Report on Sustainability Marketing and Management at CSL Biotechnology

This report provides an overview of CSL Biotechnology, a leading biotechnology company. It examines the company's planning and strategy, including mission, vision, and values, along with goal-setting practices and approaches to planning with a focus on sustainability. The report explores human resource management, competitive strategies, and the roles and functions of HRM within CSL, highlighting sustainable practices. It also analyzes leadership styles, traits, and the role of sustainability in leadership, alongside the company's approach to controlling the value chain and leveraging technology. The report concludes with recommendations for future managerial strategies and emphasizes the importance of sustainability in CSL's operations, providing a comprehensive analysis of the company's approach to business development and management.

Running head: Sustainability marketing and management
Sustainability marketing and management

Sustainability marketing and management
Table of Contents
Introduction and background......................................................................................................................3
Planning and strategy..................................................................................................................................3
Mission, vision and vales and their connection with sustainability..........................................................4
Goals setting practices and types of plans................................................................................................4
Approaches to planning and Sustainability..............................................................................................4
Human resource management......................................................................................................................5
Competitive strategies.............................................................................................................................5
Roles and functions of human resource management..............................................................................5
Sustainable practices in CSL HRM activities.............................................................................................6
Leadership...................................................................................................................................................6
Effective leadership and leadership styles...............................................................................................6
Leadership traits and characteristics........................................................................................................7
Role of sustainability in leadership..........................................................................................................7
Controlling value chain and technology......................................................................................................7
Recommendations and effective future managerial strategies...................................................................8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................11
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Introduction and background
The report presents a brief outline about the CSL biotechnology company which is
dealing various biotechnology products across the world. It is one of the biggest leading
biotechnology companies around the world. The report explains the planning process, strategies
of the firm. Along with this, it explains the role and significance of human resource management
and leadership to gain long-term revenue and profit within the organization. It explains the future
managerial strategies and policies of the company to accomplish the goals and objectives of the
firm. It also explains that how the company is controlling and managing value chain process to
attract more consumers in the global market.
CSL limited company is one of the biggest leaders in the biotechnology industry. It
provides one of the biggest largest collection networks across the world. The company is
established in 1916 with headquarters situated in Melbourne, Victoria. Australia. It deals in
blood plasma, vaccines, medical products, drugs, antivenom and laboratory products in the
market. The firm conducts its business activities and operations in all over 60 countries with
employed more than approx 17,000 employees (Luning et al, 2011). The company focuses on the
research and development and operational management to develop, deliver, and identify
innovative products of the company. Further, the organizational structure of the company is
unique and effective. The company measures and identifies various external factors to beat the
competitors in the market. The external factors include economic, legal, socio-cultural, political
and environmental factors. External factors play an important role to determine the success and
growth of the company. The company is using latest and innovative technologies to save and
protect the life of the people. Through innovative technologies, the company is able to expand its
business in global market. Further, the company is maximizing the revenue and profit of the
company. Various rewards have been given to CSL limited to make a strong and unique
goodwill in the market (Witcomb, 2015).
Planning and strategy
Planning is the process of thinking and judgment about the various activities which are
required to achieve the desired goals and objectives of the firm. CSL limited company cannot
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survive its business globally without effective planning process. Through planning, long-term
mission and vision of the firm can be achieved easily. The company can control on the key
challenges and risks which will be faced by the company in near future through the planning
process. Now it is assumed that planning is essential in CSL limited company to determine
various other activities (Syed Muhammad, 2012).
Mission, vision and values and their connection with sustainability
The company is very passionate about the patient health and safety. The mission of the
company is to provide good quality of products to the patient for preventing various health
diseases and illness. Further, the main vision of the company is to make a good image in the
biotechnology industry in near future with serving and providing various types of biotechnology
products such as medicines, drugs, and vaccines. The values of the company comprise such as
patient focus, innovation, integrity, loyalty, superior performance, teamwork, and collaboration.
The firm maintains sustainability while offering products in the market. Through sustainability,
the firm is able to maintain good and safe working environment within the organization. Now it
is assumed that there is a great connection in mission, vision, values, and sustainability
(Petcharat and Mula, 2010).
Goals setting practices and types of plans
The company includes employees in goal setting process. The firm set the long-term
goals and objectives of the firm. The employees and management work together to set the goals
of the firm for providing biotechnology products to customers in the market. There are four types
of plans which are used by the biotechnology company such as strategic, tactical, contingency
and operational plans. Through these plans, the firm is able to determine the long-term objectives
and goals in the global market( Hamidi, Gustafason, Pellegrini and Gasson, 2011).
Approaches to planning and Sustainability
Further, the company uses approaches in the planning process. The approaches include
reactive approach, Inactive approach, proactive approach, and inactive approach. In this way, the
organization can meet its long-term targets and goals by conducting planning. It will also help to
maintain sustainability in the universal market. Sustainability is the good source for the company
to attract more customers in the market. In this way, the firm can measure and analyze the needs,
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requirements, and expectations of the customers. Further, holistic approach is used by the
company to maintain sustainability within the organization (Ghaffar et al, 2014).
Human resource management
Human resource is the backbone of the company. HR team regulates and implements
various rules, plans, and policies of the company. CSL limited maintains an effective and unique
human resource department in the company to attract more applicants in the market. They
appoint capable, talented, potential and skilled candidates to run the business activities smoothly.
They provide induction and cross-cultural training to the people. In this way, employees
understand the culture and working environment of the company (White, Lim and Lee, 2012).
Competitive strategies
The company uses various competitive strategies while maintaining sustainable HRM
within the organization. It uses porter generic strategy and intensive growth strategy to gain the
competitors in the market and to hit and beat the competitors across the world. Further, CSL
limited company uses differentiate strategy to differentiate the products from competitor’s
products (Nalbandian, O'Neill, Michael Wilkes and Kaufman, 2013).
Roles and functions of human resource management
HRM plays a major and significant role in the company to determine the policies and
plans of the firm. HRM decides and executes the various policies, strategies, and plans to gain
the success and growth in near future. HR team deals with various issues and consequence
related to employees such as hiring, training, compensation, development, motivation,
administration and communication. They encourage and motivate employees to increase and
maximize the efficiency of them. They resolve all the issues and disputes related to the
employees. They provide appraisal, rewards, incentive, and bonus to the skilled and talented
employees who are performing the task effectively. They improve the skills and performance of
the employees. They provide suggestions and direction to the employees whenever is required.
They maintain a close and reciprocal relationship with the employees. They are liable to provide
a safe and healthy working environment to the workers within the organization (Jamali, El
Dirani, and Harwood, 2015).
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Sustainable practices in CSL HRM activities.
Sustainability plays a major and active role in CSL limited company. The company
maintains an active and sustainable HRM within the organization. The sustainable business
practices help to boost and raise the revenue and profit of the company. A sustainable firm meets
the needs and expectations of the stakeholders. Through sustainability, HRM balance the social,
environmental and economic factors to gain the long-term benefits in the global market. Through
sustainability, HRM encourages employees to increase and maximize the revenue of the
company. They provide job security and job satisfaction to the employees. Sustainability is the
continuous process which is derived by the human resource management. It provides advantages
at all level of management. Now it can be said that various sustainable practices are carried by
the CSL HRM. It also provides cross-cultural training and development coaching to the
employees (Abou-Gharbia and Childers, 2014).
Leadership
Leaders play a significant and essential role in every organization to control and manage
the activities and performance of the subordinates. They monitor and assess the efficiency of the
workers to maximize and improve the quality and efficiency of the workers. Leadership is the art
and process by which leaders can guide, direct, control and influence the work and behavior of
others towards the achievement of specific objectives and goals of the organization. Leadership
is the ability to induce the employees to do work with developing zeal and confidence (Pagliusi,
Leite, Datla, Makhoana, Gao, Suhardono, Jadhav, Harshavardhan, and Homma, 2013).
Effective leadership and leadership styles
Effective and potential leaders enhance and encourage employees to meet the long-term
targets of the company. CSL Limited is a biotechnology company which deals in various
biotechnology products therefore, leadership is mandatory to protect the people by preventing
serious and hazardous health diseases. The company uses various leadership styles to influence
and persuade subordinates for doing work effectively. The leadership styles comprise democratic
leadership, autocratic leadership, team leadership, cross-cultural leadership style,
transformational leadership style and strategic leadership style. Generally, team and democratic
leadership styles are used by the company to assign the duties and responsibilities towards
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subordinates within the organization. It also helps to improve the efficiency and productivity of
the workers (Winkler, Berger and Ehlers, 2013).
Leadership traits and characteristics
There are various traits and characteristics of leadership which have been discussed below.
 It is inter-personal process by which manager guides and directs to the subordinates.
 Leaders comprise various qualities such as intelligence, personality and maturity.
 It is group process in which employees and leaders interact with each other to accomplish
the goals and objectives of the CSL limited company.
 Leaders analyze and measure the behavior of the subordinates and they resolve various
problems which are faced by them.
 Players build and develop morale and confidence among the employees.
 Leaders provide innovative and new ideas and thoughts to reach the long-term targets and
goals of the firm (Krätke, 2014).
Role of sustainability in leadership
Sustainability plays a vital role in leadership. Through sustainability, leaders can
maintain teamwork and collaboration in the organization. Players maintain good communication
and coordination among the different department to achieve the long-term mission and vision of
the firm. Through sustainability, the company is able to understand the entire spectrum of the
organization. The company can maintain diversity at the workplace to attract more people in the
global market. All the risks and key challenges are controlled and managed by the company by
maintaining sustainability within the organization. In this way, sustainability plays an effective
role in every organization to gain success and growth within the organization (Manivasagan,
Venkatesan, Sivakumar, and Kim, 2013).
Controlling value chain and technology
Paul Perreault is the CEO and managing director of the company. He said that company
will deliver various biotechnology products for the welfare and health of the people. Thus, the
company ensures the safety and quality of the biotechnology products and therapies. Further, the
value chain is the set of instructions and activities which is operating by the firm in order to
deliver the valuable and good quality of the products and services to the people in the market. By
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controlling on the value chain, the company is able to decrease the cost of the products. It helps
to increase the values of the shareholders in the universal market. The company uses effective
value chain process to maximize the growth rate of the company across the world. It helps to
reduce the wastage of the company. Through value chain process, the company can provide
biotechnology products and vaccines to the people. In this way, it provides satisfaction to the
people around the world. People easily get various information related to quality and quantity of
the products (Brusic, Gottardo, Kleinstein, and Davis, 2014).
Further, the company uses various innovative and modern technologies to attract more
consumers in the market across the world. It is improving its therapies by using innovative and
effective technologies. The company is using advanced technologies to gain benefits in the future
time period. In this way, the company can gain various competitive advantages in the market.
Through technology innovation, the firm can analyze and evaluate the strategies, plans, and
policies of the competitors to reach its target market across the world. By using innovative
technologies, the company can make a good image in the market (Eriksson, 2013).
Recommendations and effective future managerial strategies
CSL limited company uses effective future managerial strategies to gain various
advantages in near future which have been discussed below.
Distribution strategy: The Company uses distribution strategy to distribute its products in
various countries across the world. By using this strategy, the firm is able to reach its various
customers in the global market (Bstieler, Hemmert and Barczak, 2015).
Differentiation strategy: CSL limited company uses product differentiation strategy to
differentiate its products from the competitors’ products and services. This strategy is very
effective to overcome on the competitors in the universal market.
Product strategy: The Company is producing a wide range of biotechnology products and
vaccines by using products strategy in the market. It is the unique strategy which is used by the
firm to beat the customers (Brusic, Gottardo, Kleinstein, and Davis, 2014).
Pricing strategy: CSL limited company is adopting this strategy to gain revenue and various
other benefits in the market. The company negotiates the prices of biotechnology products and
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vaccines to provide satisfaction to the consumers in the market. Various products, drugs, and
vaccines are sold by the company at appropriate cost. It will help to increase the demand for
biotechnology products across the world. In this way, the company can run its business activities
and operations in an appropriate manner (White, Lim and Lee, 2012).
Advertisement and promotional strategy: Further, the company uses advertisement and
promotional strategy to attract and retain more consumers in the universal market. It is the good
tool to promote and encourage the demand for the biotechnology products around the world. It
also helps to measure and assess the requirements, needs expectations of the people. The people
can get information related to biotechnology products across the world (Realini and Marcos,
2014).
Although the company is making a good image in the market still some recommendations
have been given to CSL limited company to gain the long-term profits in near future. The
company should focus on the growth strategies and marketing strategies to generate revenue
within the organization. They should focus on the planning process to reduce the various
consequences of the business. It must focus on the needs and requirements of the employees to
improve their efficiency and productivity. In additions, the company should focus on the current
technologies and it should adopt latest and innovative technologies to increase the number of
customers in the market. Further, it should focus on the external factors which affect the growth
and success of the company adversely. In this way, the company can make a good reputation
around the world (Sudin, 2011).
Conclusion
Now it is concluded that CSL limited is a leading global biotherapeutics company which
provides biotechnology products, medicines, drugs, plasma products and vaccines to the people
to prevent various health diseases. Further, it focuses on the planning process, leadership, human
resource management and value chain process to increase the demand for the products and
services. It uses latest and updated technologies to improve the quality of products and services
around the world. Further, it must focus on the other marketing strategies to attract the more
consumers in the market. After the various researchers, it has been concluded that the company
must focus on the future managerial strategies to beat the competitors in the market.
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