Background
The report talks about the marketing strategies of the CSL limited. It describes the core values, competencies, mission and vision of the firm. It tells that how the company is doing effective planning in order to gain the long-term success and progress of the company. It explains future strategies of the firm in order to determine the long-term mission and vision of the company. It describes the significance of leadership within the organization. It explains that how the company is overcoming on its competitors in the market across the world.
CSL is a global biotechnology company which provides various types of biotechnology products in the market to prevent and reduce serious diseases and medical conditions of the people. It manufactures various types of biotechnology products such as blood plasma derivatives, cell culture, vaccines, and antivenom. The company was incorporated in 1916 and its head office is located in Parkville, Melbourne Victoria Australia. The commonwealth serum laboratories were founded in 1916. It is an Australian government body which focuses on the vaccine and other biotechnology products. It is a public company which is trading in Australian securities exchange (Witcomb, 2015). The company is the part of the S&P/ ASX 50 index. In today’s era, the company is increasing its profit and revenue day by day. It also provides various healthcare products to the people in the market across the world. It provides various types of employment opportunities to the people. CSL acquires a wide range of companies including Novartis and Behring influenza vaccine business. It is producing unique and innovative biotechnology products in the market. The company uses effective marketing strategies and policies to gain long-term success and growth in the market across the world. The company operates its business through two subsidiaries. Baxter International Inc, Grifols Sa, and Sanofi are the competitors of the company. Behring is the subsidiaries of the CSL limited company. Further, various environmental factors also affect the growth and success of the firm in the global market. These factors include political, legal, socio-cultural and technological factors etc. Sometimes, these factors cannot be controlled and managed by the biotechnology company. Hence it affects the business actions and operations of the CSL limited. Further, the company is trying to maintain sustainability in the environment across the world in order to determine the maximum profit and revenue of the company. It is trying to identify and evaluate the new and innovative opportunities to the employees (Burns, 2012).
Planning is a process of thinking about the various activities and operations in order to achieve the goals and objectives of the firm. It involves maintenance and creation of plans and policies to determine the long-term mission and vision of the firm. It is a necessary and specific process for multiple occupations. In addition, CSL is using various policies, strategies, and plans in order to reach the long-term targets of the company (Khromava et al, 2012). The company includes its employees and top management in the planning process. Manpower is mandatory in the planning process to maximize the profit and revenue of the company. Further, it follows various rules, regulations, and business ethics to make a good image in the market across the world. The company focuses on the patient health and safety by offering pharmaceutical to the people around the world. Further, the company manufactures and develops various diagnostics and pharmaceutical products for providing satisfaction to the people. In addition, it includes adult and pediatric vaccines, pain and infection medicine, antivenoms, and skin disorder remedies. The success and growth of the company depend on the planning process of the firm. None of the can expand and flourish its business at international level without effective planning process. The following are the core values and vision of the company such as (Manivasagan, Venkatesan, Sivakumar and Kim, 2013).
- CSL limited company focuses on the patient safety and security by providing good quality of biotechnology medicines to the people. It is the main and primary core value of the company. It helps to reduce the various diseases and illness of the people to save their life.
- The company is maintaining integrity and coordination in the organizations. It maintains sincerity, simplicity, flexibility, and code of conducts at the workplace. It follows various rules and regulations and sustainability within the organization.
- CSL limited company maintains proper communication and collaboration among the different department in the organization. They work as team members to attain the long-term success and growth of the company (Aggarwal, 2014).
- Huge investment is done by the company to develop and build powerful technologies within the organization. In this, way, the company is able to fulfill the requirements and expectations of the people across the world. The firm improves and enhances the process and system of the company. In this way, the company is giving contribution in creativity and innovation by providing the effective and innovative biotechnology products to the people.
- Mainly, the CSL limited growth and success depends on the performance of the employees as well as supervisors. The company cannot attain the long-term targets and goals without manpower. In this way, the company is able to maintain the sustainability at the workplace (Wang, Littlewood and Murphy, 2013).
Planning and Strategy
After the various researchers, it has been noticed that the company uses natural resources for providing good quality of medicines to the people. Further, the company uses effective advertisement and promotion strategy to increase the sales of the company. The company needs to focus on the competitors’ policies, plans, and strategies to overcome on the competitors in the global market. Further, it focuses on the internal and external environment of the company to analyze and evaluate the risk of the market. CSL limited company is using the holistic approach to evaluate and measure the growth and progress of the company. In addition, the company takes cares the patient safety and health to evaluate and analyze the patient requirements and expectations around the world. The company provides protection and safety to the people when they diagnose with serious disease and illness. It provides training to the employees to do work effectively and efficiently at the workplace (Donadelli, Kizys, and Riedel, 2017).
Human resource management is the essential part of the CSL limited to provide various types of biotechnology products to the people in the market. HRM deals with various issues related to the employees such as training, hiring, compensation, development, communication, and motivation. It plays a vital role to manage the people in the organization. The HR team work for the employees’ safety and welfare in the organization. They recruit appropriate and capable applicants to perform the task effectively and efficiently. The company cannot maximize and explore its business without effective and sustainable human resource management. They are responsible to provide training and development coaching to the employees for increasing and enhancing the efficiency and productivity of the employees (Pagliusi et al, 2013). They evaluate and measure the skills and qualification of the employees. HR team is responsible to provide rewards, compensation, and performance appraisal to the employees. They provide motivation to the employees for increasing performance and productivity of the employees. The CSL limited company is a universal specialty biotherapeutics company which develops and offers innovative biotherapies which save lives of the people within the organization. Further, the main value of the company is to create sustainable value for the stakeholders of the company. Through sustainable HRM, the company is able to reach the various customers in the market across the world. In today’s era, the company is serving and providing a wide range of biotechnology products to the people. HR team improves the culture and working environment of the company. In this, way, the company is able to expand its products across the world. Further, the company is investing the huge amount of lifecycle management to gain the long-term mission and vision of the firm. There are approx 16,000 employees employed in the company. The company is conducting its business activities and operations in over more than 30 countries across the world. It is providing good employment opportunities to the people in the global market. Further, it follows patient-centered management approach to deliver and develop innovative biotherapies and products to the people. The company is one of the biggest leaders in biotherapies with providing a wide range of biotechnology products is a universal market (Grüne, Lockemann, Kluy and Meinhardt, 2013).
Human Resource Management
CSL Limited is one of the biggest players in the Australia. The company appoints skilled and qualified employees to perform the task and duties effectively and effectively. Leaders play a vital role in every organization. Leadership may be defined as the process to influence and manage subordinates for performing task and duties in an effective manner. The company can overcome on the competitors through effective and unique leadership within the organization. The effective leaders motivate subordinates in order to increase their efficiency and performance at the workplace. They help to increase and enhance the level of motivation for doing the task effectively. They make effective and unique procedures and strategies to increase the revenue of the company. They resolve the employees’ disputes and conflicts which arise at the workplace among the subordinates. They identify and evaluate the risk and challenges of the market to overcome on the competitors in the market across the regions. They maintain a reciprocal and mutual relationship with employees to improve the quality and efficiency at the workplace. Further, leadership styles play a significant and integral role in CSL limited company. The company cannot maintain the activities and operation of the company without effective leadership. The leadership styles include team leadership style, transformational leadership style, democratic leadership style, and autocratic leadership style (Katsanis, 2015).
The company is using democratic leadership style to improve and manage the various activities and operations effectively and efficiently. Through this leadership style, leaders give suggestions to the employees and subordinates to attain the goals and objectives of the firm (Rosenmayr-Templeton, 2015). The top management, managers, and employees can take effective decisions with the help of democratic leadership style. Leaders maintain coordination and cooperation among the different departments within the organization. They maintain faith, loyalty, believes and integrity at the workplace. In this way, the company is able to reach the long-term success and growth of the company. Now it is assumed that leadership and human resource management are an essential part of the CSL limited. The company cannot survive its business without effective leadership and teamwork. Leaders play a significant role to provide right path to the subordinates within the organization (Nejatian, Nejati, Zarei, and Soltani, 2013).
The value chain process plays a critical and essential role in order to fulfill the course of actions of the company. Further, the CSL limited is increasing and enhancing the sustainability by controlling value chain process within the organization (Winkler, Berger and Ehlers, 2013). It helps in increasing the demand for the products in the market around the world. Value chain process helps to reduce the cost of the company and it increases the stakeholders’ value of the company. In addition, CSL limited uses unique and innovative technologies to increase and enhance the productivity of the company. In this way, the company can gain various benefits in the market across the world. By using innovative technologies, the company is ensuring the safety and quality of products and therapies within the organization (Krätke, 2014). Further, it is supporting the various communities in the Australia to provide more innovative products to the people in the market. In addition, huge investment is done by the CSL limited for the development of medicines and biotechnology products in the Australia. The value chain process supports to fulfill the expectations and requirements of diagnose people around the world. The corporate social responsibilities and sustainability are most important and essential to CSL limited business and stakeholders. Further, the company commits to provide a favorable and positive working environment to the people across the world. Now it seems that, innovative technology and value chain process important in order to reach the desired goals and objectives of the firm. It will also provide satisfaction to the employees by serving good quality of biotechnology products to the employees (Sambandan and Hernandez Raja, 2015).
Leadership
(CSL limited, 2016)
The company follows and monitors various strategies in order to gain long-term success and growth of the company. The future strategies of the CSL limited have been discussed below.
- The company focuses on the product strategy to build and develop innovative products in the market across the world. By using product strategy, the company is able to prevent and reduce the diseases and illness of the people. The company is trying to reach more people in the Australia by using product strategy (Sangar and Ghongane, 2013).
- Pricing strategy is very effective and unique strategy of CSL limited. The company sales the products at reasonable prices to hit the competitors in the market across the world. By using this strategy, the company is increasing the sales of the biotechnology products and vaccines around the world. It also helps to fulfill the long-term objectives and goals of the company. It will also help to attract more consumers in the global market (Jamshidian et al, 2016).
- Further, the company uses effective promotional strategy to explore and flourish its business in the global market. This strategy helps to make a good image in the market. The company can increase the demand for the biotechnology medicines and vaccines around the world (Hamidi, Gustafason, Pellegrini and Gasson, 2011).
Now it is suggested the CSL limited must focus on the various effective and attractive promotional and advertisement strategies to expand its business activities and operations in the global market. Various promotional tools are used by the organization to enhance and increase the sales of the products. It must improve packaging and labeling strategies in order to improve the quality of products in the global market (Kim et al, 2014). Harmful and hazardous medicines and vaccines must not be used by the company. In this way, the company can reach in the global market to improve the position of the company in the biotechnology industry. In addition, the company must focus on the diversification and culture of the company. It should provide proper training and induction to the employees to provide more biotechnology products and vaccines to the people. It should focus on the value chain process to provide satisfaction to the stakeholders. In this way, the company can reduce the cost of the biotechnology products and medicines (Ghaffar et al, 2014).
Conclusion
The report provides information about the planning, human resource management and leadership of the CSL limited company. Now it is concluded that the company is serving good quality of products, medicines, and vaccines across the world. In this way, it is enhancing and increasing the level of satisfaction of the people. Further, the company provides rewards and appraisals to the potential and skilled employees. Further, CSL limited must use various growth strategies to explore the business at the universal market. Along with this, it should focus on the leadership, planning, human resource management and value chain process to determine the goals and objectives of the firm.
References
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Burns, L.R. ed., 2012. The business of healthcare innovation. Cambridge University Press.
Donadelli, M., Kizys, R. and Riedel, M., 2017. Dangerous infectious diseases: Bad news for Main Street, good news for Wall Street?. Journal of Financial Markets, 35, pp.84-103.
Ghaffar, T., Irshad, M., Anwar, Z., Aqil, T., Zulifqar, Z., Tariq, A., Kamran, M., Ehsan, N. and Mehmood, S., 2014. Recent trends in lactic acid biotechnology: a brief review on production to purification. Journal of Radiation Research and Applied Sciences, 7(2), pp.222-229.
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Sangar, V. and Ghongane, B., 2013. Prophylactic human papillomavirus vaccines. Int J Pharm Bio Sci, 4(3), pp.124-133.
Wang, L., Littlewood, J. and Murphy, R.J., 2013. Environmental sustainability of bioethanol production from wheat straw in the UK. Renewable and Sustainable Energy Reviews, 28, pp.715-725.
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Witcomb, G, 2015, CSl growth to slow as competition rises, retrieved from https://www.intelligentinvestor.com.au/CSLs-growth-to-slow-as-competition-rises
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