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Situational and Qualitative Analysis (5C): Attribute/Factor/ Situation

Biopure Corporation Founded in 1984, private biopharmaceutical firm specializing in ultrapurification of proteins for human and veterinary use, planning to get listed Oxyglobin for animal market & Hemopure for human market Oxyglobin – Approved Hemopure – Expected by late 1999 (in Phase 3 Clinical Trials) Cattle blood $1.50 per unit Can be stored at Room Temperature Single Mfg. facility with annual capacity of 300,000 units of Oxyglobin or 150,000 units of Hemopure or linear combination $15 mill per year Oxyglobin - $100-200 Hemopure - $600 – 800

Baxter International An acknowledged leader in the development, manufacture and sale of blood related medical products with over $5.4 bill in sales and $670 mil in net income in 1996 HemAssist for Human Market HemAssist – Expected by late 1999 or early 2000 (in Phase 3 Clinical Trials) Out-dated Human Blood $8 per unit Needs Refrigeration Single $100 mill Mfg. facility with annual capacity of 1 million units $50 mill per year $600 – 800

Northfield Laboratories A small 45-person firm, founded in 1985, for solely developing human blood substitute PolyHeme for Human Market PolyHeme - Expected by late 1999 (in Phase 3 Clinical Trials) Out-dated Human Blood $26 per unit Needs Refrigeration Plan to build $45 mill facility with annual capacity of 300,000 units $30 mill per year $600 – 800


Blood Substitutes FDA Approval Raw Material Variable cost Shelf Storage Manufacturing Facility – Capacity Production cost (Fixed) Expected Pricing


STRENGHTS: - Oxyglobin-first blood substitute in veterinary market with full government approval - Only products with cattle based primary source - Free of infectious agents and contamination -Increased shelf life (2 years), shelf stable at room temperature

WEAKNESSES: - Short half life, excreated from the body within 2-7 days - Potential for high toxicity, transfusion levels of only 5-10 units - Production capacity low as compared to one of its main competitors- Baxter - FDA approval awaited for Hemopure

OPPORTUNITIES: - Can Build a strong brand name with Oxyglobin before the launch of Hemopure - No other blood substitute available in the animal market, ahead of competitors in animal market by atleast 2 years - Since products are shelf stable, are better suited for emergency cases - Lower Production variable costs since production uses cattle blood unlike competitors THREATS: - Delay in the FDA approval, if Hemopure fails to pass the FDA tests then can it will cost the compnay heavily - Tough competition from PloyHeme and HemAssist, both expected to get FDA approval by the same time - Oxyglobin was likely to create an unrealistic price expectation for hemopure

Problem Identification:  When is the best time to introduce Oxyglobin?

675 30.083.500 80% 90.957.375 112.0 2.922.687.500 112.250 5% 12.000. But the low pricing of Oxyglobin will jeopardise our ability to price Hemopure at a high price since the two products look very alike.000 Case III 200 300.188 16.562 225.084.875 10.450 27. a 500% price differentiation would be hard to explain.194.000 Oxy Revenue Potential ($) Market Size (in Units of Blood) Critical Market Oxy Adoption Sales Potential Oxy Revenue Potential ($) Total Sales Potential Total Total Oxy Revenue Potential ($) Revenue Constraint based on production capacity 106.313. the market is not growing at all Revenue Analysis Sale Price ($) Capacity Veterinary per year Market Size (in Units of Blood) NonCritical Market Oxy Adoption Sales Potential 1 2 Case I 100 300.750 19.000 242.0 15. What should be the launch strategy for Oxyglobin that ensures that the potential of Hemopure is not jeopardized? Complication: Oxyglobin is ready for launch. Sales Potential = Market Size X Adoption 2. Quantitative Analysis: Assuming a worst case scenario i.612 119.000.0 1.978 72.250 70% 169.438 17.000 13.450 414.0 15. It will help Biopure learn the “go-to market strategy” as well.561.000 242.000.000 30.000 Production Fixed Cost ($) Variable Cost per unit ($) Total Units Total Variable Cost ($) Total Production Cost Distributor Price ($) Channel ($) Total Marketing Cost ($) Total Cost ($) Profit Break Even Sales Break even sales as a percentage of sales potential 1.500 112.425 8.500 276.613 15.500.500.303 36.50 276.258.500 60. It’s the first in the animal market and has a big head-start.000.575 218. there is a desire to take Biopure public and a proven success of Oxyglobin can improve the IPO. Revenue Potential = Sales Potential X Sale Price 4 3 15.10% .094 144.928 48.563 22.000 150.000 242.250 25% 60. It can generate the first revenue for the firm which can be used to launch Hemopure and cover operations till Hemopure is launched.113 2.146.0 4.000 79.500 95% 1 2 Case II 150 300.500 60% 13.844 45.99% 150.584.106) 108.000 1.0 15.563 9.e.281 5.419 60.645.422.606 (391.100. Also.375 45.30% 79.484.575 16.

Total Variable Cost = Variable Cost/Unit X Total Units 4. the market size would improve and profits would too. we do not want to compromise the positioning of Hemopure in future. 3. in case it doesn’t. Total Marketing Cost = Minimum price (Distributor Price. 3. it will help improve the IPO of the firm Also. It will help understand the market strategy for Hemopure It can generate revenues we could use to launch We are pricing Oxyglobin higher to cover the gap We will price Hemopure a lower. 2. in which case this would not be an out of pocket expense and therefore patient/doctor won’t be affected Place : We should also use manufacturer’s sales force because because a. b. We will have big headstart and therefore a lot of chances to grab the existing market and grow the market It will recover the fixed costs i. we will not be jeopardising the Hemopure market : 1. we take Biopure public. because we have lower per unit raw material cost We can also negotiate a deal with insurance providers. Although we expect the FDA approval to come through. 5. Channel Price)/unit X Total Units Break Even Sales 80% % of sales potential 60% 40% 20% 0% 100 150 Price ($) 200 Recommendations: We should launch Oxyglobin in now for the following reasons 1. the difference in profits from 150$ is not significant. . this channel would be relatively cheaper Price : We recommend a price of 150$. it requires a very sophisticated sales pitch if the pricing is more than 50$/unit. 2. Also. since the calculations are done for market size in worst case scenario. Although profits are more in 100$.e. Because the presence of blood substitute would satisfy the demand that was not satisfied earlier due to scarcity. 4. we can always slash the market prices.3. In case. to increase adoption anytime we want to. investment in production facilities etc.

Promotion:   For veterinarians. Hemopure should be launched towards the lower end of price. explaining a big price difference from Oxyglobin would be difficult Production capacity should be increased. promotion should be done through the 5 big journals of the vet market and the six large trade shows Promotion should also be done for the pet owners. because they can influence the vets for the artificial blood transfusion Other recommendation: 1.0 15. say around 600$.0 96. because even though our raw material cost is very low compared to competitors.0 116.0 50. a.8 Cost/unit *Assuming the production at full capacity **Assuming same across firms .0 Northfield 26. b. 2.0 73.0 137.5 Baxter 8.8 15. because of tough market competition. our variable costs are still high because of a very high per unit production cost Variable Costs Raw material Cost Production Cost* Marketing Cost** Biopure 1.0 15.5 100.

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