Assignment - Marketing and Management

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the student
University name
Authors’ note

1
MARKETING AND MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Background of the company............................................................................................................2
Marketing mix.................................................................................................................................4
Product vs. Sustainability................................................................................................................4
Price vs. Sustainability.....................................................................................................................7
Promotion vs. Sustainability............................................................................................................8
Distribution vs. Sustainability.........................................................................................................9
Comparison to rivals......................................................................................................................10
Recommendations..........................................................................................................................11
Appendix........................................................................................................................................11
References......................................................................................................................................13

2
MARKETING AND MANAGEMENT
Introduction
The current assignment focuses on the concept of strategic marketing and management
strategies which determines the positioning o the company within the global market. For the
current assignment, CSL had been taken into consideration, which is a biotherapeutic company.
The company aims at designing innovative strategies which helps in designing life saving
technologies for the betterment of mankind.
The assignment takes into consideration a number of objectives such as running a
background analysis of the company, pricing of the products and services, marketing strategies
adopted by the company for promotion of the products. The distribution channels as well as
stakeholder analysis form other important components. In this context, a marketing mix had been
applied in order to analyse the competitive positioning of the organization within the current
biopharma market. The 4 P’s analysis is based upon product, price, place, promotion, which
helps in competitor analysis. A swot analysis had been further conducted to evaluate the strategic
positioning of the organization.
Background of the company
The CSL is a global multispecialty biotherapeutics company with a number of
operational units across the globe such as Australia, Germany, Switzerland, UK and US. The
company produces a wide range of products using the plasma derived from the blood. The
plasma is then treated and processed further to generate a number of life saving drugs. In the year
2015, the company joined hand with Novartis to create seqirus, the second largest influenza
vaccine company in the world (Lii et al. 2013).

3
MARKETING AND MANAGEMENT
Some of the sustainable practices of the company can be highlighted over here which
helps in the development of an economic and environmental balance for the company. The social
benefits offered by the company have been covered under the Corporate Social Responsibility of
the company. The company offers a global economic contribution of US$32.8 million towards
local, patient and biomedical communities (cslbehring, 2017). The organization contributes a
global sum of US$466 million across 40 worldwide clinical centres for research and
development. The organization also maintains some of its environmental concerns by conducting
an enterprise wide climate change risk assessment. The company strictly follows the
confederations provided by the United Nations Intergovernmental panel on Climate change
(IPCC).
The company has a vast customer base depending upon increase in the number health
concerns globally. The CSL Company markets plasma derived and recombinant therapies
worldwide. The recombinant therapies help in provision of new and innovative technologies
which helps in treating the serious and life staking conditions of customers across the globe
(cslbehring, 2017).The CSL Limited faces a number of challenges from its similar market
players or competitors which could be further analysed with the help of a STP analysis that is
segmentation targeting and positioning.
STP analysis:
Attributes CSL Lipotek Cynata
Segmentation Manufacturing and
marketing plasma
derived recombinant
Marketing nanovaccines
based on recombinant
proteins
Stem cell and
regenerative medicine
company