Oxyglobin for oxyglobin to be profitable and in the best interest of the ipo, we propose several key recommendations and urge biopure's management to begin steps for immediate implementation. Group assignment questions on case - biopure inc question-1) should biopure 'hold' or 'launch' oxyglobin take a decision (launch vs hold) and justify your decision take a decision (launch vs hold) and justify your decision. 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. Michael ayele engn 2110 11/11/2015 abstract biopure should launch oxyglobin now and enter the blood substituent market before everyone since oxyglobin is the only fda approved alternatives.
If decided to launch, the ability to price oxyglobin appropriately is critical to minimize the impact of prospective launch for hemopure we believe oxyglobin should be launched immediately because of realized potentials and benefits. Reading the case, we can easily identify several reasons why biopure corporation should immediately launch oxyglobin first and foremost, time and development advance on the veterinary market biopure is the only company engaged in the development of a blood substitute for the veterinary blood market. Oxyglobin criterion storage temperature origin price regular blood 2 4° c donator animals $ 50 30° c cattle blood $ 100 product comparison 100 oxyglobin 2 200 many advantages of oxyglobin compared to regular blood oxyglobin is ready to launch 07-17-2002 biopure marketing strategy 6. Should biopure launch oxyglobin immediately or should they wait until after hemopure has established itself in the human market if they launch oxyglobin, how should it be priced and distributed assigned readings.
Biopure corporation, with its two new blood substitute products oxyglobin and hemopure, is facing a dilemma as to whether it should launch its veterinary product oxyglobin immediately, because it already has a government approval, or whether it should launch it after 2 years when the main product hemopure gets its approval and is ready for. Hemopure ®hemoglobin glutamerì250 (bovine), or hboc-201© for human use, and oxyglobin ®hemoglo- bin glutamerì200 (bovine), or hboc-301© for veterinary use hemopure is a ñrst-in-class product that is approved in south africa for the treatment of adult surgical. Strategies the objective of biopure is to launch oxyglobin, and position itself as the prime substitute to veterinary blood transfusion the market strategy will first seek to create customer awareness of our product and its usefulness. Even if biopure could have priced hemopure at the premium price of $800 per unit if it delayed the launch of oxyglobin, launching oxyglobin now and pricing hemopure at the bottom of its range at $600 reaps far more benefits (see appendix 5), including increased revenue overall (see appendix 6.
Biopure corporation, a small firm in the bio pharmaceutical industry is facing challenges regarding the decision of launching a new product oxyglobin in the veterinary market the company has gained fda approval for this product and wants to launch it immediately, but the decision has to encounter some other related issues that are also. 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. Biopure's veterinary product oxyglobin(r) [hemoglobin glutamer - 200 bovine)], or hboc-301, the only oxygen therapeutic approved by both the us food and drug administration and the european commission, is indicated for the treatment of anemia in dogs.
Even when biopure was primarily focused on developing a human blood substitute, the opportunistic development and later approval of oxyglobin, an animal blood substitute, is a valuable opportunity that has to be considered. Furthermore, since the company wants to launch an initial public offer (ipo) in a short while, oxyglobin's release will attract more investors the only visible long-term effect of this alternative is the possibility of a negative influence on the premium prices of hemopure. Problem definition in february 1998 biopure corporation faced a difficult decision regarding the launch of its newly developed blood substitute products biopure had developed hemopure, a blood substitute for humans, and an ancillary product oxyglobin for the veterinary market1.
Biopure corporation was a biopharmaceutical company that specialized in oxygen therapeutics (blood substitutes) for both human and veterinary use the company developed, manufactured, and marketed oxygen therapeutics, designed to transport oxygen to the body's tissues. Based on the review, we recommend the biopure corporation to launch their animal blood substitute, oxyglobin, immediately in the market, so that it open up a way in the animal market sector and the company can gain more revenue before they launch their next product, which is the human blood substitute, hemopure. 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. Case solution it is early 1998 and biopure corp, a small bio pharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release oxyglobin, a revolutionary new blood substitute designed to replace the need for donated animal blood in the veterinary market.