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Introduction
Pfizer Inc. Founded in 1849, is dedicated to better health and greater access to health care for people and their value added animals. Everyday, Approximately 81,900 colleagues in more than 150 countries work to discover, develop, manufacture and deliver quality, safe and effective prescription medicines to patients. Pfizer Inc. is the worlds most profitable privately funded research based biomedical organization. After its merger with Warner-Lambert in July 2000, Pfizer became the worlds largest pharmaceutical company. Pfizer has a valuable and resourceful R&D division, huge global sales, popular products which made this company profitable. Pfizer Incorporated is a global pharmaceutical company, ranking number one in sales in the world. The company is based in New York City. It produces Lipitor, the oral antifungal medication, the antibiotic Zithromax, Viagra for erectile dysfunction, and the anti-inflammatory Celebrex. Pfizer was established in Belgium, Brazil, Canada, Cuba, Iran, Mexico, Panama, Puerto Rico, Turkey and the United Kingdom.

Reason behind selecting Bangladesh for development of Pharmaceutical industry. Why????

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The Environment Investigation

The secret behind the success is that Pfizer follows some criteria in operation of the business. These are, > Maximizing near and long-term revenues. > Establishing a lower and more flexible cost base somewhere in Asia. > Creating smaller, more focused and more accountable operating areas. > Engaging more productively with customers, patients, physicians and other collaborators. > Making Pfizer a great place to work. By the end of the year 2007, Pfizer has changed the business process along with the change of global business climate. The growth trend of the industry has a major impact on the firms international strategy.

Political Analysis
System of government: The Constitution of Bangladesh was written in 1972 and has undergone fourteen amendments. Government system is in a framework of a parliamentary representative democratic republic, whereby the Prime Minister of Bangladesh is the head of government, and of a multi-party system. Executive power is exercised by the government. Legislative power is vested in both the government and parliament. Government policies: FDI Policy for Pharmaceuticals sector: Export Policy Political stability:

Economic Analysis
GDP Growth: The World Bank in its latest report on global economic prospects has projected a steady economic growth for Bangladesh in the next two years. GDP in Bangladesh would increase to 6.1 per cent at the end of this year and 6.3 per cent by 2012 from the last year's 5.8 per cent. The World Bank also placed Bangladesh at a better position in managing government deficit compared to the regional countries even with India. Bangladesh's overall government deficit is more manageable at an estimated 2.5 per cent compared to the Maldives' deficit of 22.4%, and those in India (9.6 %), Sri Lanka (8 %), Pakistan (6.3 %), and Bhutan (6.1 %). In that case, increasing GDP rate will be very much profitable for Pfizer. FDI Inflow & Outflow: The inflow of equity capital marked a 253.99% increase during the January-June period 2010, despite a significant fall in reinvested earnings and intra-company loans by 14.04% and 68.28% respectively during the same period, said the survey report on Foreign Direct Investment in Bangladesh. For this reason any type of Pharmaceuticals Company will feel lucrative to take the advantage of high FDI inflow of Bangladesh. In the consideration of FDI outflow, it is not increasing at all. So, FDI outflow will not be very much effective for Pfizer.

Economic Analysis
Position of the country in world competitive ranking:

Purchasing Parity: Per capita income: The per capita income crossed the $700 mark in the current fiscal year, mainly because of a healthy GDP growth. The people of lower strata have got a share of the rise in the income as small-scale industries have shown a rapid growth and employed the poor segment. The per capita income has reached $750 this fiscal year from $676 last year. Living cost: Dhaka is currently ranked 253 overall, most expensive places in the world for expatriates to live, out of 282 international locations. Pfizer will target the Dhaka city for bigger segment of consumers. Though, Pfizers product is expensive for the consumers and they will be able to buy it because they are already paying the higher living cost of the country.

Social /Cultural Analysis

Social and culture: Like other country Bangladesh also have some specific culture as well as social believes. Hierarchy: Bangladesh is a hierarchical society. People are respected because of their age and position. Older people are naturally viewed as wise and are granted respect. Bangladeshis expect the most senior male, by age or position, to make decisions that are in the best interest of the group. This is also valid in businesses, the majority of which will be family owned or run. Language: Many people in Bangladesh speak English and Urdu. Bengali or Bangla (Bengali: , bala) is an eastern Indo-Aryan language Religion: The majority of Bangladeshis are Muslim. Here the second religion is Hindu, christen, Buddha. However, most still very much mix this with pre-Islam folk traditions. Education: The educational system in Bangladesh is three-tiered and highly subsidized.

Technological Analysis
Pfizer is looking forward to spread their existing market in Bangladesh and to do that they will surely have to read the business criteria, competitors, peoples nature and behavior, which will surely going to affect their market situation in future. Companies named SQUARE, BEXIMCO, SK+F, RENATA, ACI etc. are some of the well structured and leading pharmaceutical companies in Bangladesh and they do occupy a huge share in the market. Human Resource management: Firstly, huge amount of working resources and also their low cost may help their initial entry in the Bangladeshi market. Secondly, they must choose suitable place and easy to access area to start their production works. In Bangladesh, PHIZER should find lands which are infertile lands to build their factory at a very low cost. Lands specially in the suburbs of Dhaka for example: Savar, Ashulia, Gazipur, Munshigonj, etc. do consist huge amount of lands which can be a good option for a company like PHIZER to start up their production work. Technology: As a developing country, Bangladesh does provide new technologies to work with, initially for a pharmaceutical company like Pfizer. Initial tools needed for production, can be found at a very cheap cost in Bangladesh as many of them are produced locally with a low production cost.

Porters Diamond Model

The Country and Porters National Diamond The findings show that Bangladesh has a preferable factors condition. Availability of cheap and highly competent skilled labor, good company infrastructure makes the country preferable in this case. Even though the communication system is not very top class, but new technologies are yet to be established and lot of foreign bidders are willing to buy it. Foreign companies, who are already using these facilities, are getting benefited. This has been reflected by the increasing market share gaining by the companies over time.

Name of Conditions Factor Conditions

Situations Cheap labor, good infrastructure, well transportation and communication system, well human resource management, skilled people High demand Fair Helpful for foreign investors Good
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Demand Conditions Firm Strategy, Structure & rivary Government Chance

Decision
There are some different entry strategies available to Pfizer Inc. to consider. Strategies which are available are here: FDI Foreign Direct Investment Joint venture Acquisition / Merger The most appropriate one would be acquisition / merger because it seems to be the easiest one to do and sure to be profitable. We are recommending acquisition / merger because it takes time to build up any state of the art infrastructure which will increase the basic cost of the product and investment. In Bangladesh, it takes time to build and making it function as there are so many restrictions. On the other hand, an acquisition will give Pfizer the advantage of having an ongoing structure from where Pfizer can run the minimal operational scale to penetrate the market. As Pfizer can have all the advantage with an existing market.

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Conclusion

Pfizer is the leading pharmaceutical company in the world. Now they are trying to enter in the Bangladeshi market which is quite lucrative in some extent. In this country the second largest pharmaceutical company named GlaxoSmithcline is operation for over 15 years. Pfizer will face competition along with an open market. All Pfizer has to do is penetrate the market with the unique and necessary product line required for this country/continent.

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Questions ?

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