Sustainable Marketing and Management PDF
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Added on 2020-03-16
Sustainable Marketing and Management PDF
Added on 2020-03-16
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TABLE OF CONTENTSBackground information of the chosen company........................................................................3Planning.......................................................................................................................................3Human Resource Management....................................................................................................5Leadership....................................................................................................................................6Controlling the value chain and technology................................................................................7Recommendations and future strategy.........................................................................................8References......................................................................................................................................102
Background information of the chosen companyCSL is a multinational company which deals in manufacturing and sales of differentbiotherapeutics products. Here, the objective of CSL is to save and enhance the lives of peopleby delivering effective products and service. The selected business enterprise is operating withmore than 170000 employees and offices in 30 nations of the world. The management practicesof CSL can be termed as effective as all the staff members are highly motivated and focus on theaccomplishment of the company’s aim and objectives. The board members of CSL areresponsible for carrying out effective management of the organization. In addition to this, thesemembers are also responsible to provide strategic direction to CSL[ CITATION CSL17 \l 1033 ]. At the time of carrying out its operations in Australia and other international markets, thecompany highly emphasize on areas such as values and ethics [ CITATION CSL171 \l 1033 ].CSL promotes innovation and practical collaboration while carrying out its business activitiesand delivering services to patients. On the other side of this, it can be critically argued that theoperations of the business are directly affected by external environmental factors. For example, a stable political condition in international market encourages the smoothflow of all operations and activities. On the other hand, factors such as socio-culture also affectthe overall business operations of CSL to a great extent. It can be justified by the fact that whilecarrying out international operations, the products and services delivered should reflect thesocio-cultural environment of a global market. The changing technological factors encourage thebrand to keep upgrading its technology with an objective to deliver fast, accurate and moresatisfactory services to patients. At present, the level of competition among business operating in biopharmaceuticalindustry has become highly intense. Furthermore, it is no longer easy for companies such as CSLto attract new customers and retain the old ones. The main competitors of CSL include BaxterInternational Inc., SANOFI, and GRIFOLS SA [ CITATION DBH17 \l 1033 ]. The selectedbusiness enterprise is required to focus on delivering efficient and satisfactory services to sustainin the marketplace. 3
PlanningThe vision of CSL is to enhance the health and well being of people by delivering safeand quality services. On the other hand, the mission statement of company emphasizes on fourmajor areas which are collaboration, integrity, patient focus, and innovations. Dealing with thelife-threatening condition of patients can be termed as the passion of CSL. On the other side ofthis, the selected business organization also focuses on areas such as innovation and science tocarry out improvement in its processes and the way in which services are delivered to all theusers. The management practices of CSL are directed towards doing right things for community,patients, employees and other stakeholders [ CITATION CSL172 \l 1033 ]. The brand focuses onmaintaining transparency, ethics and honestly while carrying out its business practices andoperations. The critical characteristic of CSL business operations is that these practices focus a lot onareas such as carrying out responsible environmental practices and encouraging employees andmanagement to concentrate on ethical decisions. The goal setting practices within CSL can betermed as effective as the brand promotes open communication and participation of all staffmembers[ CITATION Daf14 \l 1033 ]. The benefit of such practices is that it creates a highdegree of satisfaction among workers. At the same time, it helps the brand to introduce moreaccurate, 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 andinnovative approaches. In the traditional approach to planning, the selected business enterprisecarries out internal, external analysis and then develops strategic plans to carry out smooth flowof practices and services [ CITATION IBI17 \l 1033 ]. In addition to this, the companyemphasizes on the fact that the mission, vision, objectives and core competencies of CSL areintegrated into the strategic plans developed. However, it can be critically argued that at the time of using modern and innovativeapproach to planning, where employees and other stakeholders are encouraged to take part in theprocess of decision making and strategic planning[ CITATION Ste13 \l 1033 ]. Along with this,the company also allows staff members and managers to present innovative and creative ideaswhich 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[ CITATION CSL173 \4
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