MGT351

Sec: 19
Report Submission
Submitted to:
Mohammad Monzurul Islam Chowdhury
(MHW)
Submitted by: (Team no.5)

Rashedul Alam 1230030030

Sadman Islam 1330314030
Anupam Saha 1330684030
Saadman Sakib Saad 1411433030
Rakibun Nesa Bushra 1512567030
 Table of Contents
Title Page no.
Executive Summary 02
Renata Introduction 03
Renata Vision 03
Major Products/Services 04
HRM department: 05-12
◦ Organogram 05-06
◦ Recruitment & selection 06-09
process
◦ Training & development 09-10
opportunities
◦ Compensation & benefits 10-12
packages

Use of SHRM: 12-15

◦ HR scorecard 12-14
◦ Value chain 14-15

SWOT analysis for HRM department of Renata 16-17

Recommendation 18
Conclusion 19
References 20
Appendices N/A
 Executive summary
Bangladesh is a developing country mostly based on agriculture. There was a period when
Bangladesh had to depend on jute and tea industry and gradually garments sector took place of
those industries. In recent times pharmaceutical industries are also growing rapidly. There are
above two hundred pharmaceutical companies in Bangladesh many of them are doing business
internationally and earning foreign currencies for Bangladesh. Renata is a leading
pharmaceutical company of Bangladesh though it was an American company previously. Their
main instruments are their sophisticated machineries and well qualified professionals. We have
discussed about the HR policies and practices of Renata in this report. We have focused on their
recruitment and selection process, training and development process, compensation and benefit,
value chain and the SWOT analysis of Renata Limited. They always try to recruit employees
who are very efficient. Their selection processes are newspaper advertisement, online
advertisement and CV bank. Candidates have to go through written test, interview and authority
to be selected. Under training and development Renata has off the job training and on the job
training programs which is very effective for the employees. They have a systematic and well
designed compensation system and an interesting part to inspire the workers is celebrity training
session. They also have some complexity to recruit employees and I think to get better result and
for further success and to expand their business they should fix the problem.
 Company Introduction
Renata Limited (formerly Pfizer Laboratories Bangladesh Limited), also known as Renata, is one
of the top ten (in terms of revenue) pharmaceutical manufacturers in Bangladesh. Also this is one
of the leading and fastest growing pharmaceutical and animal health product companies in
Bangladesh. The company Started its operations in 1972 as Pfizer (Bangladesh) Limited. In
1993, Pfizer transferred the ownership of its Bangladesh operations to local shareholders and the
name of the company was changed to Renata Limited.
The core businesses of Renata Limited are human pharmaceuticals and animal health products.
In Bangladesh it is the 4th largest pharmaceutical company and the market leader in animal
health products. In addition, Renata products are exported to Afghanistan, Belize, Cambodia,
Ethiopia, Guyana, Honduras, Hong Kong, Kenya, Malaysia, Myanmar, Nepal, Philippines, Sri
Lanka, Thailand, United Kingdom, and Vietnam etc.
Renata currently employs about 2300 people in its head office in Mirpur, Dhaka and its two
production facilities in Mirpur, Dhaka and Rajendrapur, Dhaka. The company has eight
manufacturing facilities spread over three manufacturing sites. In addition Renata Oncology
Limited has two manufacturing facilities. Distribution of products is carried out by 19 depots
across the country. More than 4000 people are working for Renata.

Mission
Mission is an important task or duty that is assigned, allotted, or self-imposed of an organization.
The mission of Renata is as under: “To provide maximum value to our customers, shareholders,
Colleagues and communities where we live and work.” The mission statement articulates the
company's purpose both for the organization, for the public as well. Customer satisfaction is the
main reason behind all their activities.

Vision
vision is the ultimate goal of an organization. The vision of Renata is as under:
“To establish Renata permanently among the best of innovative branded generic companies.”
By using their innovation Renata permanently wants to establish as a one of the best
pharmaceuticals company.

Products/Services
The principal activities of the company are manufacturing, marketing and distribution of
pharmaceutical and animal health product. At present, Renata manufactures about 300 generic
pharmaceutical products including Hormones, contraceptives, anti-cancer drugs, oral
preparation, cephalosporin, parenteral preparations as well as other conventional drugs. In
addition they also offer about 95 animal therapeutics and nutrition products.
Recently, Renata Limited has received the UK MHRA approval for its potent product Facility.
This facility currently manufactures hormone, steroid and cytotoxic drugs, and is exporting
prednisolone to the UK. The company also operates four other manufacturing units- the original
Pfizer facility for general products, a UNICEF-approved SFF (Sachet Filling Facility), a
cephalosporin facility and a penicillin facility.
Renata Limited manufactures, markets, and distributes human pharmaceuticals and animal
therapeutics of Nutrition products (No. 1 in Market in terms of Sales.)
Renata has more than 145 molecules in over 257 dosage forms. Few of the products are given
below:

Pharmaceutical products
Anti-bacterial preparations- Furocef
Anti-spasmodic preparation- Algin
Anti-diabetic preparations- Mepid
Hemostatics preparation- Xamic
Anti-asthmatic preparation- Odmon 5
Vaccine- Rabipur

HR ORGANOGRAM
Organogram of Renata pharmaceuticals is pretty straight forward. An organogram or an
organizational chart is a diagram that shows the structure of an organization and the relationships
and relative ranks of its parts and positions/jobs. Renata has 5 levels in the upper part. It is on the
flat line. A flat organization has few or no levels of middle management between staff and
executives. The listings are given below:

Managing Director

Head of HR

Department Manager

Senior Assistant
Manager

Senior Officer

Officer

Junior Junior Junior Junior Junior

Officer Officer Officer Officer Officer

So from the chart, we can say that Head of HR is the head for HR department of Renata. Then
the next ranks are department manager and senior assistant manager. Finally there is a post
named senior officer and officer. The priority of position between department manager and
senior assistant manager depends on what kind of job or mission they are facing. Those who are
in charge have more say on the final matter than the other. This five are part of higher level
positions. After this there are additional five levels of position. These positions are not that
important for decision making compared to the above five. The exact rank order of the below
five are bit complex. It depends on what kind of work or what kind of task they are dealing with.
So Renata calls them Junior Level officers. If the higher level management are Line managers
then the below five are their coordinators. All of these management levels send their report and
final verdict to Managing Director of Renata.

Recruitment & Selection

Process
Recruitment (hiring) is a core function of human resource management. Recruitment refers to
the overall process of attracting, selecting and appointing suitable candidates for jobs (either
permanent or temporary) within an organization. In Renata almost all recruitments are done
through HR department.

Renata Believes that:

Sales department is their main strength. Without the performance of sales department, the
turnover of money and the position of high level managers will be almost non-existent.
Therefore they value all their employees and respect the thinking of all. Renata also tries to have
a diversified workforce though they prefer more female workers in the factory level works. They
conducted different researches and found out that female workers are more efficient in factory
level works. All people should have an equal opportunity to be considered for jobs. Renata
regularly monitors their policy and employees so that they can know if their goals are going to be
attained.

Renata hires people based on their merit and qualification. They take people based on a lot of
facts. At first Renata finds out what kind of people they need for that job and what kind of job
they have to do. It is not purely based on CGPA. Though to apply for higher level jobs, one have
to pass at least Honors or Masters level degree or same level degrees with a good CGPA. They
also have to maintain a basic CGPA level. The minimum required CGPA level differs depending
on the situation. The hiring process of Renata includes criteria-based screening of an adequate
number of candidates, When Renata hires for important managerial position; the hiring process is
bit more rigorous. When there is a sudden vacancy in any position and someone within the
organization is found suitable to fill the position, internal recruitment takes place. External
recruitment is practiced when suitable candidates for a position are not found. Renata usually
prefers those who are creative. Renata has introduced online application system in the website of
Renata Limited. Now any prospective candidate can apply for a suitable position whenever a
vacant or new position is opened. The HR Department checks the online applications daily and
let the applicants know their application status on a regular basis. Without written approval from
the Managing Director no such employment can be offered.

Some of the policies of Renata for selection are:

Newspaper Advertisement: Renata posts advertisement in the various daily national

newspapers. Though for the lower level part, they choose local newspapers.

Online Advertisement: Recently Renata is posting job circular via internet or various job
portals.

Internship: Renata can choose or recommend an intern or a pre selected person for future
employment.

CV Bank: Renata has a CV bank, from where they can check all the previous applicants. They
can match cgpa, experience or other needs from the existing CV’s. After that they can call those
people for job interviews whenever a post is open.

Transfer or switching jobs: Existing employees can apply for other jobs in Renata. All they
have to do is ask for permission from their respective department head. The Department Head
then sends the CV to the HR Department and the HR arranges interview of that employee. If the
candidate is selected then HR sends those documents to managing director for approval.

Internal Candidates: Present employees, employee referrals, retired employees.

External Candidates: Advertisement, employment agencies, university, training institute.

Selection Tools:
 1. Written test: Only applicable for junior level management, non-managerial position.
When interview or other method is not enough, only then a written test is organized for
the higher position job.
2. Interview: For junior level management, the interview only has one phase. On the other
hand, for higher or mid level management, the interview is conducted in two phases.
3. Authority: HR manager has the sole authority for any employment letter up to all the
lower managerial position.

Selection Parameters:

1. Hard working.
2. Job motivated.
3. Creative.
4. Decision making abilities.
5. Communications skills.

The figure below will show a typical hiring process. No organization can follow the same hiring
process. Sometimes the higher level manager dictates the way a firm hires.

• Prepare for what kind of post to fill and the work in hand.
• Create job description.
• Post or advertise about that job.
• Identify and distribute information.
• Find out the best candidates.
• Schedule Interview date.
• Interview.
• Offer the job to the chosen ones.
• Hire.

Just before the hiring, Renata offers 1 month training. They also train their existing employees
whenever a situation arrives. Renata prefers that their employees use basic sense and knowledge
to help them achieve their goal.
 Training and
Development
Human resources management regards training and development as a function concerned with
organizational activities aimed at bettering the job performance of individuals and groups in
organizational setting. It is also an attempt to improve current or future employee performance
by increasing an employee’s ability to perform through learning usually by changing employee
attitude or increasing his or her skills and knowledge.

Renata Ltd. has its own training and development center and trainer for specific training. Every
year it is mandatory to take a training session for Medical representative and Production
department employees in order to better performance. In addition, they train their sales force in a
daily basis to make them one step ahead from their competitors.

According to Mr. Jansher Khan Renata Ltd follows some on the job training and off the job
training tools. Details are given below.

On the job training:

The most widely used training method takes place on the job. It means having a person learn a
job by doing it. Every employee, from sales person to CEO, gets the job training when he or she
joins a firm. Mr. Jansher told us that when a new employee joins their company he or she is
always under a supervisor from where they can learn the job criteria. By observing they can
gather their knowledge and use it in the industrial work field.

Off the job training:

Off the job training is employee training at a site away from the actual work environment.
Renata ltd has some off the job process for their employee as well as their workers.
Outside seminars: Mr. Jansher told us they send their medical representative in some seminars
in order to up to date with new products and facilities. Traditional classroom has been arranged
for this types of seminars. Specialized associations provide specializes seminars for their
profession’s members.

Class room lecture: When Renata lunch new products they arrange classroom lectures for the
medical representative and other employees for marketing and distributions so that they can get
proper idea from the product.

For the pharmacist of the company they hire professional trainer and expertise from foreign
countries to provide adequate knowledge, innovative and creative ideas about medicine and new
technologies.

Role Playing: It is very much effective for the medical representative to perform in the job field.
It is basically based on the presentation of their products to customers. As it is related to their
sales and marketing growth, Renata mostly emphasizes on this types of training. Mr. Jansher said
that it is mandatory for all the medical representative and sales team to take this training one a
year sometimes it depends on the situation to give the training.

Compensation and
Benefit
Renata Ltd. offers luxuries compensation plans and benefits to their employee and workers. Mr.
Jansher Khan told us that the company always surveys the compensation package of other
competitive existing companies in the country for making their packages, which helps them to
achieve competitive advantage through the industry. Some of their compensation plans are given
below:

Pay scale: They try to find out the pay scale of their competitors and by comparing that they
actually fix their own packages which is obviously higher than others companies.

Celebrity training session: Renata Ltd. introducing a new method of on the job training call
celebrity centered training. They are going to hire Models Actress from media and make them
inspire the worker during their working hours.
Leave:

 Privilege leaves 30 days in a year.

 Sick leave 21 days in a year

 Maternity leave 4 months

 Casual leaves 10 days a year.

Bonus: Every year 5 bonus is given to all the people of different religions. For Muslims the
bonuses are divided into 2 segments one is Eid-ul-Fiter another is Eid-ul-Azha.

Increment: Renata has lucrative increment policy. This increment has direct relationship with
employee’s performance. The best performer gets the highest increment; the average performer
gets the moderate one and even the poor performer gets the minimum increment. Every year a
board meeting is conducted for analyzing the report of the immediate supervisors of every
employee regarding their performance.

 Life insurance: Renata provides life insurance for each and every employee. So,
employees can perform their job with safety and security.

 Loan: They also provide loans to the employees for different purpose, such as house
loan, loan to purchase motorcycle etc. The loan is adjusted with their gross salary.

 Medical Benefit: If any employee becomes sick all type of medical expenses is bearded
by the company. For example, if any employee is hospitalized, the company gives the
fees and required medicines.

 Transportation facilities: Renata provides transportation facilities to its employees and

personnel by their own bus, microbus and cars.

 Loyal service award: Every year the most loyal employee is being rewarded by the
reward name “Loyal Service Award”. It is given based on loyalty towards the company.
The governing body of Renata judges it according some criteria.

Renata Ltd. provides “GOLD COIN” to those employees or workers who are working here for
more than 20 years according to their positions.
 USE OF SHRM
Value Chain
The value chain is a systematic approach to examining the development of competitive
advantage. The chain consists of a series of activities that create and build value. This is an
integrated process and it is fully based on cooperate with all departments of the company. Renata
Limited culminates in the total value delivered by an organization. The functional activities that
transform input into outputs of goods and services that customer’s value.

Production function–Renata creates their goods and services of company.

Service function – They provides after sale service and support.

Materials management function – the movement of physical materials through the value
chain.Information systems functions for electronic systems inventory, sales tracking selling

products and pricing of the product.

Primary Activities:

Inbound Logistics: Renata Limited received goods (Raw Materials) here from company’s
suppliers. They are stored until they are needed on the product line. Goods are moved around the
organization.

Operations: This is where Renata Limited manufactured or assembles. Processes that transform
input into finished goods. Individual operations could include Packing etc.
Outbound Logistics: The Goods are now finished. And they sent along the supply chain to
wholesalers or retailers or the final consumer.

Marketing and Sales: In true customer orientated fashion, at this stage Renata prepares the
offering to meet the needs of targeted customers. For that they research market.

Service: Renata service their product online and medicine store.

Supportive Activities:

Human Resource Management: Renata Limited manage recruitment and selection, training
and development and rewards. The mission and objectives of Renata is driving their force behind
the HRM strategy.

General Administration: They manage their general manager and accounting.

Technology: Renata use technology to innovate to reduce cost and competitive advantage. This
includes production technology, Internet marketing activities and many other technological
developments.

HR Scorecard:
An HR scorecard is, “a visual representation of key measures of human resource department
achievements, productivity and other factors important to the organization.” Renata also has HR
scorecard though it is not clearly defined. The reason for this is because higher management of
HR believes that lower workers are the heart and soul of Renata. If they can sell the desired
number of products then they are more than happy. They believe that, always following a HR
scorecard could lead to decreasing moral between workers. Mainly between those who are
struggling. However there are some cases when Renata maintains a HR scorecard. Some of those
times are:
Costs:

For new products or risky products Renata usually use a scorecard to track cost and how to
budget that particular program. It helps managers to make ideal decision by keeping cost in
mind.

Hiring:

Renata uses a HR scorecard to keep track of the number of employees they appoint or recruit
each year. They also compare it with other related companies. This scorecard helps managers to
decide how many members are required for a particular job.

Turnover

Low turnover is preferable over high recruiting turnover as it means employees are satisfied with
their job. Turnover is the rate at which a company gains and lose employees and is commonly
compared to the rate of industry turnover. This process is costly for Renata though it is viewed as
a necessary step to select quality workers.

Alignment with Corporate Goals

HR department’s main goal is to help identify workers who will achieve the goals of an
organization. Renata’s HR scorecard tries to measure elements that are in corporate goals and
strategy to use it as a tool. For example if Renata wants to increase awareness among customers
then they will try to hire better marketing personals for advertising campaign.
SWOT Analysis of Renata
Pharmaceuticals HR Department

SWOT analysis is the analysis of the strengths, weaknesses, opportunities and threats a company
have in the market. Since Renata Ltd has one of the leading position in the market, their SWOT
is constructed by keeping in mind the other companies in the market. Here are the facts below on
which we have prepared this SWOT analysis of Renata Ltd.

Strengths:

1. Renata’s HRM gradually recruits interns for their sales department. Thus they make a
platform for the new graduates and make them better for future.

2. The workforce of Renata is diversified. There is less biasness for workers. Those who
have quality will have the chance of working with them. There is no gender biasness.
There are many female employees who work in the factory level of Renata.

3. Renata’s HRM provides various trainings for their employees and labors. They mainly
follows on the job training (OJT) for this process. They believe that by doing so they can
build up a strong and great human resource.

4. Sometimes, people working in the managerial level in Reneta are also send to different
managerial training programs organized by different professional institution. This helps
them to build a better and well qualified management panel. And the HRM arranges these
facilities.

Weakness:

1. Reneta’s HR department quality of recruits attracted is not that good; in fact it is not
up to the mark. They always follow valid selection process. But this process is
distorted when other departments force HR to fill up the vacancies.
 2. Because of the employee referral, recruitment cost or advertisement cost are
minimized. But it often does not help the company and they also cannot get the best
lot in the market.

3. The job security in Renata is not tight. Employees may feel unprotected by the system
in Renata. However, there is a high compensation to overcome the fear.

4. The HRM always follow open advertisements because they feel that it is good for the
company’s reputation. But it pulls a lot of candidates, so that recruiting someone is
time consuming and the entire process becomes difficult.

Threats:

1. Previously, Renata was Pfizer, which was an American company. So in most cases, HRM
follows American culture, which may hamper in their success in the market.

2. Manpower forecasting is not carried out systematically by the HR department. Their

recruitment process and selection process is not based on long term perspective.

3. They only have promotional facilities for seniority and performance scale. This may
discourage some employees who don’t have a good performance and might get stuck in
the system.

Opportunities:

1. They have a good working environment. So if they can attract more people for working
for them, they might get a good and talented team.

2. There are many outside the organization those have the potential to work perfectly under
the conditions of Renata. So Renata can go for external resources in terms of recruitment
of the mid and top level executives.

3. They can change their benefits and service programs so that their employees can get more
protection for future life, not only for themselves, but also for those who are dependent
on them. So people might get attracted in working in Renata.
 Recommendation
 Before proceeding to the Renata’s recruiting process the department send a latter then HR
department sends it to the managing director then if the person approves it and gives a
written approval and only then HR department will be allowed to recruit. In this case the
company will not be able to recruit in emergency case as their pre-recruitment procedure
is too long and complex. So Renata’s recruiting process should be simpler, up to the mark
and quality full.
 Though employee referral reduces the recruitment cost or advertisement cost they should
not go for employee referral always.
 The job security is not tight in Renata. Employees feel unprotected. So there should be
job security for the employee and Renata should recruit employee for the long term basis.
 The HRM of Renata always follows open advertisement because they think it increase
their reputation. But at the same time it allows to pull a lot of candidates which is time
consuming. So they always should not follow open advertisement.
 As we know previously Renata was a company named Pfizer which was basically
America based company so in the most cases they follow American culture and rules. So
if they want to more succeed they have to follow local culture of Bangladesh
 Renata mostly prefers internal recruitment but there might be some people outside of the
organization who have the potential to work under Renata’s condition. So Renata should
go for external recruitment also.
 Promotional facilities for seniority and performance scale can discourage other
employees who don’t have a good performance and might stuck in the system so they
should also encourage those employees who are new by giving promotion according to
their performance because young employee get inspired easily and give their 100%
performance to the job.
 Conclusion
As Renata Limited is the leading and a most successful company in the Bangladesh’s
pharmaceutical industry and they are successful in providing both products and services so they
have to be good in each and every departments and HR department coordinates with all other
departments. Behind the succession of other departments HR plays a vital role like an important
job of a company is to recruit employee and this job is done by HR department. So the
importance of HR in Renata Limited is huge.
 References
http://renata-ltd.com/products/

http://renata-ltd.com/products/pharmaceuticals/

http://renata-ltd.com/

http://renata-ltd.com/facilities/mirpur-site/

http://strategichrinc.com/hr_scorecard/

https://en.wikipedia.org/wiki/Organizational_chart

http://smallbusiness.chron.com/flat-vs-hierarchical-organizational-structure-724.html