Situation analysis External analysis In the 1998 the world of medicine is on the verge of revolution in the blood transfusion market. Three companies, namely Biopure, Baxter and Northfield, are in the final stages of the approval of human blood substitutes for commercial release. Furthermore, Biopure is the only company that has already been granted governmental approval for its blood substitute, Oxyglobin, meant for veterinary market. There are substantial opportunities and threats for the blood substitute producers in both human and veterinary markets. Opportunities According to the market forecasts, the demand for RBCs is expected to grow in the upcoming years. (Appendix 1) This is mainly due to the increase of US adult population, which receives over 40 per cent of all acute blood loss transfusions and is expected to double in size in the near future. However, it is important to take into consideration that blood substitutes are not always the best alternative for donated RBCs. Firstly, due to the fact that blood substitutes generally stay in the human system for only tw......

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