CSL - Multinational Biotherapeutic Company For Innovative Essay Products.

Question:

Discuss about the Strategic Development Within An Organisation.

CSL is a multinational company of biotherapeutics that produces new biotherapies so that lives can be saved. Along with that it facilitates people from life threatening medical conditions. CSL has paramount facilities of services in Australia, United Kingdom, Switzerland, U.S. and Germany. The Headquarter of company is situated in Melbourne, Australia. The range of employee of CSL company is higher than 17 thousand that working in more than 30 countries. The expertise areas of CSL are plasma products, vaccines and pharmaceuticals and research and development (Smither, et. al., 2016). CSL limited has corporate function and operational business. Corporate function covers the research and development area on the other hand operation business consist CSL Behring, Sequires and CSL plasma.

The mission of CSL is to develop committed, mouldable and skilled employees that are known and remunerate for innovation and excellence. CSL wants to expand its business by providing beneficial biological products to Australian and international health care. To increase the wealth of shareholders, CSL will meet the expectations of customers with high quality and services. CSL will invest in the manufacture of innovative products and introduce those products into the market of Australia and international market.

The vision of company is to innovating new products for reducing the issues of an individual regarding medical conditions. By giving good services and products to their customers and better working environment for their employees, CSL aims to build irreplaceable organization in the field of biological. 

CSL develops protein based therapies in number of areas such as fluid replacement therapies, immunoglobulin therapies, pulmonary therapies, bleeding disorders therapies, wound healing therapies and hereditary angeoediama therapy. It is the company that is passionate about saving lives and it aims to improve the life of that people who are suffering from rare diseases (CSL, n.d.).

CSL has worked on different strategies but successful strategy deployed in the past of CSL is growth strategy. Growth strategy is based on major fours factors such as market penetration, market expansion, product expansion, diversification and acquisition. Market penetration defines the introduction of same products in existing market. Market expansion also refers as market development. It is strategy in which CSL introduced its existing products to new market. CSL has reproduced number of products and added new features in existing products. A product expansion strategy works well if a change in technology has been done (Carlos, et. al., 2014). 

Strategic partnership is the current strategy of CSL. Strategic partnership is the bonding between two businesses for forming two or more business. CSL established and still continues to keep intense strategic partnership with companies of North America, Asia, Europe and Australia. These collusive partnerships with different companies help to CSL for innovating new products. With the support from partners, the capabilities of companies in various field has been increased. These are research and development partnership that enhance the business development. The manufacturing capabilities of CSL is outstanding and it has commercialization experience in specific area of biological industry in which it become capable to produce products efficiently.

Mission and Vision

CSL is a global company and there are so many competitors in this business of CSL. There are several issues occurred in business practices. Recently the management has changed of CSL services. CSL has been criticized by many groups and individuals. Other criticism of CSL business includes environmental practice, internal management, product sourcing and production of vaccines. The employees of CSL Company are not happy with their working criteria and FDA found dark participles in vials in the vaccines of swine flu.

Criticism comes from employees of CSL because they are unhappy with the management of CSL. Employees of company have complained that the training and development system of company is not effective (Jeston and Nelis, 2014). Training of the biotherapieust industry is more important and it should be given in an adequate and knowledgeable manner because so many lives are depend on the products of CSL. Clinical product specialist has commented that management of company is careless. Work life balance in that organization is very difficult. Due to its management the CSL Company is famous on media channels. The employees of the company are key stakeholders for the company. It is the responsibility of CSL to maintain its employee relations in an adequate manner (Spahn, 2016).  

The biggest company of Australia CSL is putting effort to reduce the criticisms effect created by the US Food and Drug Administration. FDA’s criticisms have been attained by news limited newspaper, positioned on audit reports of two years. The concern of FDA was regarding multitude of manufacturing flaws and offensive conditions and practices for making vaccines. The commitment if CSL regarding vaccines was that its vaccines are safer and keep ability to fix identified issues. The warning Letter has been sent by FDA in June regarding manufacturing issues and warning has been given if issues were not fixed, the license of the company may withdraw from US (Douglas, 2016). Manufacture conditions of CSL is irrelevant and it has been found by FDA that laboratory staff did not wear mask and investigation on potential product problem were treated by CSL company in inadequate manner. Potential problems consist of number of child suffering from high fever. FDA commented that CSL has been engaged in limited observation of manufacturing process and raw materials were not being checked by CSL in appropriate manner. The audit of FDA also criticized the inadequate investigation of CSL Company (Australia business review, 2014).

Environmental analysis is a tool that helps to identify the internal and external elements, which can influence the performance of the business. There are so many factors which might affect the strategies of the company. It is important for the company to evaluate the external factors such as political, economical, socio-culture, technological and legal. Few changes in these factors can bring the huge impact on the organization. SWOT analysis of CSL Company will be describing below because SWOT analysis is the strategic tool which shows internal as well as external factors of CSL Company. It is required to know about the strength, weaknesses, opportunity and threats of the company so that company can overcome its issues appropriately (Zhang, et. al., 2013).

Protein-Based Therapies

Organizational culture is a corporate culture which represents the beliefs and concepts of the company. It helps to make the psychological and social environment within the company. The aim of CSL Company regarding organizational culture to make the positive environment of working for employees and contractors so that productivity of the employees could increase. CSL limited treats their employees on a basis of fare and lawfully treatment. CSL nurture diversity, heath, collaboration and well being in the working environment and encourage the value of work. Ranges of models are being operated by CSL globally such as union representations direct interaction with employees and maintaining constructive bonding with employee representatives. Learning and development programs facilities are available for all level employees in which they can improve their skills at various stages. The procedure of rewards and recognition motivates the employee and enthusiasm them towards attain the goals. The unit leaders and site leaders of CSL limited are accountable for health and safety within organization. Health and well being programs are held by company in the form of lectures on health topics, meditation classes and enhance the productive environment at workplace (Williams, et. al., 2015).

CSL Company is passionate to provide the safe products and services to their customers. Company has five core values. Customer focus, innovation, integrity, collaboration and superior performance are the core values of CSL Company. CSL Company addresses the requirement of people with disorders of life threatening. Medical research is being conducted by company. Company believes to invest in emerging technology so that new products can be developed and existing technologies and products can be improved on timely. In the term of integrity, company is highly committed to provide the services to their customers whose lives depend on CSL products. CSL Company collaborates with plasma donor, investigator and home health care companies. Company is performance driven and tries to do their best (Rodriguez, et. al., 2015).

Company culture is the environment of working which enhance the productivity of an individual. CEO of the CSL Company is motivated person and enthusiasm employees towards achieving the target of the company. Stakeholders are the key resources for the company and CEO of the company believes in stakeholder engagement. It covers various activities in it such as from the distribution of the knowledge to the providers of the health services (Spahn & Zacharowski, 2015). The priority areas of corporate responsibility are innovation, safety and quality, working environment and environment performance.

Conclusion

It has been concluded that strategic development is the process that figure out the objectives of the company. CSL limited has vision, mission and core competencies which helps company to get mingled with its responsibility towards patients and commitments with an adequate manner. Company’s strategies and criticism of business practices demonstrates the quality and issues of company. Environmental analysis would provide the entire information about the strength, weaknesses, opportunities and threats of the company. Company has five core values which ensure customers that they are using right brand.

References  

Australia business review, 2014, Australian Companies Like CSL Limited Choosing Buyback Options More Often, retrieved on 8^th may 2017 from: https://www.businessreviewaustralia.com/finance/1370/Australian-Companies-Like-CSL-Limited-Choosing-Buyback-Options-More-Often.

Carlos, P, J, Paula R, A, and Dibb, S, 2014, The role of corporate culture, market orientation and organisational commitment in organisational performance: the case of non-profit organizations, Journal of Management Development, 33(4), pp.374-398.

CSL, n.d., CSL Group global, retrieved on 8^th may 2017 from: https://www.csl.com.au/corporate-responsibility.htm.

Douglas, A., 2016, Lost in translation?: Where to now for Australian Medical Research. AQ-Australian Quarterly, 87(4), p.17.

Jeston, J, and Nelis, J, 2014, Business process management, Routledge.

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Spahn, D, R, & Zacharowski, K., 2015, Non-treatment of preoperative anaemia is substandard clinical practice.

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