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.

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Human donating bloods are donated voluntarily and collected by nonprofit organizations. In case Oxyglobin succeed in animal blood market, Biopure can use some aspects of the success model to apply in the human market. To ensure that our product would be succeed, the company should create brand awareness of our product by bikpure Oxyglobin at the time that FDA approved.

Is there any effect of using bovine red blood cells in human? Ted Jacobs indicates that the veterinary market is small and price sensitive. Would you like to get such a paper?

Business case Biopure by Simone Huygens on Prezi

sfudy A virtually identical product for the human market, Hemopure, is in the final stages of testing by Biopure and is expected to gain approval within one to two years. At the same time, cannot risk mispricing by charging too high either, given that there is a close substitute like donor blood available in the market, charging at 80 to dollars per unit for noncritical, and to dollars for critical cases.

Biopure will sgudy the first one to break through the animal blood substitution market given that Biopure currently is the only company who attains the FDA approval for animal blood substitute.

It is early and Biopure Corp. Conducting market surveys, studying customer reactions, attitudes, and behavior as well as predicting future trends are needed, in order to adapt and develop towards to right direction.

The company should target big buyers like distributors as well as veterinarians. Cite View Details Educators. But due to the low rate of donation and the relative short-life of RBCs, the experiences periodic shortages of RBCs for utilizing in medical facilities always happen during the winter and summer holidays.

Biopure Case

Furthermore, once successfully identifying potential locations, the company should attack both large customer distributorand small customer veterinary practices associated with our target areas. There are several competitors in the human blood substitute market in which they are all in the process of FDA approval.


While Oxyglobin, which is the only products for animal blood substitutes are produced from cattle blood. Just because products are identical does not mean that the company prices separately; it is all about the supply and demand.

About the Author John T. The company must communicate effectively, educate veterinarians and possibly promote the use of the product. 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 from reputation and professional trust. Biopure can enjoy low level of competition and gain first mover advantages. Hence, parts of revenue will be shared. Carl Rausch, the president and CEO of Biopure Corporation, has to decide if the release of Oxyglobin would be beneficial for the company without jeopardizing the potential of Hemopure.

Blood substitute produced from human blood. The opportunity cost of not entering the market as a monopoly with Oxyglobin outweighed the risk of jeopardizing pricing opportunity when launching with Hemopure. This will make practices keep blood substitute for longer period of time.

Therefore, the blood bank and related organization have to give them some bilpure or do some campaigns to motivate them to bring their dogs for donating bloods. On the other hands, if Oxyglobin does not work well in animal or drawback is founded, Biopurd will have a chance to improve Oxyglobin and delay a launch of Hemopure. We can even achieve more revenue, if there are some critical cases in primary care practices. So suppliers cannot charge the extra cost to the sellers because they can switch to buy from the other suppliers.

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 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 practices.

Biopure Case | Case Study Template

Product — Recent innovated product, Oxyglobin has somewhat more value compared to the ordinary donor blood. Thus, all practices can sub-segment into two segments base on demographic as follow: Without having a real and wide use in animal, labs product cannot be proved of its effectiveness. Assuming that Biopure launches Oxyglobin right away, where there is no competitor existing in the market yet, the company will automatically become a monopoly.

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Click here to sign up. Price — At least USD per unit, in fact, the company could charge even higher as appropriate because demand is high, and supply is low.

When — Biopure should launch Oxyglobin into the market as soon as it is ready, given that the product has already been approved by the FDA.

Marketing Recommendation for Biopure.

Biopure Corp.

Help Center Find new research papers in: Biopkre General Management Marketing. Buyers In this case, we will analyze the buyers as the intermediate buyers which mean to doctors and final buyers which mean the patients. I think that launching Oxyglobin has many benefits for the company.

Skip to main content. I disagree with Ted Jacobs because although the production processes and physical characteristics of these two products are identical, Bipoure is targeted for the animal market whereas the target customer for Hemopure is the human market. On the other hand, Andy Wright, vice president for Veterinary Products, believes that selling Oxyglobin has benefits for the company in terms of generating revenues for the use of launching Hemopure and learning how to market and make mistakes prior to the launch of Hemopure.

Since Biopure will be the first to penetrate the animal blood substitute market, Biopure owns the first mover-advantage. Instead of making a contract with one biopude the distributors, Biopure should consider of distributing Oxyglobin by using its salesforces.

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 the market.

They can replicate to make similar or even better product development. A strictly enforced ban on any player clothing other than white dated back to the s.