Pharmaceutical Industry in Australia: Market Analysis and Competitor Analysis

This report provides a detailed analysis of the pharmaceutical industry in Australia, including market scope, competitor analysis, consumer analysis, and degree of segmentation. It explores the strategies adopted by companies and offers insights into the market's macro analysis. The report also covers the marketing mix and provides recommendations for improvement.

RUNNING HEAD: Marketing and Management 0
Marketing and Management
(Student Name)
1/10/2019

Marketing and Management 1
Executive Summary
The pharmaceutical industry plays a vital role in the health system which is
characterized as a highly complex structure in the overall industry. The pharmaceutical
industry consists of huge size with advance technology that make more profitable sector at
global level. The pharmaceutical industry in Australia is growing that attract maximum
consumers despite the low growth potential in the developed market. The current market
structure of such industry in Australia is accounted as $22.7 billion in the year 2013 and it is
expected to grow in the future with $42.5 billion by 2020. Approximately 16,000 individuals
are employed in the pharmaceutical industry with the investment of $404 million on Research
and Development. It represent as huge market in Australia that cause the issue of competition
in the industry. Alphapharm, AstraZeneca has maximum share in the market by delivering
variety of products to their consumers. The consumers for such companies are doctors,
patients, drug stores and so on. The strict regulation by the government of Australia with low
GDP affects the performance as well as earning of the companies at greater level. In the
following report, the survey has been conducted of Chemist Warehouse to understand the
industry more deeply. The company provide variety of products to their consumers through
various promotion tools and strategies that made the company more successful but there are
certain places where company need to concentrate to improve their performance that would
help them in leading in competitive market.

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Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Scope of Pharmaceutical industry in Australia..........................................................................4
Competitors Analysis in Market.............................................................................................5
Consumer Analysis.................................................................................................................6
Degree of Segmentation......................................................................................................7
Market Analysis.........................................................................................................................7
Macro Analysis.......................................................................................................................7
Marketing Mix.........................................................................................................................10
Analysis of company................................................................................................................11
Marketing Strategy of Chemist Warehouse Discount Pharmacy.........................................11
SWOT analysis.....................................................................................................................13
Target Market.......................................................................................................................13
Financial Analysis................................................................................................................14
Recommendations....................................................................................................................15
Conclusion................................................................................................................................16

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References................................................................................................................................17
Appendix..................................................................................................................................20
Questionnaire........................................................................................................................20
Letter of Thank You.............................................................................................................20

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Introduction
The pharmaceutical industry is an integral part of the health system in every country.
The pharmaceutical industry is characterized as a highly complex sector in the market. The
industry of pharmaceutical consists of the huge size of companies with complex technologies
as well as processes (DiMasi, Grabowski & Hansen, 2016). Typically, this kind of companies
has also many organizational as well as management structures. Also, the discovery,
development, as well as distribution systems are extremely costly procedures. The main
motive of these companies is to maximize their profits by emphasizing that Research &
Development cost are high due to which the price needs to be kept high so as to constantly
invest in new drug formulations (Pandey, Bharadwaj & Chen, 2017). It is one of the most
profitable sectors at the global level which covers manufacturers as well as markets or
pharmaceutical products. The manufacturing industry of pharmaceutical generates over $950
billion in revenue on average with a growth rate of about 4 percent and reached $1.1 trillion
by 2014. The revenue in the industry is expected to grow due to the reason of the world’s
aging population boosting the demand f healthcare which enhanced the success to more
comprehensive healthcare in emerging countries (Jones et al., 2015). Australia is one of the
most attractive pharmaceutical markets. It is enhancing aligning their legislation and
regulation with Australian standards. The lowering barriers to entry in market force other
multinational companies to enter in such market (Hartung et al., 2015).
In the following part, detailed analysis will be done on pharmaceutical industry of
Australia and how effectively the marketing strategies adopted by the companies of the
pharmaceutical industry to target their consumers in a more effective manner.

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Scope of Pharmaceutical industry in Australia
The expenditure on health by the population of Australia will continue to increase
with the need for the government to subsidize more drugs to treat chronic, non-communicable
disease. Such rises of expenditure in the market attract maximum firms in the pharmaceutical
industry despite the low growth potential in the developed market (David, Wolfender & Dias,
2015).
The health care market of Australia is expected to grow around $42.5 billion by 2020
that is compelled by the coverage of universal healthcare which is delivered by the Medicare
as well as virtuous access to facilities that include subsidized drugs from government and so
on. According to the latest report, pharmaceutical sector in Australia was valued at $22.7
billion in the year 2013 as well as will upsurge at a Compound Annual Growth Rate of 5.1%
to $32.1 billion by 2020 (Lexchin & Gleeson, 2016). The curative equipments of Australia
expanded at faintly gentler CAGR of 4.9% to reach a projected $10.4 billion by the end of the
estimated period (Grundy et al., 2016).
(Source: Australian Government, 2019)

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The industry of pharmaceuticals is knowledge-based technology-intensive business
which is innovatively positioned to grow as well as commercialize the products of long-term
investment in medical research of Australia.
Competitors Analysis in Market
Due to increase in demand in such market, the firms are attracted towards such sector
that creates completion in the market of the pharmaceutical industry. There are huge
competitors are available in the market such as Alphapharm, AstraZeneca, Apotex, Pfizer,
Sanofi-aventis, GlaxoSmithKline, Merck Sharp & Dohme, Sandoz, Boehringer Ingelheim
with their different share in the market (Fabbri et al., 2017).
(Source: Australian Government, 2019)
Alphapharm is one of the largest generics as well as specialty pharmaceutical
companies at the global level. The company manufacture as well as delivers more than 1300
variety of products to wholesale, government, retail as well as consumers of the institution.
The company spread their roots at the global level that make them big in the market. The

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company applies global quality of standards across the line of products as well as the
facilities despite the market. The company offers generic products to their consumers due to
the reason the generic medicines are more affordable as well as preferred by the patients. The
oral solid dose the manufacturing capacity of the company grew about 65 billion as well as
80% of the products of the company are manufactured internally (Gleeson, Moir & Lopert,
2015).
The other competitor in the market is AstraZeneca which is a global pharmaceutical
company that deals with the research, manufacturing, and development as well as supplying
of medicines. The company has adopted various strategies that help them in increasing the
market share and the revenue of the company. They have globally introduced the Youth
Health Programme that supports the susceptible individuals to understand and have a positive
impact to handle the issues regarding health faced by them. The products offered by the
company are set at a reasonable price that helps to attract the maximum consumers (Jelinek &
Neate, 2009).
Consumer Analysis
The pharmaceutical industry consists of various types of buyers which include
patients, hospitals, doctors, drug stores, as well as pharmacists. The buyers in such a market
can affect the business by seeking lower price, better service, as well as high quality. The
main buyers or consumers in Australia are the government as well as the individuals who
obtain prescriptions from medical professionals. Most of the consumer in Australia purchase
pharmaceutical products more frequently in small quantities. The demand for the medicines
will be found everywhere according to their needs and preferences. Most of the consumers
prefer generic drugs due to the reason for cheaper price (Ding & Stremersch, 2016).

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Degree of Segmentation
The consumers in pharmaceutical are segmented according to their age group as well
as their preferences. Most of the consumers in Australia prefer generic drugs that help the
companies to adopt mass marketing for targeting their consumers. The product of the
company covers all kinds of ages which also cover infant children. Therefore, consumers can
also be wrecked down into two diverse clutches which include mail order consumers as well
as walk-in consumers.
Consumers of Mail Order: It covers the group of consumers who order their
medicines through the source of the mail in an exertion to save the cash. They are usually
belonging to the older age typically over 50. The group of consumers covers in this category
will more likely to buy the medicines of several months.
Walk-in consumers: in this group, the consumers are looking for the lowest prices for
their medicines. They mostly prefer to purchase medications monthly at their local pharmacy,
often at a higher price. Some of these consumers pay for the medicines out of their pockets as
well as some submit an assertion to their any insurance company for the repayment at a later
date (Posthumus, 2015).
Market Analysis
Macro Analysis
Political
The domestic and foreign policies of the government have a great impact on the
innovation of industry in a comparison to the other factors. The political decision can impact
on many vital areas for the business such as the health of the nation as well as the quality of

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the infrastructure of the economy. The government of Australia have countless buying
influence as well as distress the business majorly in a manner of political. The government of
Australia control on clinical trails that created main issues in a pharmaceutical industry other
than that the government has taken various steps to control over the process of the product
that affects the profit margin of the company. The government of Australia has also restricted
the pattern of advertisement in their country for the drugs as well as check the advertisement
on the drugs; it increases the cost of the company on adverting their product at a greater level.
The government of Australia has also changed the cost containment plan that affects the
whole pharmaceutical industry at a greater level (Jackson, Hussainy & Kirkpatrick, 2017)
Economic
The economic factors provide a major impact on manner the trade functions with
effective decision-making. The marketplace of pharmaceutical is majorly connected with the
progress of GPD. The economic condition of the country turns down that affect the growth of
the industry at a greater level. The economic recession affected the profit margin of the
industry that resists the other companies to enter in such a market. The companies earn
slighter revenues that in turn they have money allocation of inadequate research. Moreover,
given the poor fiscal outlook in the general economy, it has been analyzed that healthcare
system would be unsustainable over the long term as well as the country will look at cost-
cutting measures that negatively affect the profit margin of the pharmaceutical firms
(Maresova, Penhaker, Selamat & Kuca, 2015).
Social
The social factors include cultural changes, the growth of population, health problems
and so on. It affects the demand of the product of the company as well as how it operates.
The consumers of Australia are well-educated therefore, they would able to compare the

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products with other as well as the consumers prefer a better quality of drugs at a cheaper
price that affects the profit margin of the companies as well as creates competition in the
market at a greater level. While providing drug care to the employees increase the cost to the
company as well as decline the company business competitive power.
Technology
Technology plays an essential role into pharmaceutical industries according to the
current state of art methods for development as well as manufacturing of drugs and it open
new ways of research and invention. The advancement of technology increase cost to the
companies of the pharmaceutical industry due to the reason of huge investment requirement.
The competition in the market requires or forces the companies to invest their huge amount in
research and development to survive in such a market.
Environment
The country is suffering from a bad environment that causes the health risk to the
people. The country is facing the issue of greenhouse gas that causes from pollution as well
as waste. The producers of medicines have to find out the ways that need extra investment by
the companies, it affects the overall cost of the company in such an industry. There is also a
risk of research failure that results in a loss of investment.
Legal
The pharmaceutical industry is subjected to the regulatory as well as the division of
the industry will also scrutinize all the facts to upkeep the security as well as constancy in the
market. The pricing policies, as well as law of product liability on pharmaceutical revolution,
are extremely exaggerated. The government of Australia has introduced new rules for the
copyright protection that affect the companies, as well as the complex legal as well as ethical

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issues related to the generic medicines, resist the new companies to enter in such market
(Mignani et al., 2018).
Marketing Mix
Product
The companies in the pharmaceutical industry offer a variety of product to their
consumers. some of them concentrate on generic products to target maximum consumers
such as Chemist Warehouse, Davey Street and other companies offers all variety of products
to their consumers such as Discount Drug Store.
Price
Most of the companies offer different discounts and offers to attract the consumers
but the price of Chemist Warehouse is lower than other discount chemists such as Davey
Street and Discount Drug Store.
Place
Some of the discount chemists offers their products online and some of them offline
through their stores. Chemist Warehouse provides their service through online store and
Davey Street setup physical store to reach out the consumers in the approachable market
(Mirzaei, Carter & Schneider, 2018).
Promotional strategies
The pharmaceutical industry has a huge market that increases the consumption of
medicines in the market. There are huge competitions in the market that increase the
promotional strategies by the companies to attract maximum consumers. The Chemist

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Warehouse is one of the leading discounted chemists in Australia that offers a variety of
product to their consumers by providing online service. The company has adopted a social
media marketing strategy to connect with the maximum consumers. On the other hand,
Davey Street has also adopted various promotional marketing tools to compete Chemist
Warehouse in such market (Brooker, 2016). This company has adopted a direct marketing
method to reach out to maximum consumers. They promote their brand by distributing
pamphlets, offering attractive discounts as well as giving advertisement in local Newspaper.
The other company such as Discount Drug Stores also has a great share in a market through
their strong marketing strategy. The company provides services through online as well as
offline that cover both kinds of consumers in such market (Parker, Grundy & Bero, 2018).
Analysis of company
Proper analysis of the company is done for which the interview has been conducted
with re-seller to understand the company in a more effective manner. Wanneroo Discount
Drug Store is selected for the interview and they have provided relevant information about
the marketing strategies of the company these are explained in below analysis
Marketing Strategy of Chemist Warehouse Discount Pharmacy
The Chemist Pharmacy deals with an extensive variety of prescriptive drugs to their
buyers which are established in Australia. The company offers more generic as well as name
brands to their consumers which attract the consumers more. In order for consumers to buy
medicines from online, they first contact the company over the phone it increases trust and
faith among the consumers. the company would able to survive on low margin due to the
operating efficiencies earned through national mail order operations and not accepting
insurance policy drug plans that affect the cash flow of the company. The company also
maintain a healthy relationship with other retailers and gain competitive advantage within

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their competitors. The pricing is one of the vital factors o marketing strategies. There are
mainly three types of market pricing strategies such as market skimming, market penetration,
and competitive pricing strategies. The company adopted a competitive pricing strategy to
compete in a market. Chemist Warehouse purchase bulk of products at large volume that
helps the company to provide those products at a reasonable price as possible by the
company. Chemist Warehouse keeps and maintains their online store layout to reduce the
generation of wastage as well as push to keep their cost at low. The company offers low price
products to their consumers. Therefore, the company covers a wide range of consumers
through online service. Other than that the company has also store in the approachable area to
cover those consumers who do not prefer to purchase products online. But the marketing
strategy of Chemist Warehouse is not as strong as their competitors. They target their
consumers al local level and other companies target internationally that cause drawback for
the company to target limited consumers only.
Promotional strategy plays a vital role in spreading awareness about the product and
services they are offering among potential buyers. The company adopted various promotional
strategies which are explained in below points:
 Social Media: Chemist Warehouse promotes their products through the way of social
media to attract maximum consumers. The Facebook, Search Engine Optimization is
an effective tool used by the company in a more efficient manner.
 Newspaper: The Company also advertise their product through local newspaper such
as The Sydney to market their product among maximum consumers.
 Banner and Boards: The Company also provided their advertisement through banner
and Boards in a shopping mall, rush roads areas and so on.

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SWOT analysis
Strength
 Strong Brand Image.
 Provide Online and Offline Service.
 Strong Marketing Strategy.
 Provide product at Cheaper Price.
Weakness
 Increased Rivalry between
competitors.
 Retracted spending of consumers.
 Slow Delivery Service.
Opportunity
 Good Corporate core value
 Change in spending pattern of
consumers.
 Service of Pharmacist for all
consumer segments.
Threat
 Majorly focused on domestic or
localization growth.
 Slowdown of Economic.
 New government policies related to
price.
Target Market
The main target consumers for the company is hospitals where a huge volume of products
being purchased by them as well as most of the consumers prefer to purchase their medicines
from hospitals due to their reimbursement of health insurance policy. Other than that, the
government is also considered as potential buyers for the company. Moreover, other
consumers are covered through online services provided by the company. However, the

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varying in need as well as the requirement of the consumers, the company need to
concentrate over their delivery and service system such as:
 The company offers their product nationally but have an option to expand their
market share by diversifying their business by selling globally.
 The company can conduct regular visits to the doctors, hospitals, and a chemist with
their free samples for the products to enhance their delivery process.
Financial Analysis
The pharmaceuticals industry in Australia comprised of bio-medical research,
biotechnology firms, originator, as well as generic medicines companies or service related
segments which also include distribution and wholesaling. The firms of the pharmaceutical
industry in Australia exports medicines of $3.9 billion in the year 2012-13 that made them
considered one of the foremost mass-produced exporters in Australia. The business of
pharmaceutical hired around 16,500 individuals in the process of engineering and disbursed
about $404 million on R&D of pharmaceutical business in 2011-12. The trades of medicines
with complementary nature are valued approximately $2 billion a year (Christiansen et al.,
2016).

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(Source: Australian Government, 2019)
Recommendations
From the above analysis, it is highly recommended that:
 Global Business: Chemist Warehouse should spread their business at a global level
that would help the company to target more consumers by providing online services.
 Strong Focus: The Company should also enhance their delivery service to avoid
delays as well as try to reconnect with the existing consumers for their routine
medicines due to the reason of long-lasting consumers will be managed by the
company. The company other than lowering their price should offer discounts to their
existing as well as new consumers to attract them at a greater level. Coupons and
discounts provide more satisfaction among the consumers.
 Change in Price policy: The company already sell their products at a discounted price
but Chemist Warehouse should create a value proposition strategy through which they

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can able to determine that the product will not only be the low price but also cater
with greater value and quality.
 Exclusive Products: the main strategy of Chemist Warehouse is to provide quality
products at a discounted price to their potential buyers however, they should more
focus on the exclusive brand of the products to enjoy a competitive advantage.
Conclusion
From the above context, it can be concluded that the pharmaceutical industry plays a
crucial role in recent years. The continuous development, as well as discoveries of medicines,
is the result of human knowledge and advanced technologies attract the consumers at a
greater level. Most of the companies are indulging in such industry as well as earn healthy
profit margin in the industry. Australia has a huge market of the pharmaceutical industry that
affects the revenue of the country with individual firms. Approximately, 1600 employees are
working in such industry that affects the country at a greater level. There are two companies
that are leading in such industry which are Alphapharm and AstraZeneca with their highest
market. There are other discounted companies also such as Chemist Warehouse, Davey
Street, and Discount Drug Store who has adopted different marketing strategies to compete in
such a competitive market. Among such companies, Chemist Warehouse has maintained a
healthy relationship with their consumers with healthy marketing strategies as well as
offering a variety of products to their consumers. However, there are certain places where a
company need to focus to enhance their marketing strategies to compete in such a
competitive market.

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References
Australian Government. (2019). Australian Pharmaceuticals Industry Data Card 2014.
Retrieved from:
https://archive.industry.gov.au/industry/IndustrySectors/PharmaceuticalsandHealthTe
chnologies/Pharmaceuticals/Pages/PharmaceuticalsIndustryDataCard.aspx
Brooker, C. (2016). Falling apart. AJP: The Australian Journal of Pharmacy, 97(1157), 5.
Christiansen, J. S., Backeljauw, P. F., Bidlingmaier, M., Biller, B. M., Boguszewski, M. C.,
Casanueva, F. F & Cohen, L. E. (2016). Growth Hormone Research Society
perspective on the development of long-acting growth hormone
preparations. European Journal of Endocrinology, 174(6), C1-C8.
David, B., Wolfender, J. L., & Dias, D. A. (2015). The pharmaceutical industry and natural
products: historical status and new trends. Phytochemistry Reviews, 14(2), 299-315.
DiMasi, J. A., Grabowski, H. G., & Hansen, R. W. (2016). Innovation in the pharmaceutical
industry: new estimates of R&D costs. Journal of health economics, 47, 20-33.
Ding, M., Eliashberg, J., & Stremersch, S. (2016). INNOVATION AND MARKETING IN
THE PHARMACEUTICAL INDUSTRY. New York: Springer
Fabbri, A., Grundy, Q., Mintzes, B., Swandari, S., Moynihan, R., Walkom, E., & Bero, L. A.
(2017). A cross-sectional analysis of pharmaceutical industry-funded events for health
professionals in Australia. BMJ open, 7(6), e016701.

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Gleeson, D. H., Moir, H., & Lopert, R. (2015). Costs to Australian taxpayers of
pharmaceutical monopolies and proposals to extend them in the Trans‐Pacific
Partnership Agreement. Medical Journal of Australia, 202(6), 306-308.
Grundy, Q., Fabbri, A., Mintzes, B., Swandari, S., & Bero, L. (2016). The inclusion of nurses
in pharmaceutical industry–sponsored events: guess who is also coming to
dinner?. JAMA internal medicine, 176(11), 1718-1720.
Hartung, D. M., Bourdette, D. N., Ahmed, S. M., & Whitham, R. H. (2015). The cost of
multiple sclerosis drugs in the US and the pharmaceutical industry: too big to
fail?. Neurology, 84(21), 2185-2192.
Jackson, J. K., Hussainy, S. Y., & Kirkpatrick, C. M. (2017). Identification of major factors
in Australian primary care pharmacists’ practice environment that have a bearing on
the implementation of professional models of practice. Australian Health
Review, 41(4), 378-383.
Jelinek, G. A., & Neate, S. L. (2009). The influence of the pharmaceutical industry in
medicine. Journal of law and medicine, 17(2), 216.
Jones, H. M., Chen, Y., Gibson, C., Heimbach, T., Parrott, N., Peters, S. A. & Hall, S. D.
(2015). Physiologically based pharmacokinetic modeling in drug discovery and
development: a pharmaceutical industry perspective. Clinical Pharmacology &
Therapeutics, 97(3), 247-262.
Lexchin, J., & Gleeson, D. (2016). The Trans Pacific partnership agreement and
pharmaceutical regulation in Canada and Australia. International Journal of Health
Services, 46(4), 597-613.

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Maresova, P., Penhaker, M., Selamat, A., & Kuca, K. (2015). The potential of medical device
industry in technological and economical context. Therapeutics and clinical risk
management, 11, 1505.
Mignani, S., Rodrigues, J., Tomas, H., Roy, R., Shi, X., & Majoral, J. P. (2018). Bench-to-
bedside translation of dendrimers: Reality or utopia? A concise analysis. Advanced
drug delivery reviews, 136, 73-81.
Mirzaei, A., Carter, S. R., & Schneider, C. R. (2018). Marketing activity in the community
pharmacy sector–a scoping review. Research in Social and Administrative
Pharmacy, 14(2), 127-137.
Pandey, P., Bharadwaj, R., & Chen, X. (2017). Modeling of drug product manufacturing
processes in the pharmaceutical industry. In Predictive Modeling of Pharmaceutical
Unit Operations 47(55), pp. 1-13.
Parker, L., Grundy, Q., & Bero, L. (2018). Interpreting evidence in general practice: Bias and
conflicts of interest. Australian Journal of General Practice, 47(6), 337.
Posthumus, J. (2015). Use of market data in the recruitment of high potentials: Segmentation
and targeting in human resources in the pharmaceutical industry. New York:
Springer.

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Appendix
Questionnaire
Q1- What makes the company a great place to work?
- The working environment of the company and their growth makes the company a
great place to work.
Q2- What makes the company stand out from the competition?
- Their strong marketing strategies and they provide the products at discounted prices
that made the company stand out from the competition.
Q3- What kind of Products Company is offering to their consumers?
- Chemist Warehouse offer variety of products online and offline but they mainly
deliver generic and other brand name products to their consumers.
Q4- What are the main promotional tools adopted by the Company?
- Social media, Newspaper, Banner, and boards are the main promotional tools adopted
by Chemist Warehouse.
Q5- How healthy is the relationship of the company with their consumers as well as
suppliers?
- They offer variety of discounts to their consumers and pay the amount on time to their
suppliers that help them to satisfy them in more effective which create healthy
relationship with Chemist Warehouse.
Q6- Which market segment, the company target the most?

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- The company target all market as their products can be used by child, young, adult,
and old and they target their consumers at local level.
Q7- How effective is the performance of the company in the market?
- The performance of Chemist Warehouse is quiet impressive, their strong marketing
strategy as well as brand image in the market made them successful in such
competitive market.
Q8- How the company targets their consumers?
- They target their consumers through providing online as well as offline method that
help them to cover maximum consumers.
Q9- What are the drawbacks of the company?
- The company target their consumers locally that limit them in reaching out the
consumers this is the main drawback of Chemist Warehouse that made them weaker
from their competitors.
Q10- what is the pricing strategy of the company?
- The company has adopted competitive pricing strategy to compete their competitors.
Letter of Thank You
January 10, 2019
Rachel Lee
Account Manager
Wanneroo Discount Drug Store

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Wanneroo Australia
Dear Mr. Lee:
I hope you are well. I would like to say thank you so much for giving me your valuable time
for the survey.
I really appreciate you for taking the time for the interview held by us and give us invaluable
support during our research. When I began this search, I had very little idea how to go about
it. The information that you gave about the company is full of relevant as well as valuable for
us. The resources that you have provided are helpful for my project. I really enjoyed our
conversation and able to learn more about such an industry.
Thank you again for your time and good luck for attaining success in the future. I hope to
stay in touch and see you around soon.
Best Regards
(Name of Sender)

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