Sustainable Management and Marketing for Economic - myassignmenthelp

Question: Discuss about theSustainable Management and Marketing for Planet Economic. Answer: Introduction CSL is a global company that helps in the delivery of biotherapies which are innovative in nature. The biotherapies of CSL are life-saving and enable people to combat with medical conditions which are life-threatening and help them live a meaningful life. The employee base of CSL is from different countries across the globe like Australia, United Kingdom, Germany and Switzerland. The organisation has the presence in 30 countries and has more than 17,000 employees and organisation structure is flexible. The organisation has completed 100 years of excellent service delivery by focusing on research and innovation in products as well as business processes (Csl.com.au 2017). The Research and Development of CSL in Australia focus on developing new products with therapeutic effects and on the improvement of the existing products.CSL developed technology to provide plasma and plasma-derived products to many companies in Australia and across the globe. The organisation is headquartered in Mel bourne, Australia. An organisation should focus on the Triple Bottom Line of People, Profit and Planet Economic, environmental and social are the three pillars of sustainability (Brundiers and Wiek 2013). CSL adopts a holistic approach towards sustainability by focusing on all its stakeholders. The major competitors of CSL are Life Therapeutics, Peptech and Pharmasynth (Csl.com.au 2017). Figure: Organisational division of CSL (Source: Csl.com.au 2017) Discussion Planning Vision, Mission and Values of CSL Mission statement The mission statement of CSL is to provide best services and therapies. CSL does extensive research to support the services in replicating the commitment to the users who use these products. Vision CSL focuses on quality, affordability and safety of medicines and while doing so, the organisation focuses to reduce the harmful impacts on the environment as a sustainability measure. A culture of mutual trust and respect is fostered among employees of CSL and employees are treated fairly. Values CSL delivers patients focus services to meet the promises of the patents. CSL always strives to be committed towards the patients. Innovation is another value to provide solutions to the patients. Integrity in the workplace is the unique perspective in CSL that facilitate the collaboration that makes them stronger. The superior performance of the CSL helps to achieve the results that make them proud. Goal setting Practices and Major Plans of CSL Plans of CSL are strategic, tactical and operational. Plans of CSL are strategic, tactical and operational. Fair competition is in the marketplace and competitive pricing strategies can be adopted by an organisation to ensure marketing efforts are aligned with sustainability (Armstrong et al. 2015) Practices which are misleading for customers and corrupt practices should be avoided in marketing activities(Borland and Lindgreen 2013).CSL adopts similar approaches in strategic planning. Training related to local laws and regulations is provided to employees in a robust manner, internal policies and procedures like CSLs CRBP, Anti - Bribery and Anti - Corruption and Securities Dealing ensure fair competition at a marketplace. Pricing CSL ensures to price the medicines competitively and fairly so that patients are benefitted. CSL publishes annual corporate responsibility reports that provide information about the public policy of the organisation.CSL also focuses on the responsible marketing of medicines. Approach to planning in CSL is innovative. The human resource strategy of CSL is also in alignment with its sustainability efforts. The R D division of CSL which focuses on future research and innovation is the core of sustainability. How Sustainability is incorporated into Key decisions of CSL Environment Epstein and Buhovac (2014), an organisation should the corporate social, environmental, and economic impacts of an organisation can contribute towards sustainability. In CSL, the environmental concerns are reflected in operational activities. The process of manufacturing, transportation and packaging of medicines leads to generation of waste and greenhouse gas which are reduced by CSL Engagement of Stakeholders The sustainability efforts of CSL is clearly reflected in the process by which CSL engages its stakeholders like plasma donors, patients, research partners, employees, customers, suppliers, license partners, health partners, media, shareholders and consumers. A biennial survey is used by which employees of CSL are allowed to express their opinions, perception studies are undertaken by different health professionals of CSL, customer surveys, meetings and visit to the major suppliers are conducted by CSL. Roadshows and forums are conducted by CSL to engage stakeholders. Quality In CSL, the safety of plasma donors is ensured and products undergo critical surveillance by the safety and quality team. A product lifecycle approach is adopted in CSL to establish systems of quality and the culture and systems of quality are maintained by the people or employees of CSL. The high-quality products in CSL are developed with the help of support from R D team. Health and safety CSL organizes meditation sessions and lectures on topics related to health and sporting events and teams are sponsored by CSL. The system for health and safety management in CSL is in alignment with the standards of occupational safety and health which are recognized at a local and global level like Australian standard, AS / NZS 4801: 2001 and British Standard, OHSAS 18001: 2007. A sustainable and safe culture is practised in the manufacturing sites and at a workplace. Accounting Practices in CSL and Support for communities According to Bebbington, Unerman and O'Dwyer (2014), accounting practices of an organisation should contribute towards sustainability. CSL creates value for stakeholders by creating long-term value for them which is revealed in their accounting practices.CSL supports communities across the globe by access to medicines, promoting excellence in science and conducts disaster relief CSL supports patients by improving access to medicines and improves quality of life, supports bio-medical communities by fostering medical research and also supports local communities in time of emergency Human Resources Management of CSL HR related competitive Strategy of CSL The human resource management strategy in CSL focuses on creating a positive work culture. The balance between work and life is encouraged in CSL and the organisation focuses on integrating safety, collaboration, diversity, health and well-being in the work culture. The organisation ensures that the employees are trained well to serve the patients. The skilled employees of CSL contribute towards high organisational performance. HR finds right people In this era of globalization, effective strategies should be built to recruit and retain a talented workforce (Crane and Matten 2016).CSL finds right people by its recruitment and selection process of a talented pool of manager, research partners and employees from different countries. HR finds the right employees for the organisation as they use external recruitment policies. External recruitment policies help the organisation to recruit the employees from external sources like job portals, social media and campus recruitment. It helps to recruit skilled and experienced employees. Development of Effective Workforce in CSL Clear performance and goals In CSL, the team leaders convey the organisational goals and objectives to the employees and employees should do accordingly. Clear performance is needed within a team with effective communication that goes parallel. As stated by Northouse (2015), aligning responsibilities within a team can develop the workforce. Learning and Development Learning and Development are promoted in CSL among employees of all levels and this ensures that employees of CSL can focus on individual career goals while contributing substantially to the performance of CSL. Career opportunity is an additional feature for the employees. Reward and Recognition Performance measures included in the annual work plan of all employees of CSL help in the performance reviews of the employees of the organisation. Performance-related remuneration increases with seniority, the values of jobs are evaluated through a system of job evaluation and rewards are provided to employees for their exceptional work performance and the loyalty of employees of CSL are recognized by the managers of the organisation. Maintenance of Effective workforce Talent management process in CSL According to Armstrong and Taylor (2014), the employees of an organisation can get the opportunity to develop cultural, leadership and business skills through an international assignment. CSL follows similar approaches in human resource management. The training and developmental needs of employees of CSL are identified through structured discussions and this developmental planning helps in retention and development of the staffs of CSL. Effective culture and communication In the workplace, diversity is important and maintaining suitable work culture smoothes the workplace communication. CSL uses the horizontal structure and communication flows maintain the workplace culture. High potential employees are acknowledged in a global forum and an annual global talent review process is organized by leaders of CSL. The employees of CSL get the opportunity to develop cultural, leadership and business skills through an international assignment. Sustainable Practices in HRM Anti-discrimination In a workplace, it is needed to ensure that no discrimination should be entertained. HR of CSL is strictly doing the anti-discrimination regulation and they give similar preference to all the employees irrespective of race, age, sex and ethnic background. Diversity Management Diversity in forms of age, gender, sexual orientation, culture and ethnicity should be fostered by the work-culture of an organisation (Beardwell and Thompson 2014). Sustainability practices of an organisation can create brand value for it (Golicic and Smith 2013).CSL follows similar strategies for diversity management. The annual reports of the organisation contain reports of progress towards diversity management Objectives to manage diversity are set and the business process of the organisation helps in the integration of a diverse workforce. Leadership Effectiveness of Leadership The leadership practices of an organisation contribute towards organisational growth and high performance (Northouse 2015).The leaders of CSL have set the CSL Code of Responsible Business Practice which is the code of conduct to manage the human resource in the organisation. The policies, programs and practices in CSL are implemented by the executive management team of manufacturing sites and business units of CSL. The health and safety at the workplace are ensured by the business unit leaders and site leaders of CSL. The manufacturing sites of CSL have dedicated Health, Safety Environment (HSE) managers. The business units of CSL have promotional review committees who ensure that information to public are provided in compliance with laws and are supported by facts Analyse leadership styles Leadership is a combination of art and science power (Nahavandi 2016).The leadership style in CSL is democratic and transformational leadership, emotional intelligence and flexibility are traits demonstrated by leaders of CSL and power tactics used are the reward, legitimate and expert. CSL is global organisation and CEO of CSL is Paul Perreault believes in effective communication. The leaders of the CSL need to possess outstanding communication and CSL provides training to learn the skills. The effectiveness of leadership is related to the motivation that the employees enjoy (Golicic and Smith 2013). However, team leadership within CSL facilities the team building that can bring out the organisational vision. Leadership characteristics and traits In CSL, leadership plays an important role in providing the enthusiasm to the employees. In CSL, most of the leaders follow the democratic and the leaders take the decisions of the employees before taking any decisions. Moreover, the leaders provide dominance in team to bring out the effective target. Leaders in CSL have conscientiousness in doing any work or taking any decisions. As opined by Nahavandi (2016), leaders in CSL have social boldness as the leaders use the strategies in supplying or researching the products that will benefit the environment. The leaders have compulsiveness and they are tough-minded. Sustainability in CSLs Leadership CSL operates in compliance with the laws of the countries of operation. The global compliance structure, Code of Responsible Business Practice (CRBP) and risk management system in CSL are monitored by the Board and Global Compliance Committee (GCC), Global Risk Leadership Team andRisk Management Committee (Csl.com.au 2017). In CSL, the leaders follow the sustainability leadership principles; leaders can understand the interconnection systems within the group with the related factors like processes and objects. Leaders within the CSL think globally and their thinking process goes towards the future. Most importantly, Gordon Naylor, President, Seqirus believes in protecting the nature with the people. Therefore, the actions were taken by CSL always protect the environments, nature and animals as well as the economy. Controlling the value chain and technology Conducting operation management Operations in CSL are an integrated value chain activity and R D teams are located in Japan, USA, Australia, Germany and Switzerland. The strategic partnerships with these countries and with academic institutions help in innovative research in plasma therapeutics, recombinant biotechnology and vaccines. It is ensured that safety and quality are maintained during the manufacturing and packaging of medicines. Clinical trials ensure proper testing of the medicines of CSL. The operational actives are supported by robust technology which supports research at the early stage in CSL. Managing supply chain According to Golicic and Smith (2013), creation the supply chain management of an organisation can contribute substantially towards sustainability. However, supply chain in biotechnology is not easy as it is related to keep the products stored in cool and dark places with comfortable temperature (Porter and Heppelmann 2014). The refrigeration process is important in the supply chain. CSL uses bio partners in supplying the products. Mostly, CSL uses intermodal transport system and it helps to deal with process, procurement and relations to the supply vehicles. Intermodal transport supply helps to use multiple modes of transport. An empty truck moves to the shipper with a container and then shipper loads the container with products with refrigeration. Then, the truck moves to another shipper. The supply chain is global and integrated into CSL with partners across the globe. Inbound and outbound logistics processes of CSL help in the delivery of life-saving machines at the right time. Technology Implementation The core capabilities and products of CSL are speciality products, breakthrough medicines, vaccines and IP, immunoglobulin and haemophilia. The value chain activities and R D help in the development of these core capabilities. The controlling of value chain and technology can help in the Life Cycle Management which ensures continuous improvement of products and the market development focuses on the development of new markets. Technology and a robust R D helps in the development of new products in an organisation(Porter and Heppelmann 2014).CSL develops products to treat diseases of patients that are life-threatening. CSL engages into partnership with innovative product candidates and technologies. Sustainability incorporates the management practices The marketing activities of an organisation should contribute substantially to sustainability (Golicic and Smith 2013).The product launches in CSL are benefitted by the experience of the organisation related to commercialization in the niche market. R D governance and decision-making process of CSL helps in the attainment of strategic objectives. The Board of CSL, The Pharma Plan Committee (PPC) and the Strategic Leadership Group (SLG) governs the strategic decisions, allocation of resources, Portfolio decisions and prioritization. The R D projects of CSL are reviewed, monitored and guided by the cross-functional committees which have representatives from CSL sites (csl.com.au 2017). Conclusion It can be concluded that CSL already focuses on sustainability, has a robust value chain and good human resource strategy for its employees who are core resources of the organisation. However, it can be recommended that future strategies adopted by CSL should focus on the development of new markets for the current product line. CSL has manufacturing facilities in developed countries but the organisation should consider expanding its market in Asian countries and in the Middle East and Russia. The Asian countries are rapidly developing and have the immense opportunity for Research and Development. CSL should also focus on innovation and extend its product line and add more products to increase product width. This research and innovation will help to cure more life-threatening diseases. CSL should hire workforce and build a distribution strategy in these countries.In the human resource strategy of CSL, it is noticed during previous analysis that pays structure and rewards are often hig her for senior employees. CSL should focus on reducing pay gaps between juniors and seniors, pay should be strictly based on merit and performance. References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015.Marketing: an introduction. Pearson Education. Armstrong, M. and Taylor, S., 2014.Armstrong's handbook of human resource management practice. Kogan Page Publishers. Beardwell, J. and Thompson, A., 2014.Human resource management: a contemporary approach. Pearson Education. Bebbington, J., Unerman, J. and O'Dwyer, B. eds., 2014.Sustainability accounting and accountability. Routledge. 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