BIOPURE CASE SUMMARY Course: Strategic Marketing Management Name: Firat Sekerli The Problem: Biopure Corporation has two new products that are. The study shows that Biopure should immediately launch Oxyglobin rather than wait for Hemopure’s FDA Approval then launch both products. View Test Prep – Biopure case analysis from COMM at University of British Columbia. Biopurecaseanalysis SizingthemarketforHemopure Analysis Launch.

Author: Tolar Meztijinn
Country: Oman
Language: English (Spanish)
Genre: Finance
Published (Last): 14 October 2004
Pages: 25
PDF File Size: 19.66 Mb
ePub File Size: 6.87 Mb
ISBN: 516-6-75422-147-2
Downloads: 84212
Price: Free* [*Free Regsitration Required]
Uploader: Teshicage

The opportunity cost of not entering the market cade a monopoly with Oxyglobin outweighed the risk of jeopardizing pricing opportunity when launching with Hemopure. Moreover, the company should ensure availability by supplying enough goods for the established customer. Five forces analysis-Human blood market. Buyers In this case, we will analyze the buyers as the intermediate buyers which mean to professor and final buyers which mean the patients. The company should posit itself as a provider of the best animal blood substitute quality and product differentiation.

Widely regarded as the most prestigious professional tennis tournament in the world and contested each year over two weeks in late June and early July, Wimbledon, in many ways, had changed little over the years. The company can enjoy a period of being a monopoly in the market. Stuy company has to rely on distributors also. Though the company will earn higher profit margin from selling Hemopure in the human blood substitute market, however, there are other uncertainties from Hemopure that affect the timing of product launch, thus, preventing the company to generate revenue.

More people will know about and recognize the brand, the brand an be set to higher prices. Moreover, the strong finance condition is also needed to support research and development the product as well as the introductory advertising. The company can enjoy the high sales volume and established networks for geographic coverage from the large distributors, while being affluence with high contribution from low bargaining power customer like the veterinary cae.

Biopure Corp.

Study and do market research —Every once in a while, marketing budget should go towards researching, studying the market. Direct sales method to emergency care practices in big city area is preferable to maximize profit while emergency care practices in medium-to-small city area will be approached by distributors to casw sales.


In addition to that, Oxyglobin is an innovative product in which Biopure has the power to position Oxyglobin as a premium product, therefore, can charge at a higher price.

Buyers will be hesitant to use these new products because of the anxiety on the quality and reliability of the products. In case Oxyglobin succeed in animal blood market, Biopure can use some aspects of the success model to apply in the human market.

In this case, the actual donor animals are pets. Although, sellers charge the very high price, the patients still need bloods for their treatment. Human donating bloods are donated voluntarily and collected by nonprofit organizations.

Biopure Case Analysis | Firat Sekerli –

Skip to main content. This approval process will spend long time at least 2 or 3 years. Price — At least USD per unit, in fact, the company could charge even higher as appropriate because demand is high, and supply is low. Household Pet Ownership, — syudy a percentage of total U.

Especially in the emergency case, buyers have to accept the seller conditions. Participating and attending on health forums or relevant seminars can help creating product awareness, and acceptance. According to market surveys Table A: Because the company was a first provider of animal blood substitute, so we offer consumers the product that different from the one that existing in cade market.

I disagree with Ted Bioopure because although the production processes and physical characteristics of these two products are identical, Oxyglobin is targeted for bjopure animal market whereas the target customer for Hemopure is the human market. Thus, We considered that the animal blood substitute market should categorized into two segments, i. So if prices are set too high, a lot of customers will bioopure be interested in trying blood substitute.

Click here to sign up. For example, the company can charge casee price along with launching many more products to fill the gap of needs. Instead of making a contract with one of the distributors, Biopure should consider of stufy Oxyglobin by using its salesforces. About the Author John T. Oxyglobin is the first new blood substitute for the veterinary market and is ready for consumer use. Some positive characteristics from lower risks and blood quality move Oxyglobin away from any direct competitor hence there is no perfect substitute exact identical product available.


The company should target big buyers like distributors as well as veterinarians. However, more often than not, managers of incremental new products predict demand within the right order of magnitude. Secondly, substitute blood has a longer shelf-life, which is two years. Place — Biopure should focus on distribution channels where there is high demand. Without having a real and wide use in animal, labs product cannot be proved of its effectiveness.

Hence, the financial status must be strong to support research and development and do the advertisement to introduce the products to the customers. It can be very challenging to the new comers to compete with the big other existing firms, not only due to their larger resource, but also biopuge reputation and professional trust. Currently under phase 3.

If Oxyglobin works well on animal, not only the firm actually builds its product reputation and trust amongst new users but also establish a solid evidence of effectiveness. Then we should target each sub-segment with different distribution channels in order to maximize profit. Consequently the company soon has to further develop Oxyglobin, strengthen its unique characteristics, while ensuring the quality of the product, to cxse away from potential competitors.

Cite View Details Educators Related. Strategic Marketing Management Name: In response to the timing of approval for these two products, there has been a long-running debate within Biopure as how to proceed with Oxyglobin.

Author: admin