session 23

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

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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 .
Background image of page 2
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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 8

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

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online