session 23

session 23 - Biopure Overarching problem Whether to launch...

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Biopure Overarching problem: Whether to launch Oxyglobin and how to market it One Possible Recommendation: Launch Oxyglobin, price it at $150, target the practices that do the higher number of transfusions (emergency care and largest primary care, about 1,500 total), use own sales-force Target Hemopure to trauma market and price it at $700
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Launch or not Pros for launching FDA’s approval for Hemopure isuncertain; 2-3 years of revenues would be lost; First mover advantage; Different products/different markets, so product comparison is unlikely; Test marketing skills before launching Hemopure; The Oxyglobinmarketing team is in place and ready to go; Oxyglobinhas potential to greatly expand the current animal transfusion market, making the animal market very attractive .
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Launch or not Cons for launching Oxyglobinwill create downward price pressure on Hemopure; The potential of the animal market is small and the potential of the human market is large; There is no foreseeable competition in the animal market, allowing for a
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session 23 - Biopure Overarching problem Whether to launch...

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