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C.S.L global business Case study: A bold step to a new life! The Commonwealth Serum Laborites (CSL) was formally an Australian government owned producer of vaccines. It has now been privatized, reconstructed and turned into a modern international pharmaceutical business that’s still in its growth phase. CSL have just recently made an $890 million acquisition of the Swiss blood plasma group Zentrallaboratorium (ZLB). Now more than 60% of revenue comes from overseas and 50% of production is from outside Australia. Brian Mcnamee is the managing director. He has won much admiration among analysts for his management skills and given well-deserved credit for having good strategic picture of biotechnology and health markets and for CSL ‘s position in the market. This case study represents CSL’s place in the market. In regards to it’s international targets, reasons for expansion, global influences, global strategies, marketing strategies and an evaluation of marketing and global ethics. CSL’s international targets include the global plasma market. Most of their operations have been in the united states, “the only real market that counts for health and bio-technology products” the global plasma products market was estimated at $us 5 billion in 1998 of which 70% was in Europe or the u.s. With the solid base achieved in the u.s. now CSL hopes from which it can expand not just it’s plasma business but other areas as well, such as it’s smaller divisions bio-science and veterinary products. Mcnamee states that “other markets are important, especially Japan and Germany, but the US is the biggest and most profitable” Mcnamee and his management team have recently moved the company’s main office to Los Angeles. Mcnamee describes CSL’s reasons for global expansion are not that different from other Australian companies “generally it was below critical mass in the business it was competing in; it could not afford to do the research and development in those areas which ultimately undermines competitiveness; it’s plants were too small to be efficient by international standards…; (and) it was heavily dependent on licenses”. Thus the reasons for expansion are to increase sales and find new markets, access technology for better research and development, and minimizing competitive risk by operation in many national markets. CSL would have found Australians competition high because it offers attractive possibilities for large overseas businesses including a stable political climate, a skilled English-speaking workforce, excellent communications systems and a location close to growing Asian markets.
Approximate Word count = 1504
Approximate Pages = 6
(250 words per page double spaced)
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