Two Sides of the Same Coin Essay Example

Two of a kind Paper Break down the adjustment in character of Michael Henchard all through the novel, the Mayor of Casterbridge Through the whole novel Michael Henchard, his city office giving the books eponymous title, depicts an industrious vacillation of character. Initially, we see that he is driven by anger and hastiness yet; his brutal misuses reveal a wellspring of adoration profound inside his body. This doesn't just take after his vacillation, yet additionally fortifies the way that the Mayor of Casterbridges activities have either been fuelled by aspiration or just drove by destiny. Directly from the earliest starting point, Thomas Hardy proposes that his story will spin around one focal character, as he captions his book: The Life and Death of a Man of Character. However, in this huge world, Henchard, a simple drop in the sea, has been singled out and schemed against by fortune. We will compose a custom paper test on Two Sides of the Same Coin explicitly for you for just $16.38 $13.9/page Request now We will compose a custom article test on Two Sides of the Same Coin explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer We will compose a custom article test on Two Sides of the Same Coin explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer In what some state as the introduction of the novel, parts one and two component the primary turn in Henchards life. The Furmity Scene sees the selling of Susan Henchard to a mariner, who was in secret by the rest. This is along these lines, the primary indication of lack of caution, which defeats Henchard. It can likewise be reasoned that his destiny had gone bad in light of the fact that the bartering was going to end pointlessly until, at the last possible second, Mr. Newson, by chance had entered the tent inside the last a few minutes and consented to buy Mrs. Susan Henchard for five guineas. In any case, I feel this is certifiably not a reasonable judgment of Henchards character, as he was affected by liquor and his withdrawnness had transformed into plastered fierceness. However, I go to the underlying purpose behind Henchards fascination in the rum in the furmity. It is outrightly evident that Henchard is miserable. From the crowds eyes, Thomas Hardy portrays the absence of co rrespondence among a couple, and the quietness they safeguarded. From this and Henchards essential responses, apparently Henchards despairing mentality is because of the way that he has hitched youthful and right now fathers a youngster by the name of Elizabeth Jane. In his despise and endeavor to look for retribution at anything he can consider, Henchard rescues himself by drinking to facilitate his feelings, yet this through and through winds up making him more forceful than previously. By and by, Henchards rash and uncertain way drives him to make a vow in this serious spot (the congregation) and he will stay away from every solid alcohol for the space of twenty years to come. However this shows on one side of Henchards coin, there is this severe passion, anyway it very well may be in a split second flipped over to uncover a feeling of disappointment and regret. It additionally infers that Henchard has a solid confidence in God and that reality that he swears on the book of scriptures proposes that he is good and strict. In addition, the point that he saved his pledge for precisely twenty years shows a decided and steadfast character. Aside from his reflecting feeling of demeanor, two different powers additionally pull Henchard. Like a manikin on strings, Henchard either acts to the solid take of destiny or of aspiration. The main look at desire is seen when Henchard gets Farfraes letter in the wake of selling his significant other eighteen years before that. During that period, Michael had earned a legitimate situation in the network: The Mayor of Casterbridge. Having the option to arrive at such a status demonstrates, that Henchard isn't just able, yet additionally fit for meeting his objectives throughout everyday life. Not long before tolerating Farfraes letter, Michael Henchard was in the midst of a gathering with individual chamber individuals. His direct, straightforward methodology implied that he energetically conceded, the wheat had turned out severely. Likewise, his moment response to the note explains that Henchard is still as rash as he used to be about twenty years back. The real experience with Farf rae uncovers a praiseworthy exertion from Henchard. He promptly makes a decision about him emphatically. He accepts that if this man (Farfrae) can support him, he should be agreeable. Notwithstanding, Henchards unexpected loving could be because of the enormous likeness among Farfrae and Henchards poor sibling whos now dead and gone. So accepting is Henchards character, that when Farfrae had denied his proposal to come back to his home for preferred food over virus ham and lager, Henchard restored the following morning to convince Donald to go under his belt as director of the corn and feed business. Be that as it may, when Farfrae was at Henchards store, he delicately referenced what experiences and will difficulty Henchard for any longer: Should a man turrun against destiny? As Henchards dealings with Farfrae became more grounded and increasingly visit, Henchard started to expose his actual emotions and open accounts of the past. His loving and trust in Farfrae drove him to discuss the recollections that blurred his disgraceful past. Henchard additionally concedes that he is a desolate man and has no one else to address. His absence of drinking implies that he gets no opportunity to mingle and subsequently make companions. So at the principal possibility of a genuine companion, Henchard trusts Farfrae promptly and reveals to him everything. His steady diligence drove Farfrae to be recruited and simply because Henchard loved Farfrae very much did he feed and asylum him; the person who was to cause Henchard torment and anguish. Henchard is fit for indicating boundaries of feeling in the two headings. By and by, his savage and coldhearted associations with Jopp, just expands the detest I feel against Henchard. I for one accept that Henchard discovers individuals to utilize, and when he no longer needs them, he disposes of them like junk. A prime case of this is when Henchard rejects Jopps the board offer with the free reason that: Jopp was past the point of no return and as he didn't keep his arrangement, Henchard connected with another director. This hypothesis is likewise connected to the significance of letters in this novel. Letters and his fundamental reactions towards them, administer each key occurrence in Henchards life. In his letter to Jopp, Henchard expressed Thursday or Saturday for the arrangement. In any case, with the possibility of a superior chief who may help him in his period of scarcity, Henchard excused the man who he had tantamount to connected and picked Farfrae. With one more letter, Henchard encounters the spouse he abandoned roughly twenty years prior. Gradually, Susan Newson reenters his life by one of his finesse plans, which fundamentally implied that through time, Henchard obliged the widow Mrs. Newson and her little girl. At that point he would meet her, court her, and wed her. This along these lines would prompt Susan going into Henchards house, without exciting any doubt or uncertainty. On one hand, Henchard is making a decent attempt to offer some kind of reparation for his slip-ups, by guaranteeing that they lease a bungalow. His humility is really acknowledged when he argues for Susans pardoning and says: judge me on my future works. In any case, then again, apparently Henchard just acts pleasantly to facilitate his feeling of remorse. Concerning this issue, Henchards guiltlessness is built up when he promptly discloses to Farfrae the new turns throughout his life. His circumstance is currently laid before Farfrae, who Henchard a ccepts can't just assistance him in his monetary, yet social emergency too. After discourteously denouncing somebody, Henchard is constantly frustrated about what he has done. Without intuition, he foolishly says what first goes onto his head and when he later has the opportunity to audit his conduct, with diminish fear, he regularly laments a significant number of his past slip-ups. This execution of sorrow includes excessively well in the arrangements and results of the tenth commemoration festivities. To rival Farfraes snappy developments, Henchard was not to be classed as a contender no longer available. In his flurry to come top, and recover the position that he felt was gradually sneaking away to Farfrae, Henchard despite this, tossed cash into a celebration, which was bound to fall flat. So it was to be, Henchards doomed connect to destiny, drove him to one more awful bungle. It was in joining the last parts of Farfraes exhibition, did Henchard say those deadly words: Mr Farfraes time as my supervisor is attracting to a nearby. In a flash, Hardy makes it evident that, Henchards wavering feeling of character made his heart sink inside him since his presently passed envious temper uncovered a sharp sentiment of contrition. Henchard was additionally ready to make the dangerous misinterpretation of having the option to pass judgment on the climate. Michael Henchard is frequently connected to Shakespeares Lear, because of the way that the two of them are definitely denied of the ones they cherished in their later life and kicking the bucket days. His decency and significance are sliced by his terrible over a wide span of time activities. Additionally contrasted with Farmer Boldwood, from Thomas Hardys Far from the Madding Crowd, Henchard scarcely varies. A respectable figure in the public eye presented to the general population as a totally extraordinary man. With these connections to the network, I feel Hardy is attempting to show that nothing is ever covered up and it will come out, possibly not presently, yet later on. Not to totally judge Henchard on two or three his words, I imagined that his unbiased way towards Farfrae, after the discourteous excusal, depicted his actual feelings. When finding out about Farfraes upset for setting up himself freely, Henchard concurred it was just option to permit Farfrae to have a go at th e corn-selling business. This choice shows that Henchard is as yet good. We are caused to feel thoughtful towards Henchard when he understands that he is separated from everyone else at home once more. His arrangement of Farfrae as his director was disturbed by his envy. His disdain of a family made him surrender love for aspiration. He figured he could be upbeat when Susan returned, yet she passed on not long after

Career Management Plan Essay Example | Topics and Well Written Essays - 500 words

Vocation Management Plan - Essay Example The assets are essentially placed into vocation advancement through trainings. Most profession improvement trainings are paid for, along these lines, an individual trying to build up their vocation should put away cash. The accomplishment of an improvement venture can't be achieved is there is no budgetary sponsorship. Time is a costly asset in business. Time characterizes numerous business angles, for example, quality. Vocation the executives requires time for preparing and direction. An individual must dedicate satisfactory time to improve the nature of advancement. Thusly, the time required must be at standard with the set prerequisites for a specific advancement undertaking. Another significant asset in profession the board is building connections. In the present world, most openings for work emerge from building working relationship with a few people with comparable intrigue. Building relationship encourages an individual to find out about the universe of business, in this manner maturing the odds of a flourishing vocation. Investigating the need of representatives is the absolute most significant point in profession the board. It is the comprehension of the need that drives fitting activities. The advancement needs of the representatives are achieved by an adjustment in innovation, methods for creation or an adjustment in the administration structure of an association. To embrace profession advancement by frameworks approach, this is the underlying advance that ought to be examined. Now, the coaches are worried about the substance of the preparation and the level, type and sum introduction that they can impart on the representatives. The preparation ought to likewise be fascinating with respect to representatives so dating can be simple. This sort of vocation the executives is basic in numerous organizations utilizing most recent innovations. Material required for preparing rely upon the idea of preparing, level and kind of preparing. A viable preparing undertaking must utilize the applicable material in which the

New Student Photo Series 2012 Post #3 COLUMBIA UNIVERSITY - SIPA Admissions Blog

New Student Photo Series 2012 â€" Post #3 COLUMBIA UNIVERSITY - SIPA Admissions Blog Photo submissions continue to roll in for our new student photo series.   If you are an incoming student and wish to share your photos on our blog, please review this entry for details on how to submit your photos. Todays photo submissions are from Barbara Wennerholm, an incoming MIA student. ________________________ My sister and I in the Old Town of Stockholm, Sweden. In front of the Royal Palace, Stockholm. First trip to Washington, DC before living there for two years. On a street in Havana, where I lived for six months.

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Early Childhood Development Lakeland Little Learners

Lakeland Little Learners Early childhood development is one of the most important aspects to the human life. Early childhood is mainly referred to from the time of birth through age five. Although, children learn based on the influence of their familiar environment, every child is expected to develop in their own unique way. Lakeland Little Learners is an educational program that provides an excellent environment for ensuring that every child’s social, cognitive, physical and educational needs are met. LLL provides a very welcoming and caring atmosphere for children from ages two weeks to twelve years old. During my experience at LLL, I was able to sit and observe three classrooms with very different age groups of children. Upon†¦show more content†¦While sitting and observing circle time I noticed that the children were very directed. They all sat quietly and listened to the teacher. Before speaking they knew to raise their hands and they were called upon before spea king. If perhaps a student spoke without being called on they were redirected as they coped with that very well. After starting with the 4K program, I then went to the late three’s room. In the late three’s room, I noticed a lot of the same activities going on however the behavior was much different. The arriving schedule was very similar for both three and four year olds. Just as the 4K room the kids arrived and began the day with circle time following hanging their coats and washing hands. One of the differences I noticed during circle time was the attention span was much shorter with the three year olds. Many of the kids where getting up often and wandering off to different play areas, pushing one another, and interrupting when the teacher was talking. Once they were redirected there was some crying and attitude unlike the four year olds who took direction fairly well. Once disciplined I noticed that the child would wander off and sit by him/her self. Some differenc es I noticed in the learning activities where: the threes focused only on the first letter of

Blood Transfusion Free Essays

BIOPURE INDUSTRIESA Marketing Analysis Based on the data from the case study by Jonn Gourville, Biopure Corporation , HBS, 1998April 20, 2005By Veronica Stepanova Executive  Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Situation AnalysisI. Human  Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. We will write a custom essay sample on Blood Transfusion or any similar topic only for you Order Now 3II. Animal  Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 Marketing Plan  for oxyglobin†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 Final  decision†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 Appendix 1 A (Excel documents, separate attachment) Appendix 1 B Executive Summary Many opportunities are available in the human blood market due to several disadvantages of thecurrently available alternatives. Even more opportunities exist in the  animal blood market. †¢Oxyglobin should be positioned as a high-quality product designed for middle- to upper-classbudgets. †¢The price for Oxyglobin should be about $200 for the consumer and around $100 for the supplier(animal hospital) to account for distribution markups and other  carrying costs. †¢Distribution should be oriented in the regional  vicinity of the operation and implement largerclinics. In addition, only emergency clinics are to be targeted. Current opportunities are favorable for Oxyglobin’s launch. Situation Analysis I. Human blood market. †¢Patients with acute blood loss from  trauma  and surgery – 40% individuals aged 65+. †¢Chronic anemia  patients (any age) – 1. 5 million for the year 1995. †¢Blood loss, resulting from trauma (e. g. car accident) and exceeding 2-3 units (1 unit = 10% of  total blood content of human body) needs immediate  blood transfusion. †¢Price is largely cost-based (storage, implementation) – blood donation is free. Existing options. †¢Red  blood cells  and their components (hemoglobin, platelets, and plasma) are  collected viadonations, organized by blood collection centers and  then transfused into patients. †¢Current options allow for storage for 6  weeks in refrigerated conditions, consequently disposed of  if unused. Hemoglobin uses oxygen-carrying efficiency by 50% if not used  within the first few weeks. †¢Blood transfusion is subject to blood typing (A, B,  AB, O, positive, negative) andreception/rejection by the body. Incorrect matching may be fatal  for the patient. Infection risks slow down the process of  testing blood prior to its use and are  greater if blood isnot separated into components. Infections include the risks of AIDS, hepatitis B,  and contamination. †¢Blood transfusion is available on-site only (hospital or emergency room); as a  result, 30% traumapatients die prior to operation. †¢Blood supply is lower than demand, esp ecially during peak periods (summer  months and winterholidays, during which car and other travel increases ? fewer donors and more patients). Blood substitutes. †¢3 companies in final stages awaiting FDA  approval (clinical testing). Entrance into market is difficult (all current processes patented) and  time-consuming – may takeup to 17 years (See case Exhibit 3). Potential to replace current blood drawing process by  component separation and purification, aswell as chemical modification and stabilization of hemoglobin. Reduced risk of contamination and increased storage capability of 2 years. Added benefits for patients with constricted or restricted blood vessels (smaller size improvedaccessibility to organs). Possibility of adapting animal blood cells for use in  humans. Risk of toxicity and body rejection (sped up  excretion). Competitors/industry players .A. Baxter   Northfield Laboratories. †¢Both rely on human blood supply to  derive hemoglo bin. †¢Red blood cells obtained from expired banks. †¢Require refrigeration. Baxter: †¢Leader in development and manufacturing of blood-oriented medical equipment. †¢Large facility – production capacity of 1 million units/year, spent $250  million on RD. †¢Product – HemAssist – to be  priced between $600-$800. Northfield: †¢Small facility –  10,000-unit production capability but possible expansion into  300,000 units/year. Focus on single product (PolyHeme), $70 million spent on development. B. Biopure Corporation. †¢Specializes in protein purification for pharmaceutical use. †¢Hemopure 2 years away from final approval. †¢Derived from the blood of cattle. †¢Production capacity of 150,000 but  possible production limitations due to expected concurrentusage of production equipment for animal version. †¢Need for removal of  hemoglobin clusters from product? excess process in  production abi lity. †¢Cost for Biopure at $1. 50 per unit of animal blood, but plan to match Baxter’s price for finalconsumer product. II. Animal blood market. †¢Mainly cats (35%) and dogs (50%). †¢800 dogs were brought to emergency  treatment due to acute blood loss in 1995,  2. 5% severe. Existing options. †¢15,000 veterinary clinics. †¢5% of vet clinics perform emergency care, with a 75% referral rate from primary care  clinics. †¢Current blood banks insufficient, demand greatly exceeds supply: 2. 5 out of 30  cases treated. †¢93% blood drawn from donor animals (78%  in emergencies) – an ethically questionable practice. †¢150 units of blood transfused per emergency care, 17 per  primary care center (Appendix A). No effective blood typing or cross-matching systems. †¢Blood collection, storage, and transfusion too costly for proper operation. †¢Current cost of clinical care  to animal owners relatively high, undesirable. ? 84% doctor dissatisfaction with current alternatives. Blood substitutes. †¢Biopure’s Oxyglobin currently the only exi sting  FDA-approved substitute ready for launch. †¢No evident chemical difference in the  production process between animal and human supplement. †¢Animal supplement approved sooner than human equivalent due to less-strict regulations in theanimal consumer market. Production capacity of 300,000 units, $200 million spent on development (combined withHemopure) Marketing Plan for OxyglobinPositioning strategy. Most animal owners (enthusiasts) can be  assumed to be within the middle to  upperincome class, based on the extraneous costs of owning an animal (refer to case Exhibit 8 for a summary of  average costs of keeping a  pet). However, many consumers proved to be  price-conscious about spendingadditional funds on optional services (this will be analyzed further in the  pricing strategy); therefore, nopremium strategy should be used. The product should be positioned as  a high-quality supplement forblood transfusion, available to (affordable by) most animal owners. Pricing strategy. As cited, animal  owners expect to spend limited amounts of money on  animal care; thisis slightly different for emergency situations, where customers are willing to spend more,  as demonstratedby the survey results (Exhibit 8; Table B). The typical cost of a  blood transfusion to the customer iscurrently $100 for the traditional method; however, this price was  said to have been cost-unjustified. Still,veterinarians were cited as the  trusted source for determining a patient’s treatment selection, which putspressure on the new substitute segment to set  a competitive price standard. While profit margins mayprove higher on a higher-priced item, the  product’s sensitivity to reputation for being a supposedlyâ€Å"better, cheaper alternative† to currently available options, which would satisfy the currently largely-unfulfilled demand for blood transfusion, would pressure Biopure to price its Oxyglobin according tocustomer expectations (See â€Å"Existing options†, page 5 of this report). Those expectations, as  we can seefrom the attached appendix (Appendix 1 A and B), are that the price to the consumer be about $200 ($100to the veterinarian – keeping the  50% markup), which would give the company the largest  marginal gainin revenues (higher prices are actually marginal  losses! ), while still retaining the major demand (weconsider emergency care centers more important here,  since they have, proportionally, a much largerdemand than primary care centers). In terms of the  price difference between Oxyglobin and its competitorin the human segment, Baxter, the latter spent $50 million more on RD than Biopure, so the pricepremium on Baxter can be  justified by higher costs; in addition, Biopure’s per-unit costs are significantlysmaller because it uses cattle blood. In addition, Biopure may price Hemopure slightly higher because of  the extra processing that goes into making it,  as well as the variation in  the segment and target audience(people are willing to spend more on  themselves than on animals). Distribution. Biopure should only target emergency care  practices. Although those only make up 5% of  the overall industry, 75% primary care specialists will refer  an acute blood loss case (such as a trauma)  toone of these centers. Furthermore, Biopure should target large practices (3+ doctors) through regionaldistributors, both of which account for the largest sales in  the industry. Considering the limited volume of  supplies Biopure is going to have, a  national distribution may not be desirable right away, until thecompany at least increases its production capabilities. A regional distributor would be local enough tounderstand the specific needs of its market (e. g. , New England), and a larger vet practice could provemore efficient (and less costly) in  terms of the availability of materials and  the reduction of transfers,thereby also reducing the consumer’s costs and increasing the rate  of success by providing a quicker  service (in other words, it would have more  cases, but more doctors available to  help overall, fewercases per doctor – see Exhibit 7). Of course, the drawback is that a large clinic would not be as personal. The 1 million dollar question: Should Oxyglobin be launched? – Yes. †¢Launching early allows for an audience test:? Achieve acclaim/recognition for a break-through discovery that is beneficial because it-Fulfills an unsatisfied/dissatisfied need (better quality blood  transfusion, availability);-Reduces costs to both suppliers and consumers.? Easier entry into secondary (human) market –  Ã¢â‚¬Å"tested on animals† – more trusted  than untestedcompetitors.? Potential to utilize production to full potential (instead of splitting up with Hemopure); later on, dividebased on larger per-unit profit (and  not necessarily the stated 150:300 ratio).? If fails or doesn’t test well: – Would aid in the decision about improving current human version (complete discontinuation notan option due to  the immense initial investment in RD);- Reduce the shock of having to change both formulas (processes) simultaneously – longer timespan gives better flexibility and more time for testing and improvement – less drastic. Hemopure and Oxyglobin,  although similar in purposes, are meant for two completelydifferent segments; they should not be compared based on price because price expectations aredifferent for humans than they are  for animal needs; the demand for Oxyglobin  is clear andsignificant, while the demand for the same product in the human market is questionable. Therefore, stick with Oxyglobin – which alrea dy has the approval – and launch it. How to cite Blood Transfusion, Essay examples

Blood Transfusion Free Essays

BIOPURE INDUSTRIESA Marketing Analysis Based on the data from the case study by Jonn Gourville, Biopure Corporation , HBS, 1998April 20, 2005By Veronica Stepanova Executive  Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Situation AnalysisI. Human  Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. We will write a custom essay sample on Blood Transfusion or any similar topic only for you Order Now 3II. Animal  Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 Marketing Plan  for oxyglobin†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 Final  decision†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 Appendix 1 A (Excel documents, separate attachment) Appendix 1 B Executive Summary Many opportunities are available in the human blood market due to several disadvantages of thecurrently available alternatives. Even more opportunities exist in the  animal blood market. †¢Oxyglobin should be positioned as a high-quality product designed for middle- to upper-classbudgets. †¢The price for Oxyglobin should be about $200 for the consumer and around $100 for the supplier(animal hospital) to account for distribution markups and other  carrying costs. †¢Distribution should be oriented in the regional  vicinity of the operation and implement largerclinics. In addition, only emergency clinics are to be targeted. Current opportunities are favorable for Oxyglobin’s launch. Situation Analysis I. Human blood market. †¢Patients with acute blood loss from  trauma  and surgery – 40% individuals aged 65+. †¢Chronic anemia  patients (any age) – 1. 5 million for the year 1995. †¢Blood loss, resulting from trauma (e. g. car accident) and exceeding 2-3 units (1 unit = 10% of  total blood content of human body) needs immediate  blood transfusion. †¢Price is largely cost-based (storage, implementation) – blood donation is free. Existing options. †¢Red  blood cells  and their components (hemoglobin, platelets, and plasma) are  collected viadonations, organized by blood collection centers and  then transfused into patients. †¢Current options allow for storage for 6  weeks in refrigerated conditions, consequently disposed of  if unused. Hemoglobin uses oxygen-carrying efficiency by 50% if not used  within the first few weeks. †¢Blood transfusion is subject to blood typing (A, B,  AB, O, positive, negative) andreception/rejection by the body. Incorrect matching may be fatal  for the patient. Infection risks slow down the process of  testing blood prior to its use and are  greater if blood isnot separated into components. Infections include the risks of AIDS, hepatitis B,  and contamination. †¢Blood transfusion is available on-site only (hospital or emergency room); as a  result, 30% traumapatients die prior to operation. †¢Blood supply is lower than demand, esp ecially during peak periods (summer  months and winterholidays, during which car and other travel increases ? fewer donors and more patients). Blood substitutes. †¢3 companies in final stages awaiting FDA  approval (clinical testing). Entrance into market is difficult (all current processes patented) and  time-consuming – may takeup to 17 years (See case Exhibit 3). Potential to replace current blood drawing process by  component separation and purification, aswell as chemical modification and stabilization of hemoglobin. Reduced risk of contamination and increased storage capability of 2 years. Added benefits for patients with constricted or restricted blood vessels (smaller size improvedaccessibility to organs). Possibility of adapting animal blood cells for use in  humans. Risk of toxicity and body rejection (sped up  excretion). Competitors/industry players .A. Baxter   Northfield Laboratories. †¢Both rely on human blood supply to  derive hemoglo bin. †¢Red blood cells obtained from expired banks. †¢Require refrigeration. Baxter: †¢Leader in development and manufacturing of blood-oriented medical equipment. †¢Large facility – production capacity of 1 million units/year, spent $250  million on RD. †¢Product – HemAssist – to be  priced between $600-$800. Northfield: †¢Small facility –  10,000-unit production capability but possible expansion into  300,000 units/year. Focus on single product (PolyHeme), $70 million spent on development. B. Biopure Corporation. †¢Specializes in protein purification for pharmaceutical use. †¢Hemopure 2 years away from final approval. †¢Derived from the blood of cattle. †¢Production capacity of 150,000 but  possible production limitations due to expected concurrentusage of production equipment for animal version. †¢Need for removal of  hemoglobin clusters from product? excess process in  production abi lity. †¢Cost for Biopure at $1. 50 per unit of animal blood, but plan to match Baxter’s price for finalconsumer product. II. Animal blood market. †¢Mainly cats (35%) and dogs (50%). †¢800 dogs were brought to emergency  treatment due to acute blood loss in 1995,  2. 5% severe. Existing options. †¢15,000 veterinary clinics. †¢5% of vet clinics perform emergency care, with a 75% referral rate from primary care  clinics. †¢Current blood banks insufficient, demand greatly exceeds supply: 2. 5 out of 30  cases treated. †¢93% blood drawn from donor animals (78%  in emergencies) – an ethically questionable practice. †¢150 units of blood transfused per emergency care, 17 per  primary care center (Appendix A). No effective blood typing or cross-matching systems. †¢Blood collection, storage, and transfusion too costly for proper operation. †¢Current cost of clinical care  to animal owners relatively high, undesirable. ? 84% doctor dissatisfaction with current alternatives. Blood substitutes. †¢Biopure’s Oxyglobin currently the only exi sting  FDA-approved substitute ready for launch. †¢No evident chemical difference in the  production process between animal and human supplement. †¢Animal supplement approved sooner than human equivalent due to less-strict regulations in theanimal consumer market. Production capacity of 300,000 units, $200 million spent on development (combined withHemopure) Marketing Plan for OxyglobinPositioning strategy. Most animal owners (enthusiasts) can be  assumed to be within the middle to  upperincome class, based on the extraneous costs of owning an animal (refer to case Exhibit 8 for a summary of  average costs of keeping a  pet). However, many consumers proved to be  price-conscious about spendingadditional funds on optional services (this will be analyzed further in the  pricing strategy); therefore, nopremium strategy should be used. The product should be positioned as  a high-quality supplement forblood transfusion, available to (affordable by) most animal owners. Pricing strategy. As cited, animal  owners expect to spend limited amounts of money on  animal care; thisis slightly different for emergency situations, where customers are willing to spend more,  as demonstratedby the survey results (Exhibit 8; Table B). The typical cost of a  blood transfusion to the customer iscurrently $100 for the traditional method; however, this price was  said to have been cost-unjustified. Still,veterinarians were cited as the  trusted source for determining a patient’s treatment selection, which putspressure on the new substitute segment to set  a competitive price standard. While profit margins mayprove higher on a higher-priced item, the  product’s sensitivity to reputation for being a supposedlyâ€Å"better, cheaper alternative† to currently available options, which would satisfy the currently largely-unfulfilled demand for blood transfusion, would pressure Biopure to price its Oxyglobin according tocustomer expectations (See â€Å"Existing options†, page 5 of this report). Those expectations, as  we can seefrom the attached appendix (Appendix 1 A and B), are that the price to the consumer be about $200 ($100to the veterinarian – keeping the  50% markup), which would give the company the largest  marginal gainin revenues (higher prices are actually marginal  losses! ), while still retaining the major demand (weconsider emergency care centers more important here,  since they have, proportionally, a much largerdemand than primary care centers). In terms of the  price difference between Oxyglobin and its competitorin the human segment, Baxter, the latter spent $50 million more on RD than Biopure, so the pricepremium on Baxter can be  justified by higher costs; in addition, Biopure’s per-unit costs are significantlysmaller because it uses cattle blood. In addition, Biopure may price Hemopure slightly higher because of  the extra processing that goes into making it,  as well as the variation in  the segment and target audience(people are willing to spend more on  themselves than on animals). Distribution. Biopure should only target emergency care  practices. Although those only make up 5% of  the overall industry, 75% primary care specialists will refer  an acute blood loss case (such as a trauma)  toone of these centers. Furthermore, Biopure should target large practices (3+ doctors) through regionaldistributors, both of which account for the largest sales in  the industry. Considering the limited volume of  supplies Biopure is going to have, a  national distribution may not be desirable right away, until thecompany at least increases its production capabilities. A regional distributor would be local enough tounderstand the specific needs of its market (e. g. , New England), and a larger vet practice could provemore efficient (and less costly) in  terms of the availability of materials and  the reduction of transfers,thereby also reducing the consumer’s costs and increasing the rate  of success by providing a quicker  service (in other words, it would have more  cases, but more doctors available to  help overall, fewercases per doctor – see Exhibit 7). Of course, the drawback is that a large clinic would not be as personal. The 1 million dollar question: Should Oxyglobin be launched? – Yes. †¢Launching early allows for an audience test:? Achieve acclaim/recognition for a break-through discovery that is beneficial because it-Fulfills an unsatisfied/dissatisfied need (better quality blood  transfusion, availability);-Reduces costs to both suppliers and consumers.? Easier entry into secondary (human) market –  Ã¢â‚¬Å"tested on animals† – more trusted  than untestedcompetitors.? Potential to utilize production to full potential (instead of splitting up with Hemopure); later on, dividebased on larger per-unit profit (and  not necessarily the stated 150:300 ratio).? If fails or doesn’t test well: – Would aid in the decision about improving current human version (complete discontinuation notan option due to  the immense initial investment in RD);- Reduce the shock of having to change both formulas (processes) simultaneously – longer timespan gives better flexibility and more time for testing and improvement – less drastic. Hemopure and Oxyglobin,  although similar in purposes, are meant for two completelydifferent segments; they should not be compared based on price because price expectations aredifferent for humans than they are  for animal needs; the demand for Oxyglobin  is clear andsignificant, while the demand for the same product in the human market is questionable. Therefore, stick with Oxyglobin – which alrea dy has the approval – and launch it. How to cite Blood Transfusion, Essay examples