Uptake by physicians biopure needs to launch its first product to start generating revenue, take the company public, raise more funds to support hemopure's phase 3 trial and launch before deciding on launching oxyglobin ahead of hemopure, all the challenges mentioned above need to be addressed. What should be the launch strategy for oxyglobin, that ensures that the potential of hemopure is not jeopardized qualitative analysis about biopure corp: founded in 1984 by carl rausch and david judelson. Oxyglobin should be introduced 8 biopure strengths introduce oxyglobin as soon as possible at 200 launch a market research to receive more detailed. View homework help - biopure from engn 2110 at brown university michael ayele engn 2110 11/11/2015 abstract biopure should launch oxyglobin now and enter the blood substituent market before. Marketing, sales and distribution what should biopure do regarding the commercial release of oxyglobin if they release, what price should they set how should.
Oxyglobin already received final fda approval and is ready for launch hemopure is about to enter phase iii of the human clinical trials (approximately 2 years away from final fda approval) debate within biopure on the timing of the introduction of oxyglobin on the market problem identification what. What should be the launch strategy for oxyglobin, that ensures that the potential of hemopure is not jeopardized qualitative analysis biopure corp was founded in 1984 by carl rausch and david judelson. 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. To launch or not to launch biopure is faced with the decision whether to introduce oxyglobin, a universal blood substitute with a two year shelf life, into the.
The launch of oxyglobin at a low price would result in a lower price expectation for hemopure, resulting in loss of the potential profitability of the company the timing and pricing of oxyglobin should be designed in such a way that the potential of hemopure is not jeopardized in the market. Moreover, the company has to decide the launch strategy of oxyglobin where it has to ensure that the potential of the hemopure is also not jeopardized (john, 1999) marketing analysis biopure corporation has been operating in two markets, one is the veterinary market and the other is the human market. Biopure officials were expecting it to be approved within 2 years but it could definitely take much longer acknowledging the potential pitfalls of any clinical trials (case pg 9, bottom para) by shelving oxyglobin not only will we forgo the 60 million + that can be earned for the next two years but even more if there are any delays in the. Biopure is faced with the decision of whether to immediately launch oxyglobin (og) or wait until after the launch of hemapure (hp), which will be in about two years following fda approval if they decide to launch they must determine their pricing strategy.
If biopure corporation does decide to launch oxyglobin then they also have to decide on several other issues first, biopure needs to decide on the pricing for oxyglobin as the first product of its kind in the market oxyglobin will be able to set the market price, however, if oxyglobin is priced incorrectly it has the potential to take away. In early 1998 and biopure corp, a small biopharmaceutical company sales income without its ten year history, has received government approval to launch oxyglobin, a revolutionary new blood substitute intended to replace the need for blood donated in the veterinary market animals. Essay on oxyglobin launch essay on oxyglobin launch submitted by rputtapar words: 741 pages: 3 open document biopure, a corporation that was founded in 1984, is. Reasons for not launching(1) boxshadowdwn the potential of the human market is much larger than that of the animal market so why do anything to jeopardize the human market opportunity boxshadowdwn there is no foreseeable competition in the animal market so biopure can successfully launch oxyglobin in several years (after hemopure has been.
The company peremptorily need capital and gain the first revenues in order to launch hemopure as there is a scarcity of animal blood, oxyglobin will capture the market in that period with the proven success, the investors might have a greater impact on hemopure. This shows biopure should launch as soon as possible and with the price of $200 as the market demand is so high that break even will be achieved early on the production of oxyglobin can be completely stopped000. If biopure tried to launch oxyglobin only then, it is unlikely the company would be able to adequately fund the launch, promotion and distribution further, biopure is the only company in the veterinary blood substitute market right now, which is a major advantage in terms of fostering customer awareness, penetrating.
The main issue that is plaguing biopure is how the possible launch of oxyglobin will affect the future launch and pricing strategies of hemopure, which could provide a larger return for their investment. Biopure case stusy in: business and carl rausch, the ceo of biopure, had to decide whether or not biopure should launch oxyglobin first or wait for hemopure.
The main problem biopure faced was whether to launch oxyglobin now, or wait until hemopure was approved and launch both products simultaneously this was a complex problem as the early launch of oxyglobin would have both positive and negative repercussions for biopure. Biopure corporation's stock symbol reverts to bpur - read this article along with other careers information, tips and advice on biospace. Biopure is the company associated with research and development of substitute blood in the medical market the first blood substitute, called oxyglobin, is ready to launch to the veterinary market another blood substitute, called hemopure, is for human market it is still in phase 3 of clinical. We will write a custom essay sample on biopure case study these and all exhibits show that biopure should launch oxyglobin immediately and recoup the $200 million.