Sustainable Development Goals In Biotherapies: A Case Study Of CSL

Background of the company

Discuss About The Sustainable Development Goals Bio Therapies?

The current management focuses on the concept of strategic marketing and management strategies which determines the positioning o the company within the global market.  For the current assignment, CSL had been taken into consideration, which is a biotherapeutic company. The company aims at designing innovative strategies which helps in designing life saving technologies for the betterment of mankind.

 The assignment takes into consideration a number of objectives such as running a background analysis of the company, pricing of the products and services, marketing strategies adopted by the company for promotion of the products. The distribution channels as well as stakeholder analysis form other important components. In this context, a marketing mix had been applied in order to analyse the competitive positioning of the organization within the current biopharma market. The 4 P’s analysis is based upon product, price, place, promotion, which helps in competitor analysis. A swot analysis had been further conducted to evaluate the strategic positioning of the organization.

The CSL is a global multispecialty biotherapeutics company with a number of operational units across the globe such as Australia, Germany, Switzerland, UK and US. The company produces a wide range of products using the plasma derived from the blood. The plasma is then treated and processed further to generate a number of life saving drugs. In the year 2015, the company joined hand with Novartis to create seqirus, the second largest influenza vaccine company in the world (Lii et al. 2013).

Some of the sustainable practices of the company can be highlighted over here which helps in the development of an economic and environmental balance for the company. The social benefits offered by the company have been covered under the Corporate Social Responsibility of the company. The company offers a global economic contribution of US$32.8 million towards local, patient and biomedical communities (cslbehring, 2017). The organization contributes a global sum of US$466 million across 40 worldwide clinical centres for research and development. The organization also maintains some of its environmental concerns by conducting an enterprise wide climate change risk assessment. The company strictly follows the confederations provided by the United Nations Intergovernmental panel on Climate change (IPCC).

The company has a vast customer base depending upon increase in the number health concerns globally. The CSL Company markets plasma derived and recombinant therapies worldwide. The recombinant therapies help in provision of new and innovative technologies which helps in treating the serious and life staking conditions of customers across the globe (cslbehring, 2017).The CSL Limited faces a number of challenges from its similar market players or competitors which could be further analysed with the help of a STP analysis that is segmentation targeting and positioning.

Attributes	CSL	Lipotek	Cynata
Segmentation	Manufacturing and marketing plasma derived recombinant	Marketing nanovaccines based on recombinant proteins	Stem cell and regenerative medicine company
Targeting	Medicine and Pharma industries , prescription products	Research and development along with phrama products	Surgical use for treating patients with serious impairments
Positioning	Develop life  saving drugs	Provides  more alternative recombinant medical interventions	Helps in facilitating transplants and regeneration

Table 1: STP Analysis

(Source: Author)

The tool of marketing mix is one of the widely used techniques in making marketing plan of an organization, which uses various parameters like price, promotion and place along with the description of the products as the source of information (Steenkamp 2017). The policies of the marketing mix are decided according to the marketing objectives of business organization. It is also essential to note that sustainability of an organization is dependent upon the policies that are implemented according to the marketing mix parameters (Hanssens et al. 2014). For example, it is essential for the organization implement effective pricing strategy, which will ensure better sustainability of the product in the respective market.

STP analysis

It is essential for the company to provide detailed description of the product, which will help them to provide information to the customers. The product line for CSL limited includes all types of vaccines that are essential in the cases of saving the life of patients. These vaccines are used as a source of improving the immunity and thereby help in disease prevention. Other product line of the company includes plasma derived therapies, anti venom, Diagnostic products and all types of Pharmaceuticals.

Few of the major products in each of the product line are described here:

Albumex: This is a critical care product, which is used auditing patients with low volume of blood. This is mainly used during the time of lung bypass surgery, where there is huge amount of blood loss among the patients.

Biostate: This type of product is used for coagulation disorders, where the patient is suffering from disease like hemophilia. This helps to elevate the level of factor VIII, which is depleted in case of hemophilia A.

Hepatitis B Immunoglobulin-VF: This is an immunotherapy product that is used to prevent infections disease like Hepatitis B. This is mainly used to prevent the occurring of the disease among suspected individuals.  

Vaccines: This range of products includes various types of vaccines, which are used to incorporate among individuals are various ages that is needed in order to prevent occurring of disease. Most of the vaccines that are sold by CSL Limited are mainly for children below 10 years old. The company also sells few of the newly discovered vaccines, which are used in the prevention of critical diseases like cancer (Csl.com.au, 2017).

Afluria Quad: This vaccine is used for preventing influenza in person above 18 years old.

Gardasil: This vaccine is used for prevention of critical diseases like vaginal and anal cancer.

Acarizax: This is an immunotherapy pharmaceutical product, which is used in the treatment of dust mite respiratory allergy.

Caldolor: This is one of the widely used Pharmaceutical products in the Australian medical industry, which is used for neuropathic pain, which is associated with previous herpes zoster infection.

CSL Limited is also popular for various kinds of anti venom, which are highly popular in the medical industry. The company has invested hugely in the research and development of various types of anti venoms for the toxic that are secreted from the snakes and spiders (Csl.com.au, 2017).

All the above mentioned products are sold under the brand name of CSL, which provides them with some unique identity and recognition in the biotech and pharmaceutical industry. It is essential for the company to provide detailed description of all the Pharmaceutical and biotic products, which is necessary in understanding the importance of each of those products that are implemented in each case (Csl.com.au, 2017).

All the products of CSL Limited, which are sold into the pharmaceutical industry, are reported to have wide range of application in various medical purposes. Some of the critical drugs that are sold by the company have been reported to have extreme use during the time of medical emergency. Most of the healthcare organizations in the Australian health care industry are dependent on the products of CSL limited. This will help in the sustainability of various products of the company. The company has to bring about regular changes in the manufacturing process of the Pharmaceutical product, which can help to deal with all types of new challenges related to the use of the new challenges in the medical industry. Proper quality checking procedures also need to be maintained within the company, before each category of products is being released in the market. With each range of products that are released in the market, it is essential for CSL limited to ensure its sustainability that can be obtained with the help of regular monitoring of the products (Tollin and Christensen 2017).

Marketing mix

Pricing is one of the important criteria all the marketing policies, which is decided based on the quality of the product and the groups of the target customers (Hanssens et al. 2014). Due to the nature of the product that are sold by CSL, it is essential to have high level of pricing of the products, which can help them to produce high and safe quality of safe products that can help in the process of dealing with materials related to critical disease in the healthcare.

It is relevant to mention in this context that with the rise of competition in the Biotech and pharmaceutical industries of Australia it is essential for in the Biotech and pharmaceutical industries of Australia it is essential for CGL limited to maintain the price at competitive level, which will help the company to maintain sustainability and survive for longer periods.

There are various internal and external factors, which decide upon the prices of the products. The price of the raw materials in the form of chemicals that are needed in the manufacturing procedures of pharmaceuticals and Biotech products can hugely vary. This is mainly due to the fact that, there are limited numbers of suppliers. In order to maintain sustainability with the pricing strategies, it is essential for the company to regularly update the price of the product according to the changes that occurred in the pharmaceutical industry.

It is also one of the ethical duty of the company do not use any poor quality of materials in the manufacturing process that can help them to gain unfair competitive advantage. Nevertheless, it is essential for the company to keep the pricing of the products at nominal level, which can be afforded by people of all section for getting their treatment.

The promotional strategies are one of the essential parts of the marketing activities that are carried out by all business organizations (Mintz and Currim 2013). Due to the increase level of competition in the pharmaceuticals and Biotech industries of Australia, it is essential for CGL Limited to implement innovative techniques of promotion that can help them to reach out to target groups of customers. It is essential to ensure that most of the products CGL Limited are mainly used in Healthcare industry. Hence, it is essential for the company to ensure that the promotional strategies that are being implemented can reach out to the stakeholders of Healthcare organizations.

In order to maintain sustainability in this context, it is essential for the company to analyze the external social economical and political scenario, which can help them to decide upon the future promotional strategies. The company also has to collect updated information related to the Pharmaceutical and Biotech industry, which can help them to bring about changes in the respective industry. It is also essential to use different forms of medium, which can be used by the company to communicate with the target clients. This is also one of the effective ways that can be used to maintain sustainability within the industry.

Product vs. Sustainability

The area of operation for CSL Limited includes all parts of Australia and in other Nations including Hong Kong, United States and in many nations of Europe including UK. There are different manufacturing facilities along with research and development team in almost all the Nations, where the business operation range of the company is expanded.

The company mainly sells their products through distribution strategies and assistance of medical representatives. It is also possible for the client to directly approach the company and place order for all types of Pharmaceuticals and therapeutic products. The company has also expanded its range of distribution through the help of ecommerce business, where it is possible for the clients replace online order.

Distribution through online chain needs to be enhanced in the future, which can help the company to maintain sustainability and thereby able to expand their range of distribution channel (Wirtz and Lovelock 2016). 

A marketing mix could be used for the comparison of the CSL limited with its partners. Some of its potential partners are the Cynata therapeutics and the Lipotek Pvt. Ltd. The organizations belonging to the similar area of biotherapeutics the segmentation, targeting and positioning of the organizations are more or less the same. This brings about competitions between the rival companies regrading profit making and reaching out to the maximum number of target customers. For comparison to the rivals a 4P analysis has been done in order to evaluate the differences present within the strategic marketing policies of the companies.

Marketing mix factors	CSL	Lipotek	Cynata therapeutics
Product	Blood plasma derived recombinant biopharma products	Recombinant protein vaccines	Cell culture media , cell separation systems, instruments and other reagents for use in  life sciences research
Pricing	Cost effective	Competitive	Economical
Promotion	Organizational magazines and product catalogues	Promotion through distributor channels	Advertisement  with product description in leading newspapers
Place	Covers wide section of audiences across the globe	Covers the Australian pharma market specifically	Caters to the Australian large audiences only

A number of recommendations might be suggested for the improvement of the marketing and promotional strategies of the company. The 4P’s of marketing can be developed further for meeting with the strategic marketing policies of the company. One of the main challenges faced within the present context is from the pricing policies. The stringent pricing often limits the sale of the products which might affect the business and marketing policies of the company. The promotional strategies also serve as an important parameter. In the current context, the CSL Limited uses the magazines and catalogues of the company for generating product awareness within the target customer segment. On the contrary, comparing with one of its competitors, the cynata therapeutics, which uses leading newspapers for educating the target audiences about the products and benefits, can act in favour of the organization (cynata, 2017).

Additionally, the company should also come out with more economical and generic medicines for meeting with the serious health requirements of the Australian rural sector.

References

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