Biopure Company - Launching of Oxyblobin Free Essay, Term Paper and Book Report
Executive Summary
Biopure is a small and private developer of human (Hemopure) and animal (Oxyglobin) blood substitutes. Biopure is faced with the decision of whether to immediately launch Oxyglobin (Og) or wait until after the launch of hemapure (Hp), which will be in about two years following FDA approval. If they decide to launch they must determine their pricing strategy. The concern is that launching Oxyblobin would create an obstacle to the pricing of Hemopure, the companys initial product focus.
Marketing Alternatives
- Delay introduction of Oxyglobin and introduce both human and veterinary products simultaneously.
- Introduce Oxyglobin immediately. Refer to the lack of long-term use data that may be applicable to human usage to which veterinary use may be able to contribute.
- Introduce Oxyglobin immediately and deal with any pricing issues as they arise after introduction of Hemopure - if indeed those issues arise at all. There will be a two-year span of time between product introductions.
- Regardless of whether the products are introduced separately or together,......
Word Count: 874
Page Count: 3.4 (250 words a page / double spaced)
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