Birzeit Pharmaceutical Company

Maintaining Growth and Resilience in a Challenging Market Environment

Abstract

Birzeit Pharmaceutical Company (BPC) is a leading Palestinian pharmaceutical manufacturer that was established by Talal Nasereddin in 1974. The company aspires to be a leading provider of pharmaceutical products in both local and regional markets. It emphasises continuous innovation in target markets by providing high-quality products and keeping pace with continuous development while fulfilling its responsibilities towards key stakeholders. This case study highlights the success story of Birzeit Pharmaceuticals, founded five decades ago in Palestine, which has now become one of the leading providers of pharmaceutical products in the local market. In particular, it sheds light on the history and background of the company, the industry, and the competition in the local market, as well as the marketing strategies the company has adopted to improve brand reputation and build competitive advantage. Additionally, this case study presents the entry mode adopted for foreign expansion, corporate social responsibility activities, and the challenges encountered in managing its operations while complying with market requirements and regulatory expectations.