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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Direct sales method to emergency care practices in big city area is preferable to maximize profit while emergency care practices in medium-to-small city area will be approached by distributors to increase sales.

Hence, the financial status must be strong to support research and development and do the advertisement to introduce the products to the customers. The company should target big buyers like distributors as well as veterinarians. Hence, the demand in animal blood transfusion is still high. Because the company was a first provider of animal blood substitute, so we offer consumers the product that different from the one that existing in the market.

Biopure Case

The company should posit itself as a provider of the best animal blood substitute quality and product differentiation. Moreover, allergy to blood substitute have to be considered. The company can enjoy the high sales volume and established networks for geographic coverage from the large distributors, while being affluence with high contribution from low bargaining power customer like the veterinary practices. Thus, all practices can sub-segment into two segments base on demographic as follow: The company must communicate effectively, educate veterinarians and possibly promote the use caae the product.

The Oxyglobin blood substitute is a newly innovated product, which just had been approved by the FDA. In addition to that, Oxyglobin is an innovative product in which Biopure has the power to position Caes as a premium product, therefore, can charge at a higher price. So sellers cannot hide them any information about the products and have to offer them both positive and negative effects to them.


Ted Jacobs indicates that the veterinary market is small and price sensitive. 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. Currently under phase 3. So if prices are set too high, a lot of customers will not be interested in trying blood substitute. Thus, buyers do not have many options to negotiate with sellers.

Ccase will make practices keep blood substitute giopure longer period of time.

Biopure Corp. – Case – Harvard Business School

It is early and Biopure Corp. Participating and attending on health forums or relevant seminars can help creating product awareness, and acceptance. This animal blood substitute offer better benefits when compare with real blood.

So the firm needs to develop a strategy as well as alliance to emerge its products to the market. Biopure company recordsfinal consumer pet owner facing noncritical cases have less tendency to trial new product, Oxyglobin.

Biopure Case | Case Study Template

We can even achieve more revenue, if there are some critical cases in primary care practices. Our recommendation is at least dollars per unit, because the company cannot effort any lower price, in order to recoup the investment cost biopurr.

Hemopure is another new blood substitute for the human market and it will take two years to launch the product from now on.

Increase availability and accessibility — After acquiring product awareness, Biopure must expand its market and increase distribution channels, especially where there is high cwse. He can only estimate these price points based on the market price.

Biopure Corp.

However, emergencies care practice mainly accepted only cae cases, which required a huge amount of blood. 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. It can be very challenging to the new comers to compete with the big other existing firms, not only due to their larger resource, but also from reputation and professional trust.


Andy Wright and his team can have a successful launch for Oxyglobin by implementing the followings: 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.

Secondly, substitute blood has a longer shelf-life, which is two years.

The high demand of blood transfusion creates opportunities and higher chance of success for the Oxyglobin. Furthermore, once successfully identifying potential locations, the company should attack both large customer distributorand small customer veterinary practices associated with our target areas. Help Center Find new research papers in: 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 stuvy 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. Skip to main content.

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

On the other hands, if Oxyglobin does not work well in animal or drawback is founded, Biopure will have a bippure to improve Oxyglobin and delay a launch of Hemopure. Cite View Details Educators Purchase. Set up sales representative team to educate the beneficial factors over conventional and stress the disadvantages of conventional blood donor, especially to big veterinary practices.

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