Strategic Management and Business Policy
Added on 2020-05-11
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Running Head: Sustainable management and marketing 1Strategy for CSL Corporation
Sustainable management and marketing 2ContentsIntroduction......................................................................................................................................3International business environment and Australian context............................................................3Sustainability practices....................................................................................................................4Planning and strategy...................................................................................................................4Human resource management......................................................................................................6Leadership....................................................................................................................................6Value chain and technology.........................................................................................................7Future strategies...............................................................................................................................7Recommendations............................................................................................................................8Conclusion.......................................................................................................................................9References......................................................................................................................................10
Sustainable management and marketing 3Introduction This report focuses on the global business operations of a company along with thestrategies adopted by the company to achieve growth and success. The report provides anoverview of the organizational structure of the company and bits business operations in theAustralian and international business environment. For the discussion, the famous Australianbiomedical company CSL Group is selected. Company has its operations at global level. Itbasically engaged with the researches, manufactures and develops medicines which are helpfulfor the people to secure themselves from the serious disease. The company is providing qualitymedicines to the customers in the global market that are suitable for them to recover from serioustypes of disease. In the product range of CSL, there are vaccines, cell culture reagents, bloodplasma derivation, and antivenom. These all are major products of company by which companyhas gained specialization. In case of history of CSL, company is operating in the Australianmarket since 1916 and headquarter of the company is in Victoria. For getting competitiveadvantage, company has diversified its products in all over the world. Along with this, thecompany is earning the optimum revenue in last few years i.e. USD $6.923 billion (CSL, 2017).This report basically provides the overview of the strategies adopted by the company in terms ofhuman resources, planning and value chain. These strategies are important for getting valuableposition in the operating market (Freeman, 2010). International business environment and Australian context There are various environmental factors which are affecting the business operations ofCSL in Australia and other countries at the global level. Company has to deal with theenvironmental factors that impact positively or negatively on the business activities by CSL.Environmental factors in the Australia and international market are described below: Political and legalThe political and legal factors of the environment includes regulatory framework whichmust be operated by the companies. Australia has fairly stable political system and neither CSLnor other company in the industry is affected by the p0litucal factors. There are Australian tradeagreements for doing business with other countries. The Australia-New Zealand Closer
Sustainable management and marketing 4Economic Relations Trade Agreement allows CSL to have lower taxes and more security whiletrading the business outside the Australia. Further, there is China-Australia Free TradeAgreement (CHAFTA) is highly valuable trade to have deeper engagement with China. ForCSL, deregulations and lower taxes would bring favorable changes. Economic Products of CSL are known as desirable products in the market. So, when the economy ofthe country slows down, the profits of the company reduce. Overall 81.23% profit comes fromwithin Australia, 19.57% profit from Asian market and 1.54% comes from New Zealand. Inthese countries, the demands of the medicated products are increasing continuously. So, CSL canget effective profit for the expansion in the international markets. Socio-cultural CSL is focused on the safety of the patients and potential customers from the seriousdisease. So, company has established Work health & Safety committees in various cities whichminimize the risk of occupational hazards. Along with this, company is focused on hiring womenemployees for providing them equal opportunity. Company participates in the charities forhelping society. Employees of the company take initiatives in various events for the cleanlinessof the cities (Thomas, Fugate, Robinson and Tasçioglu, 2016). Technological Being a biotechnological company, company has to maintain its supply chain distributionnetworks. CSL is a customer-centric company, the company has provided effective customersupport service for the delivery of the products on time. CSL is highly dependent on thetechnology to stay competitive in the market so company is taking advantage of the moderntechnology. Company has built official site which allows the target market to gain importantinformation about all the products. Sustainability practicesPlanning and strategy For the effective growth and success of the company, strategic planning has crucial rolein organizing and implementing business activities at the global level. There are various
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