Distribution operation and development of GlaxoSmithKline Bangladesh Ltd: a report on distribution process of a renowned consumer healthcare company in Bangladesh of Dhanmondi territory

Abstract

GlaxoSmithKline Limited first started their operation in Bangladesh on 1949. In this 67 years journey, they were and still they are very much committed about providing excellent service in Consumer Healthcare and Pharmaceutical sectors. GSK Bangladesh Consumer Healthcare business is performing very well and it has good reputation in market. The behind story of Consumer Healthcare business success is their well-structured distribution process and operation, where discipline, dedication and process orientation is driving this business towards success. GlaxoSmithKline Bangladesh Limited has strong sales department. The overall sales unit is divided into East and West region. The mother distributor of GSK consumer healthcare business is Mutual Foods which provides distributorship to other third party distributors and Mutual Foods also distributes products to the third party distributors by their own vehicle. The main operation starts from the third party distribution house where Territory Officer works and he shows the way of distributing GSK product in market efficiently by maintaining hygiene and policy of the company. Like other Territories of GSK Bangladesh Ltd, Dhanmondi is a territory where regular distribution is happening. And Dhanmondi is a market where new business opportunities are creating regularly. For example, Dhanmondi is very potential market for Sensodyne toothpaste and Glaxose-D distribution because there are a lot of chemist and expert marketing chemist outlets available in this market. However, there are some drawbacks of Dhanmondi territory. For example delivery men turnover, less cooperation of distributors, inventory shortage etc. That is why service gap is creating in market. Moreover, as a company GSK Bangladesh is doing well but it has opportunities of doing better by taking some action against counterfeit products manufacturer, giving helpline support to retailers, increasing product line etc.