CSL Behring: Operations and Strategy Analysis

This assignment requires a comprehensive analysis of CSL Behring, a prominent biopharmaceutical company. Students must examine its operational structure, strategic decisions, and competitive position within the industry. The analysis should incorporate an understanding of CSL Behring's value chain, key performance indicators, and commitment to sustainability. Additionally, students need to consider the company's ethical values and responsibilities in their analysis.

Sustainable
Marketing and
Management
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TABLE OF CONTENTS
Background information of the chosen company........................................................................3
Planning.......................................................................................................................................3
Human Resource Management....................................................................................................5
Leadership....................................................................................................................................6
Controlling the value chain and technology................................................................................7
Recommendations and future strategy.........................................................................................8
References......................................................................................................................................10
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Background information of the chosen company
CSL is a multinational company which deals in manufacturing and sales of different
biotherapeutics products. Here, the objective of CSL is to save and enhance the lives of people
by delivering effective products and service. The selected business enterprise is operating with
more than 170000 employees and offices in 30 nations of the world. The management practices
of CSL can be termed as effective as all the staff members are highly motivated and focus on the
accomplishment of the company’s aim and objectives. The board members of CSL are
responsible for carrying out effective management of the organization. In addition to this, these
members are also responsible to provide strategic direction to CSL (CSL 2017) .
At the time of carrying out its operations in Australia and other international markets, the
company highly emphasize on areas such as values and ethics (CSL 2017). CSL promotes
innovation and practical collaboration while carrying out its business activities and delivering
services to patients. On the other side of this, it can be critically argued that the operations of the
business are directly affected by external environmental factors.
For example, a stable political condition in international market encourages the smooth
flow of all operations and activities. On the other hand, factors such as socio-culture also affect
the overall business operations of CSL to a great extent. It can be justified by the fact that while
carrying out international operations, the products and services delivered should reflect the
socio-cultural environment of a global market. The changing technological factors encourage the
brand to keep upgrading its technology with an objective to deliver fast, accurate and more
satisfactory services to patients.
At present, the level of competition among business operating in biopharmaceutical
industry has become highly intense. Furthermore, it is no longer easy for companies such as CSL
to attract new customers and retain the old ones. The main competitors of CSL include Baxter
International Inc., SANOFI, and GRIFOLS SA (D&B Hoovers 2017). The selected business
enterprise is required to focus on delivering efficient and satisfactory services to sustain in the
marketplace.
Planning
The vision of CSL is to enhance the health and well being of people by delivering safe
and quality services. On the other hand, the mission statement of company emphasizes on four
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major areas which are collaboration, integrity, patient focus, and innovations. Dealing with the
life-threatening condition of patients can be termed as the passion of CSL. On the other side of
this, the selected business organization also focuses on areas such as innovation and science to
carry out improvement in its processes and the way in which services are delivered to all the
users. The management practices of CSL are directed towards doing right things for community,
patients, employees and other stakeholders (CSL Behring 2017). The brand focuses on
maintaining transparency, ethics and honestly while carrying out its business practices and
operations.
The critical characteristic of CSL business operations is that these practices focus a lot on
areas such as carrying out responsible environmental practices and encouraging employees and
management to concentrate on ethical decisions. The goal setting practices within CSL can be
termed as effective as the brand promotes open communication and participation of all staff
members (Daft & Samson 2014). The benefit of such practices is that it creates a high degree of
satisfaction among workers. At the same time, it helps the brand to introduce more accurate, fast
and quality services to deal with the issues or problems faced by patients.
CSL approach towards planning can be considered as a mix of traditional, modern and
innovative approaches. In the traditional approach to planning, the selected business enterprise
carries out internal, external analysis and then develops strategic plans to carry out smooth flow
of practices and services (IBIS WORLD 2017). In addition to this, the company emphasizes on
the fact that the mission, vision, objectives and core competencies of CSL are integrated into the
strategic plans developed.
However, it can be critically argued that at the time of using modern and innovative
approach to planning, where employees and other stakeholders are encouraged to take part in the
process of decision making and strategic planning (Stead & Stead 2013). Along with this, the
company also allows staff members and managers to present innovative and creative ideas which
can be integrated into the process of service delivery.
The sustainability has been incorporated by CSL in areas such as business operations,
competition, marketing and maintaining relationship with all stakeholders (CSL Limited 2017).
The brand ensures that its practices are complied with international trade regulations and ethical
principles. CSL is also committed towards developing healthier and sustainable communities
within the world.
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Human Resource Management
CSL is engaged in delivering global biotherapeutics company that develops and delivers
biotherapies which save the lives of people. The company produces different medications for the
end users and to manage the overall services; HR department has developed the range of
strategies. Under HR strategies, CSL is chiefly focused towards delegating the work suitably to
the employees so that to get the work done as per organizational aim and objectives. The
company is also engaged in delivering only quality services; hence this increases pressure on
employees (Ehnert, Harry & Zink 2013). According to organizational standards, employees of
CSL are directed to consider all the parameters of quality services. This leads the employees to
enhance the level of work efficiency.
To get right people for the company, CSL focuses on suitable recruitment and selection
procedure in which only experienced and right candidates are being employed. This aids CSL to
employ only those people who have knowledge about medical services. Further, the company
finds right people through giving advertisements and promotions; hence suitable candidates
apply for the position. The company also gives opportunities to the trainees who have knowledge
regarding the way of handling work processes (Jabbour & Santos 2008). Moreover, CSL also
gives chances to social workers so that better services can be delivered to the patients.
Training is the source through which workforce is developed at CSL, and through
training, the capability of employees is also enhanced. The workforce of CSL becomes effective
as they are provided numerous opportunities to learn and grow more in their specific domain
(Mudambi & Puck 2016). Personal and professional growth opportunities are being provided to
the employees who aid them to deliver competently and quality amenities to the patients. Thus, it
can be said that with the help of training, employees are able to introduce innovative biotherapies
which protect lives of people.
To maintain the effective workforce, CSL focuses on encouraging and motivating the
employees. This also works as employee retention. CSL pays huge attention towards employee
motivation and retention; hence it reduces the level of employee turnover. As per the
performance of employees, effective benefits are being provided (Heizer 2016). This enhances
the morale and productivity and as a result, overall standard of CSL increases. Along with
monetary benefits, CSL is also engaged in providing non-monetary benefits to the employees
such as appreciation and recognition. This amends the way of working and ultimately it leads to
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client satisfaction. Therefore, it is clear that CSL has been giving numerous services to the
employees to maintain and retain them in the organization (Slack 2015).
CSL is committed to improving sustainability within the health system infrastructure and
performance; hence the entity emphasizes on proper planning and management aspects.
Promoting healthy values is a driving factor that leads CSL to enhance health provisions in the
society, and this also minimizes health issues among people (Hill 2016). Thus, to promote health
standards, CSL organized a campaign wherein the team members were involved in promoting
the vision of the organization among people. This not only promotes healthy standards, but also
it enhances the value of internal business practices.
Leadership
At CSL, leadership is considered as an art of getting the work done through followers.
Hence, considering this approach, leader ensures to team up with the followers so that the entire
work can be managed; however leader also monitors the performance through aligning the work
with organization’s aim and objectives. The leader of CSL does not act as a boss; however, he
allows all the team members to adopt new practices to facilitate innovation. This helps in
managing the work as per organizational standards (Stead & Stead 2013). The practice of
leadership seems to be effective since that allows CSL to reduce complexities from the
workplace.
In CSL, democratic leadership has been followed wherein leaders and followers together
take the decisions regarding the work processes. With the help of democratic leadership, leader
allows the employees to participate in the decision-making process; hence it enhances the overall
efficiency of team work (de Figueirêdo Junior, Meuwissen & Oude Lansink 2014). At the same
time, democratic leadership style is effective because that aids the leader of CSL to motivate and
encourage the team members towards better performance and productivity. Moreover, the style is
also useful in terms of facilitating suitable coordination among team players. Hence, it minimizes
team based issues and challenges.
Apart from this, the leader of CSL has the power to take all the decisions alone; still,
leader involves all the employees regarding facilitating equal participation from them. The
Democratic leader provides freedom to all the team participants so that they can get motivated
while delivering medical services to the clients.
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The leader of CSL is able to inspire and motivate people through facilitating proper
communication among them. The leader also makes use of transformational leadership in which
he works with the subordinates to manage change in the service provision (Playne 2016). This
helps the leader to encourage the employees towards transformation to amend the performance
level. Therefore, with the changing leadership patterns, leader motivates people to deliver better
services to the clients.
The leader of CSL ensures to motivate and encourage the team players not only to retain
them; but also to maximize the standard of services. There exists appropriate coordination
between leader and subordinates of CSL; therefore with this aspect, long term benefits are being
attained by the organization (Asgher et al. 2014). To acquire sustainability benefits, leader of
CSL ensures to implement different principles. This is also useful in encouraging the value of
services. Moreover, this also allows CSL to emphasize on strategic aspects of the business.
Controlling the value chain and technology
CSL operation management practices are quite effective, and they have contributed
business in gaining the edge over its rivalry. Further, it has been found that proper planning is
done within the business with the motive to manage all the operations in an effective manner and
this has become one of the main reasons behind the success of the firm in the market (Wheelen
& Hunger 2017). CSL is indulged into the practice of delivering biotechnology products that
prevent serious human medical condition.
Considering the overall operations of CSL the company purchases raw materials from the
different suppliers available in the market and the main focus is on ensuring the development of
quality products so as to meet with the requirement of the target market (Yüksel 2016). CSL has
developed separate team whose main motive to ensure whether all the operations of the business
are carried out efficiently or not. Further, main stress is on efficient utilization of all the
resources such as financial, human, technological, etc. Therefore, with the help of this it can be
stated that operations management practices of CSL are effective.
Apart from this, CSL is efficient enough in managing its supply chain where the process
starts from the purchase of raw materials that are needed for the production of biotechnology
products. CSL has the strong relationship with its suppliers who are able to deliver high-quality
raw materials to the company. Apart from this, production process takes place where through
different modes biotechnology products are manufactured as per the requirement of the target
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market. Goods are transported to retailer, wholesalers and other agents who offer products of
CSL (Walker & Jones 2012). The company keeps on identify the best possible areas through
which costs can be saved and in turn supply chain can be managed in an effective manner.
Therefore, through this, it can be stated that CSL is capable enough of managing its supply chain
practices
At the time of conducting any operation, it is necessary for CSL to implement new
technology and it aids in enhancing overall performance. Further, the new technology is
implemented with the support of employees who are working in CSL, and this contributes a lot
in managing organizational performance in best possible manner (Slack 2015). CSL believes in
saving cost through different mode and undertaking advanced technology is the most appropriate
way undertaken by the business.
The supply chain and operation management practices of CSL are flexible, and due to
this reason, new technology is easily adopted. In each and every type of decision sustainability
practices are ensured through which it is ensured by the business that its overall practices are
having very less impact on the environment.
CSL has taken various measures for improving its sustainability practice such as adoption
of recycling technique, indulging into the practice of efficient production, etc. Before taking any
type of decision, it is ensured by the company whether it has the high impact on the environment
or low (Walker & Jones 2012). Therefore, through this CSL is able to carry out all its operations
in an effective manner and it have contributed a lot in enhancing the overall performance of the
business in every possible manner.
Recommendations and future strategy
On the basis of entire analysis there are some recommendations to CSL so that the
company can manage its overall performance for long period of time:
It is a well-known fact that CSL strongly focuses on enhancing the quality of its products
and due to this reason some areas are present on which training is required to be given to
employees. Sometimes employees are not able to deal with the quality management issues.
Therefore, proper training needs to be given to the employees so that their personal development
is possible with the help of this in every possible manner.
Secondly experienced individuals are hired by CSL for carrying out its overall operations
those who have high experience in manufacturing of biotechnology products. Therefore, it is
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recommended to the company to undertake freshers also who have right skill and knowledge.
Rather than focusing on experienced professional company must hire fresher also who can assist
the organization in carrying out overall operations.
At present company has adopted the democratic style of leadership which is not at all
applicable in each and every situation. It sometimes acts as hurdle while carrying out the overall
operations. Therefore, in some situations, there is a need to adopt situational leadership so that
decisions within CSL can be taken as per the situation present within the company
Last the supply chain and operation management practices must be inclined more towards
environmental friendly where the company must identify the best possible areas through which
its environmental impact can be reduced significantly. So, this will develop more effective
sustainable practices of the business and can act as the development tool for the business in every
possible manner.
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REFERENCES
Asgher, M, Shahid, M, Kamal, S & Iqbal, H 2014, 'Recent trends and valorization of
immobilization strategies and ligninolytic enzymes by industrial biotechnology', Journal of
Molecular Catalysis B: Enzymatic, vol 101, pp. 56-66.
CSL 2017, Board & Management, viewed 10 October 2017,
<http://www.csl.com.au/about/board-management.htm>.
CSL 2017, Values & Ethics, viewed 10 October 2017, <http://www.csl.com.au/about/values-
ethics.htm>.
CSL Behring 2017, Vision & Values, viewed 10 October 2017,
<http://www.cslbehring.com/about/csl-behring-vision-values.htm>.
CSL Limited 2017, OUR CODE OF RESPONSIBLE BUSINESS PRACTICE, viewed 10 October
2017, <http://www.csl.com.au/docs/888/955/CSL_CRBP17i_ENGLISH,0.PDF>.
D&B Hoovers 2017, CSL LIMITED Competition, viewed 10 October 2017,
<
http://www.hoovers.com/company-information/cs/competition.csl_limited.aeba17572070ef89.ht
ml>.
Daft, RL & Samson, D 2014, Fundamentals of Management: Asia Pacific Edition PDF,
Cengage Learning Australia, Melbourne.
de Figueirêdo Junior, HS, Meuwissen, M & Oude Lansink, A 2014, ' Integrating structure,
conduct and performance into value chain analysis', Journal on Chain and Network Science, vol
14, no. 1, pp. 21-30.
Ehnert, I, Harry, W & Zink, KE 2013, Sustainability and human resource management:
Developing sustainable business organizations, Springer Science & Business Media, Berlin.
Heizer, J 2016, Operations Management, 11/e., Pearson Education India, India.
Hill, J 2016, 'The ASX-listed biotechnology sector', Australasian Biotechnology, vol 26, no. 1, p.
49.
IBIS WORLD 2017, CSL Limited - Premium Company Report Australia, viewed 10 October
2017, <https://www.ibisworld.com.au/australian-company-research-reports/manufacturing/csl-
limited-company.html>.
Jabbour, CJC & Santos, FA 2008, 'The central role of human resource management in the search
for sustainable organizations', The International Journal of Human Resource Management, vol
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19, no. 12, pp. 2133-2154.
Mudambi, R & Puck, J 2016, 'A global value chain analysis of the ‘regional
strategy’perspective', Journal of Management Studies, vol 53, no. 6, pp. 1076-1093.
Playne, M 2016, ' Recollections of 30 years of biotechnology', Australasian Biotechnology, vol
26, no. 1, p. 23.
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Walker, H & Jones, N 2012, 'Sustainable supply chain management across the UK private
sector', Supply Chain Management: An International Journal, vol 17, no. 1, pp. 15-28.
Wheelen, TL & Hunger, JD 2017, Strategic management and business policy, pearson, London.
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Francis, New York.
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