistakes and omissions that are unintentional. So, we hope that the report will worthy of your consideration.

Yours obediently,

On behalf of the group

Zahid Bin Habib

Md. Anim Islam


At the very beginning we would like to express our deepest gratitude to Almighty Allah for giving us the strength and the composure to finish the task within the schedule time. Our sincere gratitude goes to our honorable teacher Prof. Abu Saleh Md. Sohel-Uz-ZAman. So, our instructor of Strategic Management of United International University. The opportunity that Prof. Abu Saleh Md. Sohel-Uz-Zaman has given us was really help full to get much informative. Therefore, we consider us as very lucky individuals as we were provided with an opportunity to be a part of it. We are also grateful for having a chance to explore many knowledge for making this report. Without her support and encouragement this assignment would not possible such an endeavor to enhance our practical knowledge about the real situation.

Thanks all from core of our hearts.


ACI Pharma is one of the largest exporters of medicines in Bangladesh, winning National Export Trophy (Gold) a record five times. So, the strategic management resource based view have great impact for the company to be in this place. Some important analysis of ACI Pharma’s strategic management resource based view is done in this report. The analyses are: Competitive advantage and under VRIO analysis  we did (value chain analysis, Porters Five Forces analysis, BCG Matrix analysis, PESTLE analysis). In VRIO theory analysis that have been conducted here. Under value chain analysis, the inbound and outbound logistics, operations, marketing, service related strategies are described, where supporting activities are procurement, technology and HRM. Under BCG Matrix analysis, the star, problem child, cash cow, dog are discussed. Whether the company is a champion, defiant, lager or outcast relative to the company’s market position and product or service performance is determined and discussed. VRIO analysis would be helpful to determine the company’s valuable, rare, inimitable and organized to capture value resources. Other than that, in ACI Pharmaceuticals Limited, how they have been implementing the grand strategies, generic strategies, corporate strategies and functional level strategies are described in this report as well. This is how the ACI has developed unique customer service through their Unbiased Medical Service and with help of strategies generated by Strategic management resource based view.

 Table of Content


ACI Bangladesh Manufacturers Limited was a subsidiary of world renowned multinational ICI Plc and was a listed public limited company under Dhaka Stock Exchange. In 1992 ICI Plc divested its shareholding through a management buyout and the company name was changed from ICI Bangladesh Manufacturers Limited to Advanced Chemical Industries (ACI) Limited. ACI Formulations Limited, a subsidiary of ACI, became a public listed company through direct listing.ACI formulates and markets a comprehensive range of more than 387 products covering all major therapeutic areas, which come in tablet, capsule, powder, liquid, cream, ointment, gel, ophthalmic and injection forms. ACI also markets world-renowned branded pharmaceutical products like Arimidex, Casodex, Zoladex, Atarax etc. from world-class multinational companies like ASTRAZENECA, UK and UCB, BELGIUM in Bangladesh.

ACI's mission is to achieve business excellence through quality by understanding, accepting, meeting and exceeding customer expectations. ACI follows International Standards on Quality Management System to ensure consistent quality of products and services to achieve customer satisfaction. ACI also meets all national regulatory requirements relating to its current businesses and ensures that current Good Manufacturing Practices as recommended by World Health Organization is followed properly. ACI has been accepted as a Founding Member of the Community of Global Growth Companies by the World Economic Forum which is the most prestigious business networking organization.



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