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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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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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. 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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Andrew Walters 3/22/12 Biopure Biopure Corporation specializes in blood substitutes for transfusion patients‚ both in the veterinary market and the human market. However‚ in 1998‚ Biopure faced the monumental decision of whether to begin selling Oxyglobin‚ a blood substitute‚ to the veterinary market or to wait until Hemoglobin‚ a blood substitute for the human market‚ became available for sale. The problem is whether or not the company should launch Oxyglobin before Hemoglobin is FDA-approved
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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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+ Biopure Corporation Case Analysis Back Bay Xue Yang + Agenda 1. Current Situation 2. SWOT Analysis 3. Quantitative Analysis 4. Recommendations + Current SituationBiopure Corporation The main objectives of Biopure Corporation is blood substitutes development There are 2 products: Oxyglobin and Hemopure. Oxyglobin is targeting at veterinary market and Hemopure is targeting at human market The company has spent $200 million on R&D of Hemopure Oxyglobin has already approved
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Sep 19 Student Name: Miao Wang Net ID: mxw142330 Case Study 1 Biopure Case Questions: 1. Hemopure: a. Identify relevant market segments and speculate whether the product is valuable to each segment at the suggested prices ($600-$800) As the case said the Biopure in human market‚ sometime the Hemopure could be $600-$800 per unit‚ which is very higher price than the Oxyglobin. This high price product which relevant market segments should be taken this price level ‚ following the attach Exhibit
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BIOPURE CASE SUMMARY Course: Strategic Marketing Management Name: Firat Sekerli The Problem: Biopure Corporation has two new products that are Oxyglobin and Hemopure. Oxyglobin is the first new blood substitute for the veterinary market and is ready for consumer use. Hemopure is another new blood substitute for the human market and it will take two years to launch the product from now on. Ted Jacobs‚ vice president for Human Clinical
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