Sigma Pharmaceuticals SWOT Analysis, USP & Competitors

Posted in Pharmaceuticals and Healthcare, Total Reads: 1872

SWOT Analysis of Sigma Pharmaceuticals with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sigma Pharmaceuticals

Parent Company

Sigma is parent company to pharmacy retail brands:  Amcal Max, Amcal and Guardian





Tagline/ Slogan

AMCAL- Expert advice for every Australian; Guardian Pharmacy – Advice. Trust. Care.


Australia’s partner of choice for health, beauty and wellbeing



People who looking for quality drugs at an affordable price, seekers of healthcare products

Target Group

Healthcare professionals, wholesalers, generic distributors, and hospitals


Quality and affordable pharmaceutical products

SWOT Analysis


1. Most trusted brand of Australia
2. Strong wholesale and distribution network
3. One of the fastest growing players by sales domestic consumer   healthcare market, which deals with non-prescription products in the healthcare and wellness segment
4. Advanced technological support like pick-to-light (PTL) system and adapted voice-directed picking as part of their comprehensive logistics systems

5. It is the owner of the big retail brands  Amcal Max, Amcal and Guardian


1. Dependent on limited number of customers
2. The company may lose focus if they enter into different segments (personal care, well-being products) all together
3. The market is dominated (90% of market) by 3 major players – API, Sigma, and Symbion Health; gaining more market share is a difficult task


1. Awareness about healthcare is rapidly increasing, Sigma has a huge space to come up with healthcare and well-being products
2. It can divest pharmaceutical assets which could help the company in increasing its focus on core business
3.There is scope for development in areas of well-being and personal care. For example, Sigma’s key launch in 2013, Colour THEORY : selling high quality cosmetics which are only available at Amcal Max, Amcal and Guardian pharmacies


1. Reforms in pharmaceutical pricing scheme namely PBS reforms can create trouble for the company
2. The margins of the company may be hurt because of PBS because it may create a trade barrier between Australian and U.S. drug companies
3. Stringent rules against clinical trials and quality of drugs will require more stringent measures from the company leading to increased costs



1. Alphapharm
2. Symbion Health
3. Bickford’s Australia

The table above concludes the Sigma Pharmaceuticals SWOT analysis along with its marketing and brand parameters.


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