Biopure Case Analysis
Group 1, Section B
The analysis deals with the Target Markets and their different segments for the two products of Biopure Corporation, namely Oxyglobin and Hemopure.
Oxyglobin -‐ Used as a substitute for blood transfusion in dogs. -‐ Target market is 30% of all the dog cases coming to veterinary practices suffering from blood loss who would have benefitted from Blood transfusion. Market Segments: 1. Procedures coming under the…show more content… Therefore, their bargaining power is moderate. -‐ Threat of Suppliers Bargaining Power: The major raw material required is Bovine blood, sourced from slaughterhouses. The blood would otherwise be discarded earning no revenues. Hence the supplier’s bargaining power is also low.
Since 4 out of the 5 Porter’s forces are low with the fifth being moderate, this means that this market is attractive in the long run.
Hemopure Target Market: Hemopure aims to become a substitute for blood transfusion from donors in humans.
1. Trauma Cases
a. Approximately 500,000 trauma cases every year. b. Only 10% receive blood onsite due to resources required to store and
administer blood through traditional methods. c. 30% fatality of trauma victims due to delay in administering RBC’s. The most attractive segment considering the high