CSL Behring: Business Analysis and Strategy

This assignment requires you to critically analyze the business strategies, market positioning, and challenges faced by CSL Behring, a prominent global biotechnology company specializing in therapeutic proteins. Your analysis should encompass their financial performance, competitive landscape, product portfolio, and future prospects. The assignment also encourages you to evaluate CSL's ethical considerations, particularly regarding its gene therapy platform acquisition and social media presence.

Running Head: MANAGEMENT ANALYSIS 1
Management Analysis: CSL Limited,
Australia

MANAGEMENT ANALYSIS 2
Table of Contents
Introduction......................................................................................................................................3
Company Description......................................................................................................................3
Importance of company in Australian and International Landscape...............................................4
Sustainable Practices of CSL...........................................................................................................4
Planning and Strategy......................................................................................................................5
Human Resource Management........................................................................................................6
Leadership........................................................................................................................................6
Value Chain and Technology..........................................................................................................7
Future Strategies..............................................................................................................................8
Product strategy............................................................................................................................8
Pricing strategy............................................................................................................................8
Promotion strategy.......................................................................................................................9
Recommendations and Conclusion..................................................................................................9
References......................................................................................................................................10

MANAGEMENT ANALYSIS 3
Introduction
Adoption and implementation of sustainable practices by an organization is an important process
for the development and success of that organization. These sustainable practices may assist the
organization in attracting and enticing a maximum customer base inside and outside the country.
It is essential for an organization to create effective marketing strategies and operations.
Marketing analysis is a technique, which is used by an organization to implement, handle and
review the marketing resources and strategies. It includes various processes, which play an
important role in planning, organizing, leading and controlling the organization. These practices
include planning and strategy, Human Resource Management and value chain and technology.
This discussion includes various marketing and sustainable practices of CSL (Commonwealth
Serum Laboratories) organization. The company is implementing various sustainable practices
its business operations and management. At the end, it will recommend some strategies, which
should be implemented by CSL in the future.
Company Description
Commonwealth Serum Laboratories (CSL) is an international biotechnology organization with
an effective product portfolio of life-saving health supplements and medicines. The organization
is engaged in the business of manufacturing and delivering both the medicines, which are used to
treat immune deficiencies and hemophilia and vaccines as well to inhibit infection. Since its
establishment in the year 2916, the company has driven its promise to save the people’s lives by
adopting latest and advanced technologies (CSL, 2017). Currently, the organization is offering
these biotechnological products in over 60 countries including United Kingdom, Australia,
Germany, Switzerland and United States. At CSL, there is a combination of research and
development focus, financial strength and functional excellence that enables the company to
recognize, create and develop innovative practices for the patients. In brief, CSL Limited is an
international biotechnology organization, which examines, develops, produces and markets the
medicines to cure and protect them from serious human diseases. The products of CSL include
vaccines, blood plasma derivatives, cell culture reagents, which are used in different genetic and
medical manufacturing and research operations (CSL, 2017).

MANAGEMENT ANALYSIS 4
Importance of company in Australian and
International Landscape
CSL Limited is an organization that is offering biotechnology medicines for the people to save
their lives. The company is very important for the country and international environment, as it
offers biotechnology medicines to the people. It has importance for Australia in all the aspects,
i.e. social, economic, public health, environmental. In today’s scenario, use of biotechnology tool
has a large positive impact on different areas of a country. Primarily, the medicines of CSL assist
the country in improving the public health. In relation to CSL, it is important to consider that it
uses the modern technology, which can be processed with public health practices for Australia
and it is enhancing the efficacy of the country. The company has offered many effective and
efficient tool to the country, like; new drugs and vaccines, effective treatment, innovative
approaches to the therapeutics etc. In addition, CSL Limited provides some environmental
benefits to Australia, as it restores the soil, water and natural resources at low cost (Armstrong,
Kotler, Harker and Brennan, 2015).
Furthermore, CSL has helped Australia to enhance the quality of lives of people. Its products
have the potential to make changes in Australian society. It is reducing the need and use of
chemicals in the medicines, which may impact the public health and environment. It is working
with Australian Government to make investment new and innovative technologies, which may
benefit the population with hemophilia worldwide. CSL is assisting Australia in controlling the
pollution by reduction in the utilization of chemicals (Barney, 2014). There will be saving of
refined resources as the company is utilizing natural resources for manufacturing medicines. In
addition, CSL is very important for Australia in terms of economy, such as; the company claims
a market capitalization of 32$ billion and providing employment to more than 14000 people in
over 30 nations. Apart from its importance to Australia, CSL is offering the benefits on
international level. One of the biggest subsidiaries of CSL, i.e. CSL Behring is working as an
international leader in plasma protein therapeutics and has its primary premises in Germany,
Australia, Switzerland and United States (Bock, 2015). Thus, it can be said that business and
operations of Australia are very important for Australia and global environment.
Sustainable Practices of CSL

MANAGEMENT ANALYSIS 5
As CSL Limited is engaged in manufacturing the products by using natural resources, this is the
major point, which can be considered in implementation of sustainable practices by CSL. The
company is incorporating sustainable practices in its marketing strategies, i.e. product, pricing,
place and promotion (Berkowitz, 2016). In Australia, the company is performing very strongly in
corporate responsibility and staying on its commitment to responsibly attain growth and success
by effective implementation of business strategies, making investment in research and
development process to develop advanced biotherapies for serious human conditions and via its
promise to gain efficiency and productivity. According to the Corporate Sustainability Report,
2013, CSL has created a significant development in evolving a sustainability culture and
implementing globally-identified sustainable practices.
Under its product strategy, CSL offers the products in the eco-friendly packaging, because it is
very much concerned about the societal and environmental aspects. In addition, the company is
using sustainable pricing strategy, under which it if offering the medicines on fair prices, so it
can achieve a significant market share and increase its customer base. For promoting its products
in Australia and international market, CSL is adopting various effective practices, like; sales
promotion, personal selling, advertisements etc. These promotional tools will assist CSL in
gaining competitive advantage and sustaining the competitive environment in Australian industry
(Chandrasekaran, 2016). It is engaging in corporate social responsibility activities. The
distribution channels and network of CSL include different parties, wholesalers, retailers,
financial institutions and logistic companies. It helps the company in timely delivery and
distribution of products and services. Thus, the marketing mix of CSL includes various
sustainable practices, which enhance its business operations.
Planning and Strategy
Strategic planning plays a vital role in organizing and leading the organization successfully. CSL
limited is adopting various strategies to effectively plan the processes and activities effectively
(Crommelin, Sindelar and Meibohm, 2013). The product concept of this company is very
innovative, as there are very few players in Australia those are engaged in biotechnology
medicine manufacturing. Under this planning, the company has developed and maintained strong

MANAGEMENT ANALYSIS 6
and long lasting strategic partnership with other firms and academic institutes in Europe, North
America, Asia and Australia.
These partnerships assist CSL in conducting innovative research and development programs,
comprising both applied and basic research in vaccines, plasma therapeutics and recombinant
biotechnology. By promoting its strategic planning, the company is maintaining corporate
governance for maximizing shareholder value. It is attaining a better brand image by effective
strategic planning, transparency, risk management and engaging in corporate social
responsibility. In addition, CSL is planning to develop licensing agreement around the innovative
technologies and products.
Human Resource Management
Human Resource Management is an effective approach, which is executed by each and every
organization for managing its employees. The company aims to offer a positive working
environment to the employees and contractors. All the actions of employees are overseen by
Board of the company. The top management of CSL treats its employees in a fair and lawful
manner and seeks to produce a workplace culture of respect and mutual trust. It understands the
significance of training the employees with right skills and abilities to perform their jobs and
duties and identifying their contribution to the growth and success of organization. CSL
promotes workforce diversity, collaboration, safety, health and well-being of employees and
appreciate the work-life balancing. The manufacturing site of CSL implements effective HR
policies, practices and programs, which fulfills the company’s employment responsibilities and
assist its business and corporate strategy.
Leadership
In managing the sustainable practices, leadership is an essential process that is important to
direct and lead the business operations and employees. The global leadership group at CSL is
responsible for the day to day operations of organization. The leaders at CSL, i.e. Board of
Directors are responsible for the management of company and giving strategic direction to the
employees and other levels of management. The organization supports leadership development
via exclusive talent management programs (Cox, 2016). Leadership at CSL is very effective and

MANAGEMENT ANALYSIS 7
dynamic, because their leaders motivate, engage and attracts more and more employees. They
are practicing participative management in workplace in which, it engages others, listens and
develops commitment and promise.
As it is a biotechnology organization, so the leaders motivate the followers to become more
responsible towards people and natural environment. They consider the issues of employees,
which are related to their work and personal life. Talent management is an effective approach
that is used by the leaders of CSL for maintaining and establishing competitive advantage
through its human resources. The main objective of this program is to ensure the appropriate
employees for right positions. It offers personal growth and development to the employees. Thus,
the leadership is very effective at CSL limited (Witcomb, 2015). It is totally focused on
followers and employees and assists them in enhancing their skills and abilities to perform their
jobs and duties.
Value Chain and Technology
Value addition from manufacturing of new biotechnology medicines is foremost that is directly
related to the treatment of patients. CSL Limited is offering the biotechnology medicines to the
people for curing their life threatening diseases and serious human conditions. The value chain of
company ensures that the patients receive the appropriate medicines at appropriate time
(Grajales, et al, 2014). The value chain of CSL includes different components, like; research and
development, production of medicines, distribution of products and delivery to end users etc.
Before manufacturing a medicine, the organization needs to conduct research and development.
CSL has developed partnerships with other organizations and institutions for conducting
innovative research programs (Sargeant and Jay, 2014).
In next component, CSL ensures that it manufactures the medicines by using natural and
biological resources and there is no use of chemical ingredients. After completing manufacturing
processes, the organization emphasizes on distribution of products among customers and
patients. In this company ensures that it is adopting best transportation techniques (Taske &
Sarah-Jane, 2016). It handles the distribution effectively from manufacturer to end user. CSL
Limited is controlling its value chain process by adopting and implementing effective strategies
and processes. It is focusing on each and every process of delivering the medicines to patients.

MANAGEMENT ANALYSIS 8
Co-creating value for partners and patients are the major capabilities of company (Hickey et al,
2013).
Technology plays a vital role in the field of biotechnology, as it offers various opportunities to
conduct research and gather the biological data about patients and their diseases. CSL Limited
has access to advanced technologies to support the research opportunities in the beginning stage
(Hsiao, 2014). Innovation is a core of everything, which CSL do in offering its products.
Technology innovation is reflected in the manufacturing facilities, plasma collection, enhancing
biotherapies, searching new features in existing therapies and developing new and innovative
therapeutic products for fulfilling the needs of patients (Hickey et al, 2014). In addition, CSL
limited is adopting modern and advanced technology resources in the production and
manufacturing process of biotechnology medicines.
Future Strategies
Product strategy
CSL Limited has been engaged in offering a variety of life-saving medicines, which are assisting
the population of Australia and all over the world. The major objective behind these products is
to provide healthy and normal lives to people (CSL, 2017). There are some major products of
company, which are given below;
 Vaccines
 Plasma therapies
 Antivenoms
 Pharmaceuticals
 Other diagnostic products
In the production process, the company should focus on labeling and packaging of products. It
will do eco-friendly packaging of the products.
Pricing strategy
CSL Limited will offer its products on discount pricing and competitive pricing. It will set the
prices of products lower than its competitors in Australian industry (Huang and Sarigöllü, 2014).
Under discount pricing, the organization will give discount on medicines, in terms of volume and

MANAGEMENT ANALYSIS 9
payment in cash. Offering heavy discounts will attract more and more customers towards its
products.
Promotion strategy
Promotion is an important strategy for each and every organization. The companies need to
incorporate various effective promotional tools to implement effective promotion strategy
(Hsiao, 2014). CSL is adopting various promotional techniques in this competitive environment,
like; sales promotion, advertising and personal selling. Maintaining sustainable practices will be
another way to promote its products among people, as people are very much concerned about
their and environmental safety (Luo et al, 2014).
Recommendations and Conclusion
By analyzing the above report, it can be stated that CSL Limited is an organization that is
offering biotechnology medicines to save the lives of people. This analysis is conducted for
evaluating the sustainable practices of company in present competitive scenario. It includes all
the important processes of organization, which are practiced for enhancing business, like;
leadership, planning and strategy, human resource management etc. Furthermore, there are some
strategies, which can be used by CSL in the future.
It is hereby recommended that the company should focus on the quality and prices of its
medicines as it impacts the health of people. They should try to make the people aware about this
new and innovative concept in medical science. In addition, they should use only healthy and
biological ingredients in medicines. It will not affect the health of people adversely. There should
be effective management of human resources, so that company can complete its manufacturing
and delivery process successfully. Thus, the company should be engaged in more promotional
activities, like; offline media, print media etc. It will increase its presence at both domestic and
international level as well.

MANAGEMENT ANALYSIS 10
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Barney, J.B., 2014. Gaining and sustaining competitive advantage. Pearson Higher Ed.
Bock, R., 2015. Engineering plastid genomes: methods, tools, and applications in basic
research and biotechnology. Annual Review of Plant Biology, 66, pp.211-241.
Berkowitz, E.N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Chandrasekaran, A.R., 2016. DNA origami and biotechnology applications: a
perspective. Journal of Chemical Technology and Biotechnology, 91(4), pp.843-846.
Crommelin, D.J., Sindelar, R.D. and Meibohm, B. eds., 2013. Pharmaceutical
biotechnology: fundamentals and applications. Springer Science & Business Media.
CSL, 2017, CSL Behring Acquires Biotech Company Calimmune and its Proprietary Stem
Cell Gene Therapy Platform, retrieved from http://www.csl.com.au/investors/CSL-Behring-
Acquires-Biotech-Company-Calimmune-and-its-Proprietary-Stem-Cell-Gene-Therapy-
Platform.
CSL, 2017, Board & Management, retrieved from http://www.csl.com.au/about/board-
management.htm.
CSL, 2017, Our products areas, retrieved from http://www.csl.com.au/products.
Cox, M.D., 2016. Four positions of leadership in planning, implementing, and sustaining
faculty learning community programs. New Directions for Teaching and
Learning, 2016(148), pp.85-96.
Grajales III, F.J., Sheps, S., Ho, K., Novak-Lauscher, H. and Eysenbach, G., 2014. Social
media: a review and tutorial of applications in medicine and health care. Journal of medical
Internet research, 16(2).
Hickey, G.L., Grant, S.W., Cosgriff, R., Dimarakis, I., Pagano, D., Kappetein, A.P. and
Bridgewater, B., 2013. Clinical registries: governance, management, analysis and
applications. European Journal of Cardio-Thoracic Surgery, 44(4), pp.605-614.

MANAGEMENT ANALYSIS 11
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Hsiao, S.H., 2014. PTE, innovation capital and firm value interactions in the biotech medical
industry. Journal of Business Research, 67(12), pp.2636-2644.
Luo, Y.L., Zhang, S.Q., Wan, S.X. and Zhou, T.J., 2014. A Study of Knowledge
Management System Based on Data Resources of Medical Industry. In Applied Mechanics
and Materials (Vol. 651, pp. 1784-1789). Trans Tech Publications.
Sargeant, A. and Jay, E., 2014. Fundraising management: analysis, planning and practice.
Routledge.
Taske & Sarah-Jane, 2016, Blood, sweat and tears of the CSL century, The Australian.
Witcomb, G, 2015, CSl growth to slow as competition rises, retrieved from
https://www.intelligentinvestor.com.au/CSLs-growth-to-slow-as-competition-rises.