December 26, 2019   |   by admin

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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The Oxyglobin blood substitute is a newly innovated product, which just had been approved by the FDA. With continuous improvement according to the situation, Biopure not only will allocate marketing spending more efficiently, but also will perform more effectively. About the Author John T. These products have to penetrate studh blood market where a strong competitor, blood donation and transfusion system, still exist.

If Oxyglobin works well on animal, not only the firm actually builds its product reputation and trust amongst new users but also establish a solid evidence of effectiveness.

This task is easier for certain classes of new products than for others.

Biopure Case | Case Study Template

If the products are sold nationwide and severe allergic cases are biopjre, this will drastically affect sales of Oxyglobin and Hemopure. At odds are those in charge of Oxyglobin, who want to see the animal product released immediately, and those in charge of the Hemopure, sfudy worry that an immediate release of Oxyglobin would create an unrealistically low price expectation for what they feel should be a very high-margin human product.

Specific regulations on medical products vary locally and the process also may take long.

Especially in the emergency case, buyers have to accept the seller conditions. Thus, the company could have a better chance to emerge its product to this area since prospect customers in this area can afford a higher price for animal blood substitute.


The company should posit itself as a provider of the best animal blood substitute quality and product differentiation. Buyers are well informed about the quality, prices, and cost of sellers strong Doctors who directly use the bkopure for the medical operations have specialized in this area.

Hence, the financial status must be strong to support research and development and do the advertisement to introduce the products to the customers.

Moreover, Biopure can also run workshop and make presentations, educating, training future generation veterinarians, targeting respectable, high acceptance, big influencing institutions.

Business case Biopure by Simone Huygens on Prezi

Human donating bloods are donated voluntarily and collected by nonprofit organizations. Slazenger had been the official and only supplier of tennis balls since Being the first mover in animal blood substitute imply that the firm has to take a risk on uninformed customer behavior. The firm has to persuade hospitals and practices to use blood substitute instead of blood transfusion which will be the hardest step since customers may resist to a huge change.

So the suppliers cannot charge higher price than the others. Without having a real and wide use in animal, labs product cannot be proved of its effectiveness. Remember me on this computer. 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.

Our recommendation is at least dollars per unit, because the company cannot effort any lower price, in order to recoup the investment cost eg. Market plan for Oxyglobin: Strategic Marketing Management Name: There are several competitors in the human blood substitute market in which they are all in the process of FDA approval.


Although, bkopure charge the very high price, the patients still need bloods for their treatment. Therefore, the blood bank and related organization have to give them some benefit or do some campaigns to motivate them to bring their dogs for donating bloods. So the firm needs to develop a strategy as well as alliance to emerge its products to the market.

Product — Recent innovated product, Oxyglobin has somewhat more value compared to the ordinary donor blood. In this case, the actual donor animals are pets. So if prices are set too high, a lot of customers will not be interested in trying blood substitute. Higher demands than supplies — Because the demands of bloods are over the supplies, there are still many rooms of opportunities.

Biopure Corp.

In response to the timing of approval for these two products, there has been a long-running debate within Biopure as how to proceed with Oxyglobin.

On the contrary, Biopure utilizes the cattle blood as its source of hemoglobin. Even though blood substitute provide more benefits than blood transfusion, its effects biopuree be skeptical and unconvincing. According to market surveys Table A: However, emergencies care practice mainly accepted only critical cases, which required a huge amount of blood.

Because the blood substitute is the standard product that have to be concurrent with FDA conditions and cannot be differentiated, so the company can sell this item to every customer at the same quality with the same price.