CSL Limited: Competitive Analysis

This assignment tasks students with conducting a comprehensive competitive analysis of CSL Limited, a leading global biotechnology company. The analysis should utilize the SWOT framework to evaluate CSL's internal strengths and weaknesses as well as external opportunities and threats in the market. Students will need to research CSL's business model, products, target markets, competitors, and industry trends to develop a thorough understanding of its competitive position. The assignment emphasizes critical thinking, analytical skills, and strategic management concepts.

[ Sustainable Management And Marketing ]
2017
CSL

Running Head: CSL’s Sustainable management and marketing
Contents
Introduction.................................................................................................................................................3
Marketing Background of Organization......................................................................................................4
Organizational Analysis..............................................................................................................................5
Products and Services of the Company.......................................................................................................5
Suppliers and Customers of Company.........................................................................................................6
Marketing Mix for the Organization............................................................................................................6
Product....................................................................................................................................................7
Price........................................................................................................................................................7
Promotion................................................................................................................................................8
Place........................................................................................................................................................9
Comparison with closest Competitors.......................................................................................................10
Recommendations.....................................................................................................................................11
Conclusion.................................................................................................................................................12
Appendix...................................................................................................................................................13
SWOT Analysis.........................................................................................................................................13
Positioning Chart...................................................................................................................................15
References.................................................................................................................................................16
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Running Head: CSL’s Sustainable management and marketing
Introduction
CSL is identified as a renowned name in the field of global specialty bio-therapeutics
organization which is helpful in developing and delivering innovative biotherapies to save the
life of people. By using these natural medicines, people can be able to sustain their lives for a
long lasting period. The expansion of the organization increased its presence in Australia,
Germany, Switzerland, the United Kingdom’s and the U.S. There are around 17,000 employees
working and coordinating in more than 30 countries. There are mainly three areas of expertise in
which the organization has established their own strong identity. These are recognized as the
Plasma products, Vaccines and pharmaceuticals and research and development. This is basically
helpful in providing specific assistance in an organized manner.
To follow in-depth studies related to the organization, some of the major sections covered in the
report. These sections are described below.
The marketing background of the organization is helpful in defining actual background for the
market. The major competitors and different marketing strategies can be identified at an initial
level. The organizational analyses are the section in which information related to the
organization has been described. This section also indicates the information’s related to products,
services and suppliers of the organization.
The marketing mix will be helpful in highlighting the 4 P’s related to the marketing in an
organized manner. The comparison section is helpful in comparing the marketing mix of the
organization with other organizations. There is one section recommendation which indicates the
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Running Head: CSL’s Sustainable management and marketing
information related to a conclusion. It may be helpful in providing the suitable recommendations
and specific conclusion for suitable results.
Marketing Background of Organization
The marketing background of the organization is strong and specific. The organization is
recognized as one of the major organizations for managing the biotechnology services. With
regular advancements and improvements, the organization operates through total three channels
for processing, i.e. CSL Behring, Seqirus and CSL Plasma (CSL Limited, 2017).
These three channels are helpful in spreading the best services and distribution of the products on
a wider level. The company holds high share prices and currently, the position of the
organization is very strong and effective. There are various efforts and services planned to
manage the sustainability, these are considered as the operations of services, conducting
approaches for environmental development and supporting the patients for incurable diseases.
Apart from this, the organization also works in s definite flow to achieve different targets related
to the sustainability procedures.
The targeted customers’ of the organization are different hospitals and clinics located in the
nearby areas. These nearby areas need medical assistance on a specific level. The organization
targets to complete these assignments on a particular basis. The current position of the
organization mainly defines in the development and manufacture of the vaccines and plasma
protein based biotherapies. This specific product holds so many aspects which will be helpful in
providing the strong support to the organization.
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Running Head: CSL’s Sustainable management and marketing
It becomes quite difficult for the company to be stable in such a competitive environment. There
are various competitors of the organization which are Baxter, Peptech and Pharmasynth. These
organizations give tough competition to the current company. So, to establish the stable image
organization plans the efforts on local as well as on an international level. The manufacturing
plants for the organization are established in other countries as well. By this, the distribution of
the products can become possible in an easy manner. To avoid the situation of plant closure and
low production, some technical tools are also applied by the organization. This will be helpful in
managing the production of products on a definite level.
Organizational Analysis
The organizational analysis is the opportunities to learn different aspects related to the
organization. It becomes easy to derive some conclusions and results by identifying the basic
process of organizational analysis. Two sections reflect the organizational analysis of the
company, highlighting the company’s products, services for the company, suppliers and
customers of the company (Brancato, 2017).
Products and Services of the Company
As, the introduction shows that the current market status of the organization is wide and
specific. There are various medicines and services offered to the consumers, which are
categorized into life-saving products. These lifesaving products aim in developing the healthy
and easy-life for consumers residing in Australia as well as on an international level. To fulfill
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Running Head: CSL’s Sustainable management and marketing
their demands, the organization has launched various sets of products and services. These
products and services are mentioned below (O'Neill, 2017).
The branch of CSL Behring’s focus on the products like Plasma derived therapies, different cure
able vaccines, anti-venoms, pharmaceuticals and different diagnostics related products. Being
near to the countries, like Australia, New Zealand, Hong Kong, Malaysia, Singapore and
Taiwan; the production of plasma derived products may become accessible and cheaper. The
collection and testing can be done on a wide level.
Apart from providing these opportunities to the customers on a well-organized and developed
level, the specific set of policies is required to be designed perfectly. These policies are identified
as health and safety, environment, sustainability and different type of measurable objectives.
The organizational goals may also fulfill by this (GE Team, 2017).
Suppliers and Customers of Company
As the organization holds a very strong position, so their various investors and service providers
can collaborate with the organization. The organization firmly believes in the process of
partnerships and tie ups. The wide range of partnership and services defined for the organization
is helpful in maintaining the R&D partnerships. Through these partnerships, the long lasting
relationship can be established among the neighbor countries. For procuring raw material from
the nearby areas helps in strengthening the pipeline, which is very essential. The research and
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Running Head: CSL’s Sustainable management and marketing
development activities continued focus on the product development, life-cycle management and
helps in securing the product portfolio management (Limited, 2017).
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Running Head: CSL’s Sustainable management and marketing
Marketing Mix for the Organization
The strong marketing mix can only be possible when all the four P’S are combined in the
coordinated manner and generate results in a definite way which are written as below:
Product
The variations of the products and services are identified as one of the major factor, which is
helpful in showing the growth of the products. CSL Behring involves the engagement in sharing
the different categories of the products, which are identified as the CSL plasma. The largest
plasma collection network is established through the CSL services. Apart from this, Sequirs is
identified as one of the most famous products for curing the influenza. Sequris is also helpful in
providing the assistance for Spanish flu pandemic to save the life of various persons in the
Australia. Other than this, the manufacture and market in vitro diagnostic products which are
also mentioned through Immunohematology (Leonidou et al., 2013). These products are also
helpful in securing a competitive market position in the market easily. The packaging and
labeling of products is also simple and improved. Through these packages, the customers’
get attracted easily. The supply chain management of the organization depends on the location of
different plants. The products can be directly or indirectly supply from those locations only
(Baskin, 2016),
To manage the sustainability of these products, the continuous process of research and
development is continuously observed in every direction. The organization spends US $24
billion in the plasma industry. A continuous focussed process is managed in the organization
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Running Head: CSL’s Sustainable management and marketing
through which improved products can be manufactured easily. Through this sustainability, the
future growth can be established and also become stabilized.
Price
The price factor has been identified as one of the major constraint in the marketing mix to
generate a definite set of revenue. The tree-pricing strategies are adapted by the organization to
handle the different aspects related to the pricing and money policies. These pricing strategies
name as customer value-pricing, cost-based pricing and competition-based pricing. All these
pricing strategies will be helpful in providing the assistance for growth and development. The
most basic pricing strategy used by the organization is the value-based and competition based
pricing strategy (Danckert, 2017),
For introducing the concept of products in the market, the organization tries to adopt a new
pricing policy. These product pricing policies are named as the product-line pricing, optional-
product pricing policy, captive-product pricing policy and other different type of pricing policies.
The organization majorly adapts product-line pricing and bundle-product pricing for innovative
growth and development. The setting of product-pricing is sometimes not considered as an easy
task by any company (Singh, 2012).
To manage the sustainability in the context of product pricing, it is essential to come up with the
innovative approaches. To manage the pricing process, and to operate this specific procedure in a
definite manner, it is important to carry out a continuous research on products and services which
are being operated on a wider level to manage the sustainability in a matured manner.
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Running Head: CSL’s Sustainable management and marketing
Promotion
The promotion factor is being identified as the third tool in the marketing mix. Through
promotional mix, the new strategy to implement products in the market is being identified. The
promotion can be categorized into different forms which are named as the advertising, broadcast,
print, Internet, Outdoor. The promotion of the products can be managed with the help of different
advertisements and promotional offers. To promote the publicity of the organization, it is
essential to look forward for the advanced facilities. There are various attempts and steps, which
are also planned by the organization so that the maximum output can be generated on a wider
level.
To manage the sustainability for promotion, the company should adopt and consider better
approaches on an explicit level. It is essential to plan different growth perspectives, so that the
sustainability for product and promotions can be possible. The direct and indirect marketing
models can also be helpful in providing the assistance for improvement (Pour et al., 2013).
Place
The place is another factor in Marketing Mix through which it can be strategized and decided
where to locate the particular products. As, the organization is dealing in the pharmaceuticals and
biotechnology products, so it is essential for providing the best efforts to the organization on a
wider level. To manage the sustainability in contrast to the place, it is essential to come up with
the specific approaches and distinct supportive features.
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Running Head: CSL’s Sustainable management and marketing
Comparison with closest Competitors
The wide range of consumers is specified for the development and improvement of the
organization. The table mentioned below is helpful in showing the specific points of
differentiation.
Points of Difference CSL Other competitive
organizations
Product There is a wide range of
products is mentioned in CSL,
which may be helpful in
showing different variations.
The BAXTER is not as
specific in providing the best
products.
Price The price is started from
average to high. The
variations are continuously
observed in the organization
regarding products and
monetary values (Osita et al.,
2014).
The variations and
fluctuations in the price range
are most common as
compared to other
organizations.
Promotion To promote the products, CSL
implements various techniques
and procedures.
There are various promotional
strategies used by the
organization on a wider level.
Place The product is distributed in
the nearby areas of Australia,
Generally, the other
organizations have their
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Running Head: CSL’s Sustainable management and marketing
For international level, the
manufacturing plants are set
up in the countries.
production unit in nearby
areas only (Smith et al., 1992).
Recommendations
By looking at the above analysis and the scenario defined in the above sections, it is depicted
that the marketing status of the organization is wide and elaborated. But, as the competition is
rising fast, the organization has to face various issues and resolve immediately as soon as they
notice it. These issues are related to few dependent factors, such as production, manufacturing
and supply chain management system (Wong, 2014). Apart from this, the new problem has
been noticed which is related to the sustainability of the organization. Some of the specific
recommendations are mentioned below, which may be helpful in solving the general issues
related to the organization.
 To manage the production, it is essential to come up with the definite approaches and
services. The production can be managed by implying and carrying-out the continuous
research and development procedures for the organization. So, it is essential to come up
with new ideas for having a stable identity. To improve the production, it is also essential
to promote the marketing mix related to the organization. The marketing mix enhances
the current aspects related to the organization as well.
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Running Head: CSL’s Sustainable management and marketing
 The sustainability is also considered as one of the factors by which the growth and
improvement can be possible. To manage the sustainability, the organization is
continuously planning various efforts and services for the consumers (Gunther, 2006). In
fact, the organization is also working for the social cause and specific working structure.
But, to improve the sustainability it is essential to put forward the managed approach
related to the environment, social aspects and other important aspects associated with
Corporate Social Responsibility. So, specific decisions are also required to plan for
improvements.
 To survive in the market, staying competitive is as important as to comply the Govt.
Policies. To sustain in such a cutthroat environment, it is essential to look forward and
adopt the planned approach. As, it is mentioned in the report that there are various
competitors of the organization. So to face these competitors, it is essential to introduce
new concepts and learning aspects on a daily basis especially for advertising and
promotions (Adom et al., 2016).
Conclusion
The analysis and marketing analysis shown above helpful in highlighting the major improvement
in the marketing process. To manage the complete process related to the marketing management,
it is essential to come up with new approaches and services. To compete in such a competitive
environment, the enhancement of the products and services is essential. Apart from this, there are
other services and processes which can be executed on a large scale to follow the services.
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Running Head: CSL’s Sustainable management and marketing
Appendix
SWOT Analysis
The SWOT analysis is considered as one of the methods by which the current market analysis
can be done effectively. To define the SWOT, the table is designed below:
Strength
 The domain of the organization is
considered as one of the most
important feature for improvement.
The biotechnology organization is the
fastest organization so far.
 CSL is the only organization, which is
dealing with a variety of products,
which are known as the vaccines anti-
venom and genetics, etc.
 The research and development
capacity of the organization is very
high and supportive.
Weakness
 There are various ethical issues
generated in the field of learning and
development.
 To develop new technology and design,
the organization has to face various
issues.
 The organization cannot be able to
develop the coordination between local
and global procedures.
Opportunities
 The biotechnology is a field full of
opportunities. So, every time a wide
range of opportunities and research is
being introduced in the market.
Weakness
 Stricter regulations and continuously
changing approaches of Government
are implemented in the organization. In
few ways, these are proven right as to
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Running Head: CSL’s Sustainable management and marketing
 The business expansion chances for
stem cells and enzyme therapies can be
establishes rapidly.
 The tie ups with the large hospitals and
medical centers can also improve the
usage of new techniques.
adapt these techniques fast.
 The highly skilled labor is required for
organization, which is difficult to find.
 The competitors are rising with fast
rate. Due to these competitors, the
organization is facing challenges on
optimum level.
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Highly Expensive
CSL
Limited Support
High Support
Less Expensive
Baxter
Life Therapeutic
Peptech
Running Head: CSL’s Sustainable management and marketing
Positioning Chart
The positioning charts will be helpful in indicating the actual positioning of the organization in
contrast to another organization.
Highly Expensive
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Running Head: CSL’s Sustainable management and marketing
References
Adom, A., Nyarko, I. & Som, G., 2016. Competitor Analysis in Strategic Management: Is it a
Worthwhile Managerial Practice in Contemporary Times? Journal of Resources Development
and Management, 24, pp.1-12.
Baskin, J., 2016. CSL Behring Innovates New Combinations, Available at:
https://www.forbes.com/sites/jonathansalembaskin/2016/01/28/csl-behring-innovates-new-
combinations/#2135f54079f6
Brancato, R., 2017. About CSL & Its Team. [Online] Available at:
http://www.cslconsultants.com/AboutUs.html.
CSL Limited, 2017. CSL Delivers Another Strong Performance. Available at:
http://evaluategroup.com/Universal/View.aspx?type=Story&id=655519.
Danckert, S., 2017. CSL locked in patent dispute with US group Bioverativ, Available at:
http://www.smh.com.au/business/csl-locked-in-patent-dispute-with-us-group-bioverativ-
20170710-gx86kh.html
GE Team, 2017. 12 Years of Meeting Challenges and Driving Impact for Customers and
Communities. [Online] Available at: http://www.ge.com/about-us/ecomagination.
Gunther, M., 2006. Retailers clean up their paper trails.
Leonidou, C., Katsikeas, C. & Morgan, N., 2013. “Greening” the marketing mix: do firms do it
and does it pay off? Journal of the Academy of Marketing Science, 2, pp.151–70.
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Running Head: CSL’s Sustainable management and marketing
Limited, C., 2017. CSL: Corporate Responsibility.
O'Neill, S., 2017. How CSL Limited makes most of its money, Available at:
https://www.fool.com.au/2017/04/18/how-csl-limited-makes-most-of-its-money/
Osita, I., Onyebuchi, I. & Onyebuchi, N., 2014. Organization’s stability and productivity: the
role of SWOT analysis an acronym for strength, weakness. International Journal of Innovative
and Applied Research, 2(9), pp.23- 32.
Pour, B., Nazari, K. & Emami, M., 2013. The effect of marketing mix in attracting customers.
African Journal of Business Management, 7(34), pp.1-9.
Singh, M., 2012. Marketing Mix of 4P’S for Competitive Advantage. IOSR Journal of Business
and Management (IOSRJBM), Sep,-Oct. pp.40-45.
Smith, D., Andrews, J. & Blevins, T., 1992. The Role of Competitive Analysis in Implementing
a market Orientation. Journal of Services Marketing, 6(1), pp.23-36.
Wong, L., 2014. Sustainability and Responsible Marketing, Available at:
http://onlinelibrary.wiley.com/doi/10.1111/j.1467-8551.1996.tb00119.x/abstract
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