Biopure Corp Case Answers

BIOPURE CORPORATION

CASE

 ANALYSIS

 -­‐

 BY

 AN

 NGUYEN

NTRODUCTION & PROBLEM STATEMENTS

Biopure

 corpora6on:

 private

 owned,

 founded

 in

 1984,

 has

 spent

 $200

 mil

 to

 develop

 blood

  subs6tutes.

 During

 the

 development

 process

 of

 Hemopure,

 Oxyglobin

 was

 created

The

 company

 now

 has

 2

 new

 products:

 Oxyglobin

 and

 Hemopure.

 Oxyglobin

 is

 a

 blood

  subs6tute

 for

 the

 veterinary

 market.

 It

 is

 the

 first

 blood

 subs6tute

 for

 pets,

 has

 received

 the

  FDA

 approval

 and

 ready

 to

 be

 launched.

 Hemopure

 is

 a

 blood

 subs6tute

 for

 the

 human

  market,

 is

 going

 to

 soon

 enter

 the

 Phase

 3

 of

 FDA

 approval

 process

 and

 expects

 to

 be

 ready

  for

 launch

 in

 2

 years.

Biopure

 has

 never

 brought

 a

 product

 to

 market

 and

 now

 has

 funds

 enough

 for

 2

 more

 years

  of

 opera6on

Carl

 Rausch,

 the

 president

 and

 CEO,

 has

 to

 decide

Whether

 to

 enter

 both

 human

 market

 and

 veterinary

 market?

Whether

 to

 launch

 Oxyglobin

 now

 or

 not?

The

 strategies

 required

 if

 they

 decide

 to

 launch

 Oxyglobin

 now

 to

 benefit

 the

 company

  thout

 harming

 Hemopure's

 potenEal?

ARKET OVERVIEW AND CURRENT TUATION

ARKET OVERVIEW AND CURRENT TUATION

WOT ANALYSIS

Oxyglobin

 is

 the

 first

 blood

 subs6tute

 that

 receives

 FDA

 approval.

 It

 is

 ready

 for

  launch

 now

 whereas

 compe6tors

 only

 could

 enter...