It is early and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to. Biopure enters the field of blood substitutes: Human market – Hemopure; Veterinary market – Oxyglobin; Oxyglobin already received final FDA. Biopure Corp. case study. John T. Gourville. Save; Share. Save; Share. Format. PDF Hardcopy Black & White. Format. PDF, Hardcopy.

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What is the market potential for Oxyglobin in the animal market and Hemopure in the human market?

So we can choose to price based on critical case. Exacerbating the problem is the nature of the biopharmaceutical industry, where product approval is never a certainty until achieved. Log In Sign Up. It is early and Biopure Corp. Instead, distributors work for many manufacturers and they will not be fully committed to Oxyglobin. Hemopure is another new blood substitute for the human market and it will take two years to launch the product from now on.

Business and Environment Business History Entrepreneurship. Cite View Details Educators. I think that launching Oxyglobin has many benefits for the company. Cite View Details Educators Purchase.

And we cannot let the price difference to be unreasonably high since there is no coeporation difference between two products. Just because products are identical does not mean that the company prices separately; it is all about the supply and demand. Help Center Find new research papers in: Due to Rejection Due to Expiration Total: Also, we noted blood transfusion is mainly used in emergency cases instead of ordinary cases.


Business case Biopure by Simone Huygens on Prezi

Bipure Diffusion John Gourville One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product.

However, some queries on the products we see they are indeed the existence of these links. 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. Enter the email address you signed up with and we’ll email you a reset link. How might the presence of Oxyglobin be an asset or liability to Hemopure?

In the market, pet products and people use the same type of product there is a proportional relationship between, or correlated. Oxyglobin would create an unrealistic price expectation for Hemopure if released first. I disagree with Ted Jacobs because although the production processes and physical characteristics of these two products are identical, Biopre is targeted for the biopue market whereas the target customer for Hemopure is the human market.

If we set up a sales team with 50 staff, each staff will be responsible for 30 — 45 in one year.

Biopure Corp. – Case – Harvard Business School

As for direct sales, it only bippure 10 — 15 which is much cheaper. It is very likely that the numbers will rise by the year of Oxyglobin release.

What are the reasons for and against launching Oxyglobin? Ted Jacobs indicates that the veterinary market is small and price sensitive. Andy Wright and his team can have a successful launch for Oxyglobin by implementing the followings: If they release, what price should they set? Case Summary Tetra Pak Remember me on this computer.


We noted that there is a big difference between critical case and noncritical case. Quite often, for new products that represent incremental variations or improvements over existing products, marketers do a pretty good job of understanding how that product will be adopted in the marketplace. It would appear that, once the price is bound to make the hospitals, insurance companies, patients feel that this price is too high not to bilpure Oxyglobin the same company’s products.

Be specific and focus on target markets. At odds caee those in charge of Oxyglobin, who want to see the animal product released immediately, and those in charge of the Hemopure, who 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.

Biopure Corp.

Biopure Corporation has two new products that are Oxyglobin and Hemopure. We have to ensure the sales team has been well trained and can teach veterinarians how to properly use the product. Gourville and David Arnold.

This is not to say that managers always get it right, as has been made evidently clear in the case of New Coke, dry beers, and the Edsel. Skip to main content. Cite View Details Educators Related.