Marketing Report of CSL
Added on 2020-03-23
16 Pages3804 Words59 Views
CSL Marketing 1CSL MARKETINGNameThe Name of the Class Professor The Name of the School The City and State where it is locatedDate
CSL Marketing 2CSL MarketingIntroduction Commonwealth Serum Laboratories Limited is a company with a global specialty in biotherapeutics which concerns itself with the development and delivery of innovative biotherapies essential in saving lives through assisting people living with threatening medical conditions (CSL 2017). In this respect, it involves itself in products such as plasma, vaccines andpharmaceuticals, research and development in the medical world. The firm has facilities spread in the United Kingdom, Switzerland, Germany, Australia, and the United States. Basically, it hasan employee population of over 17000 who are spread in over 30 countries where its activities are coordinated. The report focuses on its marketing aspects and the manner in which it spreads its products to the competitive marketplace. Company ProductsThe firm deals with the healthcare sector with the provision of products aimed at saving lives which enable thousands of people in the world to live normal and healthy lives. Seqirus involves itself in the manufacture, licensing, marketing and distributing vaccines aimed at preventing and treating serious diseases (CSL 2017). In this sub-category, the firm deals with thedevelopment of plasma-derived therapies, pharmaceuticals, diagnostics products, vaccines, and antivenoms. Plasma derived products are used in treating infections, bleeding disorders, treatment of patients in critical care setting, and autoimmune diseases (CSL 2017). On the other hand, the vaccines are used in inducing immunity towards the protection of people against sets of bacterial and viral infections. Antivenoms are used in the treatment of venomous spider and snake bites. The diagnostics products are essential in determining compatibility of donor- recipient blood transfusion programs. The range of pharmaceutical
CSL Marketing 3products is used in treating human health conditions where the products remain in distribution under the licensing of the respective companies. Sustainable Practices CSL engages in several activities in remaining sustainable in the competitive market. Sustainability in business comes in through meeting the economic, social, and environmental needs of a society and business. The firm prides in assisting the society through remaining in contact and enabling them solves their challenges amicably (CSL 2017). In this respect, the firm supports communities through donation and active participation through engagement, where it builds healthier and sustainable environments for individuals (Armstrong, Kotler, Harker, and Brennan 2015). The firm engages in solving environmental problems which result into health complications through advocacy programs and activism. On the other hand, the firm remains true to the environment by developing, manufacturing, and supplying safe and high quality products aimed at saving lives and improving the well-being of individuals with serious diseases. The firm ensures the production and safe disposal approaches that assist protect the environment and local communities in operation areas (CSL 2017). The firm creates economic opportunities to better the people and individuals in areas of operation.In this respect, the firm employs several individuals to its business, including; researchers, lab officials, management, suppliers, and marketers. All these drive the profitability of the firm. The local community in areas of production benefits from the corporate social responsibilities offered by the firm which empower the locals economically (Pavlou and Stewart 2015). Empowering people economically translates to the overall production and profitability of firms thus enhancing sustainability for the firm.
CSL Marketing 4Target Customers/segmentThe firm serves a large market in the health sector industry across the world. The target segment includes people in the hospital fraternity, dispensing chemists, diagnostic organizations, health ministries through vaccination programs, and general drug field through its distribution of pharmaceuticals (CSL 2017). The target clients remain closed to the health sector where a number of organizations and government bodies compose of its client base. Company and Product Positioning in the MarketThe firm with several outlets across nations positions its products strategically towards itssuccess. The firm, having targeted its consumers places its products strategically in locations andareas in need of the medical products (CSL 2017). In so doing, the firm markets and advertises the products directly to institutions of research, medical facilities, and pharmaceutical suppliers. The type of promotion assists in reaching the desired market as opposed to a random placement of a product. At the same time, the firm participates in social responsibilities touching on the health needs while using part of its products through donation and assistance thus ensuring knowledge of the products to the consumers.At the same time, the firm collaborates with other suppliers dealing in medical products thus reaching the largest batch of clients. Partnership ensures products remain in visibility as suppliers assist in marketing it to the customers experiencing the sales. Besides, it assesses its competitors and their areas of coverage and uses the information to design a special placement that puts it on the higher side (CSL 2017). After assessing the competitors, the firm uses the information to venture into areas not earlier inhabited by the said competitors. In the long run, their products remain visible to the consumers thus growing their brand name. Product versus Sustainability
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