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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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Currently under phase 3. Without ability to provide consistent customer satisfaction and all the hard work of creating awareness and tendency to trial our product could all go to waste. Moreover, though it is true that Hemopure is in the last process of FDA, anything could happen and the company should not make any projection or plan based on uncertain prospects.

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.

Thus, buyers do not have many options to negotiate with sellers. The company can enjoy a period of being a monopoly in the market. Ted Jacobs indicates that the veterinary market is small and price sensitive. However, the clinic that located in big city, especially in the area of rich people lived i. If Oxyglobin works well on animal, not only the firm actually builds its product reputation and trust amongst new users but also bioopure a solid evidence of effectiveness.

Biopure Case Analysis | Firat Sekerli –

Finance Globalization Health Care. Buyers In this case, we will analyze the buyers as the intermediate buyers which mean to doctors and final buyers which mean the patients.


The competitors are as follows: If the buopure want to get a share for animal blood substitutes, they have to wait at least for two years. Getting acceptance from leading veterinary schools, like the Harvard veterinary school, can create trust and confidence stidy the final consumer, as well as speed up product acceptance.

Currently, the demand for animal blood substitute is large while the supply of animal blood is relatively small; therefore, there are plenty of opportunities for the company to explore.

Though, donor blood is a close substitute for Oxyglobin, the products themselves is different. So the sellers have more bargaining power. Product — Recent innovated product, Oxyglobin has somewhat more value compared to the ordinary donor blood.

Strategic Marketing Management Name: The company can increase the usage by attacking this segment with promotion campaigns like, contract with veterinarians to bippure the use of Oxyglobin.

Biopure Corp.

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. If the products are sold nationwide and severe allergic cases are discovered, this will drastically affect sales of Oxyglobin and Hemopure. Although Oxyglobin has been placed on a number of clinical trial for FDA approval, its long term side effect has never been investigated.

In developing the right brand, enhancing good reputation, the company must competence itself towards the key success factors associated with the industry. There are several competitors in the human blood substitute market in which they are all in the process of FDA approval. With this set price of immediate launch, Biopure will reach breakeven point for Oxyglobin in year with the amount of 2.


Biopure Case | Case Study Template

The company must provide the supporting data to FDA to sgudy their product condition and quality to ensure that their products can use as the blood for medical treatment caze this process may take in years. I think that launching Oxyglobin has many benefits for the company. Since this is related to human lives, if there is any mistakes occur, not only the reputation of the doctors but also the reliability of firm will be destroyed and it will difficult for them to recall their trusts.

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Moreover, as of right now, there will be no potential competitors for the next years, since there is no one engaging in animal blood substitute practices.

The Oxyglobin blood substitute is a newly innovated product, which just had been approved by the FDA.

Biopure Case

In regarding to the decision of which product should Biopure launch first, there are two scenarios that Biopure could take: As a result Biopure should launch itself into the market with Oxyglobin, not only because the market is small and still attractive, but also can generate revenue and possibly profit for further investment. Therefore, the blood bank and related organization have to give them some benefit or do some campaigns to motivate them to studdy their dogs for donating bloods.

Buyers In this case, we will analyze the buyers as the intermediate buyers which mean to professor and final buyers which mean the patients.