I. TITLE “Generoso Pharmaceuticals & Chemicals, Inc. ” II. POINT OF VIEW David Generoso, President (GPC), a salesman III. BACKGROUND David Generoso could feel his “five-year itch” once more. He already had behind him 15 years of experience in the pharmaceutical industry and was managing an interesting portfolio of businesses revolving around pharmaceutical and chemical products. Still, he felt he had not exhausted the opportunities had to offer.
David began his career in the Philippine pharmaceutical industry as a salesman in the Central Luzon region for a number of multinational pharmaceutical firms. After five years combing the Central Luzon region, 1978, David established a company called Generoso Pharmaceuticals and Chemicals (GPC) with Elizabeth and a business associate, Rafael Buenaventura who was a salesman like David. The team set up shop at the Generoso Residence in Tarlac. GPC was incorporated in 1982 as the increased volume of operations needed a broader-based management.
David assumed the position of President, while Rafael was the General Manager. David’s first attempt in manufacturing with chemical was for veterinary medicine as he is a lover of dogs. David’s initial success with veterinary medicine encouraged him to start GPC’s own line of pharmaceuticals in 1983. GPC’s product line started with pressed tablet, capsules and some syrup. Moreover, the development from the American principal came in time with the Generic Bill. David with the flame of nationalism burning heart was in full support of the bill.
The Generics Bill spurred an overall feeling of uncertainty in the drugs industry. Of an industry that had long been considered recession-proof and one of the most stable, the reaction was expected. Nevertheless, some sectors of the industry realized that the pharmaceutical industry will always be there. It is a matter of who are going to be the key player and who will be around. David has foresight to registrar the pharmaceutical products he was introduced to during hid travels in the states when he came back to the Philippines.
Even now, when a new development occurs abroad, he pursues the lead immediately and registers the product with BFAD (must to frustration of his wife who does not appreciate the costly registration of the product with no foreseeable benefits yet). When the Generics Bill came along, David’s foresight paid off. With the National Drug List being prepared, more and more pharmaceutical products will be struck from the list as the essentials remain. In addition, new products will come in to replace inferior drugs.
GPC now has over 100 registrations with the BFAD and is currently only manufacturing 60 the registered products. GPC, thus, has a lot of rooms for expansion, In the meantime, the BFAD had temporarily stopped accepting product registrations and is not expected to entertain, such applications until after 5 years with the glut of brands per generic drug. For David, GPC’s strength lies not so much in its past performance but in its registration files. There was one thought though, that made David sad, GPC will have to hire a German expatriate to oversee the project.
No Filipino could qualify for such responsibilities yet for GPC to remain competitive. Not even David, with his 15 years of experience, was qualified. The lack of qualified chemists is an industry problem of which GPC has not been spared. David gathered GPC’s Executive Committee composed of Rafael, Elizabeth, The Sales Manager, the Production Manager and Himself to explore and evaluate the opportunities provided by the latest development. He wanted them to thresh out the issues they should address and develop a vision for GPC.
The company was now a going concern valued at P40 million. The propped project would cost approximately P135 million. IV. STATEMENT OF THE PROBLEM A. BFAD temporarily stopped accepting product registration. B. Lack of qualified chemist and supporting staff. C. Lack of administrative force D. Budget for the proposed project. V. OBJECTIVE To identify ways on how to handle such administrative problems. VI. SWOT ANALYSIS A. Strength 1. GPC has over 100 registrations with the BFAD 2. David has 15 years of experience in managing pharmaceutical firm. . GPC has a good business background and reputation. 4. GPC has a potential for expansion. B. Weakness 1. Lack of Qualified Chemists 2. Lack of Administrative Forces C. Opportunities 1. Competitive Advantages in terms of product line. 2. Already penetrated the International Market D. Threats 1. Multinational Competitors VII. ALTERNATIVE COURSES OF ACTION A. Focus to the 60 registered products being manufactured by the company to maintain its competitiveness along with other Multinational Firms. B.
Need to hire qualified chemists for GPC for more advanced and make positive results in researches and in discovery of new drugs. C. To add and adopt an administrative staff to help in formulating strategies for the growth of the GPC. D. Acquire loans to support the proposed project. VIII. CONCLUSION AND RECOMMENDATION We recommend acquiring loans to support the proposed project of GPC which focus to finance hired qualified chemists and administrative support forces who are able to create much effective strategies and decisions to make GPC more competitive.
