3d Printing

This memorandum is to propose a recommendation to Biopure’s budding problem of whether or when to launch its first blood substitute product for veterinary market, Oxyglobin. After analysis, my proposal to Biopure Corporation is that it should launch Oxyglobin immediately without delaying its promotion till Hemopure, company’s blood substitute for human market, gets approval from FDA. The market strategy should focus on small yet significant veterinary market. This strategy will result in generating revenues, establishing customer base and also helps in brand recognition in the market as it is the first blood substitute for dogs which received federal regulatory approval.

Upon closely analyzing the two possible decisions: either to launch the Oxyglobin immediately with a base price of anywhere between 80$ to 200$ or to postpone the launch of O87xyglobin until the Hemopure is approved by FDA, the first option would be a better business decision based on SWOT analysis. Hereafter, the strategic analysis is discussed in detail.

Biopure has a unique advantage over its competitors based on the fact that there is no other product in the market as Oxyglobin and also for any competitor it is estimated to take 2 - 5 years to bring a product to market after commencing the FDA approval process. This period can be highly leveraged by the Biopure Corporation to establish Oxyglobin as a market leader and capture significant market share over long run which helps the company to go public offering an IPO. On the other hand, Hemopure has a competition in the market and is still pending for approval from FDA which is estimated to take another 2 years to be launched. Based on the past statistics, there is a possibility of product approval failure which could pose threat to the company as a whole. This loss can be supplemented from the revenues generated by the Oxyglobin’s sale to some extent and help the organization from going bankrupt.

The discontent of the veterinarians with the...