CSL Limited: Strategic Analysis

Running head: MARKETING & MANAGEMENT
Marketing & Management
Name of the student
Name of the University
Author Note

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Table of Contents
1.0 Introduction................................................................................................................................2
2.0 Discussion..................................................................................................................................2
2.1 Marketing background of the chosen company.....................................................................2
2.2 Product Vs. sustainability......................................................................................................4
2.2.1 Products range offered by CSL Limited.........................................................................4
2.2.2 Key decisions for product policy....................................................................................5
2.2.3 Product quality/features..................................................................................................6
2.2.4 Packaging and labeling...................................................................................................7
2.2.5 Supply chain management..................................................................................................7
2.2.6 Considerations for consumption and disposal................................................................8
2.3 Price Vs. sustainability..........................................................................................................9
2.3.1 General pricing strategies...............................................................................................9
2.3.2 Adoption of new-product pricing strategies...................................................................9
2.3.3 Adjustments in products prices.....................................................................................10
2.3.4 Details of sustainable pricing practice..........................................................................12
2.4 Promotion Vs. sustainability................................................................................................12
2.4.1 Uses of key elements of the promotion mix.................................................................12
2.4.2 Communication system to inform stakeholders...........................................................14

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2.5 Place/distribution Vs sustainability.....................................................................................15
2.5.1 Marketing channels are being used by the company to distribute its products............15
2.5.2 Managing its marketing intermediaries........................................................................15
2.5.3 Managing to achieve sustainable distribution...............................................................16
2.6 Comparison to rival.............................................................................................................16
3.0 Recommendations....................................................................................................................17
4.0 Reference List..........................................................................................................................18
5.0 Appendix..................................................................................................................................20
5.1 SWOT analysis....................................................................................................................20

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1.0 Introduction
Successful marketing covers the aspects of advertising, public relations, promotions and
sales that not only enhances the organization’s reputation but also helps in attaining productivity
and profitability. Sørensen (2012) stated that a marketing plan plays a crucial role to identify the
market position of the organization along with the competency evaluation with competitors. The
organization that is taken into consideration in this business report is CSL, a global specialty bio-
therapeutics company. The report presents the details of the marketing background of the
concerned organization and the sustainability that the company from product, price, promotion
and place/distribution along with the comparison to its greatest rivals that is followed by
recommendations and conclusion based on the entire discussion.
2.0 Discussion
2.1 Marketing background of the chosen company
CLS is a global biotechnology company liable to treat and prevent severe medical
conditions. Some of the major treatment areas that the concerned organization covers are- anti-
venom, blood plasma, cell- culture reagents and vaccines that are used for treating life-
threatening diseases. The annual revenue and net income of the organization was USD$6.923
billion and USD$1,769 million respectively (CSL Limited 2017). The major products through
which the organization made huge sales are immunoglobulins, heamophilia, albumin, specialty
and seqirus (CSL Limited 2017). CSL Limited operated in more than 30 nations and has eight
manufacturing sites and their business division of “CSL Behring” is the global leaders in
biotherapies.

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Image 1: CSL Group Sales through major products for the year 2016-17
(Source: CSL Limited 2017)
In aspects of sustainable practices opted by the organization, CSL Limited follows
sustainability through three aspects- people, profit and planet (CSL Limited 2017). The
organization provides equal opportunity to men and women and researching on new technology
through which sustainable treatment methods can be identified. CSL Limited followed fair
pricing ND affordability, transparency of interaction with different stakeholders and target
community support. They also follow governing and organizational legislations and have 35
regulatory inspections for clinical trials (CSL Limited 2017). All the technologies and medicines
do not impact the problem of climate change. Their major targets groups are hospitals and
clinics, where the organization delivers their products and technologies so that they can serve to
common people.
The CSL Limited is one of the leading organizations in Australia and their annual
revenue is growing every year. The revenue attained in 2017 is the 11.95% of the previous years

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and it is expected to grow more in the coming years that are 2018 and 2019 (Financial Times
2017).
Image 2: Annual revenue and expected revenue of CSL Limited
(Source: Financial Times 2017)
2.2 Product Vs. sustainability
2.2.1 Products range offered by CSL Limited
The concerned organization focuses on developing vaccination of severe disease. There
are five products ranges of CSL Limited- Plasma-derived therapies, Vaccines, Antivenoms,
Diagnostics products and Pharmaceuticals (CSL Limited 2017). Some products of plasma-
derived therapies are ALBUMEX 4, BERINERT, CMV Immunoglobulin-VF; whereas, popular
products of vaccines are ADT Booster, Gardasi, H-B-VAX II, Jespect and others (CSL Limited
2017).