Table of Contents Executive Summary 3 Analysis of Internal and External Environment 3 Alternatives - Evaluation 5 Recommendation: 6 Decision Criterion Grid 7 Appendix 9 Exhibit 1: Exhaustive SWOT Analysis 9 Exhibit 2 : Estimated Market Demand for Oxyglobin 13 Exhibit 3: Estimation of veterinary Market and per year 14 Exhibit 4: Financial Projections – Sensitivity Analysis 15 Executive Summary In 1998‚ Biopure Corporation is one of the three legitimate contenders in the emerging field
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Biopure Corporation have two new products that are Oxyglobin and Hemopure. Oxyglobin is the first blood substitute for the veterinary market and is ready for launch. Hemopure is another new blood substitute for the human market and will take two years to launch. Ted Jacobs‚ VP (Human Clinical Trials)‚ is concerned about creating an unrealistic price expectation for Hemopure by marketing Oxyglobin before Hemopure. Whereas‚ Andy Wright‚ VP (Veterinary Products)‚ believes that selling Oxyglobin has
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I will examine the challenges faced by Biopure in sequencing the release of 2 drugs. One ‚Oxyglobin‚ is ready for the Veterinary Market‚ and the other‚ Hemopure‚ whose success could rely on the brand management of the former. I will look at issues related to the success of the company and make the recommendation to launch Oxyglobin now. Currently Biopure creates blood products for two markets‚ human and veterinary. While Oxyglobin is ready to release for the veterinary market‚ Hemopure is 2 years
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Marketing Management – Assignment No. 2 Topic – Product Pricing (Biopure Case) CASE ANALYSIS for Biopure with respect to Pricing of Oxyglobin Our group analyzed the case and concluded that price of oxyglobin should be determined on perceived value approach. We calculated perceived value from case data and arrived at a price of $181. We are planning to launch it at a price of $175 to Vet so that there is some customer incentive to purchase and at same time‚ there is minimum ‘money left
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Biopure Market Potential Exercise Suggested Solution Question 1) How would you revise the market potential for Hemopure? The best four-segment solution to the usage problem includes these categories: elective surgery; emergency surgery; in field trauma; and chronic anemia. Current Usage Change Potential Usage Trauma (in field) 200‚000 *10 2‚000‚000 Currently only 10% of trauma cases get blood transfusions in the field. With better storage potential and no need for blood
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Biopure Corporation Case Study Richard Addington PHD Table of Contents 1. Executive Summary 2. Situation Analysis a. Human Blood Demand b. Human Blood Pricing c. RBC limitations 3. Internal Environment d. Strengths and weaknesses of Oxyglobin e. Strengths and weaknesses of Hemopure 4. External/Competitive Environment f. Baxter g. Northfield h. Biopure 5. Animal Blood Market 6. Marketing Plan i. Positioning j. Pricing
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Background Analysis Company Biopure Corporation (“Biopure”) was founded in 1984 with the primary goal of developing a human blood substitute‚ a product with the oxygen-carrying property of blood but without many of the limitations of donated blood. No blood substitute has received approval for any use anywhere in the world‚ but Biopure is one of three promising competitors in the field. After many years of research and development‚ Biopure just received FDA approval for the commercial launch of
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Q1. Should Biopure launch Oxyglobin? Why? Support your arguments with quantitative analysis (ie. calc. of market potential). We believe that Biopure should launch Oxyglobin now. First of all‚ the potential market demand is huge. While current annual demand is 354‚750 units (95% primary care practices x 17 units canine blood/primary care practice + 5% specialty care practices x 150 units canine blood/specialty care practice)i accounting for only 2.5% of the cases‚ potential market demand including
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INTEROFFICE MEMORANDUM TO: CARL RAUSCH‚ CEO‚ BIOPURE FROM: XXXXXXXXXX‚ MARKETING ANALYST‚ BIOPURE SUBJECT: OXYGLOBIN LAUNCH DATE: 50 4/22/2010 This memorandum is to propose that Biopure prepare to launch Oxyglobin as quickly as possible. The product should be priced at approximately $150 per unit and be advertised and distributed to emergency care veterinarians for use in dogs. Significant efforts need to be made in trade publications to educate veterinarians in this
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Brief Overview: Biopure has two new products namely Oxyglobin and Hemopure. Oxyglobin is a first of its kind‚ new blood substitute for the veterinary market and has passed all the tests and is ready for consumer use. Hemopure is another such blood substitute for the human market and it will take a minimum of two years to launch the product from now. There is a concern about creating an unrealistic price expectation for Hemopure by marketing Oxyglobin before Hemopure. Whereas another point of view
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