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Biopure Case. Essay

1215 words - 5 pages

Q.1 What are the reasons for and against immediately launching Oxyglobin?ForWill build a brand for Bio pure which will be helpful when launching Hemopure.They can learn from their mistakes during the launch of OxyglobinWill be good for Hemopure later on because people would already be comfortable with the idea of using a blood substitute (This concept can be reinforced via publicising in five journals and trade shows)Will add value to IPO of company because they already have a working profitable product. This would help establishing brand equity thereby attracting investors.Higher brand equity would help them reduce distribution costs (from 30% to 20%).Get immediate revenueThough right now there is no competition in the vet blood substitute market competition may crop up (As media has already publicized the development of Oxyglobin). If Biopure delays the launch of Oxyglobin for Hemopure some other player may develop a similar product which would make later entry into vet blood substitute very difficult.Large idle capacityAlready have a sales team.There was already a press release from The Boston Glove in 2/5/98: Press has already been informed- anticipation is out there. This would adversely affect the IPO of the company. If people find out- they will be enraged that the launch was delayed (i.e. not be able to save lives of animals) for the sake of marketing.AgainstPricing structure of Oxyglobin will make customers question Hemopure pricing structure later. The industry and the press will not accept the idea of paying 4-5 times the price for a product when the production process for the two are quite similar.Hemopure's launch might suffer if there is any major shortcoming in Oxyglobin. People might become hesitant to try the same company's product again if there is any shortfall.2. What is the market potential and expected competition for Oxyglobin and Hemopure?Market potential for OxyglobinTotal Number of vet Practices = 15000Number of Primary vet practices = 14250 (95 %)Number of specialty vet practices = 750 (5 %)Total Number of acute blood shortage cases for canines = 15000*800 = 12000000Number of dogs given transfusion = 2.5 % of 12000000 = 300000Total units required by primary practices for canine cases = 14250*17 = 242250Total units required by emergency care practices for canine cases = 150*750 = 112500Therefore total demand in canines = 242250+112500 = 354750 unitsTotal potential demand of units in canines = (360000000000 *100) * 354750 = 4274096 units.Market potential for HemopureConsumption of RBC in units in 1995 = 11.3 mn unitsHemopure would be especially useful in cases of emergency surgery and trauma because in such cases there is immediate requirement of RBCs.In the existing system it is difficult to find the matching blood type, whereas Hemopure is universally compatible.Emergency surgery = 1 mnTrauma =0.2 mnIt is mentioned that 10 % of the trauma victims receive on field blood transfusionTherefore potential = 0.2 / 0.1= 2...

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