Biotechnology & Sustainable Agriculture

This assignment examines the role of biotechnology in achieving sustainable agricultural practices. It focuses on understanding the complex interactions between plants and microorganisms (the microbiome) in soil ecosystems. Students will analyze how leveraging this knowledge can lead to innovative solutions for enhancing crop yields, improving nutrient utilization, and promoting environmental sustainability.

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Sustainability of Management and Marketing
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Sustainability of Management and Marketing
Executive Summary
The below presented report has been made focused on the attainment of the sustainable
position in the competitive business environment. The study has been made concentrated on CSL
which is a health care organization and is delivering products and services which aids in
preventing and curing the individuals all over the world. The first part includes the various types
of planning and plotting of various strategies which is done by the business entity for surviving
in the competitive global market. The report comprises of the democratic leadership style which
has been adopted by the business entity for developing a leading position in the business
environment. Moreover the human resource management is also a crucial task which will be
executed properly for attaining advantages. And the last is the future strategies so as to tackle
with the up-coming threats and also for grabbing the opportunities.

Sustainability of Management and Marketing
Contents
Introduction.................................................................................................................................................4
Company Background.................................................................................................................................4
Planning.......................................................................................................................................................5
Human resource management......................................................................................................................7
Leadership...................................................................................................................................................8
Controlling value chain and technology......................................................................................................9
Future managerial strategies........................................................................................................................9
Conclusion.................................................................................................................................................11
Recommendations.....................................................................................................................................11
References.................................................................................................................................................12

Sustainability of Management and Marketing
Introduction
Marketing and advertising has been considered as an integral approach which aids and
assists the business corporation in the attainment and accomplishment of business growth and
sustainability. The brand equity is one of the empirical asset of the organization and should be
done with efficiency and effectiveness (Armstrong et al., 2015). This will also enable the entity
in the attainment of the pre-determined goals and targets. A professional managerial system
should be managed and maintained so as to support the corporation’s functionalities and
operations and also execution of the same. All the operations and systems will lead the
organization to survive and sustain in the competitive environment. A position of competitive
advantage will also be attained which is very essential and will be proven beneficial for the
entity. The major focus has been given to the functionalities and practices which are applied and
implemented for marketing the goods and services to the targeted consumers. Moreover, on the
basis of the research conducted by the author it has also been analyzed that the concept of
marketing management is concerned with the planning, implementing, and controlling of the
programs which will offer the consumers a high level of satisfaction. Further, it has also
described that the mentioned functionalities are developed in a manner which aids in creation of
desired exchanges with the target markets. The main objective is accomplishment of the
organizational goals and targets (Barea, 2015). The below executed scenario has been analyzed
and concentrated on the management of the marketing and the linked operations which are
carried out in the organizational structure of CSL and further the report has comprises of the
description of the practices and approaches which are adopted by the organization.
Company Background
CSL is a multinational corporation which has been operating the business activities in global
specialty of bio-therapeutics (CSL 2017). The entity is also involved in offering innovative
biotherapies which saves lives and leads the service users to live a healthy and safe life.
Moreover, these biotherapies prevent the users from life-threatening medical conditions all these
are considered as the key business practices which are conducted by CSL. CSL is a multinational
brand name which has been operating the business in the economies like Australia, Germany,
Switzerland, United Kingdom and U.S. These are the regions in which the business entity has

Sustainability of Management and Marketing
been offering the major facilities to the services users. The primary activities of the entity
comprise of preventing and curing patients with the help of the medications and therapies.
Whereas the secondary functionalities and operations comprises of the safeguarding the
environment through restoring water, soil and natural resources at cheap prices.
Being a public body in the past the business entity has been following the same policies, rules,
and set of norms (CSL 2017). This has been aiding the business entity in attaining and sustaining
a competitive advantage in the global business environment due to the governmental
considerations and standards are set of ethical policies which are considered as relevant in
fulfilling the requirements of the external aspects of external environment that are political, legal
and the economic. These functionalities will aid and will promote the business corporation
towards the success and growth. As the business organization has been concerned with the
operations which are linked and operated as per the standards and rules similar to a public body
and hence the prices of the products are quite reasonable. Moreover, the entity is also concerned
with the societal and technological concepts and which are also considered as the biggest
strengths of the organization (CSL 2017). Apart from CSL, Baxter and Grifols are two
multinational brand names which are also considered as the major rivals and also share the
market in the Australian pharmaceutical industry.
Planning
The concept of strategic planning has been considered as a crucial methodology as it aids the
business entity in organizing the operations in an appropriate manner and in accordance with the
international market (Bueno, Merino and Murcia, 2016). On the basis of the conducted analysis
it has been observed that the business entity has adopted varied range of strategies which aids in
attaining the determined objectives and sustaining in the global markets. Apart from this, one of
the significant operation iis following the code of conducts and the obligatory requirements and

Sustainability of Management and Marketing
which will enable the business organization to offer qualitative products to the target consumers.
By following all these operations and practices the business entity will be leading and gaining
adequate benefits in the competitive business environment and a sustained position of
competitive advantage over the rivals (Clarysse et al., 2014). The below described are some of
the ethics and the values:
 Innovation: Making adaption of innovative techniques has been considered as the base
of the operations and the execution of the practices. This tends the business organization
in bringing an enhancement to the organizational performance and productivity.
 Enhanced performance: Regular and timely updating is done in the operational
processes and methodologies so as to enhance the quality of performance and offer and
serve the patients with qualitative services.
 Integrity: This feature has been adopted by the business entity so as to serve the service
users and the society with a set of qualitative products and services. This will also aid the
business corporation in developing trust among the consumers which will also bring an
increase in the level of brand loyalty.
 Team Work: This approach can be utilized by CSL in which the entity will be focusing
on the team work and sense of co-ordination (Grajales III et al., 2014). The team work
activities and practices will be aiding the business entity in the accomplishment and
attainment of the organizational goals and objectives and that to with greater efficiency
and effectiveness.
The mission and vision of the business firm will set a distinct image in the global market. The
organization makes use of the natural resources and environmental friendly processes are utilized
for producing the medicines (Lainez et al., 2017). Moreover, the business entity also has been

Sustainability of Management and Marketing
making use of eco-friendly materials for packaging which has developed a distinct position of
the brand in the society. By making adaption of this approach the business entity ha focused on
the environmental and societal aspects (Pagell and Shevchenko, 2014). These strategies have
been proven very much beneficial for the firm as it aids in attaining and sustaining competitive
advantage in the international markets.
For instance, attainment of the highest level of satisfaction by offering the best quality of
products and services has been considered as the primary goal of the business corporation
(Quintana-García and Benavides-Velasco, 2016). For making the consumer’s experience best,
the enterprise strives for offering the adequate qualitative and effective medicines and other
health related services.
Human resource management
Human resource is the most valuable asset of the business entity and management of the same is
the most crucial concept and which should be executed with an effectiveness and efficiency. An
appropriate management of human resource will lead the entity to accomplish and attainment of
the targets and goals. Management of the workforce should be done with adequate amount of
integrity. HR managers are held responsible for making all this happen (Schaltegger and Burritt,
2014). Adoption of appropriate strategies and approaches should be done so as to develop an
efficient management of human resource. Proper management of human resource will lead in
offering a high level of productivity. The workforce will be more dedicated and motivated and
which will be aiding the business entity in attaining organizational goals and targets. The firm
will also be benefited by gaining a competitive advantage over the rivals. The enhanced
productivity and quality of services will bring an increase in the market share and also the brand
name will be positively gaining a position in the global market. Moreover, the business entity

Sustainability of Management and Marketing
can develop a separate team which will be made involved in the operations of research and
development (Short, Toffel and Hugill, 2016). This research and development involves
innovation of new technologies and formulas which will be used in the manufacturing of
medications etc. This team will also be working for enhancing the quality and the effectiveness
of the existing medicines and associated facilities within the organization. Further, adoption of
some approaches for developing a sense of cooperation and mutual understanding in teams has
been done. Cooperation will tend the teams to serve with better adnd advanced outcomes. This
will also bring developments in the skills and capabilities of the individuals within the teams.
Leadership
CSL has been considered as a leadership group and has moulded the business functions and
operations in such a manner that they have enabled themselves in the attainment of the desired
goals and the targets (Strand, 2014). This strategy has presented them as a distinct entity and also
sets apart from the competitors in the business environment. As the business firm is considered
as a global leadership group and this has made them in developing directions which will lead and
guide them to attain their objectives. Moreover, the standards are also standards built up by them
which are proven effective enough in the accomplishment of the pre-determined targets. A
democratic leadership style has been adopted within the business organization for the execution
of the operations and functionalities (Tseng, Lim and Wong, 2015). This leadership style has
brought up an increase in the involvement of the employees in the managerial operations and
decision-making process. This approach has also increased the productivity and performance
level of the employees as they feel their importance and which increases their dedication and
leads to serve better and increased productivity. There should be a balance between both the
aspects i.e. requirements of the organization as well that of the employees. By maintaining a

Sustainability of Management and Marketing
balance between both the requirements the entity will be able to attain sustainable position in the
competitive businesss environment.
Controlling value chain and technology
The methodology or the system within the business organization which is utilized for supplying
the products and services to the potential consumers can be termed as the system of value chain.
In case of CSL it is of very much significance for the entity to have a timely and regular supply
of medications and other medical facilities and for the same adoption of an effective supply
chain system is to be done.
Moreover, technology also plays an integral part in the business organization. As the entity is
involved in operating and offering medical services to patients and which involves number of
processes and functionalities which are automated. Number of patients is operated by making use
of modern systems and equipment (Witcomb 2015). For instance, the therapeutic products is the
latest advancement which has been innovated by the entity for curing and preventing the
patients.
Future managerial strategies
The below presented are the approaches and the mechanisms which can be adopted and by
concentrating on the same should be done so as to initiate effectiveness in the functionalities:
Product strategy: CSL has been offering the medications and associated services which are
utilized for preventing and curing the patients from the diseases or illness they are suffering
from. The key purpose behind offering the services and medications is to offer the service users
with a healthy life. The below mentioned are some of the key products and services offered by
CSL:

Sustainability of Management and Marketing
 Antivenom
 Vaccines
 Other diagnostic products
 Plasma therapies
Focus should also be diverted on the packaging and labeling. The packages should be clear with
the details of the products so as to facilitate the consumers.
Pricing strategy: Offering various discounted schemes can be considered as an effective
approach which can be utilized by the business entity for attaining competitive advantage. This
pricing strategy can be termed as competitive pricing strategy which aids the firm in bringing
prices of products low in comparison to the rivals.
Promotional strategy: Increasing and developing awareness about the products and services is
the key function of a promotional strategy. CSL should make adoption of some contemporary
promotional strategies. This will aid the entity by bringing an enhancement in making the
products available for the potential consumers.

Sustainability of Management and Marketing
Conclusion
After summing up the above executed analysis it has been analyzed that CSL is a
business entity which offers medical services and associated products the required people which
aids in leading a safe and healthy life. The above report has been made focused on the practices
and operations which are being executed for sustaining in the competitive business environment.
Recommendations
A reasonable pricing scheme should be developed for delivering the products. The physical
existence or the location should be mostly made available in the areas which are easily accessible
for timely availability of the medications. Environmental friendly resources for manufacturing
products and eco-friendly packaging materials for packaging the products should be sued.

Sustainability of Management and Marketing
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015, Marketing: an introduction,
Pearson Education.
Barea, J.M., 2015, Future challenges and perspectives for applying microbial biotechnology in
sustainable agriculture based on a better understanding of plant-microbiome interactions, Journal
of soil science and plant nutrition, 15(2), pp.261-282.
Bueno, E., Merino, C. and Murcia, C., 2016, Intellectual Capital as a Strategic Model to Create
Innovation in New Technology Based Firms, In Competitive Strategies for Small and Medium
Enterprises (pp. 93-105). Springer International Publishing.
Clarysse, B., Wright, M., Bruneel, J. and Mahajan, A., 2014, Creating value in ecosystems:
Crossing the chasm between knowledge and business ecosystems, Research Policy, 43(7),
pp.1164-1176.
CSL, 2017, Board & Management, retrieved from http://www.csl.com.au/about/board-
management.htm.
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, Our products areas, retrieved from http://www.csl.com.au/products.
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).

Sustainability of Management and Marketing
Lainez, M., González, J.M., Aguilar, A. and Vela, C., 2017, Spanish strategy on bioeconomy:
towards a knowledge based sustainable innovation, New Biotechnology.
Pagell, M. and Shevchenko, A., 2014, Why research in sustainable supply chain management
should have no future, Journal of supply chain management, 50(1), pp.44-55.
Quintana-García, C. and Benavides-Velasco, C.A., 2016, Gender diversity in top management
teams and innovation capabilities: The initial public offerings of biotechnology firms, Long
Range Planning, 49(4), pp.507-518.
Schaltegger, S. and Burritt, R., 2014, Measuring and managing sustainability performance of
supply chains: Review and sustainability supply chain management framework, Supply Chain
Management: An International Journal, 19(3), pp.232-241.
Short, J.L., Toffel, M.W. and Hugill, A.R., 2016, Monitoring global supply chains, Strategic
Management Journal, 37(9), pp.1878-1897.
Strand, R., 2014, Strategic leadership of corporate sustainability, Journal of Business Ethics,
123(4), pp.687-706.
Tseng, M., Lim, M. and Wong, W.P., 2015, Sustainable supply chain management: A closed-
loop network hierarchical approach, Industrial Management & Data Systems, 115(3), pp.436-
461.
Witcomb, G, 2015, CSl growth to slow as competition rises, retrieved from
https://www.intelligentinvestor.com.au/CSLs-growth-to-slow-as-competition-rises

Sustainability of Management and Marketing