Sustainable Marketing and Management: CSL Australia

This report offers a comprehensive marketing analysis of CSL Australia, a global biotherapeutics company. It examines the company's background, focusing on its innovations in vaccines and biopharmaceuticals, and its strategic partnerships. The report delves into the marketing background of CSL, highlighting its collaborative research efforts and manufacturing capabilities. A detailed 4Ps analysis (Product, Price, Promotion, and Place) is conducted to evaluate CSL's market position and strategies. The report also compares CSL's 4Ps to its competitors and assesses the sustainability of its practices. A SWOT analysis and a perceptual map are included to provide a competitive overview. The report concludes with recommendations for CSL Australia to enhance its international competitiveness and address challenges within the healthcare industry.

SUSTAINABLE MARKETING AND MANAGEMENT1
Title Page
SUSTAINABLE MARKETING AND MANAGEMENT
Marketing Analysis of CSL Australia
[Author’s Name]
[Institution Name]

SUSTAINABLE MARKETING AND MANAGEMENT2
Executive Summary
Australia’s internal healthcare system is in a dubious state. Several of the healthcare
professionals, government officials and policymakers are of the view that in spite of its
decent quality, the country’s expenditure on health care has declined and put a hole on the
economy. The company CSL proposes a substitute opinion in that; it sees the healthcare
industry as a constructive contributor to the country’s economy via GDP, job creation,
innovative technologies and exports. Australia has the capacity to sell its in-house medicines
and other created health services internationally, and capture a portion of the growing
medical tourism industry, and also invest in offshore hospitals and similar healthcare
institutes.
In this paper, I have tried to examine the Australian healthcare business with special
emphasis on biotechnology and the company CSL in particular. I have also tried to identify
opportunities for the biotechnology-giant CSL which can enable better competence in the
international healthcare domain by optimizing its potential for export, appealing to foreign
investment and skill-recognition in the private sector. The recommendations given by me
may be a way forward for CSL Australia and could have its application for other countries
with robust healthcare systems but facing similar challenges.

SUSTAINABLE MARKETING AND MANAGEMENT3
Introduction
CSL is an Australian-based global speciality bio therapeutics company which creates and
delivers innovative life-saving biotherapies and enables people with severe life threatening
conditions to live well. The organisation has its main facilities in countries such as Australia,
Switzerland, Germany, United Kingdom and the US. CSL limited has more than 17000
employees who deal in over 30 nations at worldwide.
One of CSL’s major innovations, the influenza vaccines and bio CSL in Novartis Company,
teamed up for building Seqirus that is second leading influenza Vaccine Corporation in
world. Seqirus is now a trans-continental associate in epidemic preparation with main
provider of prevention as well as control of influenza internationally.
CSL is a multi-national biopharmaceutical-specializing organization in Australia that has the
objective of identifying, developing, and commercialising new and important biotherapeutic
products that are generally life-savers or can treat serious medical conditions. CSL’s long-
term objectives are to invest greatly in their potential research and development groups with
capacities in different fields such as immunoglobulin, haemophilia and speciality goods, and
penetrate drugs.
CSL has tough belief to provide fund related to R&D for protein-based medicines to meet the
therapeutic requirements as it underlines in its constant growth process. Further, CSL Limited
is a committed and incorporated leading R&D corporation. The company bring together
teams for working on synchronized projects globally, and draws together staff of various
countries based on their level of expertise. Such teams depend on managing the project
structure which enables them for group effort through international with intellectual frontiers.
Marketing background of CSL Australia
CSL strives to maintain its strongly built long standing strategic partnerships with some
academic institutions and some companies of relevance that are primarily situated in
Australia, Asia, Europe and North America. Through the strong bonds of these collaborative
partnerships CSL aims to support a variety of research innovations which include applied and
fundamental study in plasma medical, recombinant biotechnology with vaccines (Roudini &
Osman, 2012).
CSL has right of admission to enable technologies to maintain early stage investigation
opportunities. The company’s investigation capabilities are backed by its development skills

SUSTAINABLE MARKETING AND MANAGEMENT4
all over the world. The company has scientific consultative group who makes clinical
experiment in numerous countries with owns the advantage of having several years of
expertise in major supervisory authorities. CSL also holds key manufacturing capacities of
compound R&D and in-market biopharmaceuticals. Moreover, CSL has decent product
launching experience in the niche areas of its specialization. The research and development
practices of CSL are emphasized on development of innovative products, management of
PLC, with protection of the company’s wide-ranging product portfolio (Jain et al., 2017).
CSL invested more than US $614m in research and development ventures in 2015-16. The
company has many several centres of excellence located in different countries around the
world which primarily focus on:
 Development of new products
 Enhancing and expanding medical use of prevailing products
4P’s Analysis of CSL Australia
The industry in which the company CSL operates is biotechnology. Biotechnology is widely
regarded as a ‘game-changer’ and a revolutionary sector in the Australian economy. The 4P’s
analysis of the biotechnology firm CSL Australia is as mentioned below:
1. Product - The core area of operation of CSL Australia is producing life-saving
innovative products that make it possible for thousands of people around the world to
live normally and healthily. Seqirus produces the products with licences, and
promotes as well as allocates the vaccines by specific emphasis on vaccines products
as it avoids and prevents from the harmful diseases. CSL Behring provides different
aspects related to business process from assortment and experimentation of the
donated plasma to manufacturing the variety of plasma associated products
(Strategy&, 2016). CSL Behring is selected as national fractionators in the Australia,
Taiwan, Singapore, Malaysia, Hong Kong, and New Zealand. The major product
areas of Seqirus are as follows:
 Vaccines: These products are created to improve the immunity to protect
people from a variety of bacterial and viral diseases.
 Antivenoms: These are manufactured to treat people who have been bitten by
snakes or spiders.

SUSTAINABLE MARKETING AND MANAGEMENT5
 Pharmaceuticals: These are used to treat people suffering from human
medical conditions. However, some products are distributed and marketed by
CSL after acquiring license from other companies.
 Diagnostic Products: These products are used to ascertain compatibility of
blood received through donors in transfusion settings.
2. Pricing - CSL Bio plasma is selected as national fractionators in the Australia because
the fifties and also a strategic operating unit of CSL Limited. Other strategic business
units of CSL Group are the CSL Behring. CSL’s Bio plasma plant at Broad meadows
is devoted to the fractionation of Australian plasma and is distinct from the much
bigger CSL Behring centres of excellence model that caters in the international
market.
CSL has been a profitable investment owing to its solid track record of supplying
earnings and dividend progression. It is a highly reputed defensive company and a
known name for innovation and cost efficiency (Jenkins, Ford & Green, 2013). CSL
has a futuristic outlook reinforced by an ageing population, growing health-care
expenditure in upcoming markets and higher recognition for the benefits of its
treatments (Fluegge, 2017). Global demand for its primary products, albumin and
immunoglobulin remain strong and CSL’s past investment in capacity makes it nicely
placed to profit from growing demand. CSL is also well-placed to benefit from
depreciation in the Australian dollar given that most its’ of earnings comes from
offshore (CSL Limited, 2008).
3. Promotion –The consideration towards delivering the plasma as well as plasma
associated products have manifold factors to be assessed, and the requirement for
preservation of cold chain conditions all through the supply and industrial
arrangements. The dearth and irreplaceable characteristics of the Australian plasma
assembled for fractionation and want for conviction in the permanency of supply of
finalized products. Domestic fractionation within Australia evidently offers guarantee
of supply when all the factors are taken into consideration (Hull et al., 2017). In
logistical terms, the key points considered by CSL Australia are:
• Extent of lines of supply
• Quantity of transhipment points
• Time period of shipments
• Risks faced by the consignment in terms of neglect act, disruption and terrorism

SUSTAINABLE MARKETING AND MANAGEMENT6
• Capacity related to TGA (Therapeutic Goods Administration) for effectively
manages the supply through arrangement.
The plasma quantity is transported by fractionation but it is ascertained in terms of
tonnes. The current entire amount is presently over 300 tonnes shipping in per annum.
This plasma amount is a fractional part of the entire amount that is perceived highly
unfeasible by airfreight to North America or Europe. Thus, shipment of sea seems
reasonable alternatives as thought is pooled by large number of abroad fractionators
(Joint Chiefs of Staff, Office Secretary of Defense, U.S Department of Defense,
2013).
4. Place – The allocation related to completed products such as blood banks of hospitals
can be taken through the network of ARCBS (done presently), and direct through the
external fractionators of Australian guarantor, which depends on comparative
expenses with high efficiencies in procedure (allowing for the functions related to
gate keeping which presently done through ARCBS in concurrence and law-abiding
systems). As per the current arrangement, it can be stated that CSL Bio plasma should
facilitate the different sources to supply of products to avoid the interruption in
domestic production (Petousis-Harris, Poole, Turner& Reynolds, 2012).The exigency
requirement is addressed after giving the guarantee on supply of products by joint-
organisation of Bio plasma. Such a significant prevent regarding resource guarantee
has efficiently decreases at agreeable extent as risk related to supply is combined with
a single-site fractionation. A homogeneous responsibility should be assignment by
alternate fractionators as it would be essential in terms of offshore fractionation
(Honda-Okubo, Saade & Petrovsky, 2012).
Comparison of CSL’s 4P’s to its key competitors
CSL limited has embraced in Australia due to follow an exhaustive with controlled
uncertainties structure for safeguarding the recognized, assessed, managed with
examined. These kinds of risk structure underlines different factors such as management
of uncertainties practices with inside acquiescence as well as control systems, their duties
and accountability towards various management level. Another factor is uncertainty
forbearance related to CSL limited, influence of risk matrix with probability of
determining uncertainties and management reporting requests regarding risks. The
management of uncertainty procedures with inside observance as well as administrative
schemes are constituted by different CSL regulations, procedures, and activities that was

SUSTAINABLE MARKETING AND MANAGEMENT7
developed through the administrative department as well as BOD for offering appropriate
declaration. These are as follow:
 Developed organisational policies is considered to attained the goals
 Material uncertainties faced by corporation is addressed with sufficiently examined as
well as organised
 Prominent operation, financing as well as managerial data should be precise,
appropriate, reliable with timely
 There are sufficient degree for observance with rules, principles, measures with
appropriate system
Comparison of CSL’s 4P’s to sustainability
Products
CSL delivers the sustainable products and service to their customers. In this way, it
emphasizes on ingredients used in diagnostic Products, sourcing of raw material and
production of the products. Further, it uses all natural and organic material to manufacture
the medicines, and also sourcing the local and fair trade suppliers. As well as, it also
implements the environmentally friendly resources, and lean production and distribution
techniques to reduce the carbon footprint within the company (Petousis-Harris, Poole,
Turner& Reynolds, 2012).
Price
CSL uses green products marketers to eliminate the green price gap by focusing on those
people who can better afford the products and considered the environmental factors into
their buying decision. It also targeted the specific consumer groups like green regional
markets with focusing on potential consumers who derive value to prominent
preservation and showing their ecology (Honda-Okubo, Saade & Petrovsky, 2012).
Place
CSL increases their local customers by promoting themselves as local. In this way, it
focuses on providing environmental and community economic advantages to local
residents who purchase their products as compared to other key market participants.

SUSTAINABLE MARKETING AND MANAGEMENT8
CSL has also executed a sustainability scorecard which assesses the vendors and suppliers
related to product development cycle to make sure that company has implemented
sustainable practices and looking to enhance their practices (Doran & Lofgren, 2013).
Promotion
CSL has built the sustainable brands to create distinct image in the customer’s mind. In
this way, it promoted their products through different media channel. In the advertising, it
tells about their environmentally products to create brand positioning in the market (Petousis-
Harris, Poole, Turner& Reynolds, 2012).
SWOT ANALYSIS
Strength
1. Biotechnology industry is growing in
the global level in which CSL is a
trustworthy brand in the Australian
sector.
2. Wide-raging research and
development capacity
3. CSL deals in the niche market for
anti-venom, vaccines, and genetics
4. CSL has differentiated products such
as antivenom, cell culture reagents,
vaccines, and blood plasma
derivatives
Weakness
1. Diseconomies to scale in Australia
2. Ethical concern associated with
genetics fields
3. High amount of investment for both
time and money is needed to build
new technology
Opportunities
1. Boost awareness regarding uses of
enzymes and stem cells as CSL can
extend their business into more areas
2. Advanced technologies such as
nanotechnology is emerging that can
be integrated into biotechnology for
creating further invention in
medicines and technologies
3. Ties up with big hospitals to endorse
the practices of stem cells.
Threats
1. Strict regulation by the government
2. Proficient employees is requisite for
this industry
3. Large number of biotech companies
have started with off shoring
activities as one of the key threat is to
increase the degree of medical
chemistry contract work
(See: Exhibit 1)
Perceptual map
Perceptual map is used to define the competitiveness of CSL in biotechnology industry.
Premium
High price
Ver high
Low
Peptech Life
Therapeutics

SUSTAINABLE MARKETING AND MANAGEMENT9
(See: exhibit 2)
From the above perceptual map, it can be stated that there are different competitors of
CSL named Life Therapeutics, Peptech, and Pharmasynth. It is also assessed that CSL
offers the premium quality products with affordable price that is beneficial to gain
competitive advantages in the biotechnology industry.
EHS&S (Environment, Health, Safety & Sustainability Performance)
The CSL is used as a plan of EHS&S in the working place, which ensures the appropriate
location for the industry and supervisory values. The strategy incorporates the
amenability with supervision restriction and promises to uninterruptedly improve the
well-being and health security of the staff members together with reducing the effect of
environmental factors appropriately. There are some significant kinds of standards, which
are made by the CSL named EHSMS, Environmental Management Systems, Safety
Management Systems, and Occupational Health. Additionally, it is addressed that these
standards are not get higher success at international level.
At the same time, there are different authorities such as Environment Protection
Authority, foreign government agency, and equivalent Australian are make rules and
regulation regarding the environmental factors. Additionally, Water authority has made
some significant rules and regulations for saving the quality of water appropriately.
Australian laws deals with the issues of environment and water allocation issues to
successfully meet the task of an organization. Environmental performance is checked and
subjected to government system inspections and place reviews in due course of time. The
EHS2 function at the present moment of time does enhance norms, procedure, and data
gathering techniques to confirm the people are made for more supervisory selections.
Further, there are some significant environmental issues such as consumption of energy,
esteem

SUSTAINABLE MARKETING AND MANAGEMENT10
appropriate use of water, productions, and the control on the wastage are consider by the
CSL. Since, it will be effective to improve the supervisory performance of the company
in long-term. CSL Limited can achieve their performance objectives by using the
guidelines such as Industrial Waste Management strategy, National Pollutant Inventory,
and National Greenhouse and Energy Reporting Act (2007) that is made by Australian
government (Doran & Lofgren, 2013).
Product safety, quality and efficacy
There are arguments about dependence taking place for individuals; inland fractionators
can reject access of current innovation regarding the plasma goods know-how in
Australia. Further, BOD has noted that opportunities only for exists with respect to
innovative and improved goods. Since, it shows the high clinical welfare is presented for
patients of Australia and comply the nationalized arrangement of blood in case of high
clinical demand. It can be stated that completely supply related to reintegrated variables is
a assessment that was accepted earlier and is an evidence of this competence under
current arrangements (CSL Behring: Biotherapies for life, 2017).
In case a European-based fractionators was awarded with an indenture to fractionate most
of plasma in Australia. There can be different issues regarding efficiency, safety, and
product’s quality because all function of European producers act under regulatory
administration of both local regulator and European Medicines Agency. In addition, TGA
made standards by the original sources and also implement by the union of European.
Besides this, Australia can approve the policies to fulfil the needs regarding British
Pharmacopoeia as it was coordinated with the European Pharmacopoeia (Lange et al.,
2002).
Recommendations for Marketing Mix of Products
CSL continuously strives for making liaison to the national with international associates
for providing treatment regarding life-saving of people all over globe. CSL has been in a
enduring affiliation to the WFH (World Federation of Haemophiliac) and carry on for
making their bond stronger by contributing an amount of 1.5m IUs volume to treat the
haemophilia A with von Willebrand infection at World Haemophiliac Day in 2016
(Chandrasekaran, 2015). In June of the same year, Seqirus declared a contribution of
approximately 20,000 doses regarding seasonal infection vaccine for the Fiji people

SUSTAINABLE MARKETING AND MANAGEMENT11
causing alleviating an increase in severe influenza cases. At the same point of time, the
Fijian Health Ministry noted an increase in patients getting admitted to hospitals due to
periodic influenza and also the rise in amount regarding pregnant women experiment is
positive in context of H1N1 infection virus. Thus, it is getting affected by acute
respiratory illness (Colley & Head, 2014).
CSL believes that education and development awareness campaigns organized by the
company are highly essential for imparting scientific know-how and motivating the
brightest minds to pursue a career in higher education and medical research. CSL’s
flagship centenary program is marked by longstanding initiatives which seek to inspire
the next-gen medical researchers towards programs into biomedical research like
Research Opportunities initiatives for Undergraduate and National Youth Science
discussion initiatives (Martin, 2016).
Conclusion
CSL Limited has achieved its longstanding goals by ensuring that their products, services
and processes comply with all the relevant specifications and duly comply with all the
valid local rules at each step in the manufacturing process. CSL’s approach is actually to
comply with all governing regional laws and market standards prevalent to their
operations such as CGLP (Code of Good Laboratory Practice), CGMP (Code of Good
Manufacturing Practice), CGDP (Code of Good Distribution Practice) as well as other
such policies that are appropriate for the industry of pharmaceuticals. CSL Australia is a
trusted and valued supplier of healthcare solutions to several communities globally. CSL
as a respected firm in the domain of biotechnology is committed to the progress,
production and supply of high quality and safe for consumption products, that can
improve the well-being and health of the masses.

SUSTAINABLE MARKETING AND MANAGEMENT12
References
Andrews, E.B. and Moore, N. eds., 2014. Mann's Pharmacovigilance. John Wiley &
Sons.
Chandrasekaran, A.C., 2015. Assessing Knowledge and Attitudes of the Human
Papillomavirus Infection and Vaccine among Adolescents in Hartford, CT.
Colley, L.K. and Head, B., 2014. Privatisation and new public management: Asset sales
and Commissions of Audit in Queensland, 1990–2013. Australian Journal of Political
Science, 49(3), pp.391-407.
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http://www.cslbehring.com/research-development/recent-highlights.htm. [Accessed 23
September 17]
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September 2017]
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Available at: http://www.csl.com.au/docs/977/266/Our%20Corporate
%20Responsibility_2015-FINAL,0.pdf [Accessed 23 September 2017]
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the tightening of regulation. Australian Review of Public Affairs: Journal, 11(2).
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Letters, 185, pp.90-92.
Fluegge, K., 2017. The BTBR Mouse, Sociability, and Reduced Glutamate Release: A
Role for Endogenous Dynorphin, Neurochemical research.
Honda-Okubo, Y., Saade, F. and Petrovsky, N., 2012. Advax, a polysaccharide adjuvant
derived from delta inulin, provides improved influenza vaccine protection through broad-
based enhancement of adaptive immune responses. Vaccine, 30(36), pp.5373-5381.
Hull, B., Orr, K., McRae, J., Richmond, P., Gold, M., Crawford, N., Kynaston, J.A.,
McIntyre, P. and Wood, N., 2017. Evaluation of Combination Measles-Mumps-Rubella-
Varicella Vaccine Introduction in Australia.

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Jain, V.K., Domachowske, J.B., Wang, L., Ofori-Anyinam, O., Rodríguez-Weber, M.A.,
Leonardi, M.L., Klein, N.P., Schlichter, G., Jeanfreau, R., Haney, B.L. and Chu, L., 2017.
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King, C. and Leask, J., 2017. The impact of a vaccine scare on parental views, trust and
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SUSTAINABLE MARKETING AND MANAGEMENT14
Appendix
Exhibit 1
SWOT ANALYSIS
Strength
1. Biotechnology industry is growing
in the global level in which CSL is a
trustworthy brand in the Australian
sector.
2. Wide-raging research and
development capacity
3. CSL deals in the niche market for
anti-venom, vaccines, and genetics
4. CSL has differentiated products
such as antivenom, cell culture
reagents, vaccines, and blood
plasma derivatives
Weakness
1. Diseconomies to scale in Australia
2. Ethical concern associated with
genetics fields
3. High amount of investment for both
time and money is needed to build
new technology
Opportunities
1. Boost awareness regarding uses of
enzymes and stem cells as CSL can
extend their business into more
areas
2. Advanced technologies such as
nanotechnology is emerging that
can be integrated into biotechnology
for creating further invention in
medicines and technologies
3. Ties up with big hospitals to
endorse the practices of stem cells.
Threats
1. Strict regulation by the government
2. Proficient employees is requisite for
this industry
3. Large number of biotech companies
have started with off shoring
activities as one of the key threat is
to increase the degree of medical
chemistry contract work

Premium
quality
Low price
High price
Ver high
Low
quality
esteem
Pharmasynth
Peptech Life
Therapeutics
CSL
SUSTAINABLE MARKETING AND MANAGEMENT15
Exhibit 2
Perceptual map