BioPure Corporation‚ which was founded in 1984 by entrepreneurs Carl Rausch and David Judelson‚ is a privately owned biopharmaceutical firm specializing in the ultra purification of proteins for human and veterinary use. In 1998 Biopure pioneered the development of oxygen therapeutics using "Hemoglobin"‚ a new class of pharmaceuticals that are intravenously administered to deliver oxygen to the body’s tissues. Biopure’s two products‚ Hemopure for human use‚ and Oxyglobin for animal veterinary use
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Course: Biopure Corporation 1. Decision: Biopure should launch Oxyglobin at a price of $200 immediately in the market. The early introduction of Oxyglobin may jeopardize the ability to set a high price for Hemopure‚ but the benefits of introduction will outweigh the risks. 2. Recommendation: Biopure should price Oxyglobin at $200 per unit. At the same time‚ it should enlarge the production capacity as soon as possible to satisfy the potential market demand for Hempure. As for the distribution
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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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BIOPURE Corporation. 1. Give your best estimate of the sizes of Biopure’s market‚ potential market‚ and what you recommend as the target market in the animal market? Do the same for the human blood market? Who are these people (or animals)? Since the definitions of these different markets can be vague‚ it may be useful to operationalize these concepts in terms of circles on a target which represent the likelihood of being a customer and when they should be targeted by the company. Thus‚ the “target
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Andrew Walters 3/22/12 Biopure Biopure Corporation specializes in blood substitutes for transfusion patients‚ both in the veterinary market and the human market. However‚ in 1998‚ Biopure faced the monumental decision of whether to begin selling Oxyglobin‚ a blood substitute‚ to the veterinary market or to wait until Hemoglobin‚ a blood substitute for the human market‚ became available for sale. The problem is whether or not the company should launch Oxyglobin before Hemoglobin is FDA-approved
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Carl Rausch FROM: RE: Biopure Market Analysis DATE: Oct 31‚ 2013 Deciding whether to go into the veterinary blood market now or not is a critical decision to Biopure right now. To maximize the profits and capture the valuable opportunity‚ Biopure is recommended to step into the marketplace and be the first to offer Oxyglobin‚ blood substitute for the animal market. Pioneering the veterinary blood market is expected to generate gross profits of $26.55 miilion to Biopure annually‚ with a breakeven
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BIOPURE CASE SUMMARY Course: Strategic Marketing Management Name: Firat Sekerli The Problem: Biopure Corporation has two new products that are Oxyglobin and Hemopure. Oxyglobin is the first new blood substitute for the veterinary market and is ready for consumer use. Hemopure is another new blood substitute for the human market and it will take two years to launch the product from now on. Ted Jacobs‚ vice president for Human Clinical
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INTRODUCTION In the case of Biopure‚ the issue is to decide whether to launch Oxyglobin and how to launch it without jeopardizing the potential of Hemopure. Oxyglobin is a substitute to animal blood while Hemopure is a substitute to human blood. The CEO need to identify the influence of the launch of Oxyglobin bring to Hemopure. If the company is launching Oxyglobin‚ the CEO need to decide the price‚ identify the target client‚ choose distributing method and consider the production capacity. The
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Sep 19 Student Name: Miao Wang Net ID: mxw142330 Case Study 1 Biopure Case Questions: 1. Hemopure: a. Identify relevant market segments and speculate whether the product is valuable to each segment at the suggested prices ($600-$800) As the case said the Biopure in human market‚ sometime the Hemopure could be $600-$800 per unit‚ which is very higher price than the Oxyglobin. This high price product which relevant market segments should be taken this price level ‚ following the attach Exhibit
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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 of “blood substitutes”. Biopure has invested $200M on the R&D on blood substitutes in the past with its primary goal being the development of a human blood substitute ( Hemopure) but Its entry into animal market (Oxyglobin) had
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