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Marketing Mix of CSL Limited

Question:

Discuss About The Oxidative Stress Resistance Bursaphelenchus?

The paper presents a brief overview of the CSL Company. It explains that how the company is dealing in various biotechnology products. It explains the marketing strategies and marketing mix of the company. It explains that how the company overcomes on its competitors in the market. It explains the SWOT analysis and positioning strategy of the company. It explains that how sustainability affects the business activities and operations of the company.

CSL Limited is a universal biotechnology corporation that deals in various market products. The CSL products include vacancies, cell culture, blood plasma derivatives, and antivenom products that are used in various genetic and medical manufacturing and research applications. The company was founded in 1916 and its head office is located in Melbourne, Victoria. The firm is a public company and its stock is traded on the Australian stock exchange (Krätke, 2014). The firm products can be separated by the firm division. The various products are produced by the various divisions in the market. The core values include patient focus, collaboration, integrity, superior performance and innovation (Gilding & Pickering, 2011). All these core values play a vital role in order to meet organizational goals and objectives. The company provides unique products to people in the market. The firm is offering its products in Australia, Switzerland, U.S, United Kingdom and Germany. There are approx 17,000 employees are employed in the firm. The research and development, vaccines, and plasma are the main products of the organization. The firm is investing a lot of money to improve current therapies and existing therapies in the firm. The Sanofi, Grifols SA and Baxter International Inc. are the main competitors of the corporation. It provides great job opportunities to approx 17,000 workers across the world.  It is expanding its business activities and operations in more than 30 countries in the world. By giving good employment opportunities to people, the company is giving contribution in the society to maintain sustainability in the market (Ghaffar et al, 2014).

The company is increasing awareness about the harmful products with the help of various social media channels. Further, the company is using effective and unique marketing and business level strategies to increase the revenue and profit of the company.  The company also provides effective and successful therapies to the patients (P?evorovský et al, 2011). In this way, it focuses on the needs, and requirements of the patients. The main mission of the company is to deliver the best quality of products at right time at affordable and reasonable prices. It maintains higher rules, regulation, and standards of ethics. It is enhancing customer quality and value by providing innovative biotechnology products and services to the people.  The firm maintains a sustainable human resource management in the organization (Vicente, Ikuyo, Mota & Hasegawa, 2013).

Product

The marketing strategy of CSL Biotechnology Company is unique and effective. DuPont quality grains is monitored and focused on improving and enhancing the quality of grain for end users. Mainly, the company focuses on the agricultural customers in the market. The tools of biotechnology are using in plant breeding and science seed research. Now the commercial products and goods are coming in the market (Madani, 2012). The company has developed new technologies through its effective marketing strategies. The new technologies include insect-resistant crops, virus-resistant crops, herbicide-tolerant crops, modified end-use characteristics and new hybridization system. By using these technologies, the company is rapidly increasing its revenue and profits in the market. Under marketing strategy, the company needs to understand the value chain system in the organization (Buckley, Forsans & Munjal, 2012). It defines as a process and system which is required to convert technology into a value chain product. The company believes that value chain is efficient and effective for the commodity corn. Through value chain and new technology, the company is able to understand the needs, requirements, and expectation of the consumers. The company is dealing in various biotechnology products. The products of the company are varied and vast to increase the revenue and profit of the company. It is essential for every to business to develop and build the marketing strategies in order to gain long-term success in the market (Hamidi, Gustafason, Pellegrini & Gasson, 2011)

The sustainable practices play a vital role in CSL limited company. It reduces greenhouse gas emissions and it creates an innovative and new disease therapy with the use of pesticides. The significance of sustainable development is increasing in CSL Company (Gilding & Pickering, 2011).  The company is maintaining sustainability in the environment. Through sustainability, the company is managing and developing innovative and new products. The biotech crops and products are more sustainable for the environment of the country. By using of biotechnology, people are reducing universal pesticides applications by 790 million pounds (Ghaffar et al, 2014).  The sustainable business practices are not only critical and vital to the future of the company but also beneficial for the future generations. The sustainable practices are important to sustainable success, growth, responsibility, and profitability (Nogueira, Pinto, Nunes,  Guariz & Amaral, 2014). In this way, the company is reducing carbon footprint within the organization. Ethical principles and rules are followed by the employees. The corporate social responsibility also plays a vital role in CSL limited company. The CSR and sustainability are important for development and expansion of the business. The sustainable practices are reducing the carbon footprint in Biotechnology Company. The company is reducing productivity and efficiency through sustainable practices. Through sustainability and CSR the company is managing business activities and operations with integrity. Through sustainability, the company can control the prices of the products. Sustainability plays a vital role in CSL association to provide various opportunities to its employees in the market (Longoni, Leelavathi, Doria, Reddy & Cella, 2015).

Price

Product and sustainability: The Company is dealing in various biotechnology and pharmacy products. It provides various types of vaccines to prevent the serious diseases and illness. The company is offering a wide range of medical products and services. Therefore, it is giving a contribution to maintaining sustainability within the organization. The products include vaccines, antivenoms, plasma-derived therapies, Diagnostics products. Now it is assumed that the firm is offering good quality of products to the people. The company maintains an effective and excellent supply chain management to distribute the products and services to the consumers across the world (Syed Muhammad, 2012).

Price and sustainability: Sustainability plays a vital role to maintain the prices of the biotechnology products and services. Pricing strategies are the plans that are developed by the various entities to set the reasonable prices of the products and services. The following pricing strategies are using by the CSL limited company (Katsanis, 2015).

Discount price: This strategy offers products and services on the discount. Under this strategy, fair prices are charged by the company. The company provides extra services on reasonable and appropriate prices. The company is using this strategy to attract and retain more customers in the market (Jamshidian, Shojaosadati, Vilaplana, Mousavi & Soudi, 2016).

Proportional pricing: The Company uses this strategy to gain the long-term benefits in the market. In this way, the company has chances to know the prices of competitors. Under this strategy, the company compares the prices of products with competitors’ prices. If the company is using this strategy then it will have to aware of the prices of the competitors in the market. In this way, the company is using the effective and excellent pricing strategies in the market. There is a close relationship between prices and sustainability. If the company is using good pricing strategies then it can maintain sustainability in the environment and company as well (Kusters et al, 2015).

Promotion and sustainability: Promotion and sustainability are interconnected with each other. The firm is using unique and appropriate promotional strategies to attract more customers in the industry. Promotion and advertisement strategies are the main source of the company to increase the sales of the company. Further, the company is using sales promotion and personal selling strategies in order to meet the growth and success of the company (Petcharat & Mula, 2010).

Distribution and sustainability: The distribution channels are the important source to gain the competitive advantages in the market. By using of these distribution channels, the company provides satisfaction to its customers in the market. The company cannot gain success and growth without effective and unique distribution channels. In this way, the company can achieve its long-term targets and goals. It helps to maintain sustainability in the company. Through effective marketing, pricing, distribution, products strategies the company can build and develop its effective and unique position in the market. Further, the company uses business-level strategies to reduce the cost and prices of the products in the market. In this way, the company maintains coordination and cooperation among the employees (Siegel & Renko, 2012). 

Distribution

CSL Limited is a biotechnology company which leads various biotechnology and pharmaceutical products in the market. The company provides its products globally. The firm is using new technology and knowledge to develop and build life-saving drugs and it provides medicines at reasonable prices in the market. The marketing mix includes product, prices, place, and promotion. The marketing mix strategy of the company has been discussed below (Huang & Sarigöllü, 2014).

Product: CSL limited is the biggest biotechnology products industry in the market. The firm is the biggest exporter of high and good quality of products low-cost APIs in the universal market. The portfolio related with drugs include the cosmetics, skin care, food supplements, and the artificial sweetener across the world. The company needs to produce and manufacture the biotechnology products in the market (Luan & Sudhir, 2010).

Place: The Company sells its products in various countries across the world. The company is distributing its products in Australia, Switzerland, U.S, United Kingdom and Germany in the world. The firm has various research and development units for expansion and development of innovative and existing drugs. The firm has a corporate office to deal with various kinds of customers in the market. The company has adopted the various distribution networks in the retail market. The medicines are easily available at medical stores in the market (Leonidou, Katsikeas & Morgan, 2013).

Place: CSL is a healthcare company which deals in biotechnical products in the market. The aim of the company is to provide a high quality of medicines at reasonable prices at to the people. In order to meet the needs and requirements of the patients, the company has decided to maintain the reasonable and economical pricing policy in the market. In this way, it will help to reduce the prices of the various vital drugs and medicine in the market. In this way, the company can compete and overcome on its competitors in the market. Now it is assumed that the company should maintain the reasonable prices of medicines and vaccines to provide satisfaction to the people (Lee, N.R & Kotler, 2011).

Promotion: The Company should go through several promotional activities in the market for its products. The firm is using the effective and unique marketing and promotional strategy in the market to attract the more customers across the world. The CSL contributes in the society through the various themes such as health, education, and sanitation by generating various opportunities for livelihood (Leonidou, Katsikeas & Morgan, 2013). The company provides medicine in free of cost to terminally ill patients of cancer. The various programs are conducted by the company for the females. CSL provides best employment opportunities to its employees and it provides various kinds of employment benefits to its employees. Therefore, the company uses excellent promotional and advertisement strategies in the market.

Promotion

Now it is assumed that the company using effective and excellent marketing strategies in the market to attract more people. As a result, the company is increasing its profit and revenue. It will also help to maintain sustainability in the market (Shahhosseini & Ardahaey, 2011).

Although, CSL limited company is expanding its business activities and operation across the world still some recommendations have been given to improve its services in the market which have been discussed below.

  • The company should use effective and unique distribution and promotion strategy to increase the efficiency and effectiveness of the biotechnology products and services.
  • The company must provide the products on discount. Some special offers should be given by the company to consumers in the market.
  • The company should provide training to its employees to improve the efficiency and effectiveness of the employees. In this way, the employees can provide better services to consumers in the market.
  • The company should analyze and evaluates the plans and strategies of the competitors to gain the competitive and marketing advantages across the world. In this way, it can achieve its targets and it can maintain sustainability within the organization.
  • It should maintain proper communication and collaboration with employees to enhance their morale and productivity. It should provide great opportunities to its employees to attain the long-term mission and vision of the firm (Petcharat & Mula, 2010).

Conclusion

On the above discussion, it has been analyzed CSL limited is one of the biggest companies in biotechnology industries. The company is offering various biotechnology products, vaccines, and medicines across the world. It is using various marketing and business level strategies to increase the sales and revenue of the company. Although, it is providing excellent products and serving its customers still it needs to focus on the competitor's strategies and plans to prevent the risk and other challenges that are existed in the market. SWOT analysis is done by the company to analyze and evaluate the competitor’s position in the market,

References

Buckley, P.J., Forsans, N. and Munjal, S., 2012. Host–home country linkages and host–home country specific advantages as determinants of foreign acquisitions by Indian firms. International Business Review, 21(5), pp.878-890.

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.

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.

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).

Hamidi, H., Gustafason, D., Pellegrini, M. and Gasson, J., 2011. Identification of novel targets of CSL-dependent Notch signaling in hematopoiesis. PloS one, 6(5), p.e20022.

Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York.

Jamshidian, H., Shojaosadati, S.A., Vilaplana, F., Mousavi, S.M. and Soudi, M.R., 2016. Characterization and optimization of schizophyllan production from date syrup. International journal of biological macromolecules, 92, pp.484-493.

Katsanis, L.P., 2015. Global issues in pharmaceutical marketing. Routledge.

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

Kusters, C.S.L., Guijt, I., Buizer, N.N., Brouwers, J.H.A.M., Roefs, M.M.I., van Vugt, S.M. and Wigboldus, S.A., 2015. Conference Report: Monitoring and Evaluation for Responsible Innovation(No. CDI-15-103). Centre for Development Innovation, Wageningen UR.

Lee, N.R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.

Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. “Greening” the marketing mix: do firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), pp.151-170.

Longoni, P., Leelavathi, S., Doria, E., Reddy, V.S. and Cella, R., 2015. Production by tobacco transplastomic plants of recombinant fungal and bacterial cell-wall degrading enzymes to be used for cellulosic biomass saccharification. BioMed research international, 2015.

Luan, Y.J. and Sudhir, K., 2010. Forecasting marketing-mix responsiveness for new products. Journal of Marketing Research, 47(3), pp.444-457.

Madani, F., 2012. Biophysical studies of peptides with functions in biotechnology and biology (Doctoral dissertation, Department of Biochemistry and Biophysics, Stockholm University).

Nogueira, M., Pinto, F.D.R., Nunes, A.P., Guariz, C.S.L. and Amaral, L.A.D., 2014. Effluents quality during the grow-out phase of the amazon shrimp macrobrachium amazonicum. Ciência Animal Brasileira, 15(2), pp.159-167.

Petcharat, N. and Mula, J.M., 2010, July. Sustainability management accounting system (SMAS): towards a conceptual design for the manufacturing industry. In Proceedings of the 2010 AFAANZ Conference. Accounting & Finance Association of Australia and New Zealand.

P?evorovský, M., Atkinson, S.R., Ptá?ková, M., McLean, J.R., Gould, K., Folk, P., P?ta, F. and Bähler, J., 2011. N-termini of fungal CSL transcription factors are disordered, enriched in regulatory motifs and inhibit DNA binding in fission yeast. PloS one, 6(8), p.e23650.

Shahhosseini, A. and Ardahaey, F.T., 2011. Marketing mix practices in the cultural industry. International Journal of Business and Management, 6(8), p.230.

Siegel, D.S. and Renko, M., 2012. The role of market and technological knowledge in recognizing entrepreneurial opportunities. Management Decision, 50(5), pp.797-816.

Syed Muhammad, A., 2012. Exploring management issues of cross-border R&D alliances in the Australian biotechnology industry.

Vicente, C.S., Ikuyo, Y., Mota, M. and Hasegawa, K., 2013. Pinewood nematode-associated bacteria contribute to oxidative stress resistance of Bursaphelenchus xylophilus. BMC microbiology, 13(1), p.299.

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