Microbial Biotechnology for Sustainable Agriculture

Running Head: Management and Marketing
CSL
Sustainable Management and Marketing

Management and Marketing 1
Executive Summary
CSL has a big brand in the pharmaceutical industry in Australia and in this report; complete
analysis will be conducted in relevance with its primary competitors present in the industry.
Apart from this, organization’s marketing strategies will also be covered under this report.
Marketing mix technique will be used in order to evaluate the competitive advantage of the
company in the target market. In addition to this report, appropriate recommendations will be
given for the organization’s performance in the future so that goodwill in the target market could
be maintained.

Management and Marketing 2
Table of Contents
Introduction......................................................................................................................................3
Background......................................................................................................................................4
Strategic Planning............................................................................................................................5
Human Resource Management........................................................................................................7
Leadership........................................................................................................................................8
Controlling value chain and technology..........................................................................................9
Future managerial strategies..........................................................................................................10
Conclusion & Recommendations..................................................................................................11
References......................................................................................................................................12

Management and Marketing 3
Introduction
CSL Company deals with various specialised pharmaceutical products and in this report, its
marketing strategies will be discussed in order to develop their effective image in the global
pharmaceutical industry. This company was founded in 1916 and their headquarters is situated in
Victoria. They are also present in most parts of the world. Under this report, marketing analysis
i.e. qualitative and quantitative analysis will be used in order to determine their values as per the
size and the volume of the market. They are known for providing adequate qualitative
medications to its users and with the effect of this, they have developed their appropriate market
image in the dynamic business environment. Major products of CSL Company are antivenom,
blood plasma derivation, vaccines and cell culture reagents. All of these products are known as
the specialised products of the organization and with the effect of these products’ success in the
market; they have developed their effective goodwill in the Australian market. Their revenues
were $6.923 billion in the last year. In the next phase of this report, various strategies will be
used in order to evaluate the effectiveness of the organization in the global market. Human
resources, planning overview and the value chain analysis will be conducted for removing the
barriers for the organization which is affecting its performance in the global market.