Environmental Management for Sustainable Development at CSL: Report

This report provides a comprehensive analysis of CSL's environmental management strategies for sustainable development. It begins with an introduction and company background, outlining CSL's operations in bio-therapeutics and its global presence. The report then delves into CSL's products, including plasma-derived therapies, vaccines, and pharmaceuticals, emphasizing their commitment to quality and environmental responsibility. It examines pricing strategies, including comparative, discount, and competition-based approaches, and explores promotional mixes such as advertisements, sales promotions, and personal selling. Furthermore, the report discusses distribution channels and their role in making products accessible to consumers. A comparison to rivals is included, followed by recommendations for improvement, a conclusion summarizing key findings, and supporting appendices, including a SWOT analysis. The report highlights CSL's focus on environmentally friendly practices and its efforts to contribute socially through its operations. The report emphasizes the importance of marketing management and the strategies the company adopts to ensure sustainable growth.

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Environmental Management for Sustainable Development
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Environmental Management for Sustainable Development
Contents
Introduction.................................................................................................................................................3
Company background..................................................................................................................................3
Products and sustainability..........................................................................................................................4
Price and sustainability................................................................................................................................5
Promotion and sustainability.......................................................................................................................6
Place (Distribution) and sustainability.........................................................................................................6
Comparison to rivals....................................................................................................................................7
Recommendations.......................................................................................................................................8
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9
Appendices................................................................................................................................................11
SWOT analysis......................................................................................................................................11

Environmental Management for Sustainable Development
Introduction
For attaining the milestones of success and growth, promotion and advertising of the
products and services are considered as integral variables. Developing the brand name and equity
is the most crucial and empirical task for the business corporation and the same should be done
with efficiency and effectiveness so as to accomplish the desired objectives and goals. The
business entities are required to create a management system for the marketing functionalities
and practices so as to facilitate and support the corporation (Allurwar, Nawale and Patel, 2016).
Marketing management has been considered as the approach or mechanisms through which the
business firm can make Implementing, tackling and monitoring the firm’s marketing resources,
functionalities and resources are the practices or he approaches which can be considered as
relevant for the system of marketing management. The key concept has been made focused on
the practices which are involved in the associated in facilitating the distribution of the products
and the services. And on the basis of the research or survey conducted by the author it has been
observed that marketing management is a methodology which has been engaged in planning,
implementing, and controlling of the programs. These functionalities are developed so as to
create desired exchanges with the target markets and main purpose is accomplishing the
organizational objectives. The below presented scenario has been made focused on the
management of the marketing and the associated functionalities operated with the organizational
structure of CSL. The further analysis has been executed for describing the practices and
approaches which are adopted by the entity.
Company background
Operating in global specialty of bio-therapeutics and also developing and delivering innovative
biotherapies which are utilized in saving lives and also aiding the service users with life-
threatening medical conditions live full lives are considered as the major business operations
which are executed by CSL which is a multinational corporation. Australia, Germany,
Switzerland, United Kingdom and the U.S are the regions where the business entity has been
serving the patients and needed one with the major facilities (Csl 2017). The below described are
the core competencies in which the association has been offering with the facilities:

Environmental Management for Sustainable Development
 Plasma products: Human plasma has been utilized by the business entity for developing and
producing a wide range of life-saving medications so as to offer this service to the patients all
over the globe. Collection, checking and testing the donated plasma which has been extracted
from the varied range of methodologies of production on various plasma products are the
additional and supporting operations carried out by the business entity (Csl 2017). CSL
Behring has been ranked as an international provider of plasma-derived & recombinant
offerings and these are considered as one of the key business in which the entity has been
involved that to with the plasma products. CSL Plasma is another name through which the
entity has been operating plasma collection networks and is one of the largest brand names
globally. National plasma fractionator is the name which has been given to the CSL
Behring (Australia) in the regions of Australia, New Zealand, Hong Kong, Malaysia,
Singapore and Taiwan. The association is also involved in manufacturing and has market in
vitro diagnostic products through Seqirus Immunohematology.
 Vaccines and pharmaceuticals: According to the survey which has been executed on July
2015, bio-CSL and the influenza vaccines of Novartis started operating and creating Seqirus,
and for the current stage the entity has been recognized as the second largest influenza
vaccine manufacturer on worldwide basis. Moreover, Seqirus has been recognized as the
transcontinental partner in pandemic preparedness (Csl 2017). The entity is also a key
contributor and also assists in curing and controlling the influenza on world-wide basis. All
these operations are executed by conducting an extensive research and also the entity have a
professional team which assists in production and there are manufacturing units in the US,
UK, Germany and Australia. Comprehensive range of vaccines and anti-venoms are some
other operations in which the entity has been found involved and a varied range of
pharmaceutical are also supplied by other producers in the regions of Australia and New
Zealand.
Furthermore, it has been also analyzed that the business entity has been offering employment
opportunities to more than 17,000 employees from more than 30 countries. And by doing this the
business entity has been contributing socially to the world (Csl 2017). Also the business
corporation has been taking care of all the aspects of environment such as the business entity has
been making use of processes and procedures which are environmental-friendly and have also set

Environmental Management for Sustainable Development
some standards regarding the emission of pollutants and restriction over the processes which can
be proven hazardous for the environment and the society. Moreover the entity has also been
making use of raw materials which are eco-friendly and are also recycling the scrap.
The major segments which are targeted by the business entity are the patients or the service users
who are in need of some medications and require other medical facilities (Csl 2017). The age
group which is majorly targeted is the senior age group.
Contemporary means of promotion and advertising can be considered as the most reliable and
relevant platform through which the business organization can create awareness about the
products and the services in the market (Csl 2017). The entity can make use of social media for
promoting the products and services as it has been considered as the easiest means for getting
connected. And the low pricing strategy can be an appropriate strategy so as to offer the products
and services to the consumers and also for positioning the products in the market against the
rivals.
Products and sustainability
The core services which are offered by the business entity consists of the wide range of life-
saving products and other medications which are assisting the thousands of service users all over
the world for leading the normal and healthy lives (Armstrong et al., 2014).
Seqirus manufactures and in-licenses are the associations in Australian regions are offering the
marketing and distribution of vaccines and mainly focus has been concentrated on vaccines
which aids in curing and preventing with serious diseases. CSL Behring Australia has been
found to offer the supporting operations and associated aspects to the other medical health care
organizations. Collection and testing of donated plasma and the producing of a varied range of
products which are derived from plasma are the core operations which are executed by CSL
Behring Australia. All the above mentioned operations and other medical services are the
operations which aids the entity in sustaining the organization in this competitive environment.
The following are the products range of the business corporation which is being offered by the
business enterprise:
o Plasma-derived therapies
o Vaccines

Environmental Management for Sustainable Development
o Antivenoms
o Diagnostics products
o Pharmaceuticals
According to the survey conducted over the products of the enterprise it has been analyzed that
the organization has been offering good quality of products to the service users and the patients.
Environmental and social aspects are also provided priority and hence the business entity has
been making use 0f environmental-friendly packaging material (Baker, 2014). Labeling provided
by the marketing team over the products is also clear and is also done in the languages
considering the regional aspects which make the consumers an ease while choosing or deciding
for the products. R&D team takes cares of the design and development of the products as per the
requirements of the consumers. Moreover the firm has an objective of identification and
development of new, biotherapeutic offerings which will aid in curing lives by serving the
service users in serious medical conditions (Katz, 2016). Also the supply chain management is
also effectively managed and the same aids in distributing the offering of the firm.
Price and sustainability
Prices are the value which is required to be paid by the service users for the consumption of the
offered products and services (Baxter 2017). The plans and the tactics are termed as the pricing
strategies which are developed so as to offer an affordable pricing range to the consumers for
attaining an larger space in the market. The below presented are the pricing approaches which
can be implemented by CSL:
o Comparative pricing: A relative position can be attained by the business entity by
making implementation of comparative pricing strategy within the organizational
structure (Hallahan, 2014). A gap will be maintained between the prices as compared to
the competitors and this will be done on a perceived value in the market place. But the
business entity will need to develop awareness regarding the prices and strategies of the
rivals.
o Discount pricing: Offering varied range of discounts on the following terms such as,
volume purchase, for cash payments etc. can be considered as a reliable pricing strategy

Environmental Management for Sustainable Development
for the firm (Berkowitz, 2016). The business organization can also offer heavy discounts
opting for some combination of some services together.
The entity can also make use of marketing mix strategy for developing some strategic choices
and this will make the products attain the desired goals and objectives.
 Competition based: This pricing strategy is a competitive based strategy in which the
business firm specifically addresses and responds to the prices which are offered by the
rival’s (Buchbinder and Shanks, 2016). This strategy will aid the enterprise in making
decisions for the price. The prices can be set at higher or lower or can be at the same level
as compared with that of the competitors. These pricing decisions are evaluation based
and are required to be carried out on the rivals.
 Skimming pricing policy: This strategy has been considered as the cost-in addition
which is valuing to the most essential kind and basically is focused towards setting the
prices of the products (Witcomb 2015). A special category or segment will be considered
while making decisions for this policy for instance, the high income group will be perfect
for this strategy.
Promotion and sustainability
The below described are the promotional mixes which can be implemented by CSL for attaining
sustainability:
 Advertisements: This promotion medium can be described as the "paid type of non-
individual introduction and advancement of thought, merchandise or administrations by a
distinguished support". This methodology can be considered as an unoriginal introduction
which comprises of a normal message (Chand 2017). This message defines the benefits,
cost and usability of the offerings of the business corporation. This will enhance the
attractiveness of the product and will also aid the entity in spreading awareness to a
greater level.
 Sales promotion: Making use of various additions and promotional tools for influencing
the consumers so as to make them buy the product is the concept of sales promotion
(Shaw, 2016). The concept is a technique which will be proven beneficial for CSL. This
approach has short and immediate outcomes on the sale chart of the entity positively.

Environmental Management for Sustainable Development
 Personal selling: Face to face interactions and selling the products door to door are the
core operations involved in this strategy (Chernev, 2014). This is most effective tactic as
directs the efforts in a correct direction and which minimizes the wastage.
Place (Distribution) and sustainability
The platforms or the mediums which are considered as reliable and relevant for making the
products and services available to the consumers are the main components of promotional mix.
These are the mediators which assist and are also considered as supporting system to the supply
chain management system of a business corporation (De Mooij, 2013). These mediators are also
termed as the helping hands and offers support to the operations of making the goods available at
right place on right time for the consumers (Kotler et al., 2016). For instance, in case of CSL the
medicines and other medical facilities are required to be distributed at right place that too on
right time. The below presented are some of the mediums which can be adopted by the business
entity for creating distribution of the products and services. Internet .i.e. social media is one of
the biggest platform or the medium which can be considered as a significant medium in
distribution of the products and services. Apart from this the intermediaries, other medical
organizations, wholesalers and retailers, logistic companies, and financial institutions are the
other distributors which can make availability of the products (Foxall, 2014). The mentioned
distributors are the middle men who indirectly make distribution of the products and the services.
There are some direct channels of distribution of the products such as the medical stores, the
health care organizations etc. These are the direct mediums and aid in attaining the medical
services and products. The more the effectiveness of the channels the more will be satisfaction
level of the consumers and which will bring an automatic increase in the goodwill and brand
equity. This will enable the entity in accomplishing and sustaining in the business environment.
Comparison to rivals
The below made is the comparison which has been executed between CSL and Baxter and the
comparison is based on the marketing mixes used by both of the entities:
1. Products
CSL Baxter

Environmental Management for Sustainable Development
o Plasma-derived therapies
o Vaccines
o Antivenoms
o Diagnostics products
o Pharmaceuticals
o Anesthesia
o BioSurgery
o Clinical Nutrition
o Infusion Systems
o Pharmaceuticals & IV Solutions
o Renal
2. Prices
The services defines the prices of the products and services of CSL and same is in the case of
Baxter
3. Place
As mentioned above CSL has been making utilization of varied range of r distribution channels
so as to make timely delivery of products and services, whereas, Baxter also make use of
contemporary mediums of distribution (Hollensen, 2015).
4. Promotion
More or less both business entities are making use of contemporary means of promotion so as to
develop awareness and establish the brand name in the market.
Recommendations
o Special training sessions should be offered to the staff so as to increase their efficiency
and effectiveness while providing and serving the service users.
o More discounts schemes and additional benefits should be initiated by the firm so as to
attain more and more consumers (Kleinaltenkamp, Plinke and Geiger, 2016).
o Intensification in the competitive strategies should be emerged so as to increase the
chances of sustainability. And for this a detailed research should be conducted over the
strategies and tactics of the competitors .

Environmental Management for Sustainable Development
Conclusion
In the limelight of the above executed analysis it has been concluded that CSL is a health
care association which is trying to maintain and develop sustainability in the competitive
environment by making implementation of the marketing mix strategies within the
organizational structure. The report describes the marketing mix strategies and implementation
of the same for enabling the business entity to sustain in the competitive environment.
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Environmental Management for Sustainable Development
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Environmental Management for Sustainable Development
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