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Introduction
a. Product comparison
b.
Key issues
SWOT analysis
II.
b. Value benefit analysis III. Quantitative points of view a. Break even analysis IV. Strategic recommendation
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INTRODUCTION
To February 1998 Biopure had spent over $ 200 million on developing Hemopure During the development process Oxyglobin was discovered Biopure has not brought a product to market yet Funds are sufficient to operate for two more years Hemopure will probably receive approval during 1999 while Oxyglobin is approved and ready to launch
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Blood substitutes are universal Free of threads like AIDS Storable for up to 2 years Immediately 100% efficient at transporting oxygen Further benefits due to smaller molecules
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Criterion
storage temperature
Origin potential bottlenecks procurement costs of basis Price
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Regular Blood
2 - 4 C
Donator animals $ 50 - 100
Oxyglobin
2 - 30 C
Cattle blood
$ 100 - 200
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KEY ISSUES I
Revenues
introduced!
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KEY ISSUES II
February 1998
late 1999
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AGENDA I. Introduction
a. Product comparison
b.
Key issues
SWOT analysis
II.
b. Value benefit analysis III. Quantitative points of view a. Break even analysis IV. Strategic recommendation
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Strengths
Weaknesses
Opportunities
Threads
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STRENGTHS
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WEAKNESSES
-Dissension within S
BIOPURE s top management No distribution network No experience in going to market Stockholders with high expectations Enlargement of production plant needed for expansion
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OPPORTUNITIES
S O
W T
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THREADS
S O
W T Uncertain market price Hemopures market entry depends on the FDA approval process Competitor with production capacity three times larger, established distribution network and additional products in other markets
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Customer Awareness
Usage of production capacity Flexibility of production plant & administrative effort
8
4 4 100
8
4 8 129
4
171
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AGENDA I. Introduction
a. Product comparison
b.
Key issues
SWOT analysis
II.
Value of benefit III. Quantitative points of view a. Break even analysis IV. Strategic recommendation
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Contribution $100 Fix Costs Contribution $150 Fix Costs Contribution $200 Fix Costs
Costs [M]
BREAK-EVEN PERCENTAGE
70% 60%
Use of Capacity
50% 40% 30% 20% 10% 0% 100 150 Selling Price in $ 200
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PRICING OF OXYGLOBIN
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AGENDA I. Introduction
a. Product comparison
b.
Key issues
SWOT analysis
II.
b. Aspects of different options III. Quantitative points of view a. Break even analysis b. Nutzwertanalyse IV. Strategic recommendation
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STRATEGIC RECOMMENDATIONS
Launch a market research to receive more detailed information on the Hemopure market
Marketing department should distinguish Oxyglobin and Hemopure as two independent products Advertisement for Oxyglobin should consist of adds in veterinary journals and practices as well as of attendance at veterinary trade shows
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