Walmart case study

The veterinary canine blood market is currently valued at approximately
$40 million ($34-48 million), but if the potential of the market and the potential for medical benefit were fully realized, the canine blood and blood replacement market is $400 million ($314-$469 million).
This potential market is based on the figure of 12 million dogs suffering blood loss annually, 30% (3.6 million dogs) of which could benefit from blood replacement. Figures given in the case indicate that only 2.5% of those 12 million dogs (the ¡°critical cases¡±) are actually transfused with four units of blood, each. An additional 3.51 million dogs stand to benefit from blood or blood product transfusion, resulting in a net potential market of at least 3.87 million units of blood or blood replacement product. Naturally, neither every dog, nor every pet owner, nor every veterinarian will achieve 100% of the potential consumption. Biopure, with a production capacity of only 300,000 units of Oxyglobin, can...