Comprehensive Market Analysis of CSL Company's Marketing Strategy

This report provides a comprehensive market analysis of CSL Company's marketing strategies. It begins with an introduction to the company, its background, and its position within the biotechnology industry. The analysis delves into CSL's market segmentation, targeting, and positioning strategies, emphasizing its focus on the healthcare sector and global market expansion. The core of the report examines CSL's marketing mix, focusing on product, price, promotion, and place, while integrating a sustainability perspective. The report highlights CSL's emphasis on product quality, competitive pricing, public relations, and efficient distribution channels. Finally, the report compares CSL's marketing mix with that of Life Therapeutics Company, offering insights into competitive strategies within the industry. This report provides valuable insights into the company's strategic marketing approach.

Market Analysis 1
Business: Market Analysis of the Marketing Strategy used by CSL Company
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Market Analysis 2
Introduction
The success of any business in selling its products and meeting its customers and clients
demands is embodied in the marketing strategy of the company. The modern corporate world has
become very competitive and industries are developing ways in which they will remain
competitive in the market and also productive in terms of providing quality goods and services to
its consumers (Dadzie et al. 2017, p. 247). Marketing strategies in a company play an important
role in the overall success of a company and its products in the market. it involves the
combination of different strategies as well as different marketing initiatives such as the
development and use of a marketing mix.
An effective combination of these initiatives and strategies ensures that the company reaches out
to its customers and clients by addressing not only their present needs but also securing the
future of the coming generation (Zeriti et al. 2014, p. 252). It is therefore important for managers
to develop effective marketing strategies which will ensure growth and development of the
company and ensure that the strategies are client-centered or ensure that the interest of their
consumers come first. This study provides, therefore, provides background information on the
marketing strategies employed by the CSL Company in development of its customer base and in
addressing the demands of their customers and clients.
Marketing background of CSL Company
CSL Company is a biotechnology company and is known to be a global specialty in bio
therapeutics and develops as well as delivers innovative biotherapies products which are used to
save lives and also help people with life-threatening medical conditions. The company was

Market Analysis 3
founded by David Lamont in 1916 and is based in Melbourne in Australia (Dadzie et al. 2014, p.
240). The company uses its reputation of responsible conduct to maintain itself in the market and
support its own organizational growth since it operates in a diverse and complex market that
presents many opportunities and challenges. In its years of operation, the company has always
tried to provide cost-effective prices to its customers by pricing their therapies fairly and
competitively in all markets. The company pricing decisions are made through consultations
with the government and other health stakeholders through a competitive tender process. The
company operates in the medical and biotechnology industry which is characterized by increased
competition due to advancements in technology (Saetan&Pathomsirikul 2016, p. 117). For the
company to remain more competitive in the industry then it had to become more innovative in
their therapies.
The company supports fair market competition and acts in forefront of forbidding health
practices that would in any way mislead consumers of their products and contravene applicable
trade practices or competition laws or promote unfairness in the market. The company works
with other subsidiary companies which produce specialist kind of therapies and includes
companies like Requires GmbH, CSL Behring, bioCSL Ltd and Zenyth Therapeutics ltd among
other companies. Despite the growth and the profitability of the company, there has been a call
for the company to work on its sustainability in the industry (Moorman & Day 2016, p. 150).
This, in other words, may be used to mean that the company has to develop initiatives which are
sustainable or will help to propel the company to another level by acting or conducting itself in a
particular manner. Some of the sustainability initiatives conducted by the company are by
conducting eco-friendly practices. The company is therefore committed to reducing GHG

Market Analysis 4
emissions which according to the sustainability report 2013 of the company was reported to
reduce by an average of 1.62, through engaging in community services and charity events and
using safe self-unloading vessels to improve the safety of their employees (Chari et al. 2014, p.
150). The company believes that it owes their employees, customers and the communities they
operate the assurance that the company activities and operations are conducted in an open
manner, ethically and with the utmost respect for safety and the environment.
An effective marketing strategy is developed within the framework of the different market
segments which are them used to set the targeted group of customers and clients as well
determine the positioning of the company in the current and future markets (Lemon &Verhoef
2016, p. 32). The understanding of marketing segmentation, targeting and positioning involve a
set of activities which are always aimed at determining the specific groups of customers and
clients and delivering the company goods and services which are attractive to that specific group.
Segmentation of the market is used to imply the process of dividing the population into specific
groups according to certain characteristics. Marketing segmentation of the company due to the
services and products offered to the market may be done based on age of the customers,
depending on their income capabilities or the consumer willingness to buy a product as well as
through a combination of a number of factors (Dattaet al. 2017, p. 16). Targeting, on the other
hand, involves the choosing of a specific group identified as a result of segmentation to sell the
products and services to. For example, the segment may be the young people above the age of 18
years but are working. Lastly, positioning involves a selection of the marketing mix suitable for
the target customer segment.

Market Analysis 5
The CSL Company has positioned itself in developing and manufacturing vaccines and plasma
protein biotherapies. The segmentation of the company as a marketing strategy is under
biotechnology and healthcare products (Dadzie et al. 2017, p. 243). All its products and services,
therefore, are categorized under this segment and the company offers a variety of products and
commands a wide coverage as the company has their healthcare facilities in Australia, Germany,
Switzerland, and United Kingdom and in the United States. The company main strategic targets
for their products are the healthcare sector including hospitals and clinics. As an expansive
strategy for the company operations the company seeks to target the global market and entering
other foreign markets and therefore it seeks to increase its economies of scale and their client
base to over 100 countries (Venter &Dibb 2015, p. 73). Such strategic segmentation, targeting,
and positioning help the company develop its marketing strategy, understand its customers and
their products in order to offer quality health and medical services and meet the required
marketing standards for their products.
CSL Company marketing Mix and sustainability
The company has overemphasized on the importance of sustainability in its marketing initiatives
and therefore an effective market mix should have an element of sustainability in which
sustainability should be incorporated into the various marketing decisions. Marketing
sustainability, in this case, refers to a way of building relationships with consumers and ensuring
that the company development agenda meets the present needs of their customers or clients
without any compromise to the ability of the future generation in meeting their future needs
(Maričić&Đorđević 2015, p. 245). A marketing mix, on the other hand, refers to a set of
company actions and tactics which are aimed at promoting the company brand or product in the

Market Analysis 6
market. CSL Company has therefore employed the use of the 4Ps as its typical marketing mix
strategy and includes the analysis of the company product, promotion, price and place which are
later used in the decision-making and ensure effective marketing planning for the company.
Product versus Sustainability
CSL Company is an international biotechnology company and as discussed earlier employs the
use of other subsidiary companies in development and manufacture of different health care
products including vaccines and plasma therapies (Kiessling et al. 2016, p. 475). The company,
therefore, produces a range of life-saving products including plasma-derived therapies, vaccines,
anti-venoms, diagnostic products and pharmaceuticals. The products are of high quality as the
company is the global leader in the production of therapeutic medical solutions and are made to
ensure they help solve the different health problems or conditions. The products are stored in
special medical bottles and packaged in corrugated shipping boxes for distribution to various
targeted groups. It has continued to engage in research and development programs to develop
plasma-derived and recombinant protein-based product. The quality of the products and the
responsiveness of the company to the client’s needs help the company sustain its growth
capacities of their products (Taylor-West et al. 2014, p. 440). The company has engaged in safe
partnership programs which aim at ensuring that the products manufactured are safe for use and
also ensure the protection of its employees and the community they operate from.
Price versus sustainability
The pricing strategies and the decision of the products manufactured by the company are made
after consultations with the government and other stakeholders in the health sector through a

Market Analysis 7
competitive tender process to ensure that the price of the products is cost-effective. This is
because it is essential for the company to have a pricing policy which should be competitively
priced in the market. To enable access to their products the companies opted to price their
products fairly so that they can help their clients to afford the therapies as well as maintain the
firm’s profitability (Chen &Schiele 2017, p. 221). Through consultations with relevant
stakeholders the company has continued to be the price leader and has had a competitive
advantage over its competitors in the market who include; life therapeutics, Aptech, and
pharmasynth. The company pricing structure and policy are major components of the company
public image and are crucial to securing and keeping their clientele.
Promotion versus sustainability
Product promotion is a key element of a company marketing strategy. The product promotion
strategies help the company in selling their products to their potential clients and other targeted
groups. Companies employ different product promotion strategies but all the same whichever the
strategy used the main aim is usually to develop the company brand (Winch 2014, p. 718). The
most common promotion strategies used include the use of advertising strategy, through public
relations and sales promotion strategies such as offering discounts or other packages suitable for
the clients. Due to the nature of the business in which the quality of the products and its
effectiveness in solving various medical conditions, CSL Company employs the public relations
strategy by engaging the various stakeholders in consultations in production and manufacturing
of the products. This helps their clients to grow confidence in their products as they are designed
to meet certain standards based on consumer preferences and are also cost-effective. The
products are also advertised in the company websites which shows all the products produced by

Market Analysis 8
the company as well as their importance and use (PAHARIA et al. 2014, p. 658). Public relations
help in sustaining the relationship with the stakeholders and especially with the community.
Place/ distribution strategy versus sustainability
Distribution strategy is a very important marketing strategy and an element of a market analysis.
Customers value the convenience and ease of access to the required products or services. The
success of marketing a product is depended on the distribution channels used by the company to
deliver products to their clients or targeted markets (Baines et al. 2014. P. 176). The company
has therefore developed and implemented a supply chain management system that helps in
distribution of their products through various channels including wholesalers, specialty
distributors, pharmacists, IDNs, and GPOs. The supply chain ensures that the company’s
products are distributed to different clients based on their requirements and locality and enables
the company to address various distribution concerns form their clients (Chaves et al. 2017, p.
65). The system has enabled the company to have a sustainable product distribution mechanisms
as it is highly controlled and ensures there are security measures taken in protection of consumer
interests through distribution policies.
Comparison of the company marketing mix with that of Life Therapeutics Company
The Life Therapeutics Company is one of the greatest competitors of CSL Company as they
operate under the same health sector and in the same biotechnology industry. The company
operates or is located at Clarkston, Southeast of United States and is specialized in
manufacturing of plasma therapies products and diagnostic practices (Essex-Lettieri et al. 2016.

Market Analysis 9
P. 57). However in comparison with the CSL company marketing mix, the company has not
developed its product through innovations, the company has specialized in essentially in the
production of plasma therapies and diagnostic activities as compared to CSL which has
developed a number or a range of products.
The main aim of marketing mix product is to create innovative products that satisfy the
customers. The pricing strategy used by Life Therapeutics is also different as it's not competitive
in the market; the company pricing decisions are based on the U.S market and are not done in
consultations as it is the case of the CSL Company(David et al. 2017, p. 32). The companies use
equally the same promotion strategies however the CLS relies more on the public relations
strategy which is not the case of the Life Therapeutics which relies on advertising through the
company websites (Zismer&Schuh 2016, p. 53). CSL Company has a more reliable and
manageable supply chain distribution channel as compared to Life Therapeutics Company who
are yet to grow a supply chain management system as the company main operations are in the
United States, unlike the CSL Company which operates in a number of countries.
SWOT Analysis of CSL Company
SWOT analysis is a process that is used to evaluate the strengths and weaknesses of a
company as well as identifying the available opportunities for expansion and the [possible threats
to the market.
Strengths- the company enjoys a number of strengths which act as a pillar and a motivation to
the company in achieving its goals. The biotechnology industry in which the company operates
has become one of the fastest growing industries in the world and CSL Company forms a great

Market Analysis 10
market share in Australia. The company also enjoys a competitive advantage of selling a range of
products in the market.
Weaknesses- the company has not extended its services to many countries and operates in a
small geographical area and therefore suffers from diseconomies of scale. The health industry is
sensitive of ethical issues related to genetics and these standards affect the success of their
businesses. Adoption of new technology is capital intensive and would require huge capital
investment by the company.
Opportunities- The company has a great opportunities for expansion and growth as there has
been an increased awareness about use of enzymes, stem cells and others and therefore the
company can expand on these business opportunities. The company can also capitalize on the
development of the new technology such as nanotechnology which can be combined with
biotechnology to produce future therapeutic products.
Threats- however the company faces a number of possible threats in the industry as there are a
lot of government regulations through product safety standards and other health care regulation
standards as well as the increased need of skilled labour in the industry. There is also a possible
challenge of offshore activities as reported in areas such as china which may affect the company
expansion strategies.
Recommendations
.The development of a company product marketing mix is therefore important and helps the
companies in making decisions in relation to pricing strategies, product development policies,
the promotion, and distribution decisions. It is therefore recommended that the CSL Company

Market Analysis 11
develops more promotional strategies and especially in sales promotions and also in the
distribution of their products through the creation of a website where clients globally can make
their orders and deliver them either through shipping or other distribution channels. Such
strategies will help the company grow and expand its operations globally.
Conclusion
Marketing analysis is, therefore, a very important element of a business and calls for the
development of effective marketing strategies to ensure that the business understands well the
business environments in which operates as well as the needs and demands of their customers.
Evaluation and understanding of the company product mix helps in helping the company
understand its brand or product and make appropriate decisions regarding the product, its pricing
decisions and the relevant promotion and distribution strategies that will help the company
achieve its goals and objectives.

Market Analysis 12
Appendix
Company positioning chart
CSL COMPANY
Corporate Function Operational Function
CSL R & D CSL Behring Sequires Company
CSL Plasma