BIOPURE

Biopure Case Study

Biopure Corporation
Case Analysis

Issues:

A. How do we best market Oxyglobin? (promotion)

Alternatives:

1. Go with an independent distributor with their own sales force
· Pos: infrastructure already in place (database contacts, etc)
· Neg: They also distribute for other manufacturers (what’s to stop them from distributing directly competitive product?
· Neg: 15 minute visit per salesperson- focus is divided among all the other products they sell
· Pos: They are able to set up a centralized training session for distributors (?? Time/money, etc)
· Pos: Experienced salespeople- if it’s a good product, they can/will want to sell them
2. Manufacturer sells products directly
· Control over sales practices
· Cost of maintaining the sales force
· Cost to physically distribute ($10-$15 more) per unit (should go under distribution?)
3. Use trade publications ...