Biopure Corp Case Solution

Case Solution

It's early 1998 and Biopure Corp., somewhat bio pharmaceutical firm without any sales revenues inside the ten-year history, got government approval to produce Oxyglobin, a cutting-edge new bloodstream stream substitute made to replace the advantages of brought animal bloodstream stream within the veterinary market. A nearly identical product for the human market, Hemopure, is inside the final stages of testing by Biopure and odds are it'll gain approval within a few years. Consequently in the timing of approval from the items, there's a extended-running debate within Biopure as the road to opt for Oxyglobin. At chances are people responsible for Oxyglobin, who want to understand the animal product launched immediately, and individuals responsible for the Hemopure, who worry the immediate relieve Oxyglobin would create an unrealistically affordable expectation they believe must be a really high-margin human product. Exacerbating the issue might be the smoothness within the bio pharmaceutical industry, where product approval isn't a certainty until accomplished.

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Questions Covered

How do you assess BioPure’s potential in the human market? The animal market?

What are the biggest obstacles to Biopure’s success in the human market? The animal market?

How might Oxyglobin be a threat to Hemopure? How might it be an asset to Hemopure?

What should Biopure do regarding the commercial release of Oxyglobin? If they release, what price should they set? How should it be distributed?