Evaluation of consumer good product through analysis of quality function deployment and quality factors: A study of Horlicks Bangladesh.

Abstract

Inception of GlaxoSmithKline Bangladesh was in the year of 1949. The present day GlaxoSmithKline is the result of mergers, acquisitions and strategic alliance forged over the years. Therefore GlaxoSmithKline Bangladesh at present is an amalgamation of different companies each with unique trading method and industry value. GlaxoSmithKline started through their journey in Bangladesh as an importer of its own products in Chittagong. Currently GlaxoSmithKline has stopped their pharmaceutical operations in Bangladesh thus only consumer goods are in production. The consumer goods sector mainly focuses on the development, manufacturing and commercialization of consumer health good related products. From annual report of 2017 of GlaxoSmithKline Bangladesh Limited stated in the report that cost of sales across the businesses has increased significantly to support high standards of raw and packaging materials, as well as increased manufacturing expenses from past investments in up gradation of facilities. Operating expenses were maintained below inflationary rates through rationalization of discretionary expenses. Overall, profit after tax increased by 3.8% and stood at Taka 669 million. Correspondingly, EPS (Earnings per Share) increased from Tk 53.51 to Tk 55.56 for the reported year. Due to significance of Horlicks impact on GlaxoSmithKline Bangladesh Limitedthis report chose Horlicks as the main subject for the evaluation. The report intents to evaluate and analyze the total quality management of Horlicks and shed light on how Horlicks actual performance is according in terms of quality management and quality factors.This report has been distributed into 5 parts starting from introduction, literature review, methodology, findings/interpretation and recommendation. This report was written in perspective of Bangladesh and other developing countries. This report hopes to vanguard further research on quality management evaluation and measurement forconsumer products for better decision making in quality management. As there has been less report on quality management or quality related research about consumer good products. But quality is essential for a product to succeed. Often there is huge discrepancy between what management think and what consumers want in terms of quality. This report attempts to explores those discrepancies as well trying carve out whether Horlicks quality is up to mark or not. Finally this report endeavors with empirical observation to deduce any links between Horlicks current quality factors and its success as a consumer health drink as a whole. Finally few recommendations are provided on those empirical assumption