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BIOPURE INDUSTRIES

A Marketing Analysis

Based on the data from the case study by Jonn Gourville, Biopure Corporation, HBS, 1998

April 20, 2005

By Veronica Stepanova

Executive Summary……………………………………………………………………………… 2

Situation Analysis

I.

Human Market………………………………………………………………………..3

II.

Animal Market………………………………………………………………………..5

Marketing Plan for Oxyglobin…………………………………………………………………….6

Final decision……………………………………………………………………………………...7

Appendix 1 A (Excel documents, separate attachment)

Appendix 1 B

2

Executive Summary

•

Many opportunities are available in the human blood market due to several disadvantages of the

currently available alternatives. Even more opportunities exist in the animal blood market.

•

Oxyglobin should be positioned as a high-quality product designed for...