marketing plan of the recommended one. The study shows that Biopure should immediately launch Oxyglobin rather than wait for Hemopure’s FDA Approval then launch both products simultaneously. The proposed price for Oxyglobin is $300 per unit with promotion campaign from time to time. With this set price of immediate launch‚ Biopure will reach breakeven point for Oxyglobin in year 2000 with the amount of 2.13 million USD. Targeting market for Oxyglobin is emergency care practices as a higher price
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Biopure Corporation: Case Write-Up Problem Definition In February 1998 Biopure Corporation faced a difficult decision regarding the launch of its newly developed “blood substitute” products. Biopure had developed “Hemopure”‚ a blood substitute for humans‚ and an ancillary product “Oxyglobin” for the veterinary market1. Hemopure was still in the process of gaining Federal Drug Administration (FDA) approval ‚ while Oxyglobin had already been approved and was ready to be launched1. FDA approval was
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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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COMMUNICATING WITH CUSTOMERS: BUSINESS MARKETS A Written Report Presented to Prof. Maria Theresa Ranquilman Pamantasan ng Lungsod ng Maynila Intramuros‚ Manila In Partial Fulfillment of the Requirements for the Degree Master in Business Administration By Analyn P. Deogracias October 2014 Connecting with Customers: Business Markets Organizational Buying It is a decision-making process by which formal organizations establish the need for purchased products and
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Fernanda Saldanha Yosiro Delgado DELL Description of the business • The company was founded in 1984 by Michael Dell. Dell is a leading provider of desktop personal computers‚ software . The company designs‚ develops‚ manufactures‚ markets‚ sells and supports information technology systems such as laptops‚ desktops‚ mobiles‚ workstations‚ storage devices and printers. Dell provides consulting services such as capacity planning‚ data center optimization assessments‚ virtualization
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Vegetable markets in India are a messy place. The ones that retail the produce are less dirty. The wholesalers leave a lot to be desired. It was my first visit to the Alandur wholesale market and it brought back memories of a similar shopping establishment of my childhood called ‘Monda market’ located far away in the twin cities of Hyderabad and Secunderabad in another state. My wife had asked me if I could help with the weekly purchase and I agreed. The entry to the Alandur market is through a
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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 behind.
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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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the most important benefits and risks associated with diversification into global markets. There are benefits and there are risks associated with diversification into global markets. Diversification into global markets means a company is seeking to have the control in one central area instead of in many different areas because ultimately they are seeking to control their costs. The main advantage of a global market is that a company does not need to make a lot of variations of a product. They can
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