Australian Pharmaceutical Industries SWOT Analysis, USP & Competitors

Posted in Pharmaceuticals and Healthcare, Total Reads: 1989

SWOT Analysis of Australian Pharmaceutical Industries with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Australian Pharmaceutical Industries

Parent Company

Australian Pharmaceutical Industries





Tagline/ Slogan



API is Australia's largest wholesale distributor of pharmaceutical and allied products.



People who looking for quality drugs for health and beauty purposes.

Target Group

Healthcare professionals, wholesalers, generic distributors, and hospitals


API is involved in pharmaceutical distribution, retailing and manufacturing of health and beauty products.

SWOT Analysis


1. Offers a broad range of pharmacy services, including wholesale product delivery, retail services, marketing programs and business advisory services
2. A number of landmark products and banners.

3. The retail footprint allows for good growth.
4.Niche player in over-the-counter pharmaceuticals and toiletries

5. Its subsidiaries include Priceline, Priceline Pharmacy, Soul Pattinson, Pharmacists Advice


1. Alleged accounting discrepancies & Sigma takeover controversies affected the brand

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, API 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.


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. Sigma Pharmaceuticals

2. Symbion Health

3. Alphapharm

The table above concludes the Australian Pharmaceutical Industries SWOT analysis along with its marketing and brand parameters.


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