Report on Strategic Development Within CSL Limited: An Analysis

This report provides a detailed analysis of the strategic development within CSL Limited, a prominent biotechnology firm. It begins with an introduction to strategic concepts and then delves into the specific strategies employed by CSL Limited for growth and development, including its vision, mission, objectives, and core competencies. The report then critically examines past strategies, highlighting areas of criticism related to pricing, advertising, and employee relations. It further explores the company's environmental factors using SWOT and PESTLE analyses to assess its strengths, weaknesses, opportunities, threats, political, economic, social, technological, environmental, and legal aspects. Finally, the report discusses CSL Limited's organizational culture and leadership style, concluding with an overview of the company's approach to strategic management and its implications for future success.

STRATEGIC
DEVELOPMENT WITHIN
AN ORGANISATION

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
1.1Strategies applied for growth and development................................................................3
TASK 2......................................................................................................................................5
2.1 Criticisms of strategies applied in past.............................................................................5
TASK 3......................................................................................................................................5
3.1Environmental analysis.....................................................................................................5
TASK 4......................................................................................................................................7
4.1 Organisational culture and leadership style.....................................................................7
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9

INTRODUCTION
The strategies are the unit of several tasks that are applied by business organisations
for attaining different long term objectives. For this purpose, it is necessary for the business
firm to make a right identification of its core competencies, setting out concrete vision and
mission along with objectives. These steps taken for making a good business plan helps in
moving the enterprise towards right direction of success (Meissner, 2012). In current report,
the strategic development of an organisation has been selected for discussion. The chosen
firm for this purpose is CSL Limited which is a leading biotechnology firm in the world. The
report will have a discussion over various strategies that have been developed by mentioned
company to attain success in the market. Besides this, the report will talk about strategies
implemented by CSL Limited which were criticised by different people. In addition to this,
there us a discussion about the organisational culture as well which will help in getting the
deeper insight of firm.
TASK 1
1.1Strategies applied for growth and development
The business organisation requires developing several missions, objectives and a
broad vision so as to move forward towards the development of a strategy for success. As a
result, CSL Limited also formulated all above stated statements, so as to achieve desired
success. Besides this, initially, CSL Limited used the strategy of PIMS or Profit impact of
market strategy which helped it in gaining the competitive advantages (Rossi, Vrontis and
Thrassou, 2014). However, prior to this, enterprise develop a set of vision, mission and
objectives as well that can aid in moving towards set direction.
Vision: The vision statements are the future point of view set by the company so as to set
aims to reach there. This helps in making a constant growth by firm by putting hard efforts
towards this. The major vision which has been set out by CSL Limited is ‘To become a
leading biotech firm at a global level by giving maximum satisfaction to all its customers and
stakeholders.’
Mission: The mission statements are set for determining the processes that will be used for
running business, providing quality services to the customers and meeting expectations of all
stakeholders. The mission statement of mentioned enterprise is to:

 Expand the share in market
 Attain customers ‘satisfaction by creating value for cost paid (Jüttner, Christopher,
and Godsell, 2010).
 Earning higher revenues and loyalty.
Objectives: Apart from the above stated vision and mission statement, it is necessary to
develop some goals and objectives as well that are targeted to achieve within a specified
period of duration. Further, the goals are made to achieve long term plans while the
objectives are helpful in gaining the short term objectives. Therefore several objectives and
goals framed by mentioned company are
 To deliver efficient services in medical sector
 To become a leader in biotech market at global level.
Core competencies: The core competence refers to a special expertise which is possessed by
an organisation that is helpful in attaining a special place in market as compare to its
competitors. Through this competence a firm can gain loyal customers by increasing their
trust on brand (Blackburn, Hart and Wainwright, 2013). Cited entity has the core competence
of its wide network of suppliers and distributors that has made it a trustable brand among
customers.
In past, the organisation has applied various strategies that had helped it in presenting
itself as a responsible and caring business concern. Some of the strategies that have been
applied since past are: step taken to save waste food, healthier living, giving assistance to
local communities etc. In addition to this, it can be stated that as CSL is a biotech firm so
company mainly focuses on the improvement in healthcare practice. By having an analysis of
various measures in medical research and manufacturing the business is continuously having
improvement in market image. At present, the organisation is focussing towards restoration
of its reputation. For this purpose, the company is working with various suppliers so that it
can supply quality products to customers. Besides this, mentioned enterprise is also making
efforts for hiring more staff who are skilled so as to bring better productivity within
organisation. The cited venture has applied the Porter’s generic strategy for attaining
competitive advantage and success in market. In Porte’s generic strategy, there are three main
elements: Cost leadership, differentiation and focussed strategy. CSL Limited uses hybrid
strategy in which it has applied the cost leadership as well as differentiation so as to gain
competitive advantage over rivals (Campbell, Edgar and Stonehouse, 2011).

TASK 2
2.1 Criticisms of strategies applied in past
CSL Limited has been a part of criticisms for many of its previous strategies from
customers, suppliers etc. among them some of the strategies which were criticised are as
follows:
Pricing and advertising: CSL Limited used a strategy to attract large number of customers so
as to gain more market share. For this, it launched a strategy of giving discounts on its
various products. Stated enterprise gave price cuts on different products and services, while
later on the practice of this strategy was allegedly criticised as in actual situation, it was not
discount. They advertised this price cut as a huge saving plan for customers. Actually, the
company used strategy for supplying less popular items at lower price and thereby enhancing
the level of cost for more popular products (Cinquini and Tenucci, 2010). Along with this,
company also provide discount to hospitals and medical government agencies in order to
ensure that services are easily accessing for human beings. It helps in improving the brand
image and lead business to impressive level of success.
There was another strategy which was applied by mentioned enterprise, so as to
increase revenues and reduce level of absence among employees. In 2004, CSL Limited
made a declaration for making a deduction in the payment of sick leave that was given to its
workers. By this deduction, their major aim was to reduce the number of unplanned leaves
among the staff. As a result, there were many workers of mentioned enterprise who were
forced to work in spite of their poor health. In addition to this, it can be said that CSL also
focused towards application of key measures that assist in medical resources development.
Many union leaders and employees made a serious criticism of this practice which was not
ethical to decrease the absence among workers (Gokhberg,Meissner and Sokolov, 2016).
Moreover, the application of measures like strategic application the business firm can have
better opportunities in the market. Along with this, CSL must ensure that workplace
standards are being taken into account effectively to endorse sustainability.
TASK 3
3.1Environmental analysis
The environmental audit of the CSL Limited Company can be done by applying
several models so as to gain a deeper insight in the situations. As per environmental audit of

CSL Limited, two models can be applied among which one is SWOT analysis and other one
is PESTEL analysis. On this basis, the discussion over both two methods has been done in the
following section.
SWOT analysis: The SWOT analysis refers to different strength, weaknesses, opportunities
and threats of an organisation for which it is necessary to develop useful strategies. To
overcome the threats and weaknesses of a company, the firm has to make an identification of
its strength so as to utilise available opportunities in market (Damanpour and Aravind, 2012).
As per this, the SWOT analysis of CSL Limited firm has been formulated which is as
follows:
Strength  CSL Limited is a leading firm in biotech sector with largest
number of physical outlets at global level.
 The policies and marketing strategies of mentioned enterprise
are strong that helps in generating large revenues for business.
 The cited venture has large number of brand loyal customers
and has good CRM strategy as well.
Weaknesses  The major portion of its operating business is limited to
European and UK market.
 The diversification of its business on geographical basis is too
less.
 The prices of products supplied by CSL Limited are more as
compared to other similar medicine providers (Gartner, Carter
and Hills, 2016).
 Transportation cost of business is higher which impacts the
overall outcome of business entity in terms of expenditure.
Opportunities  The company has a wide opportunity to expand its business in
global market by focussing more over its geographical
diversification.
 It may develop its services in the area of online selling and
giving home delivery services.
 It may focus on giving better services based on superior
quality of all products and services.
 Company can set out medical research centres in Asian

nations to have low cost research operations.
Threats  The rate of unemployment has increased in recent years which
pose a risky condition for mentioned enterprise.
 Competition has become fierce in the market where many
similar medicine provider chains have emerged which poses a
great challenge for CSL Limited.
 The reputation of company in past years have decline as it has
been found of using some alleged strategies to make more
money and sustain competition (Griffin, 2013).
 The sales of organisation have decreased severely because of
less income.
PESTLE analysis
 Political factors: The operations of mentioned entity is at global level, as a result, the
said company has to take care of different factors like tax rates, laws, political
conditions of various countries. However, many political parties allow it to operate as
it gives larger job opportunities.
 Economic factors: The stated venture operates in a very risky environment as any
minor alterations in demand, cost or revenues, the functions and strategies of business
can be impacted to a large extent.
 Social factors: CSL Limited serves a large segment of consumers and doctors where
different consumers have different taste, preferences and choices (Meissner, 2012). It
use to change very frequently as well. Hence, it is a complex task for cited firm to
serve all segments as per their choice and demand.
 Technological factor: The technological development is taking place rapidly because
of which enterprise has made many profits. As a result of technological development,
new services related to online service, internet marketing strategies have aided in
making greater profits.
 Environmental factors: Operating business in an ethical way is vital so as to run
business for long terms. The stated entity has made different strategies and frames
CSR activities as well so as to reduce any type of environmental wastages in its
surroundings. The quoted organisation has made a commitment to decrease the carbon

footprint to 50% by the end of next three years (Jüttner, Christophe and Godsell,
2010).
 Legal: To operate the business at global level, it has to fulfil the legal formalities,
registration processes etc. frequently with great care within each country and its
provinces so as to avoid issues at later stages.
TASK 4
4.1 Organisational culture and leadership style
The organisational culture of a company refers to the shared beliefs, perceptions and
values which are basically responsible for shaping behaviour of each individual
within workplace. The organisational culture of CSL Limited is very friendly and
cooperate where each work use to coordinate all activities with other co workers so as to
exhibit maximum results. As per the situation, task culture is applied where teams are
formed so as to perform a particular task or resolve any issue (Campbell, Edgar and
Stonehouse, 2011). In this type of culture, power use to shift towards members, having
an expertise in that field.
Leadership style: The leadership style in the mentioned enterprise is based on situational
type. As per this type of leadership style, the organisation use to make a decision and lead all
its workers according to the demand of situation. This leadership style provides greater
flexibility to take any type of decision within firm so as to match the situation and resolve
current issues. Beside this, the hierarchical organisational structure is followed according to
which there is one CEO who heads all departments and their functions (Cinquini and
Tenucci, 2010). It has been noticed that the current CEO of CSL Limited company is Paul
Perreault who has adopted aggressive strategies for recovering the falling position of entity.
As a result many positive changes have been noticed in his leadership in recent years.
CONCLUSION
The strategic development is a vital concept that is used by companies to make greater
advantages and sustain competition of market. The above report is based on CSL Limited
who uses its number of strategies to give a tough competition to rival firms. The report
concludes that vision statements are the future point of view, set by the company so as to set
aims to reach there. Besides this, mentioned enterprise was indulged in alleged business
practices as well which was criticised as well by different stakeholders. In addition to this,

report has made a PESTLE and SWOT analysis which shows a good position of market
currently while have some threats of competition. As per situational leadership style, the
organisation use to make a decision and lead all its workers according to the demand of
situation.

REFERENCES
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