Responsible Innovation Monitoring and Evaluation

The assignment is a conference report titled 'Monitoring and Evaluation for Responsible Innovation' published by the Centre for Development Innovation, Wageningen UR. It explores methods and frameworks used to assess and improve the social, economic, and environmental impacts of innovations.

Running head: Sustainable management and productivity
Sustainable management and productivity

Sustainable management and productivity
Table of Contents
Introduction.................................................................................................................................................3
Marketing strategy......................................................................................................................................4
Sustainable practices...................................................................................................................................4
Marketing mix.............................................................................................................................................6
Recommendations.......................................................................................................................................8
Conclusion...................................................................................................................................................8
Appendices..................................................................................................................................................9
SWOT analysis of CSL limited.......................................................................................................................9
References.................................................................................................................................................10
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Sustainable management and productivity
Introduction
The paper presents a brief overview of the CSL Company. It explains that how the
company is dealing in various biotechnology products. It explains the marketing strategies and
marketing mix of the company. It explains that how the company overcomes on its competitors
in the market. It explains the SWOT analysis and positioning strategy of the company. It
explains that how sustainability affects the business activities and operations of the company.
CSL Limited is a universal biotechnology corporation that deals in various market
products. The CSL products include vacancies, cell culture, blood plasma derivatives, and
antivenom products that are used in various genetic and medical manufacturing and research
applications. The company was founded in 1916 and its head office is located in Melbourne,
Victoria. The firm is a public company and its stock is traded on the Australian stock exchange
(Krätke, 2014). The firm products can be separated by the firm division. The various products
are produced by the various divisions in the market. The core values include patient focus,
collaboration, integrity, superior performance and innovation (Gilding & Pickering, 2011). All
these core values play a vital role in order to meet organizational goals and objectives. The
company provides unique products to people in the market. The firm is offering its products in
Australia, Switzerland, U.S, United Kingdom and Germany. There are approx 17,000 employees
are employed in the firm. The research and development, vaccines, and plasma are the main
products of the organization. The firm is investing a lot of money to improve current therapies
and existing therapies in the firm. The Sanofi, Grifols SA and Baxter International Inc. are the
main competitors of the corporation. It provides great job opportunities to approx 17,000
workers across the world. It is expanding its business activities and operations in more than 30
countries in the world. By giving good employment opportunities to people, the company is
giving contribution in the society to maintain sustainability in the market (Ghaffar et al, 2014).
The company is increasing awareness about the harmful products with the help of various
social media channels. Further, the company is using effective and unique marketing and
business level strategies to increase the revenue and profit of the company. The company also
provides effective and successful therapies to the patients (Převorovský et al, 2011). In this way,
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it focuses on the needs, and requirements of the patients. The main mission of the company is to
deliver the best quality of products at right time at affordable and reasonable prices. It maintains
higher rules, regulation, and standards of ethics. It is enhancing customer quality and value by
providing innovative biotechnology products and services to the people. The firm maintains a
sustainable human resource management in the organization (Vicente, Ikuyo, Mota & Hasegawa,
2013).
Marketing strategy
The marketing strategy of CSL Biotechnology Company is unique and effective. DuPont
quality grains is monitored and focused on improving and enhancing the quality of grain for end
users. Mainly, the company focuses on the agricultural customers in the market. The tools of
biotechnology are using in plant breeding and science seed research. Now the commercial
products and goods are coming in the market (Madani, 2012). The company has developed new
technologies through its effective marketing strategies. The new technologies include insect-
resistant crops, virus-resistant crops, herbicide-tolerant crops, modified end-use characteristics
and new hybridization system. By using these technologies, the company is rapidly increasing its
revenue and profits in the market. Under marketing strategy, the company needs to understand
the value chain system in the organization (Buckley, Forsans & Munjal, 2012). It defines as a
process and system which is required to convert technology into a value chain product. The
company believes that value chain is efficient and effective for the commodity corn. Through
value chain and new technology, the company is able to understand the needs, requirements, and
expectation of the consumers. The company is dealing in various biotechnology products. The
products of the company are varied and vast to increase the revenue and profit of the company. It
is essential for every to business to develop and build the marketing strategies in order to gain
long-term success in the market (Hamidi, Gustafason, Pellegrini & Gasson, 2011)
Sustainable practices
The sustainable practices play a vital role in CSL limited company. It reduces greenhouse
gas emissions and it creates an innovative and new disease therapy with the use of pesticides.
The significance of sustainable development is increasing in CSL Company (Gilding &
Pickering, 2011). The company is maintaining sustainability in the environment. Through
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Sustainable management and productivity
sustainability, the company is managing and developing innovative and new products. The
biotech crops and products are more sustainable for the environment of the country. By using of
biotechnology, people are reducing universal pesticides applications by 790 million pounds
(Ghaffar et al, 2014). The sustainable business practices are not only critical and vital to the
future of the company but also beneficial for the future generations. The sustainable practices are
important to sustainable success, growth, responsibility, and profitability (Nogueira, Pinto,
Nunes, Guariz & Amaral, 2014). In this way, the company is reducing carbon footprint within
the organization. Ethical principles and rules are followed by the employees. The corporate
social responsibility also plays a vital role in CSL limited company. The CSR and sustainability
are important for development and expansion of the business. The sustainable practices are
reducing the carbon footprint in Biotechnology Company. The company is reducing productivity
and efficiency through sustainable practices. Through sustainability and CSR the company is
managing business activities and operations with integrity. Through sustainability, the company
can control the prices of the products. Sustainability plays a vital role in CSL association to
provide various opportunities to its employees in the market (Longoni, Leelavathi, Doria, Reddy
& Cella, 2015).
Product and sustainability: The Company is dealing in various biotechnology and pharmacy
products. It provides various types of vaccines to prevent the serious diseases and illness. The
company is offering a wide range of medical products and services. Therefore, it is giving a
contribution to maintaining sustainability within the organization. The products include vaccines,
antivenoms, plasma-derived therapies, Diagnostics products. Now it is assumed that the firm is
offering good quality of products to the people. The company maintains an effective and
excellent supply chain management to distribute the products and services to the consumers
across the world (Syed Muhammad, 2012).
Price and sustainability: Sustainability plays a vital role to maintain the prices of the
biotechnology products and services. Pricing strategies are the plans that are developed by the
various entities to set the reasonable prices of the products and services. The following pricing
strategies are using by the CSL limited company (Katsanis, 2015).
Discount price: This strategy offers products and services on the discount. Under this strategy,
fair prices are charged by the company. The company provides extra services on reasonable and
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Sustainable management and productivity
appropriate prices. The company is using this strategy to attract and retain more customers in the
market (Jamshidian, Shojaosadati, Vilaplana, Mousavi & Soudi, 2016).
Proportional pricing: The Company uses this strategy to gain the long-term benefits in the
market. In this way, the company has chances to know the prices of competitors. Under this
strategy, the company compares the prices of products with competitors’ prices. If the company
is using this strategy then it will have to aware of the prices of the competitors in the market. In
this way, the company is using the effective and excellent pricing strategies in the market. There
is a close relationship between prices and sustainability. If the company is using good pricing
strategies then it can maintain sustainability in the environment and company as well (Kusters et
al, 2015).
Promotion and sustainability: Promotion and sustainability are interconnected with each other.
The firm is using unique and appropriate promotional strategies to attract more customers in the
industry. Promotion and advertisement strategies are the main source of the company to increase
the sales of the company. Further, the company is using sales promotion and personal selling
strategies in order to meet the growth and success of the company (Petcharat & Mula, 2010).
Distribution and sustainability: The distribution channels are the important source to gain the
competitive advantages in the market. By using of these distribution channels, the company
provides satisfaction to its customers in the market. The company cannot gain success and
growth without effective and unique distribution channels. In this way, the company can achieve
its long-term targets and goals. It helps to maintain sustainability in the company. Through
effective marketing, pricing, distribution, products strategies the company can build and develop
its effective and unique position in the market. Further, the company uses business-level
strategies to reduce the cost and prices of the products in the market. In this way, the company
maintains coordination and cooperation among the employees (Siegel & Renko, 2012).
Marketing mix
CSL Limited is a biotechnology company which leads various biotechnology and
pharmaceutical products in the market. The company provides its products globally. The firm is
using new technology and knowledge to develop and build life-saving drugs and it provides
medicines at reasonable prices in the market. The marketing mix includes product, prices, place,
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and promotion. The marketing mix strategy of the company has been discussed below (Huang &
Sarigöllü, 2014).
Product: CSL limited is the biggest biotechnology products industry in the market. The firm is
the biggest exporter of high and good quality of products low-cost APIs in the universal market.
The portfolio related with drugs include the cosmetics, skin care, food supplements, and the
artificial sweetener across the world. The company needs to produce and manufacture the
biotechnology products in the market (Luan & Sudhir, 2010).
Place: The Company sells its products in various countries across the world. The company is
distributing its products in Australia, Switzerland, U.S, United Kingdom and Germany in the
world. The firm has various research and development units for expansion and development of
innovative and existing drugs. The firm has a corporate office to deal with various kinds of
customers in the market. The company has adopted the various distribution networks in the retail
market. The medicines are easily available at medical stores in the market (Leonidou, Katsikeas
& Morgan, 2013).
Place: CSL is a healthcare company which deals in biotechnical products in the market. The aim
of the company is to provide a high quality of medicines at reasonable prices at to the people. In
order to meet the needs and requirements of the patients, the company has decided to maintain
the reasonable and economical pricing policy in the market. In this way, it will help to reduce the
prices of the various vital drugs and medicine in the market. In this way, the company can
compete and overcome on its competitors in the market. Now it is assumed that the company
should maintain the reasonable prices of medicines and vaccines to provide satisfaction to the
people (Lee, N.R & Kotler, 2011).
Promotion: The Company should go through several promotional activities in the market for its
products. The firm is using the effective and unique marketing and promotional strategy in the
market to attract the more customers across the world. The CSL contributes in the society
through the various themes such as health, education, and sanitation by generating various
opportunities for livelihood (Leonidou, Katsikeas & Morgan, 2013). The company provides
medicine in free of cost to terminally ill patients of cancer. The various programs are conducted
by the company for the females. CSL provides best employment opportunities to its employees
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Sustainable management and productivity
and it provides various kinds of employment benefits to its employees. Therefore, the company
uses excellent promotional and advertisement strategies in the market.
Now it is assumed that the company using effective and excellent marketing strategies in
the market to attract more people. As a result, the company is increasing its profit and revenue. It
will also help to maintain sustainability in the market (Shahhosseini & Ardahaey, 2011).
Recommendations
Although, CSL limited company is expanding its business activities and operation across the
world still some recommendations have been given to improve its services in the market which
have been discussed below.
 The company should use effective and unique distribution and promotion strategy to
increase the efficiency and effectiveness of the biotechnology products and services.
 The company must provide the products on discount. Some special offers should be
given by the company to consumers in the market.
 The company should provide training to its employees to improve the efficiency and
effectiveness of the employees. In this way, the employees can provide better services to
consumers in the market.
 The company should analyze and evaluates the plans and strategies of the competitors to
gain the competitive and marketing advantages across the world. In this way, it can
achieve its targets and it can maintain sustainability within the organization.
 It should maintain proper communication and collaboration with employees to enhance
their morale and productivity. It should provide great opportunities to its employees to
attain the long-term mission and vision of the firm (Petcharat & Mula, 2010).
Conclusion
On the above discussion, it has been analyzed CSL limited is one of the biggest
companies in biotechnology industries. The company is offering various biotechnology products,
vaccines, and medicines across the world. It is using various marketing and business level
strategies to increase the sales and revenue of the company. Although, it is providing excellent
products and serving its customers still it needs to focus on the competitor's strategies and plans
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to prevent the risk and other challenges that are existed in the market. SWOT analysis is done by
the company to analyze and evaluate the competitor’s position in the market.
Appendices
SWOT analysis of CSL limited
Strengths Weaknesses
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 It is one of the biggest biotechnology
industries across the world and it is
most reliable brand in the Australia.
 It has excessive research and
development capacity.
 The firm operates and manages various
segments of vaccines, genetics, and
anti-venom etc.
 The company deals in various products
like vaccines, cell culture, blood
plasma, and antivenom.
 Various ethical issues exist in the field
of genetics.
 Huge investments are required to
develop and build new technology.
 Brand portfolio and diseconomies to
scale.
Opportunities Threats
 The company increases and expands
awareness about the use of enzymes
and stem cells. In this way, it is
expanding its business in these core
areas.
 New and innovative technologies such
as nanotechnology are emerging which
can be mixed in the market.
 Many hospitals promote the use of stem
cells.
 It increases the profit and growth rate.
 It increases the income level and the
new market is available for
biotechnology products.
 Strict rules and regulations from
government.
 Skilled and qualified employees are
required to the industry.
 It increases the rate of interest.
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