Merck Corporation

WHAT IS THE PER YEAR MARKET POTENTIAL, IN UNITS AND DOLLARS, FOR THE HUMAN MARKET?

1. Define a market segment to target.

People who need a blood transfusion due to a traumatism.

2. Analyze customer behavior.

I think people which are involved with a traumatism problem, should be aware that this innovative product can eliminate all the problems related with donated blood transfusions, and with this information, I think it will be accepted by this market and save many lives.

3. Define externalities.

- I think something that could affect its distribution might be the health regulations established by the FDA, which can delimitate the use it will have or which situations it cannot be used.

- Competition developing more substitutes which have the same function.

4. Declare and generate set of assumptions.

Optimistic: the customer behavior for Hemopure will be positive, so every case of traumatism, the patient will agree with the use of Hemopure as a blood substitute due to its advantages against the blood transfusion. Also, at the best of cases, the FDA will state the use of Hemopure for all the traumatism cases.

Most Likely: Customer behavior will be divided, because there was a case with a blood substitute from the competition and it did not work well with the patient. This can cause a bad image not only for that product, but for all the substitutes, generating divided opinions, but still have an acceptance on market.

Pessimistic: Market will not accept Hemopure because a transfusion did not get well, jeopardizing the market trust in the product. Biopure will need to work very hard to get again the acceptance from its clients.

...