Segmentation and Target Market Paper Christopher Reynolds MKT/571 November 11‚ 2013 Bernie Cerasaro Segmentation and Target Market The flooring industry is a very competitive one‚ and this paper will discuss the market segmentation within the flooring industry while also determining the target market of O’Boyle Flooring. Market segmentation is a tool that is used to identify ways to improve the services of the company while growing revenues (Zuckerman‚ 2002). Market segments fall into
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A Study Of Market Segmentation For UK Frozen Food Industry Abstract The objectives of this study are to perform market segmentation for a SME in the frozen food sector. The study could form a basis of segmentation framework for a SME like Eden Farm‚ the framework once developed from academic literature would help to undertake a market segmentation in the frozen food industry with relevant segmentation criteria which would form a basis of targeting
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network would require a commission to the distributor of 20% to 30% of the selling price. At $200 and 300‚000 units‚ this would be between $9‚000‚000 and $13‚500‚000. It is more cost effective for Biopure to sell directly to the veterinary practices. This manufacturer direct model (Exhibit 4) will require Biopure to recruit and maintain a sales force of approximately 10 employees (at an estimate total cost of $100‚000 per) and carries a $10-$15 distribution cost per unit. With 750 emergency practices‚
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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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veterinarians and trade fair attracted 2‚000 to 10‚000 veterinarian each. In additional to all the strategies above‚ we recommend BioPure to launch campaign “Love Me Love My Pet” in order to increase awareness to people and encourage them to save pet’s life like our own. For people not to differentiate human life and animal life but rather think of it in the same aspect. BioPure should joint this campaign with non-profit organizer and government in order to emphasize the important of the issue publicly
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scenarios of Biopure’s products launching and provides 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
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the market because they have obviously made it clear as to who can use their products. They must have used something called the Market Segmentation. "The process of dividing a market into segments is called market segmentation."(Kapoor‚ 421) Below is the figure of the process that goes on in Market Segmentation: Some of the common bases of market segmentation are: demographic‚ psychographic‚ geographic‚ and behavior. When we talk about demographics‚ we are mentioning age‚ gender‚ race‚ ethnicity
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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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