Biotechnology Industry Analysis

The assignment delves into the multifaceted biotechnology industry, examining its current state, future prospects, and prominent players. It encompasses various aspects such as research and development, manufacturing, regulatory landscapes, sustainability concerns, and the influence of globalization. The analysis draws upon relevant academic literature and real-world examples to provide a comprehensive understanding of this dynamic sector.

Running head: Marketing and management
Marketing and management

Marketing and management
Table of Contents
Introduction.................................................................................................................................................4
Background.................................................................................................................................................4
Planning and strategy..................................................................................................................................5
Human resource management....................................................................................................................6
Leadership...................................................................................................................................................7
Controlling the value chain and technology................................................................................................8
Future strategies and recommendations....................................................................................................9
Conclusion.................................................................................................................................................10
References.................................................................................................................................................10
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Marketing and management
Introduction
The report presents a brief overview of the CSL Company and it explains the mission,
vision, and values of the organization. It explains the planning process and value chain strategies
to gain the good position in the market. It describes that how the firm is maintaining sustainable
human resource department within the organization. Further, it tells that how the leaders are
influencing employees at the workplace to do work effectively. It also explains the future
strategies and plans of the firm to gain long-term success and growth in near future. It also
explains the significance of human resource management and leadership to ensure the efficiency
and productivity of the subordinates within the organization.
CSL is the global biotechnology company which deals in various biotechnology products
in the market. Mainly, the firm develops, produces and researches the various biotechnology
products that may help people to reduce various serious diseases. The company is growing and
flourishing its business day by day. The company is dealing in various products include blood
plasma derivatives, vaccines, antivenom, cell culture and other medical and laboratory products.
CSL is incorporated on 1916 and it’s headquarter is located in Melbourne, Victoria. The
company is distributing its products worldwide. In this way, the company is increasing its
revenue and profit (Witcomb, 2015).
Background
The company was founded in 1916 as commonwealth serum laboratories (CSL). Mr.
Paul. Perrault is the CEO of the company. All the business operations and activities are managed
and controlled by the CEO of the firm. After the various researchers, it has been analyzed that
CSL is providing good quality of products to the customers with maintaining sustainability in the
organization. Along with this, the organization is also focusing and monitoring on the
environmental benefits by restoring natural resources, oil and water at a lower cost. There are
various environmental elements which affect the growth and success of the company across the
world. After various researchers, it has been evaluated that the company was part of the
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government since its earlier days. Therefore, CSL needs to follow various rules and regulations
in the manufacturing and administration process. There are various legal factors, political and
economic factors also exist in the environment that affect the business activities and operation of
the firm. It seems that the company provides economic products to the people across the world.
Further, social and technological factors affect the progress and development of the company in
the world. Apart from CSL, Grifols and Baxter are a most important organization that holds the
market share in Australia across the world. CSL is an innovative universal company which is
dealing in innovative biotechnology products around the world (Collu et al, 2012).
Planning and strategy
Planning is an essential part of the CSL which plays a vital role in order to meet the long-
term goals and objectives of the company across the world. Further, the firm is using various
effective and unique strategies and policies to increase the revenue and profits of the company in
the global market. The organization is adopting effective rules, code of conducts and values in
the business activities and operations to gain the various advantages in the world. In addition, the
company looks after about the patients’ safety and health by providing good quality of
biotechnology products to its customers. The vision and core values of the company have been
discussed below (Khromava et al, 2012).
 Patient focus: The Company promises to deliver good quality of products to the
customers across the world. It develops various therapies which provide various benefits
to the patients. It protects the health of the people. In this way, the company is trying to
improve the quality of life of the people around the people.
 Integrity: The Company is always trying to do the right things for its patients,
employees, shareholders, and communities. Further, the company is maintaining honesty,
ethics, and transparency within the organization. It follows high standards, sustainability
and best practices across the world (Gilding and Pickering, 2011).
 Innovation: The firm invests a huge amount to develop innovative and powerful
technologies across the world. In this way, the company is able to provide good quality of
products to its customers around the world. Innovative ideas also help to improve the
decision making process, procedures, and system of the firm (Krätke, 2014).
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 Collaboration: CSL maintains coordination and collaboration among the employees for
providing biotechnology products to the customers in the global market. The employees
are work together to meet the similar goals and objectives of the firm (Choi and Yu,
2014).
 Superior performance: The main aim of the CSL is to achieve the superior results in the
organization. The employees, as well as managers, are giving the best performance in the
company to encourage the values and standards of the firm in the global market (CSL,
2017).
Further, CSL is providing various biotechnology products and services in order to meet the
mission and vision of the company by utilizing the natural resources of the organization. In this
way, the company is maintaining sustainability in the market across the world. In addition, CSL
is using effective and unique strategies in the production process. The company uses eco-friendly
packaging strategy to fulfill the requirements and expectations of the environment as well as the
community. Apart from these strategies, the company uses various plans and policies to gain the
success and growth in the market. It uses the holistic planning approach to determine the
progress of the firm. In addition, CSL is producing innovative products to gain the long-term
benefits in the market (Gilding and Pickering, 2011). The firm focuses on the health and safety
of the patients and it serves the society by providing various types of biotechnology products in
the market. Further, it has been noticed that the customers buy the products of CSL when they
suffer from serious disease and illness. The firm is producing the good quality of products to
attract more customers across the world. In addition, the holistic innovative plans have been
created by the company to provide innovative and good quality of products to its customers
around the world. The organization is implementing effective values and standards to maximize
the sales of the company. Therefore, entire activities and actions are implemented in
management and operation process of the organization in order build and maintain sustainable
progress across the world. Further, the company is using effective and excellent marketing
strategies to overcome on its competitors in the global market. Now it can be said that planning
process plays a vital and significant role to enhance and increase the efficiency and effectiveness
of the organization (Tseng, Lim and Wong, 2015).
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Human resource management
Human resource management is the important part of every organization to flourish and
expand its business globally. None of the organization can survive its business without HRM.
The company requires efficient and dedicated team members to run the business activities
smoothly in the market. Thus, CSL also maintains a sustainable human resource management to
attain the mission and vision of the firm. The company recruits potential and efficient employees
to resolve the various health-related problems of the patients around the world. To run the
business activities globally, the company appoints skilled and qualified employees who are fit for
the company. Further, various training and career development programs are conducted by the
company to improve the quality and efficiency of the employees (Aggarwal, 2014).
Human resource management checks and evaluates that whether the employee is fit for
the work or not, whether they are giving proper information about the products or not. In this
way, HR manager evaluates the performance of the employees. CSL believes to find a right and
suitable candidate to do the job effectively and efficiently. The employees should take care to the
organizational image and job profile in the firm. Wage and pay scheme affect the business
activities and operations adversely. Therefore, the employees should receive appropriate pay
from the organization. It will also help to achieve long-term goals and objectives and it will
motivate the workers to improve the satisfaction level of the customers in the country. In
addition, CSL is using effective communication system at the workplace to increase the
productivity of the employees. The top management is liable to maintain proper communication
within the organization. It will also help to provide job satisfaction and morale to the employees.
Now it is assumed that HRM plays a crucial role in every organization in order to attain the
various goals and objectives of the company. HRM is the primary and foremost part of the CSL
limited company (Burns, 2012).
Leadership
It is the process to manage and influence other people for doing work effectively.
Through leadership, the company is able to manage sustainable practices and policies within the
organization. The company initiates the plans and activities are a very effective manner to inspire
and motivate the other people and competitors in the global market across the world. The
effective and unique leadership provides right direction to the organization which ensures the
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progress and development of the organization (Clarke et al, 2012). Through leadership,
managers and top management can motivate and encourage employees to do work effectively
and efficiently. Leaders use effective leadership styles in order to assist the employees within the
organization. There are various leadership styles which include autocratic style, democratic style,
strategic leadership style, transformational style, Team leadership, laizzez fair leadership style
etc. CSL Company follows democratic leadership style. It is also known as the shared leadership
style and participative leadership style. Through democratic leadership style, the managers give
advice and suggestion to the employees in order to take an important decision in the company. It
involves all the employees of the organization. All the employees maintain trust, faith and
believe at the workplace in order to gain the long-term objectives and goals within the
organization. It also improves the goodwill of the company and it helps to maintain good
relations with the employees. Leadership is the important part of the organization to motivate
and encourage subordinates to perform the task effectively and efficiently (Grüne, Lockemann,
Kluy and Meinhardt, 2013).
Controlling the value chain and technology
Innovative technologies and value chain play a vital role in every organization in order to
gain long-term success and growth. Thus, the company should adopt effective value chain
process to ensure the proper supply of the products in the market. The company is dealing in
biotechnology products so it should supply the products on regular basis in the market. They
should resolve the problems which can arise in the organization with people. The company needs
to update the value chain process on regular basis in order to improve and enhance the quality of
products and services in the market across the world. Further, technology also plays a significant
role in CSL Company (Michelino, Lamberti, Cammarano and Caputo, 2015).
The company is using latest and innovative technologies to provide various growth
opportunities to people in the market. The organization uses effective and unique technologies in
various types of therapies to fulfill the requirements and needs of the patients. CSL can take
various benefits by controlling the value chain process in the market. It provides cost benefits by
reducing and controlling the cost of individuals and value chain activities and by reconfiguring
the value chain process. In addition, various latest and innovative technologies are used by the
company in value chain process to gain the competitive advantages in the market across the
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world. Now it is assumed that value chain process and technology are interrelated with each
other. The company is maintaining sustainability by controlling on value chain process and by
using new technology in the market (White, Lim and Lee, 2012).
Future strategies and recommendations
CSL is focusing on the following strategies to maintain sustainability in the environment
that have been discussed below (Strand, 2014).
Pricing strategy: The Company focuses on the pricing strategy to fulfill the long-term goals and
objectives of the firm. It provides a wide range of biotechnology products at reasonable prices. It
focuses on the market as well as competitors products prices to overcome on the competitors in
the market. Sometimes, it also offers products at a discount to attract more customers in the
market. In this way, this strategy helps to increase the demand for the products in the market
across the world. By using pricing strategy, the company can beat the competitors in the market
(Kumru et al, 2014).
Product strategy: CSL is providing a variety of biotechnology products to the customers to save
the lives of the people in the world. The main of the company behind the product strategy is to
reduce the illness and diseases of the people by supplying various types of biotechnology
products to the customers. The biotechnology products include Antivenoms, vaccines, plasma
therapies and other diagnostic products and services. The company is trying to produce more
new and innovative biotechnology products in the market (Manivasagan, Venkatesan,
Sivakumar, and Kim, 2013).
Promotional strategy: The promotional strategy is an important strategy to expand the company
business worldwide. The company should adopt effective and unique promotional strategy to
overcome on the competitors in the market. Through promotional and advertisement strategies,
the company can attract more customers in the global market. It helps to maintain the goodwill
of the company across the world (Luning et al, 2011).
Now it is recommended that the company should focus on the various marketing
strategies to increase the sales and revenue of the company. Various advertisement and
promotional strategies must be initiated and used by the company to encourage and increase the
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revenue and profits of the firm. Further, it should monitor and evaluate the labeling and
packaging of the biotechnology products and services. CSL should not use the harmful drugs and
medicines. The firm should use natural resources in the manufacturing process. In addition, it
should diversify its products across the world to attract more customers in the market. The
organization must encourage employees to do work effectively and efficiently. Along with this,
it must analyze and measure the competitors’ plans, policies and strategies to gain various
competitors benefits in the market (Gilding and Pickering, 2011).
Conclusion
On the above discussion, it has been concluded that CSL is a biotechnology company
which is offering various biotechnology products in the market. The company is using natural
resources to produce the various types of biotechnology products in the market. Further, the CSL
is maintaining sustainability at the workplace. The company uses various strategies to improve
the growth and success of the firm in the market. The organization provides motivation to the
employees by maintaining sustainable human resource management. Apart from this, the
company uses effective and unique leadership styles to advise and guide to the subordinates in a
better manner. In this way, the company is expanding and flourishing its business activities and
operation in the global market across the world. Further, it is also controlling value chain process
and using effective and innovative technologies within the organization.
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References
Aggarwal, S.R., 2014. What's fueling the biotech engine [mdash] 2012 to 2013. Nature
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Burns, L.R. ed., 2012. The business of healthcare innovation. Cambridge University Press.
Choi, Y. and Yu, Y., 2014. The influence of perceived corporate sustainability practices on
employees and organizational performance. Sustainability, 6(1), pp.348-364.
Clarke, T., Nielsen, B.B., Nielsen, S., Klettner, A.L. and Boersma, M., 2012. Australian Census
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