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1、ContentsPart1HistoryandMajorActivities2Part2IndustryCharacteristics(i)RivalryAmongExistingFirms3(ii)ThreatofNewEntrants3(iii)ThreatofSubstituteProducts4(iv)BargainingPowerofBuyers4(v)BargainingPowerofSuppliers5Part3CompetitiveStrategy6Reference7Part1HistoryandMajorActivitiesSigmaisalargecompan
2、yinthepharmaceuticalindustryandithasalonghistory.In1912,twoMelbournepharmacistsestablishedit.Afteraprolongedendeavour,nowSigmaplaysanimportantroleinthisindustry.Sigmabegan让smanufacturingactivitiesin1942.Afterfifty-fouryears,itacquiredQDL.Andinthenextyear,SigmaCompanyLtdwaslistedontheExemptStoc
3、kExchange.GuardianpharmacygroupandAmcalpharmacygroupwereacquiredsuccessfullyinthefollowingyear.In1999,SmithKlineBeecham'sDandenongmanufacturingfacilitywasacquired.Andinthesameyear,SigmaincoiporatedArrowPharmaceuticals,whichwaslistedontheASXin2002.In2003,SigmaCompanyacquiredHeiTonPharmaceutical
4、sandChemists'Own.Andin2005,SigmaCompanyLtdandArrowPharmaceuticalsLtdmergedandarerenamedSigmaPharmaceuticalsLtd.In2008,SigmaPharmaceuticalsacquiresOrphanAustralia.Recently,SigmadivesteditsPharmaceuticalDivisiontoAspenPharmacareHoldings-Now,Sigmaengagedinthemanufacturing,developmentanddistributi
5、onofownbrandedandcontractOTC(overthecounter),prescriptionandgenericpharmaceuticalproductsfortheAustralianandoverseasmarkets••SigmaisalsotheownerofsomeofAustralia'sbestknownpharmacybrandsinAmcal,GuardianandAmcalMax.SigmaHealthcareDivisionwascreatedtoalignSigmawholesaleandretailservicestoprovide
6、evengreatervaluetoprimarycustomer,CommunityPharmacists.TheSigmaHealthcareDivisionprovidesallpharmacistcustomerswithanextensiverangeofproductsandservices,includingdailydeliveries,fullservicewarehousesinallstates,monthlypromotionalproducts,regularconsumerpromotions,businessadvice,successionplann
7、ing,pharmacydesignandlayoutservice,facilitationofbuying/sellingpharmacies,financeguarantees,loyaltyprogramthroughSigmaRewardsandproperty/leasenegotiations.Part2:IndustryCharacteristics(i)RivalryAmongExistingFirmsTheintensityofrivalryoft
