The way forward for Hemopure Hemopure and Oxyglobin, although similar in several ways, are meant for two completely different segments and should not be compared based on price. It should be available to animal owners at an affordable price. It is vital for Baxter to monitor the developments in the human blood substitute market until they receive the FDA approval as technology is always changing and the demand for the product may vary.
Veterinary blood pricing Blood collection, storage, typing and cross matching are too costly for proper operations.
In order to determine the best price to launch Oxyglobin, we need to examine the results from the veterinarian survey conducted and combine the leanings with the potential market demand and production capacity of Oxyglobin. In summary, the high demand and lack of competition in the veterinary blood substitute market provides a great opportunity for Biopure to launch Oxyglobin.
With the success of Oxyglobin, consumers will perceive the brand as providing good value for money and enable Biopure to increase the cost of Hemopure. Given the low rate of donation and short shelf life of RBCs several medical facilities suffered a shortage in RBCs Human blood demand 2.
Doing so will help gain credibility, win the trust of the consumers, and expand the business to later tap into the human market. Oxyglobin is targeted at veterinarians and the animal market while Hemopure is communicating to doctors and insurance companies for the human market.
As a relatively junior company that is not as well known for human blood related products or as well funded as Baxter, potential Biopure consumers will require a large degree of product education in an effort to build loyalty and brand recognition for Hemopure.
Blood loss resulting from trauma and exceeding 2 units needs immediate blood transfusion. Furthermore, it will educate the consumers on the additional processes required for Hemopure versus Oxyglobin thus justifying the higher cost.
Veterinary blood supply Current blood banks are insufficient, and the demand greatly exceeds supply. Considering the limited volume of supplies Biopure currently faces, a national distribution may not be desirable right away, until the company at least increases its production capabilities and is established in the market.
Price expectations are different for humans than they are for animal needs. As a result there is a potential demand of 4, units per year. Moreover, by utilizing cattle as the source of hemoglobin, Biopure have an abundance of raw material at a much lower cost that Baxter and Northfield who rely on human RBCs.
Moreover, the market is expected to grow considering the advantages of the product and the demand for a substitute. The blood substitute market is currently non-existent and requires a highly sophisticated sales pitch aimed at a well-educated and technical consumers; namely doctors and insurance companies.
Emergency care practices and larger primary care centers tend to handle all the blood transfusions: Based on the above information, it is clear that there is a huge opportunity and Biopure should launch the product immediately.
In addition, there are several other advantages of launching the product instantly: Since almost all critical cases are attended to by emergency care units we will take this into consideration for the following calculations.
Although a higher percentage of veterinarians and consumers would be willing to try the product, it would frustrate them in the long run as we would not be able to satisfy their demand for the product. These figures only represent 2. Distribution Biopure should focus its targeting on emergency care practices.
Conducting a sales exercise to predict the total revenues generated from emergency care centers at each price will further justify the recommendation. The total number of units of blood transfused in emergency care practices wasunits in with a total ofunits from primary care centers.
A regional distributor would be sufficient enough to understand the specific needs of its market and the current output capacity. Veterinary blood demand dogs suffered from acute blood loss in and required emergency care.
It is eminent that the sales pitch clearly identifies the advantages of Hemopure vs. Almost all critical cases are attended to by emergency care units who handle the majority of blood transfusions; we need to focus our attention on them as they will help us drive our revenue.
It is important to note that these figures do not represent the total sales revenues for Oxyglobin as we are only taking the emergency care practices into account.The Brita Products Company Case Report.
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Case Analysis: Biopure Corporation Submitted to: Prof. Rahul Kumar Sett 4/4(5).
Biopure Case Study Executive Summary * Biopure Corporation developed two new products to enter into the field of blood substitutes: Hemopure, directed to the human market and Oxyglobin, for. Report abuse. Transcript of BIOPURE discuss how each alternative could benefit the corporation in the emerging market of blood substitute study how each alternative could help Biopure to stand out from the competitors Company Overview SWOT Analysis S BIOPURE Products of Biopure Hemopure CASE STUDY Harry Zhao Sam Shen Frena Lai Lucia Lu.
Access to case studies expires six months after purchase date. Publication Date: May 29, It is early and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten.
Biopure Case Study Essay Words | 4 Pages In addressing the issue, the following were considered: a sensitivity analysis for potential consumption of different price series, associated revenues and costs, and gross profit from different distribution methods.
Biopure 1. • Biopure Corporation, founded inprivately owned pharmaceutical firm. • Two new products (blood substitutes): oxyglobin, hemopure • Only company actively engaged in development of blood substitutes for small-animal vet market • Invested $ mn in the development of blood substitutes • Currently has no revenues with very little debt and financing of $50 mn to.Download