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Marketing And Management: Biotech Company Calimmune

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Question:

Discuss about the Marketing and Management for Biotech Company Calimmune.

 

Answer:

Introduction

The report presents a brief overview of the CSL Company and it explains the mission, vision, and values of the organization. It explains the planning process and value chain strategies to gain the good position in the market. It describes that how the firm is maintaining sustainable human resource department within the organization. Further, it tells that how the leaders are influencing employees at the workplace to do work effectively. It also explains the future strategies and plans of the firm to gain long-term success and growth in near future. It also explains the significance of human resource management and leadership to ensure the efficiency and productivity of the subordinates within the organization.

CSL is the global biotechnology company which deals in various biotechnology products in the market. Mainly, the firm develops, produces and researches the various biotechnology products that may help people to reduce various serious diseases. The company is growing and flourishing its business day by day. The company is dealing in various products include blood plasma derivatives, vaccines, antivenom, cell culture and other medical and laboratory products. CSL is incorporated on 1916 and it’s headquarter is located in Melbourne, Victoria. The company is distributing its products worldwide. In this way, the company is increasing its revenue and profit (Witcomb, 2015).

 

Background 

The company was founded in 1916 as commonwealth serum laboratories (CSL). Mr. Paul. Perrault is the CEO of the company. All the business operations and activities are managed and controlled by the CEO of the firm. After the various researchers, it has been analyzed that CSL is providing good quality of products to the customers with maintaining sustainability in the organization. Along with this, the organization is also focusing and monitoring on the environmental benefits by restoring natural resources, oil and water at a lower cost.  There are various environmental elements which affect the growth and success of the company across the world. After various researchers, it has been evaluated that the company was part of the government since its earlier days. Therefore, CSL needs to follow various rules and regulations in the manufacturing and administration process. There are various legal factors, political and economic factors also exist in the environment that affect the business activities and operation of the firm. It seems that the company provides economic products to the people across the world. Further, social and technological factors affect the progress and development of the company in the world. Apart from CSL, Grifols and Baxter are a most important organization that holds the market share in Australia across the world. CSL is an innovative universal company which is dealing in innovative biotechnology products around the world (Collu et al, 2012).

Planning and strategy

Planning is an essential part of the CSL which plays a vital role in order to meet the long-term goals and objectives of the company across the world. Further, the firm is using various effective and unique strategies and policies to increase the revenue and profits of the company in the global market. The organization is adopting effective rules, code of conducts and values in the business activities and operations to gain the various advantages in the world. In addition, the company looks after about the patients’ safety and health by providing good quality of biotechnology products to its customers. The vision and core values of the company have been discussed below (Khromava et al, 2012).

  • Patient focus: The Company promises to deliver good quality of products to the customers across the world. It develops various therapies which provide various benefits to the patients. It protects the health of the people. In this way, the company is trying to improve the quality of life of the people around the people.
  • Integrity: The Company is always trying to do the right things for its patients, employees, shareholders, and communities. Further, the company is maintaining honesty, ethics, and transparency within the organization. It follows high standards, sustainability and best practices across the world (Gilding and Pickering, 2011).
  • Innovation: The firm invests a huge amount to develop innovative and powerful technologies across the world. In this way, the company is able to provide good quality of products to its customers around the world. Innovative ideas also help to improve the decision making process, procedures, and system of the firm (Krätke, 2014).
  • Collaboration: CSL maintains coordination and collaboration among the employees for providing biotechnology products to the customers in the global market. The employees are work together to meet the similar goals and objectives of the firm (Choi and Yu, 2014).
  • Superior performance: The main aim of the CSL is to achieve the superior results in the organization. The employees, as well as managers, are giving the best performance in the company to encourage the values and standards of the firm in the global market (CSL, 2017).

Further, CSL is providing various biotechnology products and services in order to meet the mission and vision of the company by utilizing the natural resources of the organization. In this way, the company is maintaining sustainability in the market across the world. In addition, CSL is using effective and unique strategies in the production process. The company uses eco-friendly packaging strategy to fulfill the requirements and expectations of the environment as well as the community. Apart from these strategies, the company uses various plans and policies to gain the success and growth in the market. It uses the holistic planning approach to determine the progress of the firm. In addition, CSL is producing innovative products to gain the long-term benefits in the market (Gilding and Pickering, 2011). The firm focuses on the health and safety of the patients and it serves the society by providing various types of biotechnology products in the market. Further, it has been noticed that the customers buy the products of CSL when they suffer from serious disease and illness. The firm is producing the good quality of products to attract more customers across the world. In addition, the holistic innovative plans have been created by the company to provide innovative and good quality of products to its customers around the world. The organization is implementing effective values and standards to maximize the sales of the company. Therefore, entire activities and actions are implemented in management and operation process of the organization in order build and maintain sustainable progress across the world. Further, the company is using effective and excellent marketing strategies to overcome on its competitors in the global market. Now it can be said that planning process plays a vital and significant role to enhance and increase the efficiency and effectiveness of the organization (Tseng, Lim and Wong, 2015).

 

Human resource management

Human resource management is the important part of every organization to flourish and expand its business globally. None of the organization can survive its business without HRM. The company requires efficient and dedicated team members to run the business activities smoothly in the market. Thus, CSL also maintains a sustainable human resource management to attain the mission and vision of the firm. The company recruits potential and efficient employees to resolve the various health-related problems of the patients around the world. To run the business activities globally, the company appoints skilled and qualified employees who are fit for the company. Further, various training and career development programs are conducted by the company to improve the quality and efficiency of the employees (Aggarwal, 2014).

Human resource management checks and evaluates that whether the employee is fit for the work or not, whether they are giving proper information about the products or not. In this way, HR manager evaluates the performance of the employees. CSL believes to find a right and suitable candidate to do the job effectively and efficiently. The employees should take care to the organizational image and job profile in the firm. Wage and pay scheme affect the business activities and operations adversely. Therefore, the employees should receive appropriate pay from the organization. It will also help to achieve long-term goals and objectives and it will motivate the workers to improve the satisfaction level of the customers in the country. In addition, CSL is using effective communication system at the workplace to increase the productivity of the employees. The top management is liable to maintain proper communication within the organization. It will also help to provide job satisfaction and morale to the employees. Now it is assumed that HRM plays a crucial role in every organization in order to attain the various goals and objectives of the company. HRM is the primary and foremost part of the CSL limited company (Burns, 2012). 

 

Leadership

It is the process to manage and influence other people for doing work effectively. Through leadership, the company is able to manage sustainable practices and policies within the organization. The company initiates the plans and activities are a very effective manner to inspire and motivate the other people and competitors in the global market across the world. The effective and unique leadership provides right direction to the organization which ensures the progress and development of the organization (Clarke et al, 2012).  Through leadership, managers and top management can motivate and encourage employees to do work effectively and efficiently. Leaders use effective leadership styles in order to assist the employees within the organization. There are various leadership styles which include autocratic style, democratic style, strategic leadership style, transformational style, Team leadership, laizzez fair leadership style etc. CSL Company follows democratic leadership style. It is also known as the shared leadership style and participative leadership style. Through democratic leadership style, the managers give advice and suggestion to the employees in order to take an important decision in the company. It involves all the employees of the organization. All the employees maintain trust, faith and believe at the workplace in order to gain the long-term objectives and goals within the organization. It also improves the goodwill of the company and it helps to maintain good relations with the employees. Leadership is the important part of the organization to motivate and encourage subordinates to perform the task effectively and efficiently (Grüne, Lockemann, Kluy and Meinhardt, 2013).

Controlling the value chain and technology

Innovative technologies and value chain play a vital role in every organization in order to gain long-term success and growth. Thus, the company should adopt effective value chain process to ensure the proper supply of the products in the market. The company is dealing in biotechnology products so it should supply the products on regular basis in the market. They should resolve the problems which can arise in the organization with people. The company needs to update the value chain process on regular basis in order to improve and enhance the quality of products and services in the market across the world. Further, technology also plays a significant role in CSL Company (Michelino, Lamberti, Cammarano and Caputo, 2015).

The company is using latest and innovative technologies to provide various growth opportunities to people in the market. The organization uses effective and unique technologies in various types of therapies to fulfill the requirements and needs of the patients. CSL can take various benefits by controlling the value chain process in the market. It provides cost benefits by reducing and controlling the cost of individuals and value chain activities and by reconfiguring the value chain process. In addition, various latest and innovative technologies are used by the company in value chain process to gain the competitive advantages in the market across the world.   Now it is assumed that value chain process and technology are interrelated with each other. The company is maintaining sustainability by controlling on value chain process and by using new technology in the market (White, Lim and Lee, 2012).

 

Future strategies and recommendations

CSL is focusing on the following strategies to maintain sustainability in the environment that have been discussed below (Strand, 2014).

Pricing strategy: The Company focuses on the pricing strategy to fulfill the long-term goals and objectives of the firm. It provides a wide range of biotechnology products at reasonable prices. It focuses on the market as well as competitors products prices to overcome on the competitors in the market. Sometimes, it also offers products at a discount to attract more customers in the market. In this way, this strategy helps to increase the demand for the products in the market across the world. By using pricing strategy, the company can beat the competitors in the market (Kumru et al, 2014).

Product strategy: CSL is providing a variety of biotechnology products to the customers to save the lives of the people in the world. The main of the company behind the product strategy is to reduce the illness and diseases of the people by supplying various types of biotechnology products to the customers. The biotechnology products include Antivenoms, vaccines, plasma therapies and other diagnostic products and services. The company is trying to produce more new and innovative biotechnology products in the market (Manivasagan, Venkatesan, Sivakumar, and Kim, 2013).

Promotional strategy: The promotional strategy is an important strategy to expand the company business worldwide. The company should adopt effective and unique promotional strategy to overcome on the competitors in the market. Through promotional and advertisement strategies, the company can attract more customers in the global market. It helps to maintain the goodwill of the company across the world (Luning et al, 2011).

Now it is recommended that the company should focus on the various marketing strategies to increase the sales and revenue of the company. Various advertisement and promotional strategies must be initiated and used by the company to encourage and increase the revenue and profits of the firm. Further, it should monitor and evaluate the labeling and packaging of the biotechnology products and services. CSL should not use the harmful drugs and medicines. The firm should use natural resources in the manufacturing process. In addition, it should diversify its products across the world to attract more customers in the market. The organization must encourage employees to do work effectively and efficiently. Along with this, it must analyze and measure the competitors’ plans, policies and strategies to gain various competitors benefits in the market (Gilding and Pickering, 2011).

Conclusion

On the above discussion, it has been concluded that CSL is a biotechnology company which is offering various biotechnology products in the market. The company is using natural resources to produce the various types of biotechnology products in the market. Further, the CSL is maintaining sustainability at the workplace. The company uses various strategies to improve the growth and success of the firm in the market. The organization provides motivation to the employees by maintaining sustainable human resource management. Apart from this, the company uses effective and unique leadership styles to advise and guide to the subordinates in a better manner. In this way, the company is expanding and flourishing its business activities and operation in the global market across the world. Further, it is also controlling value chain process and using effective and innovative technologies within the organization.

 

References 

Aggarwal, S.R., 2014. What's fueling the biotech engine [mdash] 2012 to 2013. Nature biotechnology, 32(1), pp.32-39.

Burns, L.R. ed., 2012. The business of healthcare innovation. Cambridge University Press.

Choi, Y. and Yu, Y., 2014. The influence of perceived corporate sustainability practices on employees and organizational performance. Sustainability, 6(1), pp.348-364.

Clarke, T., Nielsen, B.B., Nielsen, S., Klettner, A.L. and Boersma, M., 2012. Australian Census of Women in Leadership. Australian Government EOWA.

Collu, G.M., Hidalgo-Sastre, A., Acar, A., Bayston, L., Gildea, C., Leverentz, M.K., Mills, C.G., Owens, T.W., Meurette, O., Dorey, K. and Brennan, K., 2012. Dishevelled limits Notch signalling through inhibition of CSL. Development, 139(23), pp.4405-4415.

CSL, 2017, CSL Behring Acquires Biotech Company Calimmune and its Proprietary Stem Cell Gene Therapy Platform, retrieved from https://www.csl.com.au/investors/CSL-Behring-Acquires-Biotech-Company-Calimmune-and-its-Proprietary-Stem-Cell-Gene-Therapy-Platform.

Gilding, M. and Pickering, J., 2011. ‘May Contain Traces of Biotech’:(Re) defining the Biotechnology Field in Australia. In Proceedings of Australian Sociological Association Conference (p. 1).

Gilding, M. and Pickering, J., 2011. ‘May Contain Traces of Biotech’:(Re) defining the Biotechnology Field in Australia. In Proceedings of Australian Sociological Association Conference (p. 1).

Gilding, M. and Pickering, J., 2011. ‘May Contain Traces of Biotech’:(Re) defining the Biotechnology Field in Australia. In Proceedings of Australian Sociological Association Conference (p. 1).

Grüne, G., Lockemann, S., Kluy, V. and Meinhardt, S., 2013. Business Process Management Within Chemical and Pharmaceutical Industries: Markets, BPM Methodology and Process Examples. Springer Science & Business Media.

Khromava, A., Cohen, C.J., Mazur, M., Kanesa-thasan, N., Crucitti, A. and Seifert, H., 2012. Manufacturers' postmarketing safety surveillance of influenza vaccine exposure in pregnancy. American journal of obstetrics and gynecology, 207(3), pp.S52-S56.

Krätke, S., 2014. Global pharmaceutical and biotechnology firms’ linkages in the world city network. Urban Studies, 51(6), pp.1196-1213.

Kumru, O.S., Joshi, S.B., Smith, D.E., Middaugh, C.R., Prusik, T. and Volkin, D.B., 2014. Vaccine instability in the cold chain: mechanisms, analysis and formulation strategies. Biologicals, 42(5), pp.237-259.

Luning, P.A., Jacxsens, L., Rovira, J., Osés, S.M., Uyttendaele, M. and Marcelis, W.J., 2011. A concurrent diagnosis of microbiological food safety output and food safety management system performance: cases from meat processing industries. Food Control, 22(3), pp.555-565.

Manivasagan, P., Venkatesan, J., Sivakumar, K. and Kim, S.K., 2013. Marine actinobacterial metabolites: current status and future perspectives. Microbiol Res, 168(6), pp.311-332.

Michelino, F., Lamberti, E., Cammarano, A. and Caputo, M., 2015. Measuring open innovation in the Bio?Pharmaceutical industry. Creativity and Innovation Management, 24(1), pp.4-28.

Strand, R., 2014. Strategic leadership of corporate sustainability. Journal of Business Ethics, 123(4), pp.687-706.

Tseng, M., Lim, M. and Wong, W.P., 2015. Sustainable supply chain management: A closed-loop network hierarchical approach. Industrial Management & Data Systems, 115(3), pp.436-461.

White, G., Lim, S. and Lee, A., 2012. Intellectual Capital Disclosure Quality Changes in the Biotechnology Industry, 2003-10. In European Accounting Review. Tilburg University.

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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