Marketing and Management Analysis Report: CSL Limited Overview

This report offers a comprehensive management analysis of CSL Limited, a prominent biotechnology company. It delves into various aspects, including the company's background, mission, vision, and strategic planning. The report examines CSL's human resource management practices, leadership approaches, and the control of its value chain and technology. Furthermore, it provides an overview of the company's marketing strategies and competitive positioning within the international and Australian business landscapes. The analysis also encompasses recommendations for future growth and development, highlighting the company's commitment to innovation and patient care. This report is an insightful exploration of CSL's operational and strategic management, emphasizing its contributions to the global biotherapeutics market.

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Marketing and Management
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Executive Summary
The study highlights the management analysis of the international company namely,
Commonwealth Serum Laboratories. CSL Limited has successfully won many people’s
hearts, in terms of services as well as loyalty. The biotechnology company has attained much
appreciation from their target customers and the media. The report highlights the importance
of the company to the international and Australian business landscape. CSL made a promise
in preserving and protecting the health and well being of the nation hundred years ago, still
the promise is strong. The company is now the global leader of Biotherapeutics, bringing
innovation in therapies for patients all around the globe. It focuses on the company’s mission
and vision, planning and strategies, human resource management, leadership approach and
the value chain control and technology. In addition to this, it provides the strategic approach
along with some recommendations.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Background............................................................................................................................3
Planning..................................................................................................................................5
Human Resource Management..............................................................................................6
Leadership..............................................................................................................................7
Controlling the Value Chain and Technology.......................................................................8
Recommendations....................................................................................................................10
References................................................................................................................................12

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Introduction
Marketing and management is referred to the organizational discipline that focuses on
practical application of the orientation of marketing, its methods as well as techniques inside
the organizations, enterprises and also on the management of the firm’s marketing activities
and resources. They employ tools from competitive strategy and economics in order to
analyze the industrial context through which the firm’s operations are carried out. These also
include five forces of Porter, analysis of value chain, strategic group analysis of the
competitors and more (Armstrong et al. 2015).
The report throws light on the management analysis of a renowned biotechnology
company CSL Limited. Established in the year 1916, the Commonwealth Serum
Laboratories, often abbreviated as CSL, is a government body of Australia which focuses on
the manufacture of vaccines. The biotechnology company is globally renowned and it
develops, manufactures, markets and researches products in order to prevent and treat serious
medical conditions (Galambos and Sturchio 2013).
The report highlights the importance of the company to the international and
Australian business landscape. It focuses on the company’s mission and vision, planning and
strategies, human resource management, leadership approach and the value chain control and
technology. Further, it provides the strategic approach along with some recommendations.
Discussion
Background
Commonwealth Serum Laboratories or CSL is a company of biotherapeutics, which
develops as well as delivers innovative therapies in order to save life of millions of people.

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Moreover, the company helps in providing with medical treatment for life threatening
diseases and helps the individuals to lead a better life. With over seventeen thousand
employees working in over thirty countries, the company has its major facilities in Germany,
Switzerland, United States, United Kingdom and Australia (Miller et al. 2017). The
company’s areas of expertise are vaccines and pharmaceuticals, antivenom, plasma products,
research and development. Their achievements include treatment of the diabetic patients in
Australia by producing insulin in the year 1923, development of the tetanus vaccine in the
year 1938, rapid production and adoption of polio vaccine in the year 1956 and many more.
The company received several awards for their initiatives for the children’s welfare and also
providing the employees with outstanding equal opportunities (Coombs and Alston 2016).
CSL company’s board members are highly responsible for looking after the
organization’s management and providing them with strategic direction. The Global group of
leaders is responsible for the overall operations of the company. The company’s chairman
Professor John Shine AC maintains a higher standard of governance in the corporation. Mr.
Paul Perreault is the Chief Executive Officer and Managing Director of the company, who
has been leading the company to its success. Other board members namely, David Anstice,
Bruce Brook, Megan Clark and others has also made a remarkable change within the
company and helped it grow (Hampson 2016).
The company prefers to choose clients for planning the business transactions, within
the counterparties and market their products. Professionals of the international company have
successfully completed over five hundred consulting agreements throughout North America
as well as abroad. It has focused on the wide variety of developing economic issues and
planning event facility. The company has managed to build a good reputation to their
international clients, by meeting their needs and demands and offering them with best quality
services (Dentovskaya et al. 2013). CSL has maintained its credibility in the international

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market too. Large professional and highly experience staffs is one of the main reasons for
holding their marketplace in the international platform as well. The market has already
marked its impression in the Australian market and therefore, more marketing strategies, like
digital marketing will benefit the company on a long run. Moreover, the company maintains
global health, environmental management and safety by ensuring its high standard operations
(Curling, Goss and Bertolini 2013).
Planning
CSL made a promise in preserving and protecting the health and well being of the
nation hundred years ago, still the promise is strong. The company is now the global leader
of Biotherapeutics, bringing innovation in therapies for patients all around the globe. CSL
Limited’s vision and mission is to hold its position of leadership by unique fusion of
Research and Development, financial backup and perfection in operations. The company is
globally successful because of its devotion in scientific innovations. Its vision is to provide its
customers with safe and quality treatment and the company is committed towards its goals
(Hampson 2016).
CSL Limited is establishing and continues to establish and maintain strong strategic
collaborations with academies and organizations throughout United States of America,
Europe, Asia, etc. The range of innovation in research, both basic and applied research in
biotechnology, vaccines and plasma therapeutics is due to these collaborations. The
company’s technologies support an early opportunity for research, its research is aided by the
ability of development around the globe. It is good in manufacturing complex matters and its
research activities are mainly focused on development of products, management of the life
cycle and safety (Galambos and Sturchio 2013).

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By implementing modern and innovative approach, the company has invested a lot in
the development of medicines based on proteins which comes from plasma, modern sources
or recombinant biotechnology, in order to treat serious diseases. CSL is mainly focused on
building its R&D in areas of Oncology, Inflammation, Immunology and coagulation factors.
Moreover, in order to sustain these practices, the company maintains global health,
environmental management and safety by ensuring its high standard operations (Yang 2016).
Human Resource Management
CSL Company’s Human Resource Management policies are highly appreciated and
commendable. It has toiled hard in order to provide its employees and associates with a great
life of working. One of the good qualities of the company is that, it gives equal importance to
non-monetary factors, such as balancing professional and personal life as well, better growth
opportunities, good leadership as well as a friendly environment of training and working
(Bines et al. 2015). Interaction with the associates has revealed the fact that the workers are
happy working with the company, along with several non-monetary factors. The company’s
culture and guiding principles have a notable impact on the Human Resource policies and
practices of the organization, which include manpower selection, recruitment and also
planning, training and development, grievance redress, employee retention and welfare
initiatives (France 2014).
Apart from all these, CSL Limited has earned international fame and acclamation for
their safety and health policies. There vision is to become the leading company as well as the
facilitator of best and quality services across the world. It has built a good reputation and
image, through the creation of a healthy and safe environment and providing their customers
with best therapies, superior services and treatments for their welfare. They take into account
every single item and with great detail, to please the customers and check that they don’t get
offended with the services. Their major concern is the customers’ well being and their safety.

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The company has helped in framing the modern industry of biotechnology. They have proper
verified certificates of positive health and the environmental impact, as they provide
improved treatment, therapies and other services to their customers as well as the employees
(Diaz Granados, Denis and Plotkin 2012).
The company recruits new workers and conducts an orientation program for them, in
order to ensure that they have the required skills to perform effectively and efficiently. The
new workers are introduced to the working culture of the company. The employees are
provided with fifteen minutes training each day, which addresses essential knowledge areas
and skill, clinical research, scientific technologies and other services (Abbott and Cohen
2014). In addition to this, they are given trainings regarding disciplinary skills, management,
Public Relations and others, for satisfying their target customers and provide them with the
best quality services. The organization conducts various management programs, where
different types of courses are taught by the certified trainers, professional experts and others.
The employees are motivated and encouraged to interact as well as share their views and
opinions regarding clinical researches, medical treatments and more (Yang 2016).
Leadership
A company’s success depends on how a person is treating his/her employees. It
should not be taken lightly as it acts as a powerful energizer that can take a company into
something greater and huge. The CSL Limited organization always looks out for modern and
innovative measures for hiring, training or developing their employees. Moreover, they are
given enormous opportunities as well as benefits, which assists in the productivity and
profitability of the company itself (Ferrão 2015). They motivate their employees by giving
them opportunities of solving problems that arises, at times. This helps in gathering some
innovative as well as creative ideas. They encourage the workers to voice their thoughts and
share their opinions fearlessly. This helps the organization to gain an understanding of the

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issues of their associates. They offer their employees with individual career counseling and
mentor them for their personality development. This sort of leadership approach is required in
every company, and CSL has reached the heights of appreciation by such motivational
leaderships (Coombs and Alston 2016).
The industry’s mission and vision is to enhance the customers’ lives by providing
them with best quality medical treatments and services. They take care of their customers and
their safety is the company’s primary concern. They have managed to earn trust and faith of
the customers, which has proved its credibility in the market. With Professor John’s
leadership, the company has shined and earned huge appreciation. He has always believed in
hiring the right people. If a person lacks dedication and confidence he/she can never help in
the company’s success. Therefore, a leader must have an eye for the right people. He/she
must choose the members wisely, as the employees are the company’s heart (Jayasinghe et al.
2013).
According to the CEO of the company, a leader should know the importance of
partnerships. Paul believes finding a right partner for the company can help in creating brand
awareness and in turn help in achieving the company’s goals. In Paul’s opinion, customers
and employees are the pillars of any business. Employees must treat the customers nicely by
giving them a personal touch, like greeting them or remembering the orders who are regular.
If any miscommunication occurs between a customer and an employee regarding any order,
the employee must rectify his/her mistake. The company’s vision is to provide the customers
with best quality treatments and with such leaders; it has become easier (Potter et al. 2014).
Controlling the Value Chain and Technology
CSL Limited conducts its operations management in a very effective and efficient
manner. It has strived to gain a position in the market, which is highly acclaimed. Moreover,

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the company encourages skilled and diverse workforce, which helps the company gain
competitive advantage on the global platform. A company with diverse collection of
experiences and skills for example; cultural understanding, languages, ethnicity and more, is
able to provide services to the customers globally. It helps in enhancing the company’s
service range, which is beneficial for them (Stadtler 2015).
A diverse group of workforce at CSL, has enabled the employees freely communicate
and provide a wide range of experiences, points of view and skills. It helps the organization
to meet the needs of customers and business strategies more adequately. Multinational
companies, which encourage diverse workforce, can be an inspiration to all of its associates
and encourage them to perform to their best. The operations management encourage the
employees effectively execute and implement business strategies, which in turn results in
profitability, return of investment and profit. The company has effectively managed its
employee’s behavior and attitude and moreover, diversity trainings have proved
advantageous for the company (Monczka et al. 2015).
However, with the invention of new technologies, CSL Limited is reshuffling its
technological factors and implementing new ones. The company’s supply chain management
is highly efficient and effective in the stock management segments. Moreover, managing
inventories is a major factor for the effective management of supply chain. The particular
area of managing the inventory has received attention in both the practitioner as well as
academic fields. Several new techniques and tools are being implemented for managing the
inventories all across the supply chain. It helped the company in reducing costs and at the
same time, improves efficiency (Stadtler 2015).
In modern day’s competitive environment, implementation of information technology
in supply chain management plays a very crucial part for the success of any company. Each

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and every company looks out for innovative ways to improve their own supply chains and its
application. They are upgrading the supply chain systems or even implementing a new one in
order to compete with the other companies. The implementation must be planned and
strategically made, keeping in mind the pros and cons. Therefore, the company should keep
this factor into consideration for its further improvement (Armstrong et al. 2015).
Recommendations
CSL Limited has successfully won many people’s hearts, in terms of services as well
as loyalty. The biotechnology company has attained much appreciation from their target
customers and the media. Adding to this, the organization can further implement more
effective strategies as well as policies, to gain mass attention and better benefits. Employees
must receive day to day trainings and be motivated as well as encouraged. Each and every
employee must have a common goal during their training sessions; this would help in
checking their efficiency. Furthermore, categorical development programs must be
introduced amidst the workers, who are qualified to move to the upcoming stage.
Introduction of feedback will help the company understand their faults and mistakes, if any.
In addition to this, the company should implement new and innovative technologies as the
globalized world is becoming more and more competitive. With the advent of digital media,
marketing has become easier. Therefore, the company should focus more on this segment to
capture the international markets.
To conclude, CSL Limited holds uncompromising ethical and legal standards. This
assists them extend their regular worker policies, business conduct, supply chain policies,
environmental programs and practices as well as their involvement or commitment towards
human rights and social responsibility. The organization has attached great importance to the
welfare of the common people. Its inception is from the entry level and now it has gone to

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higher positions. Every industrial unit has already prepared the plans of extensions in near
future. Furthermore, they have always supported the communities, where they work as well
as live. The industry stresses on several global issues, like poverty alleviation, development
of community workforce, children’s wellbeing, environment global diversity as well as its
inclusion.