Marketing Analysis of CSL: Competitor and Strategy Evaluation

This report provides a comprehensive analysis of CSL, a major player in the pharmaceutical industry. It examines CSL's marketing strategies, competitive landscape, and internal operations. The report delves into strategic planning, human resource management, leadership styles, and value chain analysis to assess CSL's current market position and potential for future growth. It uses the marketing mix to evaluate the company's competitive advantage and offers recommendations for maintaining goodwill and improving performance in the target market. The report also explores future managerial strategies, emphasizing the importance of innovation, patient focus, ethical practices, and teamwork. The analysis covers CSL's historical background, ethical values, and the impact of technology on its operations, offering insights into the company's approach to sustainable management and market competitiveness.

Running Head: Management and Marketing
CSL
Sustainable Management and Marketing

Management and Marketing 1
Executive Summary
CSL has a big brand in the pharmaceutical industry in Australia and in this report; complete
analysis will be conducted in relevance with its primary competitors present in the industry.
Apart from this, organization’s marketing strategies will also be covered under this report.
Marketing mix technique will be used in order to evaluate the competitive advantage of the
company in the target market. In addition to this report, appropriate recommendations will be
given for the organization’s performance in the future so that goodwill in the target market could
be maintained.

Management and Marketing 2
Table of Contents
Introduction......................................................................................................................................3
Background......................................................................................................................................4
Strategic Planning............................................................................................................................5
Human Resource Management........................................................................................................7
Leadership........................................................................................................................................8
Controlling value chain and technology..........................................................................................9
Future managerial strategies..........................................................................................................10
Conclusion & Recommendations..................................................................................................11
References......................................................................................................................................12

Management and Marketing 3
Introduction
CSL Company deals with various specialised pharmaceutical products and in this report, its
marketing strategies will be discussed in order to develop their effective image in the global
pharmaceutical industry. This company was founded in 1916 and their headquarters is situated in
Victoria. They are also present in most parts of the world. Under this report, marketing analysis
i.e. qualitative and quantitative analysis will be used in order to determine their values as per the
size and the volume of the market. They are known for providing adequate qualitative
medications to its users and with the effect of this, they have developed their appropriate market
image in the dynamic business environment. Major products of CSL Company are antivenom,
blood plasma derivation, vaccines and cell culture reagents. All of these products are known as
the specialised products of the organization and with the effect of these products’ success in the
market; they have developed their effective goodwill in the Australian market. Their revenues
were $6.923 billion in the last year. In the next phase of this report, various strategies will be
used in order to evaluate the effectiveness of the organization in the global market. Human
resources, planning overview and the value chain analysis will be conducted for removing the
barriers for the organization which is affecting its performance in the global market.

Management and Marketing 4
Background
CSL Company was founded in 1916 by the Australian government with the name of
Commonwealth Serum Laboratories. Their primary activity is to cure the humans of severe
diseases through their biotechnological medicines and to perform this function in an adequate
manner; they have invented other crucial products like blood plasma derivation, cell culture
reagents, etc. Organization was privatised in 1994 and their current CEO is Mr. Paul Perreault.
They have gained effective market image in the global market and various hospitals and medical
institutions are dependent upon the CSL Company in order to perform their functionalities in
better way. These are some of the primary activities of the organization and with these functions;
they have acquired an effective image in the global market through serving appropriate
qualitative medicines. Their secondary activities include prevention of environment through
restoring water, soil and natural resources at cheap prices (CSL, 2017).
Being a part of the government bodies in the past, they still follow the same set of policies, rules,
and regulations. This helps them to attain the competitive advantage in the global market because
governmental considerations are the set of ethical policies which fulfils the requirement of the
political, legal and the economic factors of the external business environment. It promotes the
company towards the success and the chances of growth factor also increase. As organization is
performing its activities on the basis of governmental rules and regulations, price of the products
offered by them are quite cheap and they are easily affordable for all types of people. They have
adequate amount of social as well as technological factors present in their methodologies which
are the biggest strengths of the organization. Apart from CSL, Baxter and Grifols are two major
companies which share the market share in the Australian pharmaceutical industry (CSL, 2017).

Management and Marketing 5

Management and Marketing 6
Strategic Planning
This is the crucial procedure of the market analysis as this helps the organization to organise its
activities in an appropriate manner and in accordance with the global market. The company has
adopted various effective strategies in order to attain its goals and the objectives in the global
market context. Apart from this, the major and obligatory requirement for the organization is to
follow the codes of the conducts in order to provide adequate qualitative products to the public.
This helps the organization to gain the adequate benefits in the competitive business environment
along with gaining the competitive advantage in the community (CSL, 2017). Following are
some of the ethics and the values from the perception of the organization:
 Innovation: Organization is pretty much focused in performing its activities with the
adaptation of the innovative techniques for enhancing the organizational performance.
 Patient: The primary objective of the CSL Company is to serve its patients in appropriate
manner so that they could be able to fight with their severe diseases.
 Enhanced performance: They have updated its activities regularly for improving the
performance of the organization and to build an effective image in the global
pharmaceutical world (Grajales, et. al., 2014).
 Integrity: They have adopted this feature in their workplace in order to serve the society
with appropriate qualitative medicines. This also helps the organization to develop
distinct level of trust in the customer’s mind-sets towards the company.
 Team Work: CSL Company also believes in the teamwork activities for attaining its
goals and the objectives in the standard time set up by the management of the
organization.

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CSL has developed their vision and the mission for attaining the separate and adequate image in
the global market and for this; they use natural resources for manufacturing medicines and other
types of medical products. Apart from this, organization has adopted the strategy of holistic
approach and the eco-friendly packaging to protect the environment. These strategies are capable
enough to gather adequate amount of competitive advantage in the global market. These
strategies help them to serve the patients with appropriate qualitative products. It shows the value
of the organization towards its consumers and towards the society (Witcomb, 2015).
For instance, if the medicines adopted by the consumers will not be of adequate quality, it will
affect their health. To make the consumer’s experience better, organization has made their
primary goals as to provide adequate qualitative and effective medicines so that consumers could
be able to fight with the particular disease from which they are suffering. In context to this,
organization has adopted the innovation strategy so that they could improve their medicines
regularly as per the consumer’s requirements (Armstrong, et. al., 2015).
Apart from these things, organization has implemented their quality and other measures sincerely
in their workplace for meeting with its goals and the objectives. As discussed above,
organization has implemented the ethical values in their workplace for matching up the level of
expectations set by the consumers. The same is the reason which could help them to enhance
their working procedures for enhancing their image in the target market. Organization has
managed its activities in an appropriate manner through which they could develop a positive
impact on the society. And the strategies adopted by them are updated regularly with their
innovative techniques with the objective to enhance the organizational performance and to gain
competitive advantage in the global market. CSL has developed its strategies in accordance with

Management and Marketing 8
its competitor’s strategies in order to attain sustainable growth (Quintana-García & Benavides-
Velasco, 2016).

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Human Resource Management
Managing the human resource available with the company is quite difficult process and in order
to accomplish the targets of the organization, this activity should be performed with adequate
amount of integrity and by appointing right person at the right position. With the help of these
techniques, organization is able to gain appropriate positive image in the global market over its
competitors. For the same, they have developed a separate team in relation to the research and
development which are concerned about the inventing new technologies and formulas to enhance
the performance and the effectiveness of the existing medicines of the organization. Apart from
this, organization has also implemented the procedure of developing cooperation in their teams
(Lainez, et. al., 2017). Cooperation is vital element through which organization could attain its
desired goals inappropriate set of time. For improving its staff's capabilities, organization has
adopted effective training and counseling sessions for enhancing the growth opportunities. Till
the time, effective training measures will not be provided to the employees, organization will not
be able to get the work done from its employees as per the expectations of the management.
Apart from this, it also helps the organization to save its time because employees will be able to
understand the expectations, procedures as well as the method used to perform the particular
activity with regards to accomplish the targets of the organization (Bueno, Merino & Murcia,
2016).
Organization is also responsible towards the employees in terms of providing ethical and safe
workplace because it is the major concern through which employees could feel safe and secure
working in the workplace provided by the organization. This technique builds positive image in
the employee's mindsets and fulfilling their basic needs influence them to perform in a team so

Management and Marketing 10
that goals and the objectives could be attained in the appropriate period of time (Schaltegger &
Burritt, 2014).

Management and Marketing 11
Leadership
CSL has moulded their functionalities in such a manner which could have helped them to attain
their desired goals and the targets. With the effect of this, it makes them unique and distinct from
its competitors. CSL has a global leadership group through which they get appropriate directions
to reach towards its objectives and to meet the standards built up by them are effective enough to
accomplish its targets. They have adopted the democratic leadership style under which all the
employees are invited to the decision-making process of the organization. And the most
appropriate decision is being selected as per the majority basis. With the help of democratic style
of leadership, organization is capable enough to gain appropriate goodwill in the dynamic
business environment. To attain the sustainable growth in the competitive business environment,
leaders focus on both the aspects i.e. organizational as well as employees'. Maintaining balance
between the organizational requirements and the employee's requirements is bit difficult task but
the leadership style adopted by the CSL group is impressive enough to gain adequate competitive
advantage in the business environment (Strand, 2014).