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Biopure Corporation

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Autor:   •  September 7, 2017  •  Case Study  •  1,148 Words (5 Pages)  •  54 Views

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BIOPURE CORPORATION

PGP 53rd Batch - Section E Group 6

Biopure Corporation, with its two new blood substitute products Oxyglobin and Hemopure, is facing a dilemma as to whether it should launch its veterinary product Oxyglobin immediately, because it already has a government approval, or whether it should launch it after 2 years when the main product Hemopure gets its approval and is ready for market launch.

Oxyglobin – Market Potential

Small animal vet Practices

No. of Primary care

Volume of Blood units used

Emergency Care

Volume of Blood units used

Total current usage

 

Potential Market in units

15,000

14,250

242,250 (17 units/primary care)

750

112,500 (150 units/emergency care)

354750

 

4,257,000

It is known that 2.5% of animals treated get transfusions while 30% could have benefited from them. Therefore:

354,750 * .3/.025 = 4,257,000 potential market in units

Demand at different Cost

100$ per unit

200$ per unit

300$ per unit

400$ per unit

Owner’s Willingness

Critical

90%

85%

75%

65%

Non Critical

60%

40%

35%

30%

% of cases*

Critical

8.30%

8.30%

8.30%

8.30%

Non Critical

91.70%

91.70%

91.70%

91.70%

Total Units (Market Size * Owner's Willingness * % of cases)

Critical

318k

300k

265k

230k

Non Critical

2.3 million

1.56 million

1.3 million

1.17 million

Total Demand

2.6 Million

1.86 million

1.54 million

1.4 million

*this figure is calculated as 2.5%/30% = 8.3%

  • Assessing the market potential for Hemopure:

Use of Red Blood Cells

1995 (in '000)

1999 (Human Blood Substitute) (in '000)

Accounting for population growth (@2% for over 65 years &0.16% for below 65 years) (in '000)

Elective Surgery

 

6900

345

345

Emergency Surgery

 

1000

500

518.4110449

 

Population over 65 (40% of all acute blood loss transfusions)

200

216.486432

 

Population under 65 (40% of all acute blood loss transfusions)

300

301.9246129

Trauma (In-field Administration)

 

200

2000

2073.64418

 

Population over 65 (40% of all acute blood loss transfusions)

800

865.945728

 

Population under 65 (40% of all acute blood loss transfusions)

1200

1207.698452

Chronic Anaemia

 

3200

0

0

Borderline Cases*

 

1000

1500

1527.18

Total Market Potential (000’s Units)

 

4464.235225

*Average population growth rate of 0.045% has been used to calculate market potential in 1999

Assumptions:

  • CAGR Calculations:

Adult Population

Above 65 yrs

Below 65 yrs.

1995

15

85

2030(given that the population above 65 doubles in 2030)

30

90

CAGR for 35 years

2%

0.16%

Avg Growth Rate of Adult population(120/100) ^(1/35)

0.45

  • Elective Surgery: Hemopure is poorly suited to elective surgery.  In particular, donated human blood is:
  • Cheaper as compared to Hemopure ($125-$225 vs $600-$800)
  • Widely accepted and available through a network of blood collection groups

Thus, we can conclude that Hemopure is only suited for applications where donated blood is not readily available.  Elective surgery does not fall into this category. Thus, Hemopure will be used rarely and we have assumed 5% of the original demand.

  • Emergency Surgery: There are 2 factors which can affect usage in this category, both having opposite effects:
  • More units will be used in the field resulting in a decline in usage in this category
  • But, the number of trauma victims surviving will grow resulting in an increased probability of having emergency surgery.  

We have assumed there will be a net 50% decline in potential.

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