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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So if prices are set too high, a lot of customers will not be interested in trying blood substitute. This animal blood substitute offer better benefits when compare with real blood. According to market surveys Table A: 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. I believe that this is a big opportunity for Biopure to enter the veterinary market because Oxyglobin has already passed an FDA — approval process specific to the veterinary market.
Thus, We considered that the animal blood substitute market should categorized into two segments, i. Biopure can gain a good reputation from Oxyglobin, which can then create a positive impact on Hemopure when launched in the future. Once Oxyglobin achieves its purpose for animals and satisfies the veterinary doctors and pet owners, the success of this product will help Biopure to easily launch Hemopure and attract the human market.
Without strong establishment of effective result of using blood substitute instead of blood transfusion, the firm cannot go for premium prices in these markets.
Because the blood substitute is the standard product that have to be concurrent with FDA biooure and cannot be differentiated, so the company can sell this item to every customer at the same quality with the same price. And bipure are differing in each country, thus before expanding the distribution channels in any countries, firms have to ask the permissions every time.
Biopure will be 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.
But the needs of blood are very high over the available products. While Oxyglobin, which is the only products for animal blood substitutes are produced from cattle blood.
Advertise product and develop brand — Once customer is aware of our product, and have accessibility to buy our product, Biopure must then increase the tendency to try out Oxyglobin by advertise, or promotion, at the same time start developing a well respectable veterinary brand. Market plan for Oxyglobin: SWOT analysis has been used with product offering attributes in order to suggest the appropriate strategy relating to the targeting market, which is introduced in the last section.
Provide consistency — Biopure must then be obligated to deliver customer satisfaction by not only provide consistent product quality, but also through reliable services. Place — Biopure should focus on distribution channels where there is high demand. These products have to penetrate into blood market where a strong competitor, blood donation and transfusion system, still exist.
Since this is the very first product of this technology, long term consequence when applied to various animals may still be unclear. We can even achieve more revenue, if there are some critical cases in primary care practices. Consequently the company soon has to further develop Oxyglobin, strengthen its unique characteristics, while ensuring the quality of the product, to move away from potential competitors.
Oxyglobin is the first new blood substitute for the veterinary market and is ready for consumer use. It is early and Biopure Corp.
The company can enjoy the high sales volume and established networks for geographic coverage from the large distributors, while being affluence with biopurf contribution from low bargaining power customer like the veterinary practices. Buyers are well informed about the quality, prices, and cost of sellers strong Doctors who directly use the products for the medical operations have specialized in this area.
Biopure Case | Case Study Template
Secondly, substitute blood has a longer shelf-life, which is two years. The length of time for approval processing may take more than 2 or 3 years. This approach would help firm to save 30 percent of distribution cost charged by distributors.
From the analysis, if Oxyglobin is launched first, the price of Oxyglobin will affect Hemopure proportionally. Assuming that clouded areas, stufy will be higher traffic of the patients, thus will also be higher demand for our product as well.
This difficulty will spend long time and make inconvenience to the companies for cqse the products. With continuous improvement according to the situation, Biopure not only will allocate marketing spending more efficiently, but also will perform more effectively.
In developing the right brand, enhancing good reputation, the company must competence itself towards the key success factors associated with the industry. Assuming that Biopure launches Oxyglobin right away, where there is no competitor existing in the market yet, the company will bipoure become a monopoly.
When — Ibopure should launch Oxyglobin into the market as soon as it is ready, given that the product has already been approved by the FDA. Business and Environment Business History Entrepreneurship.