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Sustainable Innovation in Product Design

   

Added on  2020-04-01

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Marketing environment and Strategy for CSL Company 1Marketing environment and strategy for CSL CompanyStudent’s name:Course:Institution:Instructor:Date of submission:
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Marketing environment and Strategy for CSL Company 2Marketing environment and strategy for CSL CompanyIntroduction Marketing environment refers to those factors that enable a business or a company maintain its clients through creating a good relationship between itself and the clients throughcoming up with ways that help in efficient delivery and selling of its products and services to those customers. The marketing environment is very wide considering the performance of a certain company or business. It pertains two major areas, that is, microenvironment (internal factors) and macro environment (external environment). The microenvironment consists of the internal business structure. That is, the management department, the human resource department, the finance department, accounting department, purchasing and sales department,customers, and suppliers among others. The internal environment is mainly affected by the performance of the personnel entrusted in these departments. For instance, a well-organized business is more successful regarding its output compared to a poorly organized company. The external environment, on the other hand, refers to those factors outside the business rheum that affect the performance of a particular company. These factors include thepolitical status of a country, demographic factors, culture, economic status of a place, the sociological orientation among other factors. The external environment, however, affects the internal environment. In Australia for example, the political, economic and social stability helps the CSL Company to market its products and services in the country freely. Maintaining a good position and being much competitive, a country, therefore, needs to consider the application of some methods that will help in balancing both external and internal environment to have a successful marketing process. The factors to be considered and applied are therefore the ones referred to as the strategy. The objective of this assignmentis to conduct a marketing analysis on Commonwealth Serum Limited Company. Brief information about CSLCommonwealth Serum Laboratories (CSL) was established in 1916 in Australia. Its purpose was to serve the health needs of the nations that were affected and isolated by First World War. Since then the performance for this company has improved and in 1991 Commonwealth Serum Laboratories was incorporated to CSL limited and it managed to be listed on ASX in the year 1994. The company has now expanded its territories and has acquired a good number of companies such as the Novartis influenza vaccine business and
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Marketing environment and Strategy for CSL Company 3CSL Behring. CSL Company is an actually based on delivering advanced biotherapies that help in saving lives. These biotherapies involve helping people with intimidating medical conditions and help them to live a full life (Moynihan, 2010).Marketing background of CLS Company Since the establishment of the CSL Company in the year 1916, the company has improved in terms of its performance by actually joining hand with other organizations. The following is a trend for the performance of the CSL company from its establishment the-the current date (Liu, 2013).In the year 2013, the company went through a reform where it announced that the operating partitions would include CSL plasma, CSL Behring, and immunohematology.In the year 2008, the company took a step to buy ‘Talecris Bio therapeutics Holdings Corp’. This is a United States-based supplier of plasma protein treatments which was from reserved equity firm (Cerberus Partners) which amounted to 3.48 billion dollars. This treaty was later canceled in the following year (Moynihan, 2010).In the year 2007, the CSL’s influenza virus vaccine company was approved by ‘Food and Drug Administration of the US which allowed to be traded (Szekely, 2013). In the year 2006, various operating names and visual characteristics were on CSL were allied so as to strengthen global network connections of the company. Some changes were made which included ‘CSL pharmaceuticals’ to ‘CSL biotherapies.’In the year 2004, the company helped in the acquisition of ‘Aventis Behring’ which became aworldwide frontrunner in plasma therapeutics.In the year 2003, there was free fluvial influenza serum which got launched together with United States Papillomavirus. In the year 2002, there was an opening of an office in Hong Kong. There was also an outline of the conjugate into Australian bazaar. In the year 2001, there was a formation of ‘ZLB Plasma Services.’ There was also an establishment of ‘NASDAQ’ which catered for some laboratory facilities (Guan, 2010).
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Marketing environment and Strategy for CSL Company 4In the year 1999, there was an agreement of manufacturing and development of a product with ‘American Record Cross’. This was done through the signing of contract and development of new drugs (Ueyama, 2013). In the year 1998, the subsidiary for ‘Bayer’s Animal Health Biologicals, a manufacturing company in Nebraska acquired ‘Biocor Animal Health Inc.’In the year 1995, there was the signing of an agreement with Merck and Co. The signing involved marketing and development of Humanpapillomavirus vaccine globally. There was another licensing the same year which allowed the marketing of Avonex treatment in New Zealand and Australia. In the year 1994, the company appeared on the Australian Securities Exchange list.In the year 1992, there was the signing of an agreement of Dohme and Merc Sharp which wasmeant to develop combination serums for teenagers in Australia (Zhang, 2011).In the year 1991, there was an incorporation of the company as ‘Commonwealth Serum laboratories Limited.’In the year 1961, the company was made a commission under the CSL Act.Analysis of CSL products The main products produced by this company are plasma proteins biotherapies and vaccines. Due to the wideness and diversity of products being produced, the company structures itself in two major business units. These are;CSL Behring- this is a well-developed unit which involved in the production, research, distribution, and development of recombinant and plasma-derived products that are used in manufacturing coagulation therapies involved in the treatment of hemophilia, products for treating trauma, immunoglobulins for infection treatment and autoimmune diseases (Katz, 2010).An overview of CSL Behring products The drugs produced in this unit generally help in treating of infections, bleeding disorders, and autoimmune diseases. These products are also used t treat patients in serious care settings
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