Strategic Analysis of CSL Limited: Marketing and Management Report

This report provides an in-depth analysis of CSL Limited, a global biotechnology company specializing in vaccines, blood plasma derivatives, and other medical products. It begins with an introduction and background, outlining CSL's history, current operations, and market position. The report then delves into the company's planning strategies, emphasizing its commitment to patient focus, innovation, integrity, and superior performance. It also explores human resource management, highlighting recruitment, training, and workplace management practices. The report further examines CSL's leadership style, identifying its democratic and transformational approaches. Finally, it discusses the company's value chain and the role of technology in maintaining a competitive edge. The report concludes with managerial strategies, recommendations, and references to support its findings.

Running head: Marketing & Management
Marketing & Management

Marketing & Management
Table of Contents
Introduction.................................................................................................................................................3
Background..................................................................................................................................................3
Planning.......................................................................................................................................................4
Human Resource Management...................................................................................................................5
Leadership...................................................................................................................................................6
Controlling value chain and technology......................................................................................................6
Future managerial strategies.......................................................................................................................7
Conclusion and recommendation................................................................................................................7
References...................................................................................................................................................8
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Marketing & Management
Introduction
CSL Limited is a biotechnology company operating its business globally. The company
basically researches, develops and manufactures the products which can help people to treat and
secure themselves from attracting serious diseases. CSL has flourished its market by providing
quality medications to the people in the market which helps them to recover with a speedy
growth. The main product areas of CSL are vaccines, blood plasma derivation, cell culture
reagents and antivenom. These are the major products in which the company has gained
specialization. Further CSL is public company running in the market through 1916, and it is
headquartered in Victoria. The company is a diversified company supplying its products
worldwide. Also, CSL earned optimum revenue in the previous year that is USD $ 6.923 billion.
Additionally, the report provides an overview of planning, human resources and value
chain strategies which shall be defined by the company so that they can earn a valuable position
in the market and eliminate the barriers coming forward in their growth process. More details
about the company and its activities are discussed below.
Background
Talking about the background of the company, it shall be known that CSL was founded
by the Australian government in the year 1916 with the name of Commonwealth Serum
Laboratories (CSL). And then the company was privatized in the year 1994. Current operations
of the company are managed by the CEO Mr. Paul Perreault. Furthermore talking about the
international business environment, the company provides biotechnological medicines which
help people save their lives (Jain, Aggarwal, Sharma and Sharma, 2013). As the company is
renowned in the market due to which many other hospitals and organization depend upon the
company for carrying their day to day business activities. Thus, it shall be said that comply lays
great importance in the international target market. also the position of the company Australian
context it shall be known that CSL is regularly offering quality products to the consumers due to
which there is growth in sustainability in lives of people. Apart from that the company also
focuses on providing environmental benefits to the company by restoring soil, water, and the
natural resources at low costs (CSL, 2017).
The environmental factor affecting the growth of CSL n the country, it is known that as
in past CSL was a part of the government, due to which the company follows the same rules in
the management and manufacturing process. Resulting to which they get assistance from the
political and legal factors present in the environment; the economic factors of the country state
positively affect the growth of the company, as it has been known that CSL is an economic
product offered o the people worldwide. Also, the social and technological factors assist the
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company in its growth. Baxter and Grifols are two major companies which hold the market share
along with CSL in the Australian market (CSL, 2017).
Planning
Strategic planning is an important part which plays an important role in organizing and
initiating activities in the global market successfully. The company CSL is adopting various
strategies to implement effectiveness in the organization. Being a biotechnological company, t is
the duty of CSL to adhere strict values and code of conduct in their business so that benefits are
achieved by the organization along with the community. The value and ethics of the management
of the company are:
 Patient focus- the company believes in activities focusing on their core products and
delivering adequate services in the environment. Also, they aim to take care of the
patients to whom they serve their products and services.
 Innovation- they aim to think innovatively act in accordance with the technology resent
in the environment.
 Integrity- the company initiates transparency in their actions which help the customers to
trust the company.
 Superior Performance- they aim to proudly implement every action planned by the
company. Also, they take the results proudly.
 Lastly, the company believes in collaborating and then work together as a team (CSL,
2017).
Talking about the sustainability activities of the company in context to the mission, vision of
the company, the company is engaged in providing products and services in the market with the
use of natural resources. This practice of the company helps them in incorporating sustainable
managerial practices in the internal process of the company. Another sustainable strategy which
the company uses in their production process is that they use eco-friendly packaging concerning
the requirements of the society and the environment.
Furthermore talking about the approach which the company is currently using to plan their
objectives for the future growth of the organization is the holistic planning approach. The
company innovatively manufactures products which help the community to attain maximum
benefits out of the products. In alignment with the values the organization, the company enacts
sustainable activities which improve the health of people in the environment. Thus, with its
process, the focus on patients' value of the company is fulfilled (Grajales III et al, 2014).
Apart from that t shall be noticed that the customers attain the products of the company when
they are ill or are attracted with some serious disease, so in that case, if the company produces
and manufactures adulterated products, then it worsen the conditions of the patients. That is why
the main goal of the company is to create a quality product with the aipf innovation. For this
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purpose, the holistic innovative plans are created by the management to assist the competence of
the company present in the global environment.
Further sustainability in the company is incorporated in the company through its actions and
standards set for the company. Like, in the above-mentioned statement it is known that the
company implements values which positively affect the community. Thus, all the activities held
in the management process of the company developed in such a way that they implement
sustainable growth. Also, the aim of the company is to show innovative instincts in their every
action due to which CSL receive a competitive advantage in the market. Thus, all these aspects
are taken into consideration while innovating plans for the organization (Witcomb, 2015).
Human Resource Management
Human resource management is the key aspect which helps the organization to grow and
sustain their growth in the competitive market. And CSL being a biotechnological company
requires the efficient team who can innovate adequate medication to solve the health-related
problems of the people in the country. For this purpose, the company needs to recruit human
resources who adequately fit the job description of the company (Barea, 2015). Thus, the
company adjoins with the contractors present in the environment who supplies human resource
for the company. After recruitment, the human resource manager mainly focuses on the training
process of the employees of the company. They provide quality training under which the trainees
are acknowledged with the goals and objectives of the company and sustainability which are
employees shall fulfill while being a part of management. No employee is fit for the job at the
beginning of their time period; they are gradually trained with time. It cannot be said that the
company adequately finds human resource fit for their company but in fact they make employees
fit according to the requirements of their job. CSL believes that right people are found in the way
but they are created by the company in the way of their job (Armstrong, Kotler, Harker and
Brennan, 2015).
Effective workplace management is automatically created when the employees are
concerned towards their job profile and organization's image. One of the major factors which
affect the environment in the workplace and the satisfaction level of the employee is the pay
which they receive from the company. All employees of the company have the right to receive
adequate pay according to their work (Epstein and Buhovac, 2014). This helps in motivating the
employees to the maximum level, also compensation and rewards help the employees to get
satisfied with their job which creates a good working environment for all the employees of the
organization. Another way through which CSL initiates adequate workflow is through
implementing good communication in the organization. Communication is the key with the aid
of which proper work is circulated in the management. And in CSL the top level management
also communicates with the lower level management of the organization without a mediator.
Such activities provide the sense of identification in the employees of the company which leads
to the effective workforce (Quintana-García, and Benavides-Velasco, 2016).
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Marketing & Management
Leadership
In the process of managing the sustainable practices in the organization, CSL initiated
their day to day activities in such a way that it inspires other competitors and people present in
the market. The global leadership group at CSL provides strategic direction to the company
which supports sustainable growth of the company. Also, the leaders of the organization believe
in extracting talent present in the environment and recruiting them so as to plan technological
innovation in the organization (Thomas, Fugate, Robinson, and Tasçioglu, 2016). The leadership
style which the management of the organization follows is the democratic leadership style.
Democratic leadership refers to the style of leading under which the leaders seek the advice of
the employees of the organization to take a decision in the organization. This process initiates
involvement of the stakeholders of the organization; due to this participation, all the employees
are faithful towards the working of the organization. Resulting to which goodwill of the
company is created in the market (Lainez, González, Aguilar, and Vela, 2017).
On the part suitability, the biotechnological organization, the leaders motivate the
followers in the company so that they fulfill their duty towards the natural environment and the
people. Democratic leadership plays a significant role in managing the image of the company in
the market and initiating sustainable activities in the internal as well as external environments.
Effectiveness in the organization is created with the implementation of good leadership style in
the organization, power, and authority is flowed in the environment. The process of leadership
helps the management to flow adequate responsibility and authority among another employee of
the management (Short, Toffel, and Hugill, 2016). Apart from that it also helps in motivating the
employees to achieve their personal target and with organization target due to which
subsequently sustainability in the external market is achieved. The fact that shall be taken into
account relating to the management of the company is that the management of the company
belies in optimizing resources effectively and creating innovation through, due to which it shall
be said that the company implements transformational leadership. This type of leadership
characteristics helps the management to adapt according to market fluctuation. Lastly,
sustainability in the organization is incorporated through the effective use of resources and
efficient services provided by the employees of the organization. Thus, the leaders of the
company focus on both the activities due to which sustainability is achieved (Bueno, Merino, and
Murcia, 2016).
Controlling value chain and technology
It is very important for a business to adopt an effective value chain as with the aim of this
process only products are supplied in the market. As the company is working in the
biotechnological field so they need to supply their products on time otherwise, the severe
problem can occur with the patient. Also in order to be competent in the market CSL need to
regularly update their value chain to improve the quality of their services (Schaltegger and
Burritt, 2014).
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Marketing & Management
Technology plays an effective role in the value chain process of the company. CSL
limited has accessed the latest technology due to which they gather opportunities to grow in the
target market. One such technologic which the company innovated in their production is to
provide a therapeutic product which can fulfill the needs of the patients. So, in order to
adequately supply such services to the patients, worldwide CSL originated their outlets in
various reachable part of the country due to which effectiveness to the innovation was achieved
(Strand, 2014).
Future managerial strategies
The strategies on which CSL shall focus to initiate effectiveness are discussed below.
Product strategy: the company is engaged in providing various products in the market which
helps in saving the lives of many people. The main purpose of the company behind supplying
such products is that to initiate healthy and normal lives to people. The major product in which
the company deals are mentioned below (Choi and Yu, 2014):
 Vaccines
 Antivenoms
 Plasma therapies
 Other diagnostic products
The production process of the company should mainly focus on the labeling and packaging of
the products. Eco-friendly packaging shall be used for the products (Tseng, Lim, and Wong,
2015).
Pricing strategy: CSL limited shall offer its product in the market with discount and competitive
pricing strategy. This process will make the prices of the product lower than the competitors
present in the market. Also under this scheme CSL will initiate to give a discount to the regular
customers of the company and the customers who buy the product in bulk. The discount shall be
given to the customers of the total volume of the product purchased by the customers.
Promotional strategy: promotion is an important tool which every organization shall use to
flourish its business in the target market. CSL shall adopt an effective promotional strategy to
eliminate a competitor in the market and expand their business as well. Activities like, sale
promotion, personal selling, and advertising shall be initiated by the company (Clarysse, Wright,
Bruneel and Mahajan, 2014).
Conclusion and recommendation
Thus, in the limelight of above-mentioned events, it shall be noted that CSL Limited is an
organization which is offering biotechnological products to the customers resent in the target
market. The products of the company are created in such a way with the use of natural resources
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that it helps people in curing their diseases. The above-mentioned analysis gives a view
regarding the sustainable practices of the company in the present situation. It includes the
strategic planning of the organization along with human resource management, leadership, value
chain etc. strategies of enhancing sustainability. Furthermore, some of the strategies which the
company can use to improve their growth in the target market are discussed below (Pagell and
Shevchenko, 2014).
It is recommended for the company that they should majorly focus on the quality and
pricing of the products which they provide in the market. Such products help people to survive,
thus it shall be recommended that such medications shall be approachable by all people present
in the market. Also, such type of drugs has their side effects as well, so the company shall aim to
provide a disclaimer to all people regarding the side effects of the products and way in which
these products shall be consumed by people. Also, it shall recommend that the products shall be
manufactured in the company with of use of natural resources only, and then the only
improvement will be effective in the health of people. Use of chemical introduction process shall
be avoided in the highest priority. Lastly, the company shall also aim to diversify its business and
open its outlets in other countries as well.
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References
1. CSL, 2017, CSL Behring Acquires Biotech Company Calimmune and its Proprietary
Stem Cell Gene Therapy Platform, retrieved from http://www.csl.com.au/investors/CSL-
Behring-Acquires-Biotech-Company-Calimmune-and-its-Proprietary-Stem-Cell-Gene-
Therapy-Platform.
2. CSL, 2017, Board & Management, retrieved from http://www.csl.com.au/about/board-
management.htm.
3. CSL, 2017, Our products areas, retrieved from http://www.csl.com.au/products.
4. Grajales III, F.J., Sheps, S., Ho, K., Novak-Lauscher, H. and Eysenbach, G., 2014. Social
media: a review and tutorial of applications in medicine and health care. Journal of
medical Internet research, 16(2).
5. Witcomb, G, 2015, CSl growth to slow as competition rises, retrieved from
https://www.intelligentinvestor.com.au/CSLs-growth-to-slow-as-competition-rises
6. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
7. Quintana-García, C. and Benavides-Velasco, C.A., 2016. Gender diversity in top
management teams and innovation capabilities: The initial public offerings of
biotechnology firms. Long Range Planning, 49(4), pp.507-518.
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bioeconomy: towards a knowledge based sustainable innovation. New Biotechnology.
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