Biopure Case Group1 SecB
Biopure Case Analysis
Group 1, Section B
The analysis deals with the Target Markets and their different segments for the two products of Biopure Corporation, namely Oxyglobin and Hemopure.
Oxyglobin -‐ Used as a substitute for blood transfusion in dogs. -‐ Target market is 30% of all the dog cases coming to veterinary practices suffering from blood loss who would have benefitted from Blood transfusion. Market Segments: 1. Procedures coming under the category of “critical” cases.
a. They made up 8.3% of the total cases requiring blood transfusion.
b. Patients coming under this category receive blood transfusion using the traditional donors though the availability from this source is quite low. c. Cost of one unit of blood for the Veterinary practices was between $50-‐100 d. Oxyglobin will face competition from the relatively cheaper alternative of traditional methods of blood transfusion although this will be a convenient substitute.
2. Procedures coming under the category of “non-‐critical ” cases. a. They make up the remaining 91.7% of cases requiring blood transfusion. b. Patients coming under this category did not get any blood transfusion even though they
would have benefitted significantly from it. c. Biggest constraint to this lack of transfusion
Group 1, Section B
The analysis deals with the Target Markets and their different segments for the two products of Biopure Corporation, namely Oxyglobin and Hemopure.
Oxyglobin -‐ Used as a substitute for blood transfusion in dogs. -‐ Target market is 30% of all the dog cases coming to veterinary practices suffering from blood loss who would have benefitted from Blood transfusion. Market Segments: 1. Procedures coming under the category of “critical” cases.
a. They made up 8.3% of the total cases requiring blood transfusion.
b. Patients coming under this category receive blood transfusion using the traditional donors though the availability from this source is quite low. c. Cost of one unit of blood for the Veterinary practices was between $50-‐100 d. Oxyglobin will face competition from the relatively cheaper alternative of traditional methods of blood transfusion although this will be a convenient substitute.
2. Procedures coming under the category of “non-‐critical ” cases. a. They make up the remaining 91.7% of cases requiring blood transfusion. b. Patients coming under this category did not get any blood transfusion even though they
would have benefitted significantly from it. c. Biggest constraint to this lack of transfusion