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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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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oxygen requirements in a broad range of potential medical applications. The main issue that is plaguing Biopure is how the possible launch of Oxyglobin will affect the future launch and pricing strategies of Hemopure‚ which could provide a larger return for their investment. Biopure’s strength lies in their ability to market its blood substitute products for both human and animal use. Biopure has a product that has been approved by the FDA for animal use and has the intellectual property that will
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Biopure Corporation Written Case Study I. Current Situation Audit A. Issue Oxyglobin and Hemopure are two blood substitutes that Biopure Corporation was developing. Oxyglobin was recently approved by the FDA for veterinary use while Hemapure is estimated to be approved in two years for human use. If Oxyglobin is launched it will be the first blood substitute for the veterinary market a small and price sensitive market. There is a perceived risk by Ted Jacobs‚ the VP of Human Clinical Trials
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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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in its ability to market its blood substitute technology for both animal and human use. Further‚ Biopure has the patents and FDA approval to forge ahead in the animal market with a two-to-five year time buffer from new competition (using similar technology). One of the company’s weaknesses is that it has not received FDA approval on Hemopure‚ and there are two other companies that could beat Biopure to the market with similar products. But if the FDA does not approve Hemopure‚ which could have
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In addressing the issue‚ the following were considered: a sensitivity analysis for potential consumption of different price series‚ associated revenues and costs‚ and gross profit from different distribution methods. It is recommended that Biopure: 1. Introduce Oxyglobin immediately at a price of $100 to veterinarians. 2. Have an independent sales force distribute the product to maximize profits. 3. Advertise Oxyglobin in both veterinarian journals and trade shows. 4. Establish
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Biopure Case Analysis Group 1‚ Section B The analysis deals with the Target Markets and their different segments for the two products of Biopure Corporation‚ namely Oxyglobin and Hemopure. Oxyglobin -‐ Used as a substitute for blood transfusion in dogs. -‐ Target market is 30% of all the
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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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+ Biopure Corporation Case Analysis Back Bay Xue Yang + Agenda 1. Current Situation 2. SWOT Analysis 3. Quantitative Analysis 4. Recommendations + Current SituationBiopure Corporation The main objectives of Biopure Corporation is blood substitutes development There are 2 products: Oxyglobin and Hemopure. Oxyglobin is targeting at veterinary market and Hemopure is targeting at human market The company has spent $200 million on R&D of Hemopure Oxyglobin has already approved
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